Abstract
This study examines the impact of factors affecting consumers’ intention to buy organic rice by surveying 350 people in Mekong Deta. Theory of planned behaviour (TPB) is used with adjustment, along with Cronbach’s Alpha reliability analysis method, exploratory factor analysis (EFA) and multiple regression analysis. Software SPSS 20 is used to analyze research results, and propose regression models. The results of multiple regression analysis show that there are 03 factors that impact people’s intention to buy organic rice, in descending order of strength: The perception of price, the concern of health and environment. Then, the study proposes some administrative implications for organic rice businesses and producers in order to improve sales capacity.
Keywords: Organic rice, health, environment, product price, mekong deta, the intention to buy.
JEL classification: A14; D11; E2; O; O13.
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
