FRESH FOOD MARKETS: WHAT MAKES CUSTOMERS WIILING TO PURCHASE ORGANIC PRODUCTS?

Abstract

Due to the abundance of available information, people are generally
knowledgeable about the negative effects chemical substances can have on their health.
Therefore, many people tend to opt for organic products, especially organic food. It is important
to understand what influences customers’ purchasing of organic food. This empirical study
aimed to identify consumers’ knowledge, attitudes, behaviour, and preferences in relation to
organic food produce in Vietnam. The study showed that customers’ attitudes are changing,
with many now preferring eco-friendly choices alongside organic items. Consumer
consciousness regarding environmental-based harmful effects and associated problems was
revealed as the basis for this change in attitude