Factors influencing organic food purchase intention and behavior a theory of planned behavior perspective

Factors influencing organic food purchase intention and behavior a theory of planned behavior perspective Factors influencing organic food purchase intention and behavior a theory of planned behavior perspective

INTRODUCTION

Research background

Concerns over conventional agricultural practices, food safety, human health, animal welfare, and environmental concerns are contributing to the growing demand in organically produced items on a worldwide scale

Green consumers, as defined by Soonthonsmai (2007), are individuals who are conscious of and concerned about environmental issues at both local and global levels They recognize that every product and service affects the environment and strive to minimize this impact as much as possible These consumers are willing to alter their purchasing and consumption habits to be more eco-friendly and are prepared to pay a premium for sustainable products.

Individuals who are environmentally conscious do not always engage in eco-friendly behaviors when purchasing goods Research by Ohtomo and Hirose (2007) indicates that awareness does not guarantee participation in environmentally beneficial activities For example, people may discard waste if those around them do the same, reflecting a reactive rather than a proactive approach to environmental responsibility.

Many consumers hold favorable views towards organic products; however, they encounter several obstacles that hinder their purchasing decisions Key challenges include a lack of understanding, skepticism towards organic certification systems, and concerns regarding product quality.

High prices and limited availability are the primary barriers to purchasing organic foods Gottschalk and Leistner (2013) highlight that the perceived price of organic products significantly impacts consumer buying decisions.

Researching customer perceptions of organic food is crucial for understanding their behavioral intentions and actual purchasing habits The initial step in promoting demand for organic products is to assess consumers' intentions regarding these foods.

The decision-making process for purchasing organic food involves five stages, with the second stage being the Information Search stage, as outlined by Armstrong and Kotler (2010) This stage focuses on cognition, as it presents information to consumers in a manner that fosters awareness and attention By providing relevant information, consumers can identify available options, locate purchasing venues, and understand the reasons behind their choices Consequently, the subsequent stages, including the evaluation of alternatives and the final purchase decision, are significantly influenced by consumers' perceptions and beliefs regarding the product information.

This study aims to enhance our understanding of how health consciousness, food safety concerns, environmental issues, price sensitivity, and the desire for organic food interact to influence consumer behavior in organic food purchases We expect to provide valuable insights that will help businesses create effective marketing strategies for organic products By assessing the impact of these factors on purchase intentions, the research will support companies in developing sustainability-focused product strategies, ultimately boosting sales and customer loyalty, with environmental protection serving as a key mediating variable.

In the competitive food industry, managers struggle to understand what motivates customers to select organic food products Despite growing awareness of the health, safety, and environmental benefits associated with organic options, consumer behavior does not always align with these concerns A key challenge for managers is identifying the specific factors that influence customers' decisions to choose organic foods.

3 food, despite a prevailing tendency towards health and sustainability (Massey et al.,

Research indicates that health awareness and environmental concerns significantly influence consumers' intentions to purchase organic food However, these motivations often do not lead to actual purchases due to factors like high prices, skepticism about certifications, and limited availability This gap between intention and behavior poses a challenge for managers seeking to align consumer interest with actual buying patterns (Humaira & Hudrasyah, 2017).

Price sensitivity plays a crucial role in consumer purchasing decisions, particularly regarding organic food While many consumers are willing to pay more for organic products, a significant number are deterred by the higher prices compared to conventional options This price barrier poses a significant challenge for managers, especially in markets where cost is a primary concern for consumers (Aschemann‐Witzel & Zielke, 2017).

Despite growing awareness of the ecological benefits of organic food, many consumers fail to consistently act on this knowledge While environmental concerns are acknowledged, they do not always drive purchasing decisions, as shoppers may prioritize other eco-friendly practices like recycling or waste reduction over buying organic products To enhance customer acceptance of organic food, managers need to effectively align environmental awareness with consumer behavior (Wang et al., 2020).

To overcome existing challenges, managers should develop targeted marketing strategies that emphasize the health and environmental benefits of organic food while also addressing customer concerns about pricing and trust Understanding the unique barriers and motivations that affect organic food purchases is crucial for creating effective campaigns, improving product accessibility, boosting sales, and fostering long-term consumer loyalty (Melović et al., 2020).

Research Gap 1: The Over-Simplification of TPB in Organic Food Purchase Decision-

The Theory of Planned Behavior is widely utilized in consumer behavior research, yet its relevance in examining organic food purchasing has sparked concerns This theory predicts consumer actions by considering attitudes, subjective norms, and perceived behavioral control (Yadav & Pathak).

2017) Regrettably, the simplicity of TPB has resulted in its adoption as a default framework in several studies, without originality or adaptation

The Theory of Planned Behavior (TPB) is a widely recognized framework that serves as a foundational basis for research without the need for modifications Its simplicity appeals to researchers, but this has led to its misapplication, particularly in studies of organic food purchasing behavior Many researchers utilize TPB in a basic manner, limiting the exploration of new perspectives and in-depth analysis Consequently, the dominance of TPB often discourages the consideration of alternative theoretical frameworks or adaptations for diverse markets and cultures (Morren & Grinstein, 2021).

The Theory of Planned Behavior (TPB) is widely utilized in consumer behavior research due to its fundamental characteristics, but this overreliance can stifle innovation While TPB effectively outlines general consumer behavior, its reductionist approach to organic food consumption fails to account for the sociocultural factors that significantly impact consumer choices in developing countries like Vietnam Consequently, research that applies TPB in a simplistic manner often neglects local cultural and socioeconomic elements that are crucial for understanding consumer intentions and behaviors.

Research objectives and question

This thesis explores the factors influencing organic food purchases in Vietnam, focusing on the psychological, socio-economic, and cultural elements that shape consumer behavior By applying the Theory of Planned Behavior, the study aims to elucidate the decision-making processes of Vietnamese consumers regarding organic food.

This thesis explores the primary factors influencing consumers' motivation to buy organic food, while also considering how gender, age, income level, and shopping habits affect these motivations and actual purchasing behavior (Eberle et al., 2023) It specifically addresses the challenges of organic food consumption in emerging markets such as Vietnam The study aims to inform businesses and policymakers about the key drivers and obstacles to organic food adoption, enabling them to develop more effective and sustainable marketing and consumption strategies.

This thesis explores the research gap in organic food consumption within developing nations, particularly Vietnam By applying contemporary consumer behavior theories to the local context, it identifies motivating and moderating factors that influence customer decisions The findings aim to assist companies, marketers, and policymakers in leveraging the increasing demand for organic products in Vietnam and similar countries (Nguyen et al., 2019).

