Potential Vietnamese consumers' perceptions of organic foods

Abstract

Purpose

This paper aims to identify and analyse potential Vietnamese consumers' perceptions of organic foods.

Design/methodology/approach

A deductive approach of reasoning was employed to address the positivism research philosophy through the survey research strategy. Quantitative data were collected from 264 potential Vietnamese consumers through a self‐administered structured questionnaire and analysed using frequencies, descriptive statistics, chi squared test, principal components analysis, t‐tests and a Kolmogorov‐Smirnov test.

Findings

Potential Vietnamese consumers' willingness to purchase organic foods was linked positively to health and safety whilst the females appreciated their nutritional value. Environmental and sustainability concerns did not influence purchasing decisions. Because of their perceived superior quality, potential Vietnamese consumers were not price sensitive towards organic foods.

Research limitations/implications

This study lacks the qualitative depth and the employment of quota sampling technique to select respondents may impact external validity.

Practical implications

The findings can benefit organic foods sellers and retailers in developing appropriate sales and marketing strategies by differentiating between organic foods and conventional foods to target and attract potential Vietnamese consumers, and to expand the existing organic foods market in Vietnam.

Originality/value

The present paper supplements the knowledge gap by identifying and analysing potential Vietnamese consumers' perceptions of organic foods in order to assist organic foods sellers and retailers to understand potential Vietnamese consumers and expand their organic foods market in Vietnam.

Citation

Truong, T.T., Yap, M.H.T. and Ineson, E.M. (2012), "Potential Vietnamese consumers' perceptions of organic foods", British Food Journal, Vol. 114 No. 4, pp. 529-543. https://doi.org/10.1108/00070701211219540