The role of situational factors and purchase intention in actual purchase behaviour for organic food in Vietnam

The purpose of this paper is to examine the intention-behaviour relationship and the effects of situational factors on consumers' purchase behaviour toward organic food in Vietnam. Data from 202 respondents was collected using online and paper-based questionnaires. Based on the analysis of SEM-PLS, the results showed that visual merchandising and perceived behavioural control significantly enhance the purchase intention of consumers, which consequently has a positive influence on their actual purchase behaviour. Additionally, premium prices of organic food and limited availability are two situational factors that deter the actual purchase. The study has demonstrated the theoretical validity and the empirical applicability of the TPB model to the context of organic food consumption in a developing country. The findings have several important implications for organic food producers and policymakers to increase the popularity and consumption of organic food in Vietnam.