This study aims to investigate how health consciousness, food safety concerns, environmental concerns, price sensitivity, and environmental protection impact purchasing intentions and behaviors.

RO1: Examine the direct effects of health consciousness, food safety concern, and environmental concern on purchase intention

RO2: Assess the relationship between purchase intention and actual purchase behavior RO3: Evaluate the moderating role of price sensitivity on purchase intention

RO4: Investigate the mediating effect of environmental protection in the relationship between environmental concern and purchase intention

The aim of the present research is to elucidate the answers to the following research questions

RQ1: How do health consciousness, food safety concern, and environmental concern influence purchase intention?

RQ2: What is the relationship between purchase intention and actual purchasing behavior?

RQ3: How does price sensitivity moderate the effect of purchase intention?

RQ4: What is the mediating role of environmental protection in the relationship between environmental concern and purchase intention?

Scope of study

Research respondents: People who have intention to purchase organic food

Space: The research will be carried out in Hanoi City

Time: This study will be taken in a period from the early of October 2024 to the end of January 2024.

Significance of research

This research offers essential insights for businesses, policymakers, and marketers within the organic food sector By pinpointing the critical factors that affect consumer purchase intentions and behaviors, the results enable companies to create focused marketing strategies that highlight health benefits, food safety, and environmental sustainability.

Understanding price sensitivity helps businesses optimize pricing strategies and enhance access to organic products This research also aids policymakers in creating regulations and certification systems that build consumer trust in organic labeling, promoting the long-term adoption of organic food consumption.

This research enhances the academic literature by applying the Theory of Planned Behavior to organic food purchasing in Vietnam, highlighting the unique consumer motivations in a developing market It broadens existing studies by including price sensitivity and environmental protection as key factors, thus offering a deeper understanding of consumer decision-making Furthermore, the study tackles the disconnect between purchase intention and actual behavior, revealing barriers that hinder consumers from fulfilling their intentions These findings provide a valuable basis for future research on sustainable consumption in emerging economies.

Research organization

The research endeavor comprises Five Chapters:

Chapter 1 - Introduction, we provide an overview of the study's background, research objectives, key research questions, and the research process applied to ensure the achievement of these objectives

Chapter 2 - Literature Review delves deeper into the research landscape by first establishing the theoretical underpinnings The authors present an overview of key concepts associated with health consciousness, food safety concerns, environmental concerns, price sensitivity, purchasing intention, and purchasing behavior related to organic food This chapter also evaluates the literature on the factors influencing organic food purchasing behavior Additionally, the authors summarize domestic and foreign experimental studies related to theory and research topics and analyze the context and results of previous experimental research Based on this review, the authors develop a conceptual model and propose research hypotheses for examining the factors affecting organic food purchase intention and behavior

Chapter 3 - Research methodology, along with the steps involved in designing the questionnaire, determining the sample size, sampling methods, data collection, and how to perform data analysis

Chapter 4 - Data Analysis & Research Results, we present the results of the data analysis and discuss the findings in light of our research questions and hypotheses This chapter plays an essential role as the core of the study

Chapter 5 – Discussion and conclusion, once the findings are analyzed and conclusions are made, the study is concluded Simultaneously, the study's limitations are acknowledged, along with recommendations for future research

LITERATURE REVIEW

Theory of Planned Behavior

The Theory of Planned Behavior, as highlighted by Klopping and McKinney (2004) and Yadav and Pathak (2016), is considered the most effective model for predicting customer intent This theory builds upon the Theory of Reasoned Action (TRA), which is recognized as one of the most extensively researched models for assessing behavioral intentions (Collins and Carey, 2007; Fielding et al.).

Intention is defined as a strategy to maximize opportunities, requiring both action and reasons for activation (Patch et al., 2005) Purpose is widely recognized as a strong predictor of human action (Han et al., 2010) and plays a critical role in the Theory of Planned Behavior (Liobikienė et al., 2016; Han et al., 2010) This framework is frequently utilized to examine the relationships between intentions, behaviors, and performance (Ajzen and Fishbein, 1977; Ajzen and Manstead, 2007).

Intentions to act are influenced by attitudes, subjective norms, and perceived behavioral control, which together account for variations in behavior (Hagger et al., 2002) Research by Arvola et al (2008) explored customer attitudes and behaviors regarding organic products grown in soil and water This framework effectively predicts the purchasing decisions for organic goods.

An individual's attitude toward an action reflects their beliefs about its expected outcomes (Hill & Lynchehaun, 2002) These attitudes, shaped by positive or negative evaluations, influence perceptions of food consumption (Ajzen, 2011) Furthermore, socially conscious attitudes and behavioral intentions are reshaping markets globally (Mostafa, 2007).

This research explores the influence of environmental information and concerns on human attitudes, highlighting that subjective norms shape individuals' perceptions of behavior (Rhodes et al., 2002) These perceptions, in turn, motivate engagement in specific actions (Ajzen, 2011; Rhodes and Courneya, 2003) Cognitive processes play a crucial role in establishing subjective standards, which subsequently affect personal attitudes (Hill et al., 1996) and evaluations (Park, 2000) Additionally, heightened cognitive processes are fundamental to subjective norms, indicating that factors such as a product's price can significantly influence a person's decision to purchase organic food.

"Perceived behavioural control" refers to a person's evaluation of their capability to influence an action based on anticipated results Research by Tarkiainen and Sundqvist (2005) and Thứgersen (2009) established a connection between perceived behavioural control and the intention to purchase organic products.

Consumer Behavioural Attitude significantly influences the purchasing decisions regarding organic food Customers who perceive organic food as healthier and environmentally friendly are more likely to make such purchases This model indicates that awareness of health and environmental issues plays a crucial role in shaping these attitudes Individuals who prioritize health and sustainability tend to have a greater appreciation for organic food.

Subjective norms play a crucial role in consumer decision-making, as they reflect the influence of the social environment When consumers perceive that their family and friends support or engage in purchasing organic food, they are more likely to follow suit Additionally, food safety concerns can impact these subjective norms, as societal expectations regarding the quality and safety of food often shape perceptions about healthy eating.

Perceived behavioral control is the consumer's belief in their ability to adopt a habit, influenced by factors like financial resources, accessibility, and convenience Price sensitivity plays a crucial role, as consumers who are sensitive to prices may feel restricted by the high costs of organic food, impacting their willingness or ability to make purchases.

