A Quantitative study on the consumption of organic fruits and vegetables in Vietnam

Thuy, Nguyen Ngoc; Saxena, Gunjan; Bhattarai, Keshab; Anh, Hoang Ha

Abstract

This study investigates the key factors influencing Vietnamese consumers' organic fruit and vegetable purchase intentions, drawing on consumer trust research. Analysis of data collected from 330 randomly sampled individuals in Ho Chi Minh City reveals a distinct connection between unsafe food storage and handling practices and heightened consumer caution. As a result, this increased consumer caution has contributed to a rise in the consumption of organic foods identified as 'rau an toan' (RAT), meaning safe produce. Structural equation modeling shows that consumers' intention to buy RAT products is influenced by their product knowledge and, importantly, their trust in both the products and distributors like corner stores. Other significant factors include cost perceptions, feelings of convenience, and concerns about health and the environment. The empirical analysis validates the salience of consumer trust in their purchase intentions towards organic products. This finding is supported using regression, pairwise and non-parametric tests, confirmatory factor analysis, and structural equation modelling. Overall, this study offers valuable insights for managers on how to cultivate consumer trust and, in turn, enhance their commitment to purchasing organic fruits and vegetables through targeted marketing. In conclusion, initiatives like the RAT scheme are vital for making sustainable and organic food consumption more accessible.

Citation

Thuy, N. N., Saxena, G., Bhattarai, K., & Anh, H. H. (2025). A Quantitative study on the consumption of organic fruits and vegetables in Vietnam. SAGE Open, 15(2), https://doi.org/10.1177/21582440251348843

• Journal Article Type: Article
• Acceptance Date: May 20, 2025
• Online Publication Date: Jun 30, 2025
• Publication Date: Jun 30, 2025
• Deposit Date: May 22, 2025
• Publicly Available Date: May 22, 2025
• Journal: SAGE Open
• Print ISSN: 2158-2440
• Electronic ISSN: 2158-2440
• Publisher: SAGE Publications
• Peer Reviewed: Peer Reviewed
• Volume: 15
• Issue: 2
• DOI: https://doi.org/10.1177/21582440251348843
• Keywords: Organic products; Consumer behaviour; Ho Chi Minh City; Trust
• Public URL: https://hull-repository.worktribe.com/output/5182584