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ATTITUDES AND YOUNG CONSUMERS’ ORGANIC FOOD
PURCHASING INTENTIONS
NGUYEN KIM NAM
Ho Chi Minh City Industry and Trade College, Vietnam – Email: nguyenkimnam@hitu.edu.vn
NGUYEN THI HANG NGA
Banking University Ho Chi Minh City, Vietnam – Email: ngath@buh.edu.vn
(Received: August 14, 2016; Revised: October 4, 2016; Accepted: October 10, 2016)
ABSTRACT
The purpose of this study is to examine the impact of attitudes on young consumers’ organic food purchasing
intentions. The attitude factor in this regard is attitudes towards environment in general and towards organic food
consumption behaviors in particular. The results of structural equation modeling (SEM) analysis showed that
environmental attitude and environmental concern have a direct impact on organic food purchasing intentions and
an indirect impact through attitudes towards organic food. In addition, perceived effectiveness of environmental
behavior is also an explanatory factor of consumption intentions of organic food by young consumers. The findings
suggest that managers and administrators should concentrate not only on consumers’ attitudes toward organic food
but also on environmental attitudes, environmental concern, perceived effectiveness of environmental behavior in
order to promote organic food consumption by young consumers.
Keywords: Attitudes; purchasing intention; environmental concern; organic foods; young consumers.
1. Introduction
Sustainable consumption is seen as an
inevitable trend in the modern era. It can be
regarded as the consumption of goods and
services that creates better standards of living,
ensures harm-free environment and does not
adversely affect the needs of future
generations. Sustainable consumption is a
broad concept, of which green consumption is
a component. Green consumption is more
emphasized to environment protection.
Presently environmental quality has been
reduced, which is illustrated by the global
warming, air pollution and natural disasters
like tsunami, flood and drought. Therefore,
people pay more and more attention to
environmental protection issues, including
consumers. When consumers are aware of
their responsibility in environment protection
regarding product consumption, they will be
ready to buy friendly-environmental products,
especially young consumers (Chen, 2010).
According to Lee (2009), green products
are those beneficial to the environment; the
behavior of purchasing such environment-
friendly products is called “green purchase
behavior”. Schlegelmilch et al. (1996)
classified green products into recyclable
products, animal-free testing products,
organically-grown fruit and vegetables,
ozone-friendly products, and energy-efficient
products. In short, organic consumption is a
component of green consumption. Many
studies worldwide have focused on young-
aged subjects who are target consumers of the
future, such as studies by Chen & Chai
(2010), Kim (2011), and Lee (2009). They are
highly-educated persons and have a high
individual responsibility towards
environment. In many developing countries
like Vietnam, sustainable consumption in
general and green consumption in particular
have not been paid due attention, thus remains
to be a research gap. Having a large and
young population, Vietnam is a potential
market for environment-friendly products.
55Ho Chi Minh City Open University Journal of Science–VOL. 6(2) 2016–October/2016
56
The movement towards green growth
economy has attracted the government’s
attention recently. Therefore, the business
philosophy of green and sustainable produce
which adopted by enterprises has become
necessary. In this regard, green marketing
strategies play an important role. On the one
hand, they raise consumers’ awareness
towards environment but on the other hand,
they create a competitive advantage with the
use of green business philosophy. In Vietnam,
some researches on green consumption
behaviors have been conducted. However,
they merely investigate green consumption in
general, not the consumption in a specific
case, for example consumption of organic
food. Therefore, the aim of this study is to
consider the correlation between
environmental attitudes in general, attitudes
towards organic food purchase behaviors in
particular, and intentions to purchase organic
foods by young consumers who are
considered as the potential consumers in the
future.
2. Literature review and hypotheses
The Theory of Planned Behavior (TPB)
of Ajzen (1991) is extended from the theory
of reasoned action (TRA) of Ajzen &
Fishbein (1980). This theory has been widely
used in many areas such as advertising, health
care, food choices including organic foods as
Chen’s research (2007), Dean & Partners
(2008), Gracia & Magistris (2007), Saba &
Messina (2003), Thøgersen (2007). According
to TPB, the planned behavior is explained by
factors such as attitudes toward behavior,
subjective norms and perceived behavioral
control. Attitudes toward behavior are
assessed levels of the positive or negative
when implementing acts and attitudes that are
important predictors of behavioral intentions
(Ajzen & Fishbein, 2005).