The interplay of various factors significantly influences customers' purchasing intentions, a key indicator of their actual buying behavior Consumers with a positive attitude towards organic food, societal support for organic products, and the confidence to make such purchases are more inclined to express an intention to buy organic items This intention ultimately translates into behavior, leading to the successful purchase of organic food.

Definitions of key concepts

Health consciousness is a multifaceted concept that encompasses various components, including Health Self-Consciousness, Health Alertness, Health Self-Monitoring, and Health Involvement, as outlined by the Health Consciousness Scale (HCS) (Gould, 1990) This scale emphasizes the importance of self-directed awareness regarding one's health status and behaviors, highlighting that health consciousness involves not only knowledge but also active participation in health practices Additionally, health awareness may mediate the relationship between emotional intelligence and health behaviors, suggesting that greater health knowledge can lead to healthier lifestyle choices (Espinosa & Kadic-Maglajlic, 2018) This concept aligns with broader philosophical and psychological views that regard consciousness as a significant factor influencing physical, emotional, mental, and spiritual well-being (Di, 2020) Moreover, research indicates a correlation between health awareness and personality traits, with extraversion and conscientiousness linked to higher health consciousness, while neuroticism and openness may correlate with lower levels.

(Kikuchi et al., 1999) The idea of health awareness is multidimensional and ever- evolving, and it has a considerable effect on the behaviors and outcomes that are associated with health

Food safety is a significant challenge, as it involves assuring customers that properly prepared and consumed food is safe Concerns arise from foodborne microorganisms, chemical contaminants, and food additives, with the WHO reporting that food transmits over 200 diseases Annually, 48 million Americans, or 1 in 6, suffer from foodborne illnesses, leading to 128,000 hospitalizations and 3,000 deaths Evolving foodborne bacteria are altering disease epidemiology, necessitating ongoing awareness and revisions of safety standards Chemical hazards, such as pesticide residues and food preservatives, particularly alarm consumers in urban areas where food safety is perceived as lacking Additionally, food colorants can pose genotoxic or carcinogenic risks, highlighting the need for stringent monitoring Biogenic amines, naturally present in many foods, also threaten public health Effective risk communication, regulatory oversight, and consumer education are essential to mitigate health risks associated with food consumption.

Environmental concern is defined as an assessment or tendency towards facts and behaviors that impact the environment, as noted by Weigel (1983), Ajzen (1989), Sjoberg (1989), and Takala (1991) This concern includes both specific attitudes that influence intentions and a broader value orientation Stern (1992) identified four distinct value orientations related to environmental concern, further explored by Dunlap and Van Liere.

(1978) introduced the New Environmental Paradigm Environmental concern exemplifies this worldview

The secondary value orientation links environmental concern to anthropocentric charity People prioritize environmental quality because they feel a deteriorating

14 environment threatens human health Human well-being, not environmental hazard, is the main concern (Van Liere & Dunlap, 1978; Black et al., 1985; Hopper & Nielsen,

1991) This is because environmental hazards are not the main concern

A third value orientation perceives environmental concern as a matter of self-interest, as highlighted by Baldassare and Katz (1992), who found that individuals who are environmentally conscious are influenced by their perception of the personal risks associated with environmental degradation Additionally, Stern (1992) posited that such concern arises from religious or post-materialistic values, encapsulating the concept of "environmental consciousness."

Recent research indicates a growing trend toward ecocentrism, particularly among second and third value orientations, reflecting principles similar to NEP theology Ecocentric value orientation emphasizes the intrinsic value of the environment, highlighting the importance of caring for it Notably, studies by Stern and Dietz (1994) and Stern et al (1995) revealed no significant difference between ecocentric and anthropocentric altruistic value orientations in a large population sample This research broadly defines environmental concern, encompassing attitudes toward ecologically relevant actions and overarching value orientations The subsequent section on process models will illustrate that these attitudes and value orientations are likely to be crucial behavioral determinants throughout various stages of behavior modification and implementation.

A customer's price sensitivity reflects how much product pricing influences their buying decisions, making it a vital concept in marketing and economics Understanding this sensitivity allows businesses to gauge how price changes can affect product demand Factors such as the purchasing environment, social context, and individual consumer traits can significantly influence price sensitivity Research by Wakefield and Inman (2003) indicates that consumers display varying levels of price sensitivity based on whether their purchases are for hedonic or utilitarian purposes and whether they are shopping alone or socially Additionally, characteristics like consumer innovativeness, perceived brand equivalence, and brand loyalty further impact price sensitivity, as noted by Ramírez and Goldsmith (2009).

Consumers with a strong attachment to a specific brand or those who see little difference between brands tend to be less sensitive to price changes Additionally, the competitive landscape and the availability of information, such as quality evaluations, can influence price sensitivity Research indicates that consumers may exhibit reduced price sensitivity when they have access to more information (Huber et al., 1986) Marketers who grasp these dynamics can effectively customize their pricing strategies to cater to diverse customer segments and varying market conditions (Han et al., 2001; Arevalillo, 2019).

Environmental protection encompasses efforts to prevent the degradation of the natural environment due to human activities It includes policies aimed at conserving biodiversity, ecosystems, and overall environmental health This process often involves regulatory frameworks and risk assessments In the European Union, environmental protection objectives focus on preventing "unacceptable" levels of environmental harm.

Adverse effects on biodiversity and ecosystems have prompted the establishment of specific protection goals (SPGs) aimed at enhancing evaluations of critical ecological characteristics, as outlined by Brown et al (2017) These goals are integral to the EU's chemical regulation framework Additionally, environmental conservation is closely tied to sustainable development, highlighting the importance of responsible natural resource management to ensure their availability for future generations (Mikulčić et al., 2017) Increasing public environmental knowledge and understanding is essential for promoting environmentally responsible behavior, which is vital for mitigating ongoing environmental degradation (Fransson & Garling, 1999).

Purchasing intention is a consumer's decision to buy a product or service in the future, playing a vital role in marketing and consumer behavior analysis It serves as a predictor of actual buying behavior, influenced by factors such as trust, perceived usefulness, and social presence For example, trust in an e-commerce platform significantly affects purchasing intention, as consumers tend to prefer reliable sources for their purchases.

