Abstract
This study analyzes the factors influencing consumers’ purchase intention toward products certified under the One Commune One Product (OCOP) program in Thai Nguyen province. Data were collected from 220 consumers and processed using SPSS 20.0, with reliability tested through Cronbach’s Alpha, followed by Exploratory Factor Analysis (EFA) and multiple regression analysis. The results indicate that all eight factors exert positive influences on purchase intention. Among them, sales promotion has the strongest impact, highlighting the importance of advertising, discounts, and communication activities in shaping consumer behavior. Product knowledge and perceived product quality also show significant effects, while price and distribution convenience demonstrate moderate impacts. In contrast, trust, attitude, and subjective norms exhibit weaker but supportive roles in reinforcing purchase decisions. These findings contribute empirical evidence to consumer behavior theory and provide practical implications for producers and policymakers in enhancing promotional strategies, ensuring transparency of information, and improving product quality, thereby fostering sustainable consumption of OCOP products.
Keywords: OCOP-Certified Products; Purchase intention; Factors influencing purchase intention; Consumer Behavior
JEL classification: E2
DOI: 10.63767/TCKT.35.2025.31.40
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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
