Young Adults’ Anti-Consumption Tendencies toward Organic Foods in Vietnam: The Mediating Role of Self-Efficacy
Abstract
Introduction
Literature Review
Price
Perceived Value
Perceived Quality
Self-Efficacy
The Mediating Role of Self-Efficacy
Methodology
Variables | Code | Description | Sources |
---|---|---|---|
Price (PR) | PR02 | I think that the price of Da Lat organic food is reasonable for shoppers. | Jaafar et al. (2012) |
PR03 | The price of Da Lat organic food is lower than the average market price of its substitutes. | ||
PR04 | I can save lots of money buying Da Lat organic food. | ||
PR05 | I buy Da Lat organic food because it is the cheaper option. | ||
Perceived value (PV) | PV02 | Consuming Da Lat organic food makes me feel good. | Curvelo et al. (2019) |
PV04 | Da Lat organic food is well-produced. | ||
PV05 | Da Lat organic food is reliable. | ||
PV07 | Da Lat organic food has a consistent quality. | ||
PV09 | Da Lat organic food offers benefits for the money spent. | ||
PV10 | Da Lat organic food is a good product regarding its price. | ||
Perceived quality (PQ) | PQ01 | I think quality is the first criteria I consider when I buy Da Lat organic food. | Vo and Nguyen (2015) |
PQ03 | I think that Da Lat organic food tastes good. | ||
PQ04 | Da Lat organic food are reliable such as their original. | ||
Self-efficacy (SE) | SE01 | I am capable of purchasing Da Lat organic food. | Ashraf (2021) |
SE02 | Da Lat organic food is entirely within my control in terms of price and availability. | ||
SE03 | I have the resources such as time and money to purchase Da Lat organic food. | ||
SE04 | I have the knowledge and ability to purchase Da Lat organic food. | ||
Purchase intention (PI) | PI01 | I will consider buying Da Lat organic food because it is less polluting in the present time. | Pang et al. (2021) |
PI02 | I will consider switching to consume Da Lat organic food for ecological reasons. | ||
PI04 | I expect to purchase Da Lat organic food in the future because of its positive environmental contribution. | ||
PI05 | I definitely want to purchase Da Lat organic food in the near future. |
Data Analysis
Results
Measurement Model
Variables | Items | Outer loadings | Cronbach’s α | Composite reliability | AVE |
---|---|---|---|---|---|
Price | PR02 | 0.776 | .867 | 0.910 | 0.717 |
PR03 | 0.882 | ||||
PR04 | 0.877 | ||||
PR05 | 0.846 | ||||
Perceived value | PV02 | 0.756 | .857 | 0.894 | 0.584 |
PV04 | 0.728 | ||||
PV05 | 0.806 | ||||
PV07 | 0.770 | ||||
PV09 | 0.787 | ||||
PV10 | 0.734 | ||||
Perceived quality | PQ01 | 0.814 | .768 | 0.866 | 0.683 |
PQ03 | 0.808 | ||||
PQ04 | 0.857 | ||||
Self-efficacy | SE01 | 0.830 | .866 | 0.909 | 0.713 |
SE02 | 0.860 | ||||
SE03 | 0.857 | ||||
SE04 | 0.830 | ||||
Purchase intention | PI01 | 0.814 | .873 | 0.913 | 0.724 |
PI02 | 0.866 | ||||
PI04 | 0.860 | ||||
PI05 | 0.861 |
PI | PQ | PR | PV | SE | |
---|---|---|---|---|---|
PI | 0.851 | ||||
PQ | 0.658 | 0.827 | |||
PR | 0.390 | 0.303 | 0.847 | ||
PV | 0.672 | 0.731 | 0.518 | 0.764 | |
SE | 0.611 | 0.553 | 0.508 | 0.664 | 0.844 |
Heterotrait-Monotrait ratio (HTMT) | |
---|---|
PQ↔PI | 0.802 |
PR↔PI | 0.443 |
PR↔PQ | 0.368 |
PV↔PI | 0.771 |
PV↔PQ | 0.901 |
PV↔PR | 0.590 |
SE↔PI | 0.701 |
SE↔PQ | 0.678 |
SE↔PR | 0.583 |
SE↔PV | 0.764 |
Structural Model
Hypothesis | Relationships | Beta (β) | SD | t-Value | p-Value | Results |
---|---|---|---|---|---|---|
H1 | PR→PI | .036 | 0.053 | 0.688 | .491 | Rejected |
H2 | PR→SE | .243 | 0.047 | 5.203 | .000 | Accepted |
H3 | PV→PI | .250 | 0.062 | 4.046 | .000 | Accepted |
H4 | PV→SE | .403 | 0.058 | 7.003 | .000 | Accepted |
H5 | PQ→PI | .329 | 0.061 | 5.397 | .000 | Accepted |
H6 | PQ→SE | .185 | 0.053 | 3.506 | .000 | Accepted |
H7 | SE→PI | .244 | 0.064 | 3.833 | .000 | Accepted |
H8 | PR→SE→PI | .059 | 0.018 | 3.271 | .001 | Accepted |
H9 | PV→SE→PI | .098 | 0.031 | 3.212 | .001 | Accepted |
H10 | PQ→SE→PI | .045 | 0.018 | 2.559 | .011 | Accepted |
Discussions
Theoretical Contribution
Practical Contribution
Limitations and Future Research
Ethic statement
Declaration of Conflicting Interests
Funding
ORCID iD
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