Ease of use and perceived behavioral control are key factors influencing purchasing intentions in online environments (Peña-García et al., 2020) However, the relationship between stated intentions and actual purchasing behavior can be complex, as intentions may evolve and not always predict future purchases accurately This highlights the need for models that can better forecast purchasing probabilities by incorporating various factors, including socio-demographics and product attributes (Sun & Morwitz, 2010) Understanding these dynamics is essential for businesses looking to enhance their marketing strategies and improve consumer engagement.

Purchasing behavior is a complex concept influenced by psychological, cultural, and situational factors that guide consumer decisions Environmental attitudes significantly impact environmentally friendly purchasing, although they may not always lead to actual purchases In online shopping, factors like self-efficacy, perceived usefulness, and cultural differences shape purchase intentions across countries Green marketing emphasizes variables such as environmental awareness and green purchasing intention, which are vital for promoting sustainable products Additionally, impulse buying represents unplanned purchases driven by immediate urges, often leading to negative outcomes Overall, purchasing behavior is shaped by personal values, cultural norms, and marketing strategies.

Conceptual model

The author has developed a hypothesis and proposed a research model that identifies key factors influencing the intention and behavior of consumers when purchasing organic food, based on a comprehensive literature review of related studies.

Hypothesis development

2.4.1 Health consciousness and Purchasing intention

Consumers are prioritizing their health by seeking food that offers both mental satisfaction and physical nourishment, aiming to avoid negative impacts on their well-being (Glanz et al., 1998) Individuals focused on maintaining their quality of life engage in health-conscious activities and take preventative measures to retain control over their health (Michaelidou and Hassan, 2010).

Health awareness signifies the extent to which individuals take charge of their well-being and engage in health-related activities Recent studies by Hasselbach and Roosen (2015a, 2015b) indicate a growing trend among consumers towards health consciousness, leading them to favor natural and nutritious food products to meet their needs.

(2019), organic foods are often considered to be healthier than traditionally prepared meals in this setting According to Hill and Lynchehaun (2002), consumers who are

Health-conscious consumers often prefer organic food, believing it to be safer and more beneficial Organic food is perceived as free from chemicals, additives, and environmentally friendly It generally contains fewer pesticides and offers higher nutritional value Research by Kushwah et al (2019) highlights health consciousness as a key factor influencing the purchase of organic foods.

H1: Health consciousness has a positive effect on purchasing intention

2.4.2 Food safety concern and Purchasing intention

Food safety incidents have heightened consumer concerns regarding food safety issues (Hsu et al., 2019), leading to increased awareness about food additives, pesticide residues, and processing techniques (Rao & Annadana, 2017; Ureủa et al., 2008) "Food safety concerns" encompass consumer apprehensions about food components, production methods, and agricultural practices (Michaelidou & Hassan, 2008) Consumers with heightened worries seek safe, pure, and natural meals to avoid harmful substances (Teng & Lu, 2016) While many believe organic food is completely safe (Hsu et al., 2019), there is a growing interest in the quality and composition of food products (Aguilera-Morales et al., 2005; Iqbal et al., 2021) A positive attitude towards purchasing organic food is often linked to concerns about food safety (Cabuk et al., 2014), and empirical research indicates a connection between food safety worries and the inclination to buy organic products (Bartholomew et al., 2011).

H2: Food safety concern has a positive effect on purchasing intention

2.4.3 Environmental concern and Purchasing intention

A "strong attitude for protecting the environment." is environmental concern, according to Crosby (1981) An survey of consumer opinions on environmental issues

Understanding the factors influencing organic food purchases is crucial for assessing a nation's readiness for the green movement (Koklic et al 2019) Environmental concern plays a significant role in shaping consumer choices, as highlighted by Liao, Shen, and Shi (2020) Increased environmental awareness often results in more eco-friendly purchasing behaviors (do Pacào et al 2013) Research by Bhattacharyya and Cummings (2014) and Kalafatis et al further supports these findings.

Research indicates that environmental awareness has led to a rise in the purchase of eco-friendly products Studies by Hughner et al (2007) and Azzurra, Massimiliano, and Angela (2019) reveal that consumers of organic food demonstrate a higher level of environmental consciousness compared to the general population.

Environmental concern is defined as the awareness and willingness to address environmental issues (Alibeli and Johnson, 2009) Research indicates that these concerns significantly influence consumer choices, particularly in the context of organic food purchases (Diamantopoulos et al., 2003; Aman et al., 2012; Indriani et al., 2019) Environmentally conscious consumers are more likely to opt for organic products (Konuk, 2018), making environmental concerns a crucial motivator for their purchasing decisions (Zheng and Liu, 2019) Numerous studies have explored the relationship between environmental concerns and organic food purchases (Konuk, 2018; Wang et al., 2020; Cheung and To, 2019) Based on this analysis, several hypotheses are proposed.

H3: Environmental concern has a positive effect on purchasing intention

Price sensitivity reflects how much consumers' purchasing decisions are influenced by price changes (D'amico & Monaco, 2016; Han & Lehmann, 2001) High price sensitivity indicates that even minor price adjustments can significantly alter buying behavior (Kotler & Armstrong, 2010; Wakefield & Inman, 2003) Pricing plays a crucial role in product positioning, as consumers often associate higher prices with better quality and lower prices with inferior quality (Han & Lehmann, 2001; Hsu et al., 2017) Research by Kushwah et al (2019) further explores this dynamic in the food sector.

20 product business often see organic food as a premium-priced item that offers a greater number of benefits in comparison to conventional meals

Price is a major issue in whether people buy organic food According to Ghali-Zinoubi and Toukabri (2019), Prakash et al (2018), and Hwang and Chung (2019), price positively affects customers' organic food purchases Price-sensitive and price- insensitive clients may have differing quality judgments and behavioral intentions This is because price influences customer purchases Price-sensitive shoppers may prioritize price when buying These customers may evaluate organic food quality and buy based on price (Kushwah et al., 2019; Sultan et al., 2020)

When prices are low, buyers tend to make larger purchases, benefiting from the lower costs (Ghali-Zinoubi & Toukabri, 2019; Rana & Paul, 2017) However, price-sensitive consumers may opt for more conventional food over organic options if organic prices increase, as they perceive regular food to be sufficient (Chekima et al., 2019; Kriwy & Mecking, 2012) These customers are less influenced by the perceived quality of organic food when making purchasing decisions In contrast, price-insensitive consumers often disregard organic food prices, focusing instead on attributes such as freshness, nutrition, flavor, and safety (Boobalan & Nachimuthu, 2020; Molinillo et al., 2020) Consequently, less price-sensitive customers are more likely to purchase organic food, believing it to be superior (Ghali-Zinoubi & Toukabri, 2019; Rana & Paul, 2017).

