Factors Affecting Organic Food Purchasing Decisions of Kindergarten Schools in Ho Chi Minh City, Vietnam

The use of organic food is important and necessary in Vietnam in contemporary society. This research aims to explore and measure the impact of factors that influence organic food purchasing decisions of kindergarten schools in Ho Chi Minh City. The research was conducted by a focus group of 10 participants; deep interviews with 25 responses, who are experts and teachers of kindergarten schools. A pilot study of 104 respondents; the official study of 291 respondents who are representative of kindergarten schools by both online and via paper surveys with nonprobability and convenient sampling. The software SPSS 20, AMOS 20 and Microsoft Excel 2010 were employed to help analyze the collected data. The results of structural equation modeling showed that: Perceived of Quality product (PQ) and Intention Behavior (IB) are positively affected on organic food Purchase Decision (PD) of kindergarten schools. Analyses confirmed the positive effects of Brand Image (IM) and Feeling Safe (SF) on Perceived of Quality Product (PQ). Besides, Intention Behavior (IB) is influenced by Normative Beliefs (NB); Environment Attention (EV); Trust on Brand (TB) and Cost of meal Set (CS). The research results are the basis for providing solutions to find and develop stable output for organic products in Vietnam, bringing organic food is popular with the community.