RESEARCHING THE FACTORS INFLUENCING PURCHASING DECISIONS OF VIETNAMESE CONSUMERS FOR NEAR-DATE PRODUCTS
The research article examines the factors influencing Vietnamese consumers’purchase decisions of near-expired products. Using qualitative and quantitative research methods, the research team collected data from a survey of 176 consumers, of which 100 valid responses from consumers who had previously purchased near-expired products (ensuring more than 50 responses) were used for factor analysis. The data was cleaned and processed using the SMARTPLS software. There are 6 independent factors included in the model, namely (1) Attitude towards products that are near to expiry; (2) Subjective norm; (3) Perceived benefits; (4) Perceived risks; (5) Perceived behavioral control; (6) Purchase intention of near-date products, which are used to examine the impact on Vietnamese consumers’ Purchase Decisions (QD) of near expiry products. Among these, the Purchase Intention (YD) of near-expired products has a positive and significant impact on the Purchase Decision (QD) at a 5% significance level, with an impact level of 0.892. Simultaneously, the study also found that there are 2 factors influencing the "Purchase Intention (YD) of products closed to expiry by Vietnamese consumers," including (1) Perceived Behavioral Control (NTKS) with an impact level of 0.395 and (2) Attitude towards near-expiry products (TD) with an impact level of 0.286. Subjective Norms, Perceived Benefits, and Perceived Risks did not significantly influence Vietnamese consumers' purchase intention of near-expired products.
Influencing Factors, Near-Expired Products, Purchase Intention, Purchase Decision, Consumers, Vietnam.