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<p>This article investigates the predictors of purchase behavior of the generation Z (Gen Z) in the Vietnamese organic food sector. We proposed a research model by extending the theory of planned behavior (TPB) with the motivation–opportunity–ability (MOA) framework to address the gap between purchase intention and behavior in the organic food market. Data from a self-administered online survey with 426 respondents living in the three biggest cities of Vietnam were analyzed in SmartPLS software to test proposed hypotheses. Our findings show that trust is the most crucial factor affecting the purchase behavior of Gen Z in the Vietnamese organic food sector. Notably, perceived barriers (PB) were found to positively influence purchase behavior. The present study suggests the organic food producers and suppliers to change their marketing strategies and policies in response to the demanding Vietnamese Gen Z.</p>
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This article investigates the predictors of purchase behavior of the generation Z (Gen Z) in the Vietnamese organic food sector. We proposed a research model by extending the theory of planned behavior (TPB) with the motivation–opportunity–ability (MOA) framework to address the gap between purchase intention and behavior in the organic food market. Data from a self-administered online survey with 426 respondents living in the three biggest cities of Vietnam were analyzed in SmartPLS software to test proposed hypotheses. Our findings show that trust is the most crucial factor affecting the purchase behavior of Gen Z in the Vietnamese organic food sector. Notably, perceived barriers (PB) were found to positively influence purchase behavior. The present study suggests the organic food producers and suppliers to change their marketing strategies and policies in response to the demanding Vietnamese Gen Z.

Exploring Organic Food Purchase Behaviors of Gen Z: An Application of TPB and MOA Model in a Transition Country

Foundations of Management

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

This article investigates the predictors of purchase behavior of the generation Z (Gen Z) in the Vietnamese organic food sector. We proposed a research model...

Exploring Organic Food Purchase Behaviors of Gen Z: An Application of TPB and MOA Model in a Transition Country

Publié en ligne: 15 avr. 2023

Pages: 35 - 50

DOI: https://doi.org/10.2478/fman-2023-0003

Mots clés
organic food, purchase intention, actual purchase behavior, theory of planned behavior, MOA framework, generation Z in Vietnam

© 2023 Phuong Mai Nguyen et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Exploring Organic Food Purchase Behaviors of Gen Z: An Application of TPB and MOA Model in a Transition Country

Publié en ligne: 15 avr. 2023

Pages: 35 - 50

DOI: https://doi.org/10.2478/fman-2023-0003

Mots clésorganic food, purchase intention, actual purchase behavior, theory of planned behavior, MOA framework, generation Z in Vietnam

© 2023 Phuong Mai Nguyen et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Mots clés
organic food, purchase intention, actual purchase behavior, theory of planned behavior, MOA framework, generation Z in Vietnam