Overview

Original Research

FACTORS AFFECTING PEOPLE'S INTENTION TO BUY FUNCTIONAL FOODS – A CASE STUDY IN HANOI CITY

HOANG THANH TUNG 1, KIEU QUANG HUY 2, and LE HOANG ANH 3.

Vol 19, No 07 ( 2024 )   |  DOI: 10.5281/zenodo.12741973   |   Author Affiliation: PhD, Associate Professor, Head of the Business Administration Faculty, Chairman of the Scientific Council in Business Administration, University of Labour and Social Affairs 1; 4th Year Student, Department of Business Administration, University of Labour and Social Affairs 2; 4th Year Student, Department of English, University of Languages and International Studies 3.   |   Licensing: CC 4.0   |   Pg no: 93-108   |   Published on: 05-07-2024

Abstract

To examine the variables influencing individuals' inclination to purchase functional food in Hanoi, the research team surveyed 366 customers living in Hanoi who purchased and used functional foods from a reputable company specializing in the production of functional foods in Hanoi city. Researchers used the theory of planned behaviour (TPB) (Ajzen, 1991) to build a research model and used SMARTPLS software to process the collected data. Research results show that all three factors considered have an impact. Among them, the factor "Attitude towards functional foods" strongly impacts Hanoi people's intention to buy functional products, with an influence of 0.446. Next is the factor "Perceived behavioural control" with an influence level of 0.308; Finally, the factor "Subjective Norms" with an influence level of 0.177. Following the analytical findings, the study team engaged in many talks aimed at enticing consumers to develop an interest in, purchase, and use functional food.

Keywords

Functional Foods, Intention to Purchase Functional Foods, Influencing Factors.