Exploring influential factors including Covid-19 on organic food purchase intentions and the intention–behavior gap in a new normal: a case study among young consumers in Ho Chi Minh City.

Abstract

The COVID-19 epidemic has had a significant impact on consumer habits and behaviors, ushering in a new age of consumerism that is more sustainable and healthier. As a result, the organic food business in Vietnam has the potential to grow even further. One extensively utilized paradigm for explaining consumer food decisions is the theory of planned behavior (TPB). The research has expanded the TPB framework (E-TPB) to include dimensions of sensory appeal, health consciousness, and the impact of COVID-19. The E-TPB model shows higher descriptive and predictive ability compared to the original TPB model for young Vietnamese buyers' organic food purchase intentions in the present and post-pandemic eras, according to structural equation modeling findings from 252 functional samples. Attitude, perceived behavioral control, health consciousness, sensory appeal, and the impact of COVID-19 (IOC) all showed significant positive impacts on organic food purchase intentions. The relationship between subjective norm and environmental concern, on the other hand, differs across the TPB and E-TPB models, with both showing a non-significant influence. The insights gained from this research may lead to more appropriate management implications for promoting organic food consumption in Vietnam during and after the epidemic.