SUSTAINABLE FOOD CONSUMPTION AS AN EVOLVING CONTEXT OF VIETNAMESE CONSUMER BEHAVIOR

Abstract

The concern of food consumption should be recognized from a broader perspective, especially in emerging markets. This research was aimed at investigating the roles of nutrition content and ecological welfare, which correspondingly constitute nutrition and environmental sustainability, within the food consumption behaviour of Vietnamese consumers. A sample size of 312 participants and the structural equation modelling analysis were employed to confirm that both nutrition content and ecological welfare of the food positively affected consumer attitude, which significantly enhanced sustainable food consumption intention in turn. The findings theoretically contributed to the application of the stimulus-organism-response model in the context of sustainable consumption. There were several implications for helping food industry insiders and executives precisely understand consumers’ sustainable behavior and being successful in the green food sector.