Abstract
This study focuses on analyzing the factors that influence the behavioral intention so as to consume fresh food of households living in apartments in Hanoi. The theory of planning behavior (TPB) is utilised simultaneously with Cronbachs Alpha reliability analysis method, exploratory factor analysis (EFA) and multiple regression analysis, using SPSS 20.0. Testing was performed on 368 observations in the study. The results show that factors such as attitudes, attention to health, quality and safety of fresh food, subjective standards, and prices influence consumers’ intention to buy fresh food. Particularly, attention to health, quality and safety have the greatest impacts on purchasing intention. The price factor has fewer impacts. The results of the study will provide fresh food production and trading companies with useful information about the factors that influence consumer’s intentions when buying fresh food. As a result, they will develop effective marketing strategies so as to achieve high sales.
Keywords: Behavioral intention, fresh food, theory of planning behavior (TPB), apartment households.
JEL classification: D; D12; D18; D2.
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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