Moreover, many studies have been based
on cognitive- emotional - behavioral
framework such as the three components of
attitude model of Schiffman and Kanuk
(1987). The three components of attitude
consist of cognitive, emotional and behavioral
tendencies. Cognitive component refers an
individual’s knowledge, awareness and beliefs
about an object. Emotional component
expresses consumers’ feelings about an
object. Behavioral tendencies component
represents to consumers’ consumption trend.
Based on this framework, several studies on
green consumption’s mentioned factors
related to the ecological environment, such as
awareness of the effective environmental
actions, concern for the environment and
attitude towards the environment to predict
green purchase intention. Attitude towards the
environment is defined as the assessment
about awareness of the environmental values
(Lee, 2009). Yeung (2005) suggested that
concern for the environment refers to an
attribute of emotional, expressing anxiety,
passion and attention to environmental
consequences. According to Taylor & Ahmed
(1974), perceived effectiveness of
environmental behaviour is understood as
consumers’ confidence that they can
contribute effectively in solving
environmental problems.
Based on TRA and cognitive - emotional
- behavioral framework, and the results
derived from some previous studies in the
field of organic foods, this study only to
examine the impact of the attitude towards the
environment; environmental concern;
perceived effectiveness of environmental
behaviour and attitude towards organic foods
affect purchase intention of organic foods of
young consumers. Organic food is food
produced in a way that complies with organic
standards set by national governments and
international organizations. Standards vary
worldwide; however, organic farming in
general, features practices that strive to foster
cycling of resources, promote ecological
balance, and conserve biodiversity.
Organizations regulating organic products
may choose to restrict the use of certain
pesticides and fertilizers in farming. In
general, organic foods are usually not
processed using irradiation, industrial solvents
or synthetic food additives.
Ho Chi Minh City Open University Journal of Science–VOL. 6(2)
2016–October/2016
Attitude towards organic foods (A)
Attitude toward behavior is the degree to
which performance of the behavior is
positively or negatively valued; the output of
the behavior depends on the expectations and
beliefs of individuals (Ajzen & Fisbein,
1980). In the field of green consumption,
previous studies have shown that attitude
towards green purchase behavior positively
influenced the intention to buy green
products. Research in the field of organic food
as Chen (2007), Dean & Partners (2008), Saba
& Messina (2003), Thøgersen (2007) have
also found that attitude towards behavior has a
positive relationship with the purchase
intention of organic food of consumers.
Referencing from existing literature, it is thus
hypothesized that:
H1: Attitude towards organic food (A)
positively influences the purchase intention of
organic foods (I).
Environmental attitude (EA) and
Environmental concern (EC)
Lee (2008) suggests that environmental
attitude related to individual evaluation values
for environmental protection. In other words it
is an assessment of the personal awareness of
the environmental protection values. In green
consumption, Chen & Chai (2010) suggests
that buying decisions are often based on
consumers’ attitude towards the environment.
Findings of Lee (2008) showed the higher of
attitude towards the environment the higher of
the green purchase intention behavior. Similar
to findings of Lee (2009) also says that the
environmental attitude has positively
influence to the green purchase behavior.
Environmental concern shows emotions
related to environmental issues (Lee, 2008), in
other words the environmental concern
mentions of an emotional attribute, expressing
anxiety, passion and attention to the
environmental consequences (Yeung, 2005).
Findings of Lee (2008) and Lee (2009) show
that environmental concern has positively
influence to the green purchase behavior. In
the green consumption, Kim & Choi (2005)
suggests that consumers who have higher
concern for the environment are more likely
to buy these products than consumers who are
less interested in the environment.
