Motivations for organic rice purchase: The case of Vietnamese consumers

Green consumption has become the prominent topic in contemporary marketing. While developed countries have embraced the concept for decades, it is relative new in many developing countries. Hence, this study aims to explore green consumption with the case of organic rice in Vietnam, a developing country with significant population. 249 Vietnamese consumers were involved in the study with factor analysis and multiple regression specifications. The results indicated that affordability concerns have the most influence on the purchase decision, followed by health and packaging considerations. Based on these results, the study had enriched the organic consumption literature and had suggested implications for the stakeholders.