Main Article Content
The purpose of this research is to examine the relationships between some selected factors (environmental attitude, perceived value, health consciousness, organic knowledge, subjective norms and attitudes toward organic food) and the purchase intention of Vietnamese customers with respect to organic food. Furthermore, a comparison of the significant differences among all the selected factors between Northern and Southern Vietnam is made. The data was collected from 201 people in the North (Ha Noi) and 201 people in the South (Ho Chi Minh City). The findings in this research are consistent with the results of a number of previous studies in terms of the positive correlation between the factors considered and purchase intention. In addition, the comparative study reveals significant differences in the health consciousness, subjective norms and purchase intention between Northern and Southern Vietnam.