Factors Influencing Online Purchase Intention of Organic Food among Generation X Consumers in Ho Chi Minh


  • Prasit Wacharachaisophonsiri


DOI: 10.14456/shserj.2023.16
Published: 2023-06-09


Organic Food Consumption, Generation X, Online Purchase Intention, Attitudes, Perceived Risk


Purpose: Due to the growing trend of online shopping for organic food in Ho Chi Minh City, Vietnam, this research investigates factors influencing online purchase intention among Gen X consumers. The conceptual framework incorporates reasons against organic food purchase, value (health consciousness), reason for organic food consumption, attitudes, social influence, perceived risk, and online purchase intention. Research design, data and methodology: The quantitative method was used to distribute online questionnaires to 500 Gen X consumers. The sampling techniques are judgmental sampling, convenience sampling and snowball sampling. The index of item-objective congruence (IOC) and Cronbach's Alpha reliability test of 50 participants were approved before proceeding to the data collection. The data analysis was implemented by confirmatory factor analysis (CFA) including goodness of model fit, reliability and validity. Additionally, structural equation modeling (SEM) was applied for hypotheses testing. Results: The results showed that reasons against organic food consumption, reason for organic food consumption, health consciousness and social influence significantly influence attitudes. Furthermore, reasons against organic food consumption, reason for organic food consumption and attitudes significantly influence online purchase intention. On the other hand, the relationship between perceived risk and online purchase intention is not supported. Conclusions: Academic practitioners and marketers should focus on rational motives to build positive attitude and enhance online purchase intention of organic food.

Author Biography

Prasit Wacharachaisophonsiri

PhD Candidate, Doctor of Philosophy in Technology Education and Management, Graduate School of Business and Advanced Technology Management, Assumption University of Thailand.


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How to Cite

Wacharachaisophonsiri, P. (2023). Factors Influencing Online Purchase Intention of Organic Food among Generation X Consumers in Ho Chi Minh. Scholar: Human Sciences, 15(1), 153-161. https://doi.org/10.14456/shserj.2023.16