Environmental concern is also seen as a
form of attitude. Therefore, Bamberg (2003)
suggests that environmental concern is
considered as the general attitude towards the
environment but does not mention a specific
attitude for an object or a specific action on
the environment. That general attitude
expresses a valuation of consumers in terms
of reason and sentiment towards
environmental protection issues. Based on the
assumption of Ajzen & Fishbein, we can
assume that the general attitude does not
affect the specific behavior but has an
important indirect effects, Bamberg (2003)
proposes that environmental concern element
indirectly impacts intention actions through a
specific attitude. Results of Bamberg test
model (2003) shows concern for the
environment as a form of general attitude to
the environment and indirectly affect purchase
intention through intermediary role of attitude
towards green purchase behavior. Referencing
from existing literature, it is thus hypothesized
that: attitudeEnvironmentalH2: (EA)
positively impacts on purchase intention of
organic foods (I). attitudeEnvironmentalH2a: (EA)
positively impacts on attitude towards organic
foods (A). concern (EC)EnvironmentalH3:
positively impacts on the purchase intention
of organic foods (I). concern (EC)EnvironmentalH3a:
positively impacts on attitude towards organic
foods (A).
Perceived effectiveness of environmental
behaviour (PCE)
Perceived effectiveness of environmental
behaviour mentions the extent to which
individuals believe that their actions will
make a difference in addressing
environmental problems (Kim & Choi, 2005).
According to Taylor & Ahmed (1974), the
PCE is understood as consumer confidence in
57Ho Chi Minh City Open University Journal of Science–VOL. 6(2) 2016–October/2016
58
which they can contribute effectively in
solving environmental problems. Kim & Choi
(2005) suggests that the attitude or
environmental concerns of consumers can not
easily be converted into environmental
protection actions. However, when an
individual has a strong belief that awareness
of their environmental behavior can lead to
positive results, then they are likely to engage
in environmental behaviors. Many studies
have used PCE to explain the intention to buy
green products and the results show that the
higher PCE consumers will have a positive
behavior on the environment (Bamberg, 2003;
Lee, 2008; Vermeir & Verbeke, 2007).
Therefore, the following hypotheses are
offered:
H4: Perceived effectiveness of environmental
behaviour (PCE) positively influences purchase
intention of organic foods (I).
Figure 1. Research framework for organic food purchase intentions
3. Research methodology
Data is collected in Ho Chi Minh City by
consumer questionnaire surveys. Based on
convenience sampling, 459 young consumers
in Ho Chi Minh City were surveyed to test the
measurement and theoretical models. The
sample included 362 (78.9 percent) female
and 97 (21.1 percent) male consumers. In
terms of age, young consumers were aged
from 18 to 22 years. All items were measured
by a five-point Likert scale, anchored by 1:
strongly disagree and 5: strongly agree. A
pilot test was done by 50 respondents to
detect any problems and correct them before
the actual study is conducted. In this study,
we used structural equation modeling (SEM)
to test the hypotheses with the support of the
software AMOS. Before testing the
hypotheses in the SEM, we first calculated the
coefficient alpha and performed exploratory
factor analysis (EFA) to initially test the scale
of reliability and validity. After that, we
performed confirming factor analysis (CFA)
to assess the measurement model. Finally, we
employed SEM analysis to estimate path
coefficients for the hypothesized
relationships. The scales and questions in the
study are based on previous studies in green
consumption as Lee (2008), Lee (2009), Kim
& Choi (2005), Taylor & Todd (1995).
Attitude towards organic foods scale
comprises three items were based on Taylor &
Todd (1995). Environmental attitude scale
comprises two items, perceived effectiveness
of environmental behaviour scale comprises
two items, environmental concern scale
comprises three items and purchase intention
of organic foods scale comprises three items
were based on Lee (2008), Lee (2009), Kim &
Choi (2005).
