Mediator Effects of Customers' Attitude on Factors Influencing Intention to Purchase Organic Beverages in Vietnam

Tran Thi Lan Phuong Tran Thi Lan Huong ^* Tran Tho Dat Truong Duc Dinh

• National Economics University, Hai Bà Trưng District, Vietnam

With rapid economic growth, Vietnamese people are increasingly interested in consuming organic food to protect the health of themselves, their families and the living environment. This study investigates the direct and mediating effects of determinants studying Vietnamese consumers' intention toward purchasing organic beverage. We apply the Theory of Planned Behavior and Attitude-Behavior-Context model to establish experimental model and research hypotheses. The study collected primary data through a survey of 550 customers in 6 urban districts in Hanoi. Data is analyzed using AMOS software with descriptive statistics, Cronbach's Alpha Test, Confiormatorymity Factor Analysis and Structural Equation Modeling (SEM). The results show that there is a significant positive relationship between customers' attitude and intention to buy organic drinks. There are 5 independent factors that directly affect the attitude and intention to consume organic beverages including environmental concern, health awareness, price perception, subjective norms and marketing & communication. Furthermore, there are full mediating effects of attitudes on the relations between the 5 above factors and organic beverage buying intention. The study proposes some management implications including increasing customer about perceoptionperception organic beverages through social network communication, promoting social inclusion in building images of organic food, designing proper price system for customers and involving them in the process of building social norms about organic beverage consumption.