Consumers prioritize product quality over price, particularly in the context of organic food This emphasis on perceived quality significantly influences the purchasing intentions of price-sensitive shoppers Therefore, it is hypothesized that this relationship holds true.

H4: Price sensitivity positively moderates the relationship between health consciousness and purchasing intention

The consumption of organic food is linked to environmental protection due to its advantages over conventional farming However, the environmental impact of organic food is not wholly positive Although organic farming tends to be less polluting per unit of land, it is less efficient in terms of output, which may result in increased land use and potential habitat loss if scaled up significantly (Meemken & Qaim, 2018) Furthermore, organic foods are not without their environmental concerns.

Environmental pollutants like polychlorinated biphenyls (PCBs) and polycyclic aromatic hydrocarbons (PAHs) have been found in both organic and conventional foods, primarily due to nearby human activities (González et al., 2019) This raises questions about the assumption that organic foods are always safer or more environmentally friendly Additionally, the higher costs and lower yields of organic farming can limit accessibility, potentially exacerbating socioeconomic disparities (Lăzăroiu et al.).

While organic farming offers environmental benefits, it also faces challenges and limitations A balanced approach that integrates both organic and conventional methods may be essential for achieving sustainable agriculture This consideration leads to the development of the following hypothesis.

H5: Environmental protection negatively moderates the relationship between environmental concern and purchasing intention

2.4.6 Purchasing intention and Purchasing behavior

A person's intention is the most reliable predictor of their behavior, representing their cognitive readiness to act The Theory of Reasoned Action suggests that the likelihood of engaging in a specific behavior increases with the individual's desire to participate in it (Ajzen, 1991).

RESEARCH METHOD

Research method

This research utilized a survey-based quantitative method to collect and analyze data, testing hypotheses derived from prior studies through statistical tools in a deductive framework The study employed a structured online questionnaire, adhering to formal, objective, and systematic research principles to generate and refine information for problem-solving (Burns & Grove, 2005) It represents original research where the researcher defines the exploration scope, formulates specific questions, gathers quantifiable data from participants, and analyzes it impartially using statistics (Creswell, 2011) The research aims for accurate and reliable measurements through experimental or non-experimental approaches (Rahman, 2017) A total of 200 responses were collected from a 34-question, 5-point Likert scale questionnaire, with data processed and analyzed using SmartPLS.

Data collection method

The author highlights the collection of primary data through an online poll, emphasizing its cost-effectiveness and suitability for today's digital landscape, where individuals are highly active on the Internet and social media The selected primary data will be relevant and significant, followed by thorough examination and statistical evaluation by the author.

Research instruments

A two-part questionnaire will be developed, consisting of 34 questions The first section includes 29 demographic and personal behavior questions, focusing on characteristics such as gender, age, monthly income, and occupation, as well as purchasing frequency behavior The second section employs a 5-Point Likert Scale with 20 items to assess key questions This scale enables respondents to express their level of agreement with various statements, effectively capturing attitudes However, it may not fully address the relevance of specific issues or identify the causes and consequences of the events being studied (Kriksciuniene et al., 2019; Jamieson, 2004) The 5-Point Likert Scale allows ratings from (1) Totally disagree to (5) Totally agree.

The survey utilizes a scale of agreement ranging from Disagree (1) to Totally agree (5), allowing respondents to express their level of agreement Each statement in the questionnaire is provided in both English and Vietnamese to ensure cultural relevance and comprehension for participants.

HC1: I reflect about my health a lot Michaelidou & Hassan

HC2: I'm very self conscious about my health

HC3: I'm alert to changes in my health

HC4: I'm usually aware of my health

FS1: Nowadays most foods contain residues from chemical spays and fertilisers

FS2: I’m very concerned about the amount of artificial additives and preservatives in food

FS3: The quality and safety of meat nowadays concerns me

FS4: The quality and safety of fruit and vegetables nowadays concerns me

EC1: I can think of many things I’d rather do than work toward improving the environment

(2008) EC2: The current development path is destroying the environment

EC3: Unless we do something, environmental damage will be irreversible

EC4: Environmental problems are not affecting my life, personally

PS1: I think price is the primary reason in choosing such

(2021) PS2: I am highly price sensitive

PS4: I prefer to buy low-cost or discounted items

EP1: I think we should care about environmental problems Mohd Suki, N.,

EP2: I think environmental problems are very important

EP3: Mankind is severely abusing the environment

EP4: I think environmental problems cannot be ignored

PI1: I will purchase organic food for personal use

PI2: I will make an effort to purchase organic food

PI3: I have been purchasing organic food on a regular basis

PI4: I have purchased organic food over the past six months

PB1: I often buy organic food products Ali & Hao (2021)

PB2: I always try to buy organic food with green labeling marks

PB3: I buy organic food products even if they have a higher price,

PB4: I recommend organic food products to my relatives and friends

Sampling design

The study focuses on customers in Hanoi who are interested in purchasing organic food, emphasizing their commitment to health, food safety, and environmental issues This reflects a growing sense of responsibility for personal and community well-being Participants in the survey are individuals aged 18 and older, who are empowered to make independent purchasing decisions.

To recruit participants for this research, a convenience sampling technique was employed due to its cost-effectiveness and time efficiency, which was crucial given the study's limited timeframe This method facilitated contact with readily available respondents willing to participate in the survey The sample consisted of active internet users, ensuring that the collected responses were relevant to the research objectives Data was gathered through an online questionnaire hosted on a popular platform like Google Forms, and the survey link was shared across various social media sites to maximize reach among a diverse demographic.

The term "sample size," denoted by 'n', refers to the number of individuals or observations in a study, significantly impacting the precision of estimates and the research's ability to draw conclusions According to Cohen (1988) and Westland (2010), achieving a statistical significance level of 0.05, a test power of 0.8, and a minimal expected effect size of 0.1 requires a minimum sample size of 1,808 to reliably detect significant effects However, a smaller anticipated effect necessitates an even larger sample to avoid missing important relationships between variables Since the ideal sample size of 1,808 is impractical, the minimum technically feasible sample size is 100 Therefore, the author decided to utilize 200 survey samples for this research.

Sampling and data collection

This study targets working-age residents in Vietnam who consume organic food, particularly focusing on those in Hanoi's inner city, where a significant number of individuals enjoy stable to affluent incomes The choice of this demographic is driven by the growing trend of organic food consumption in Vietnam over recent years.