EA
I
A
EC
PCE
H1 (+)
H2 (+)
H3 (+)
H4
H2a (+)
H3a (+)
Ho Chi Minh City Open University Journal of Science–VOL. 6(2)
2016–October/2016
4. Results and discussion
Scale reliability tests and descriptive
statistics
Results of statistical analysis showed that
men accounted for 21.1% and females
accounted for 78.9% in the samples. The
average value of the variable EA, PCE and EC is
relatively high since it is on level four of the
five-point scale. This shows that young
consumers strongly believe that their actions can
contribute effectively in solving environmental
problems. But the average value of the attitude
towards organic foods and purchase intention to
buy organic foods variable is relatively low in
comparison with the remaining variables. Young
consumers might have a positive attitude,
concern for the environment and believe their
actions will contribute positively to the
environment but organic foods may still be
unfamiliar to them as they are relatively new
products in Vietnam market. To assess the
reliability of the scale, the study conducts testing
the reliability of the scales through Cronbach’s
Alpha Reliability Coefficient. The results of
reliability testing of scale achieve reliability
requirements, Cronbach'alpha of EC scale was
0.719; PCE scale is 0.694; EA scale is 0.862; A
scale is 0.908; I scale is 0.716.
Table 1
Descriptive statistics
Variables
N
Mean
Std deviation
Cronbach’s Alpha
PCE
459
4.26
0.74
0.694
EC
459
4.04
0.64
0.719
EA
459
4.55
0.70
0.862
A
459
3.86
0.82
0.908
I
459
3.56
0.64
0.716
The results of CFA and SEM
After assessing the scales based on
Cronbach’s alpha, the study performs
Exploratory factors analysis before
proceeding Confirmatory factor analysis
(CFA). Results of Exploratory factors analysis
achieve, including 5 concepts with 13
observable variables. The value of Kaiser-
Meyer-Olkin (KMO) was 0.837 and statistical
test for Bartlett test was significant (p =
0.000). The results of CFA exhibited a good
level of fit: Cmin = 67.58; df = 56; GFI =
0.978; CFI = 0.995; NFI = 0.973; RMSEA =
0.022. All t-tests of the indicator variables
were significant at the 0.001 level.
The results of the structural equation
analysis indicated that the model achieved a
good level of fit: CMIN = 67.112; df = 55; GFI
= 0.978; CFI = 0.995; NFI = 0.972; RMSEA =
0.021. The estimated coefficients in the model
structure achieve statistical significance at the
level 5%. Consistent with H1, A variables were
found to be positively associated with I
variables (β1 = 0.07, p = 0.02). H2 posits a
positive relationship between EA variables and
I variables. This hypothesis was supported (β2
= 0.124, p = 0.011). H3 posits a positive
relationship between EC variables and I
variables. This hypothesis was supported (β3 =
0.149, p = 0.043). Similarly, PCE positive
impacts on I variables (β4 = 0.17, p = 0.008) so
this hypothesis was supported. H2a and H3a
hypothesis are supported (β = 0.15, P = 0.032)
and (β = 0.26, P = 0.014). Thus A, EA, EC,
PCE variables affect purchase intention of
organic foods of young consumers. In which
the most influential factor is PCE (βstandarised =
0.18), followed factors were EA (βstandarised =
0.172), EC (βstandarised = 0.145) and finally the
A (βstandarised = 0.127).
59Ho Chi Minh City Open University Journal of Science–VOL. 6(2) 2016–October/2016
60
Table 2
Estimates of structural equation coefficients
Paths
Parameter value
(unstandardized)
P -value
Hypothesis
I <-- PCE
0.170
0.008
Supported H4
I <-- EC
0.149
0.043
Supported H3
I <-- EA
0.124
0.011
Supported H2
I <-- A
0.077
0.020
Supported H1
A <-- EA
0.150
0.032
Supported H2a
A <-- EC
0.263
0.014
Supported H3a
Attitude towards the environment directly
and indirectly affect the intentions through
mediating role of attitude towards organic
foods (β2 = 0.124, r = 0.34). Similarly,
concern for the environment directly and
indirectly affect the intentions through
mediating role of attitude towards organic
foods (β3 = 0.149, r = 0.32).
Figure 2. Structural results (standardized estimates)
Notes: * significant at 5%, ** significant at 1%
Discussion
Analysis of the results show that young
consumers in Vietnam highly rate the aspects
related to environmental such as
environmental attitude, environmental
concern and perceived effectiveness of
environmental behaviour. Among these
factors, the perceived effectiveness of
environmental behaviour is the most
influential to purchase intention of organic
foods (βstandardised = 0.18). This result shows
that if young consumers have belief about
their actions, they can make a difference in
addressing environmental issues, and the
ability to perform purchase intention is higher.
