Abstract
This study examines the impacts of factors affecting consumers’ intention to buy seasonal rice by surveying 320 people in Mekong Deta. The theory of planned behaviour (TPB) is used with adjustment to propose regression models. The study uses Cronbach’s Alpha test for reliability, exploratory factor analysis (EFA) and multiple regression analysis, using SPSS 20 to analyze data. The results of multiple regression analysis show that there are 04 factors that impact people’s intention to buy seasonal rice, in descending order of strength: concern for health and quality (β = 0.32), Perception of subjective values and standards (β = 0.283), Attention to the environment (β = 0.247), and awareness of availability (β = 0.197). Accordingly, the study proposes some administrative implications for rice businesses as well as producers in order to improve sales capacity.
Keywords: seasonal rice, health, environment, Mekong Delta, intention to buy.
JEL classification: P, P23, P25.
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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