Data were collected through an online questionnaire survey utilizing a snowball sampling method from early January to late February 2024 Participants were recruited via networking and social media platforms, effectively leveraging snowball sampling to access targeted populations (Leighton et al., 2021).

Invitations for participation were sent through student associations, school emails, and social media platforms like Zalo and Facebook Participants were motivated to refer others who met the survey criteria, a strategy that continued until data saturation was reached, aligning with the snowball sampling method for thorough data collection (Contandriopoulos et al., 2019) Consequently, a total of 200 questionnaires were administered.

Data analysis methods

The analysis of the data will be conducted using SmartPLS 4, specifically designed for Partial Least Squares Structural Equation Modeling (PLS-SEM) Initially, the data will undergo descriptive statistical analysis, reliability testing, and validity evaluation of measurement items for each construct The outer loadings will be assessed to determine the quality of observed variables within each component Reliability of the measurement scales will be evaluated through Cronbach’s Alpha and Composite Reliability (CR) Additionally, convergent validity will be measured using Average Variance Extracted (AVE), while discriminant validity will be analyzed with the Heterotrait-Monotrait Ratio (HTMT) matrix and the Fornell-Larcker criteria.

After filtering the data to remove any observational variables that do not meet validity standards, the structural model will be assessed to explore the relationships among its components SmartPLS 4 provides an intuitive graphical interface, allowing researchers to effectively analyze complex models, making it a valuable tool for exploratory research and studies with limited sample sizes (Sarstedt & Cheah, 2019; Drigo et al., 2020; Sciarelli et al., 2021; Ringle & Sarstedt, 2016).

DATA ANALYSIS AND RESEARCH RESULTS

Data demographics analysis

The examination of the Data Demographics table uncovers notable factors affecting the survey sample's intake of organic food

A significant 84% of survey respondents are female, compared to 16% male, suggesting that women's health and environmental concerns play a crucial role in their organic food choices This gender imbalance may affect the generalizability of the research findings.

The majority of participants in the study are aged 41-50, making up 67.5% of the group, while those aged 18-30 account for 16.5%, and the 31-40 age group represents 16% This indicates that organic food consumers are primarily middle-aged and financially stable However, the absence of participants aged 51-60 may limit the analysis of consumption behaviors.

Over 83% of study respondents were married, suggesting that married individuals, particularly those with families, acquire organic food to safeguard their health This suggests that family influences impact purchase choices

The majority of organic food customers are high-income individuals, with 69.5% earning over 20 million VND monthly This suggests that organic food products, which can be costly, may be unaffordable for those with limited financial means.

A significant 64.5% of survey participants reported purchasing organic food more than five times a month, indicating a strong habitual trend In contrast, 13.5%, 12%, and 10% of those who bought organic food less frequently cited price and product availability as key factors influencing their purchasing decisions.

Ultimately, 62% of participants designated 1-2 million VND monthly for organic food, indicating a willingness to pay a fair price Expenditure fluctuates, indicating a desire for organic food.

Structural model

Figure 4.1 shows the value are coefficient and p-value form SmartPLS 4 outputs

Measurement model

Following several scholars' principles, a reflective measurement model was constructed and assessed using SmartPLS4 to assess the constructs' psychometric qualities Internal consistency reliability, concept validity, convergent validity, and

Discriminant validity was evaluated through Confirmatory Composite Analysis (CCA), which has been demonstrated by researchers to effectively confirm measurement models in Partial Least Squares Structural Equation Modeling (PLS-SEM) (Hair et al., 2020; Schuberth).

Partial Least Squares Structural Equation Modeling (PLS-SEM) is a versatile tool that accommodates both reflective and formative measurement models, providing a robust psychometric evaluation framework It is particularly advantageous for researchers dealing with complex constructs, small sample sizes, or non-normal data distributions This flexibility contributes to PLS-SEM's popularity across various research domains, as it enables reliable analysis in challenging conditions Additionally, PLS-SEM enhances prediction accuracy and variance explanation, making it valuable for exploratory research and theory development Its capability to manage multiple variables and interactions further underscores its utility in diverse research contexts.

Table 4 2 Construct validities and reliabilities (N 0)

Construct Measuring Items α CR AVE λ

HC1 I reflect about my health a lot 0.830

HC2 I'm very self conscious about my health 0.807

HC3 I'm alert to changes in my health 0.824

HC4 I'm usually aware of my health 0.879

FS1 Nowadays most foods contain residues from chemical spays and fertilisers

FS2 I’m very concerned about the amount of artificial additives and preservatives in food

FS3 The quality and safety of meat nowadays concerns me

FS4 I’m very concerned about the amount of artificial additives and preservatives in food

EC1 I can think of many things I’d rather do than work toward improving the environment

EC2 The current development path is destroying the environment

EC3 Unless we do something, environmental damage will be irreversible

EC4 Environmental problems are not affecting my life, personally

PS1 For that customer, I think price is the primary reason in choosing such

PS2 I am highly price sensitive 0.756

PS4 I prefer to buy low-cost or discounted items 0.772

EP1 I am concerned about the condition of the environment

EP2 I would give up some economic good for a cleaner environment

EP3 We all need to change our behavior to protect the natural environment

EP4 I think environmental problems cannot be ignored

PI1 I am willing to buy organic food while shopping 0.754

PI2 I will make an effort to buy organic food in the near future

PI3 I intend to buy organic products because they are more environmentally friendly

PI4 I am convinced the consumption of organic food is a reasonable action

PB1 I have been purchasing green products at regular basis

PB2 I have green purchasing behavior for my daily needs products

PB3 I have green purchasing behavior over the past six months

PB4 I recommend organic food products to my relatives and friends

Internal consistency reliability: In Table 4.2, the values of the Cronbach’s Alpha and composite reliability (rho_a) of all constructs are greater than 0.7 (Hair et al., 2019; Nunnaly, 1978), indicating high internal consistency

The analysis demonstrates high convergent validity, as evidenced by the factor loadings of all constructs exceeding 0.7 (Hair et al., 2019) and the average variance extracted (AVEs) values surpassing 0.5 (Henseler et al., 2015).

4.3.2 Discriminant validity: Fornell-Larcker and HTMT criterion

Table 4 3 Discriminant validity Fornell-Larcker (N 0)

EC EP FS HC PB PI PS

The Fornell-Larcker criterion and the Heterotrait-Monotrait (HTMT) method are utilized to evaluate construct discriminant validity Table 4.3 demonstrates that the square root of all Average Variance Extracted (AVE) values exceeds the corresponding correlation values in their respective columns, thereby satisfying the Fornell-Larcker criterion Additionally, the HTMT method further supports this assessment.