In other words, consumers only really intend
to buy when they believe that their behavior
can contribute to solve environmental
problems. Conversely, if they are skeptical
about the effectiveness and do not believe
their actions can contribute to the
environment, then their purchase intention
will be declined. This result is similar to
previous findings by Lee (2008), Lee (2009),
EA
I
A
EC
PCE
0.127*
0.180*
0.126
0.145*
0.154*
0.172*
Ho Chi Minh City Open University Journal of Science–VOL. 6(2)
2016–October/2016
Kim & Choi (2005). Attitude (βstandardised =
0.172) and concern (βstandardised = 0.145) for the
environment are strong influential factors to
purchase intention of younger consumers. If a
person with a positive attitude and concern for
environment, the intention to participate in
order to solve the environmental problems
will be higher, such as green consumption
intention. A person may be aware that green
consumption behavior can contribute to their
environmental improvement, but if they do
not have a good attitude to the environment or
do not care about the environment, the ability
to perform actions will be lower. This result is
consistent with the results of Lee (2008).
Attitude towards organic food positively
influence to purchase intention, but it is at the
lowest level compared to other factors
((βstandardised = 0.127). In Vietnam organic
foods are still relatively new to consumers.
Therefore, the attitude and purchase intention
of organic foods are rated relatively low by
young consumers (average value at 3.86 and
3.56 of five-point scale). This result also
implies that the increasing consumer attitude
of organic foods needs to be more focused.
On the one hand, attitude towards organic
foods directly affects consumer intention and
on the other hand it acts as a mediating role in
the relationship between attitude towards the
environment, concern for the environment and
the purchase intention of organic foods.
Therefore, the increase in the attitude and
concern for the environment will result in the
increase of attitude towards organic foods and
the increase of purchase intention of organic
foods of young consumers.
5. Conclusions and implications
Based on the cognitive-emotional-
behavioral framework and the theory of
planned behavior of Ajzen (1991), this study
examines the influence of attitude towards
organic foods and environmental factors such
as the attitude, concern and perceived
effectiveness of environmental behaviour to
young consumers’ purchase intention of
organic foods. The result showed that young
consumers appreciate those components
related to the environment such as perceived
effectiveness of environmental behaviour,
attitude, and concern for the environment with
an average rating above 4 in the five-point
Likert scale. This result indicates conformity
in terms of awareness of young people with
higher education levels. In particular,
awareness of the effective environmental
actions is the most powerful factor influencing
consumers’ purchase intention to organic
foods, and followed by attitude towards the
environment and concern for the environment.
An attitude towards organic foods was
assessed at a relatively low level and the
weakest influence factors to purchase
intention compared to other factors by young
consumers. It is easy to see that organic foods
have been widely used in some developed
countries, but in Vietnam, organic foods are
still relatively new and not popular. Although
young consumers have a high level of
education, they rarely have access to organic
foods. Therefore, the role of an attitude
towards organic foods will become more and
more important in the Vietnamese market in
the future. In addition, an attitude towards
organic foods plays an intermediary role in
the relationship between attitude towards the
environment, concern for the environment and
consumers’ purchase intention of organic
foods. So the combination of environmental
aspects in the field of organic foods is an
important marketing strategy in the future.
In addition to the above results, this study
has some limitations. First, this study carried
out with a convenience sample in HCM City;
therefore, the representative of sample might
not be high. Second, the study was
concentrated with young adults, as a result
demographics factors haven’t been evaluated.
Third, this study focused on the attitude
variables; hence, it might overlook some other
variables in explaining consumers’ purchase
intention such as subjective norms, perceived
behavioral control, pricing, availability.
Therefore, further studies could overcome the
limitations mentioned above to obtain more
reliable results
61Ho Chi Minh City Open University Journal of Science–VOL. 6(2) 2016–October/2016
62
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