Factors affecting the purchase behavior of One Commune One Product (OCOP) agricultural product consumers in Ho Chi Minh City, Vietnam

Part of the key program for economic development in rural areas to promote internal resources and increase the value of exploiting local agricultural products, the One Commune, One Product (OCOP) program, is considered an important solution and task in implementing the national target program on building new rural areas for the period from 2021 to 2025, oriented to 2030 according to Decision 194/QD-TTg of the Prime Minister issued on February 9, 2021. This study aims to identify and measure the effect of factors that influence the consumption behavior of OCOP agricultural products in Ho Chi Minh City (Vietnam) through shopping systems such as shopping malls, supermarkets, convenience stores and agricultural markets. Research data was collected from 500 survey forms in shopping systems in Ho Chi Minh City in April 2024, statistical analysis performed using SPSS 22. The paper shows that different factors, including Attitude, Subjective norms, Perceived behavioral control, and Purchase intention influence on the Purchase behavior of OCOP agricultural product consumers, and discusses the management implications to improve the purchase behavior of local OCOP agricultural product consumers.