35 values, as shown in Table 4.4, are not greater than 0.85 (Henseler et al., 2015), satisfying the HTMT criterion

Table 4 4 Discriminant validity: HTMT criterion (N 0)

EC EP FS HC PB PI PS PSxHC EPxEC

Hypothesis testing

H1: HC-> PI 0.233 0.072 3.248 0.001 0.080 Supported H2: FS ->PI 0.227 0.074 3.057 0.002 0.108 Supported H3: EC-> PI 0.201 0.059 3.437 0.001 0.097 Supported H6: PI-> PB 0.647 0.053 12.193 0.000 0.719 Supported Moderating effects

H4: PSxHC ->PI 0.184 0.049 3.765 0.000 0.075 Supported H5: EPxEC ->PI -0.197 0.061 3.253 0.001 0.108 Supported

The results of hypothesis testing are shown in Table 4.5

Hypothesis 1 H1 proposes that health consciousness (HC) has a positive effect on purchase intention (PI) The results show that HC significantly influences PI (β 0.233, t = 3.248, p = 0.001), with a small-to-moderate effect size (f² = 0.080) This finding indicates that consumers who are more health-conscious are more likely to intend to purchase organic food Hence, H1 is supported

Hypothesis 2 H2 proposes that food safety concern (FS) has a positive effect on purchase intention (PI) The results indicate a significant relationship between FS and

PI (β = 0.227, t = 3.057, p = 0.002), with a small-to-moderate effect size (f² = 0.108) This suggests that food safety concern is an important motivator for organic food purchase intention Hence, H2 is supported

Hypothesis 3 H3 proposes that environmental concern (EC) positively affects purchase intention (PI) The analysis confirms a significant positive relationship (β 37

0.201, t = 3.437, p = 0.001), with a small-to-moderate effect size (f² = 0.097) This result implies that environmentally concerned individuals are more likely to consider buying organic food Hence, H3 is supported

Hypothesis 4 H4 proposes that price sensitivity (PS) moderates the relationship between health consciousness (HC) and purchase intention (PI) The results demonstrate a significant moderating effect (β = 0.184, t = 3.765, p = 0.000), with a small effect size (f² = 0.075) This indicates that among price-sensitive consumers, the influence of health consciousness on purchase intention is stronger Hence, H4 is supported

Hypothesis 5 H5 proposes that environmental protection (EP) moderates the relationship between environmental concern (EC) and purchase intention (PI) The results show a significant negative moderating effect (β = –0.197, t = 3.253, p 0.001), with a small-to-moderate effect size (f² = 0.108) This finding suggests that among individuals already engaged in environmental protection behaviors, the effect of environmental concern on organic food intention is weaker Hence, H5 is supported

Hypothesis 6 H6 proposes that purchase intention (PI) has a significant effect on purchase behavior (PB) The results reveal that purchase intention significantly affects purchase behavior (β = 0.647, t = 12.193, p = 0.000), with a large effect size (f² 0.719) This indicates that a higher purchase intention leads to a higher likelihood of actual organic food purchases Hence, H6 is supported

Post-Hoc Analysis

Following hypothesis testing, the relationships remained weak, prompting a post-hoc analysis of an alternative structural model This analysis aimed to reveal unexpected empirical findings suggested by unsupported hypotheses and to strengthen the rigor of the empirical investigation, addressing potential questionable research practices like HARKing (Hypothesized After Results Are Known) and SHARKing (Secretly HARKing) The results of the post-hoc analysis are presented in Table 4.6.

Table 4 6 Alternative hypothesis testing results(N 0)

H1: HC-> PI 0.245 0.071 3.430 0.001 0.095 Supported H2: FS ->PI 0.234 0.076 3.087 0.002 0.121 Supported H3: EC-> PI 0.142 0.063 2.244 0.025 0.047 Supported H6: PI-> PB 0.722 0.105 6.861 0.000 0.399 Supported Moderating effects

H4: PSxHC ->PI 0.246 0.053 4.607 0.000 0.130 Supported H5: EPxEC ->PI -0.151 0.074 2.045 0.041 0.055 Supported Post-hoc Test

Hpoc-test1: PSxFS->PI -0.160 0.065 2.465 0.014 0.074 Supported

Hpoc-test2:PSxEC->PI -0.014 0.077 0.178 0.859 0.000 Not

Hpoc-test3:PSxPI->PB 0.086 0.084 1.026 0.305 0.011 Not

The hypothesis testing results indicate that all direct effects in the extended Theory of Planned Behavior (TPB) model are statistically significant Specifically, health consciousness (H1: β = 0.245, p = 0.001), food safety (H2: β = 0.234, p = 0.002), and environmental concern (H3: β = 0.142, p = 0.025) positively influence purchase intention (PI) This suggests that consumers who are more health-aware, safety-conscious, and environmentally concerned are more likely to intend to purchase organic food Furthermore, purchase intention has a strong and significant impact on purchase behavior (H6: β = 0.722, p = 0.000).

40 predictive power of intention within the TPB framework These results support the theoretical assumptions and highlight the relevance of attitudinal and cognitive factors in shaping organic food consumption decisions

The Hpoc-test1 analysis reveals that price sensitivity (PS) significantly moderates the relationship between food safety (FS) and purchase intention (PI), with a notable result (β = –0.160, t = 2.465, p = 0.014) and a small effect size (f² = 0.074) Therefore, the findings support the hypothesis that PS plays a crucial role in this relationship.

The Hpoc-test2 assesses the moderating effect of psychological factors (PS) on the relationship between environmental concern (EC) and purchase intention (PI) The findings indicate that this effect is not significant, with results showing β = –0.014, t = 0.178, p = 0.859, and f² = 0.000, leading to the conclusion that Hpoc-test2 is not supported.

Hpoc-test3 examines the moderating effect of PS on the relationship between purchase intention (PI) and purchase behavior (PB) The findings reveal no statistically significant moderation (β = 0.086, t = 1.026, p = 0.305, f² = 0.011), indicating that PS does not influence this relationship Consequently, Hpoc-test3 is not supported.

