Factors Affecting Purchase Intention of Organic Food Products among Vietnamese Consumers

Growing environmental degradation and public health concerns have intensified global demand for safer food alternatives, particularly organic products. In Vietnam, rising consumer awareness has prompted both policymakers and businesses to prioritize organic food production and marketing. This study investigates the key determinants of Vietnamese consumers’ intention to purchase organic food during 2022–2024. Using a quantitative approach, data were collected from 500 respondents via stratified sampling to ensure demographic representativeness. A structured questionnaire measured five theoretical constructs (attitude, subjective norms, perceived behavioral control, health concern, and environmental concern), using 16 items, alongside 8 items assessing purchase intention. Data analysis employed Cronbach’s Alpha, EFA, one-way ANOVA, and independent-samples t-tests in SPSS 22. Results indicate that attitude, subjective norms, health concern, and environmental concern significantly and positively influence purchase intention, with health concern emerging as the strongest predictor. Perceived behavioral control was not retained in the final model. These findings offer empirically grounded insights into the motivational drivers of organic food consumption in an emerging Southeast Asian market. The study’s significance lies in its practical value for agribusinesses, retailers, and policymakers: by aligning marketing strategies and public communication with consumers’ health- and environment-related values, stakeholders can more effectively promote sustainable food choices and support Vietnam’s transition toward healthier and more resilient food systems.