Sustainable Food Consumption: Investigating Organic Meat Purchase Intention by Vietnamese Consumers

Promoting sustainable food consumption contributes to the achievement of United Nation’s Sustainable Development Goals. This study investigated key determinants consumer intention purchase organic meat in an emerging market and a unique model was developed by incorporating environmental concern guilt with components Theory Planned Behavior. then validated obtaining data from sample 402 Vietnamese consumers at five stores Ho Chi Minh City, using paper-based survey. The findings reveal that who are concerned about environment likely formulate favorable attitudes downplay monetary barriers associated purchase. In addition, while buying conventional have positive effect on intention, perceived significantly reduce intention. These highlight both rational emotional aspects important implications for stakeholders encouragement consumption.