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The theory of planned behavior and food choice questionnaire toward organic food of millennials in Vietnam

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dc.title The theory of planned behavior and food choice questionnaire toward organic food of millennials in Vietnam en
dc.contributor.author Hoang, Hung Cuong
dc.contributor.author Chovancová, Miloslava
dc.contributor.author Hoang, Thi Que Huong
dc.relation.ispartof Global Business and Finance Review
dc.identifier.issn 1088-6931 Scopus Sources, Sherpa/RoMEO, JCR
dc.identifier.issn 2384-1648 Scopus Sources, Sherpa/RoMEO, JCR
dc.date.issued 2022
utb.relation.volume 27
utb.relation.issue 4
dc.citation.spage 81
dc.citation.epage 96
dc.type article
dc.language.iso en
dc.publisher People and Global Business Association
dc.identifier.doi 10.17549/gbfr.2022.27.4.83
dc.relation.uri http://www.gbfrjournal.org/view.asp?idx=492
dc.relation.uri http://gbfrjournal.org/Common/Download_Article.asp?idx=492
dc.subject food choice questionnaire en
dc.subject millennials en
dc.subject organic food en
dc.subject theory of planned behavior en
dc.subject Vietnam en
dc.description.abstract Purpose: People have become more aware of environmental issues in their community, which has changed their food choices and how they buy green products, especially organic food. This study aimed to combine the food choice questionnaire (FCQ) and the theory of planned behavior (TPB) to examine the effect of the food choice questionnaire on customers' attitude related to the purchase intention of millennials in Vietnam. Design/methodology/approach: Data is collected from the three most prominent cities in Vietnam with 520 millennial respondents. The data is tested against the research model using structural equation modeling with SMART-PLS 3.2. Findings: The results indicate that the food choice questionnaire significantly affects customers' attitude toward the organic food of millennials in Vietnam. Moreover, the investigation confirmed the theory of planned behavior toward organic food purchasing of millennials in Vietnam. Research limitations/implications: For the limitation, organic food is studied in this investigation exclusively within a certain geographic area. For the academic implication, the contributions of this investigation are that it updates impacts of the food choice questionnaire based on the TPB in the context of millennials' intentions to purchase organic food in Vietnam. This study can enrich the literature on the combination of FCQ and TPB in the study of consumers' choice of organic food products. For the practical implication, businesses will comprehend the significance of the food choice questionnaire for millennials in Vietnam who intend to purchase organic food. For future research, the practitioners can use this study's model to examined in a variety of contexts, such as concerning eco-friendly items. In addition, this model can generally be applied to other food products such as conventional food, safety food, and products in restaurants or food stores. For academicians, the model can extend and develop additional constructs related to personality. For example, combining the big five personality traits, FCQ, and the TPB will further investigate which customer personality influences the intention to purchase food products. Originality/value: Contribute to the extension of TPB with the combination of FCQ and TPB and the study of millennials in Vietnam toward organic food purchasing intention. © 2022 People and Global Business Association. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1011130
utb.identifier.obdid 43883578
utb.identifier.scopus 2-s2.0-85137339292
utb.source j-scopus
dc.date.accessioned 2022-09-20T08:07:43Z
dc.date.available 2022-09-20T08:07:43Z
dc.description.sponsorship Tomas Bata University in Zlin, TBU: IGA/ FaME/2020/002
dc.rights Attribution-NonCommercial 4.0 International
dc.rights.uri https://creativecommons.org/licenses/by-nc/4.0/
dc.rights.access openAccess
utb.ou Department of Management and Marketing
utb.contributor.internalauthor Hoang, Hung Cuong
utb.contributor.internalauthor Chovancová, Miloslava
utb.fulltext.affiliation Hung Cuong Hoang a†, Miloslava Chovancová b, Thi Que Huong Hoang c a Ph.D student, Faculty of Management and Economics, Department of Management and Marketing, Tomas Bata University in Zlin b Associate Professor, Faculty of Management and Economics, Department of Management and Marketing, Tomas Bata University in Zlin c Faculty of International Economic Relations, University of Economics and Law, Vietnam National University Ho Chi Minh City, Vietnam † Hung Cuong HOANG E-mail: hoanghungcuong9@gmail.com; hoang@utb.cz
utb.fulltext.dates Received: May. 30, 2022 Revised: Jul. 23, 2022 Accepted: Jul. 26, 2022
utb.fulltext.sponsorship This work was supported by the Internal Grant Agency of FaME through TBU in Zlín No. IGA/FaME/2020/002; Project title: The impact of digital transformation on consumer behaviour and firms' sustainable performance.
utb.scopus.affiliation Faculty of Management and Economics, Department of Management and Marketing, Tomas Bata University in Zlin, Czech Republic; Faculty of International Economic Relations, University of Economics and Law, Vietnam National University Ho Chi Minh City, Viet Nam
utb.fulltext.projects IGA/FaME/2020/002
utb.fulltext.faculty Faculty of Management and Economics
utb.fulltext.faculty Faculty of Management and Economics
utb.fulltext.ou Department of Management and Marketing
utb.fulltext.ou Department of Management and Marketing
utb.identifier.jel -
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