| Autor: |
Nguyen N; Department of Entrepreneurship, Innovation and Marketing, La Trobe Business School, La Trobe University, Bundoora VIC 3086, Australia.; Business Sustainability Research Group, Thuongmai University, 79 Ho Tung Mau Road, Hanoi 100000, Vietnam., Nguyen HV; Business Sustainability Research Group, Thuongmai University, 79 Ho Tung Mau Road, Hanoi 100000, Vietnam.; Department of Research Administration, Thuongmai University, 79 Ho Tung Mau Road, Hanoi 100000, Vietnam., Nguyen PT; Department of Social Sciences, Luong The Vinh School, Hanoi 100000, Vietnam., Tran VT; Department of Research Administration, Thuongmai University, 79 Ho Tung Mau Road, Hanoi 100000, Vietnam., Nguyen HN; Department of Strategic Management, Thuongmai University, 79 Ho Tung Mau Road, Hanoi 100000, Vietnam., Nguyen TMN; Department of Strategic Management, Thuongmai University, 79 Ho Tung Mau Road, Hanoi 100000, Vietnam., Cao TK; Department of Marketing Management, Thuongmai University, 79 Ho Tung Mau Road, Hanoi 100000, Vietnam., Nguyen TH; Faculty of Economic Information System and Electronic Commerce, Thuongmai University, 79 Ho Tung Mau Road, Hanoi 100000, Vietnam. |
| Abstrakt: |
The development of functional foods is key to promoting a healthy diet and preventing certain diseases. This study aims to examine several key factors that affect consumer attitude and intention with respect to purchasing functional foods in an emerging market economy. A research model was developed by extension of the Theory of Reasoned Action (TRA), and then validated through obtaining data from 596 Vietnamese consumers who were interested in functional yogurts using an interviewer-administered questionnaire. Multivariate data analysis reveals that while health consciousness and subjective norm significantly enhance consumers' attitudes towards purchasing functional yogurts, perceived price of functional yogurts exerts a negative impact on such attitudes. Moreover, subjective norm and attitude appear to be key predictors of consumers' intentions to buy functional yogurts. These findings extend the extant literature relating to functional food purchase and consumption in emerging markets, and they have several important practical implications for functional yogurt manufacturers, retailers, and policymakers. A major implication is that education and communication programs that aim at increasing consumers' health consciousness and their awareness of functional foods' health benefits play an integral role in the success of functional food products such as functional yogurts. Research limitations and future research directions are also presented. |