DISCUSSION AND CONCLUSION

Theoretical contribution

This study enhances the understanding of consumer behavior regarding organic food purchases by investigating the impact of health consciousness, food safety concerns, environmental concerns, and purchase intention on buying behavior Additionally, it explores how price sensitivity and environmental protection serve as moderating factors in this context.

(3) confirming the relationship between purchase intention and actual purchasing behavior

Our research indicates that environmental protection (EP) plays a significant moderating role in the relationship between environmental concern (EC) and purchase intention (PI), but contrary to previous studies While it was anticipated that stronger beliefs in environmental protection would lead to higher organic food consumption, our findings show a negative moderating effect This suggests that individuals deeply committed to pro-environmental actions, such as waste reduction and recycling, may not convert their values into organic food purchases, potentially perceiving them as redundant or less impactful.

Health consciousness, food safety concern, and environmental concern positively influence purchase intention, but their effect sizes are modest This finding challenges previous studies that highlighted the dominant role of these psychological factors It suggests that while consumers acknowledge the benefits of organic food, their purchasing decisions may require external motivators like affordability, convenience, or promotional incentives to translate beliefs into action.

The study emphasizes the significant impact of price sensitivity (PS) on consumer behavior regarding organic food purchases It reveals that health-conscious consumers are more inclined to buy organic products when their price sensitivity is low, while high price sensitivity leads to a notable decrease in their purchase intentions This finding underscores that price continues to be a substantial obstacle to the adoption of organic food, particularly in developing markets where it is viewed as a premium offering.

This study confirms a robust link between purchase intention (PI) and actual purchasing behavior (PB), supporting the Theory of Planned Behavior (TPB) It highlights that intention is the most dependable predictor of behavior, particularly in the realm of organic food consumption.

This study enhances the theoretical understanding of the Theory of Planned Behavior (TPB) framework by revealing the significant moderating effect of price sensitivity on the relationship between food safety and purchase intention Specifically, it finds that for price-sensitive consumers, concerns about food safety have a stronger influence on their intention to purchase organic products This conditional relationship highlights how financial considerations can amplify or diminish the impact of attitudinal factors, thereby enriching the TPB model with context-specific moderators These insights are particularly relevant in emerging markets, where affordability is a critical concern for consumers.

Practical contributions

This study provides valuable insights for marketers and businesses in the organic food sector, emphasizing the significance of health consciousness and food safety as primary motivators for organic purchasing intentions It suggests that marketing efforts should focus on these attributes Additionally, the research highlights the role of price sensitivity, indicating that tailored pricing strategies, such as tiered pricing or bundled promotions, can improve accessibility for price-sensitive consumers Furthermore, it points out that environmental concerns alone may not be enough to drive consumer intentions without additional motivations, advocating for multi-dimensional, value-based messaging Lastly, the study underscores the importance of translating consumer intention into action through convenient access, credible certification, and transparent communication, aiding businesses in developing effective strategies to enhance market adoption and build long-term customer loyalty.

Limitations and future research directions

Despite the meaningful findings and practical contributions of this study, several limitations should be acknowledged, particularly concerning the sampling process and the generalizability of the results

This study employed a non-probability sampling approach, specifically snowball sampling, which inherently introduces sampling bias Participants were primarily

The sample of 43 participants was recruited via personal networks, academic institutions, and social media platforms like Facebook and Zalo Consequently, this may lead to a skewed representation of certain demographic traits, particularly favoring educated, urban residents who are active internet users, while potentially neglecting important groups such as rural inhabitants and those with restricted digital access.

Self-selection bias in survey participation often leads to an overrepresentation of individuals interested in health, sustainability, and organic food This can skew the importance of factors such as health consciousness and environmental concern, ultimately limiting the diversity of perspectives and the comprehensiveness of the behavioral patterns studied.

The findings of this study, based on convenience and snowball sampling, are not statistically generalizable to the wider population of Vietnam Although the research centers on Hanoi, an urban area with a relatively advanced organic food market, it does not account for regional variations in consumer awareness, access to organic products, or purchasing power across the country Consequently, the external validity of the results may be limited when considering other cities or rural regions.

The sample size of 200 is sufficient for PLS-SEM analysis; however, it limits the reliability of subgroup analyses based on factors such as age, income, or education level Consequently, this constraint hinders the study's potential to reveal more detailed patterns among various consumer segments.

Future research should utilize probability-based sampling methods like stratified or cluster sampling to improve representativeness and reduce bias Expanding studies to include rural populations and various regions in Vietnam can facilitate comparisons of behavioral patterns across different geographic and socioeconomic contexts Additionally, employing longitudinal designs will allow for the observation of changes in organic food purchasing behavior over time Finally, integrating qualitative approaches, such as in-depth interviews or focus groups, can reveal deeper motivations and contextual factors that surveys may overlook.

Conclusion

This study explores the intricate factors that affect the intention and behavior surrounding organic food purchases While health knowledge, food safety concerns, and environmental considerations play a role in shaping purchase intentions, they are insufficient for widespread adoption Price sensitivity emerges as a key factor, with consumers more inclined to buy organic food when they are less price-sensitive Interestingly, the study reveals a negative moderating effect of environmental protection, indicating that environmentally conscious individuals may opt for alternative pro-environmental actions rather than purchasing organic food This finding challenges conventional beliefs and calls for more sophisticated marketing strategies The results underscore the necessity for financial incentives, enhanced trust in organic certification, and targeted consumer education to promote organic food adoption by businesses and governments By combining economic incentives with sustainability messaging, companies can improve long-term consumer engagement and contribute to a more sustainable food system This research provides valuable theoretical and practical insights for boosting organic food consumption in Vietnam and beyond, while future studies should consider additional moderating factors, cultural contexts, and enduring behavioral trends to deepen the understanding of consumer decision-making in the organic food market.

The study by Aguilera-Morales et al (2005) investigates the chemical composition and microbiological properties of marine algae Enteromorpha spp., highlighting its potential as a food source Published in the Journal of Food Composition and Analysis, this research provides valuable insights into the nutritional benefits and safety of incorporating Enteromorpha spp into diets, emphasizing its significance in food science and nutrition For further details, refer to the article [here](https://doi.org/10.1016/j.jfca.2003.12.012).

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The study by Hsu, Chang, and Yansritakul (2017) investigates the factors influencing the purchase intention of green skincare products through the lens of the theory of planned behavior It specifically examines how the country of origin and price sensitivity moderate these intentions The findings contribute to understanding consumer behavior in the context of sustainable skincare choices, highlighting the importance of these moderating factors in retail and consumer services.

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