THE EFFECTS OF PERCEIVED RISK ON CONSUMER ATTITUDES, INTENTIONS AND BEHAVIOR REGARDING PORK PURCHASES IN HOCHIMINH CITY

Authors

  • Nguyễn Kim Nam The Faculty of Business Administration, Hochiminh City Industry and Trade College, Viet Nam
  • Ngô Quang Huân School of Management, University of Economics Hochiminh City, Viet Nam

DOI:

https://doi.org/10.37569/DalatUniversity.9.1.446(2019)

Keywords:

Attitudes, Food, Intention, Risk perception, TRA.

Abstract

The main aim of this study was to examine the effects of perceived risk on attitudes, intentions and consumers’ behavior regarding pork purchases in Hochiminh City based on the Theory of Reasoned Action in situations of hypothetical food safety risk. Data are from a survey of 240 respondents from Hochiminh City, and a structural equation model approach is used for data analysis. Results indicate that attitudes have a positive effect on intentions, and intentions have a positive effect on behavior. Risk perception has a negative effect on intention and behavior. The study results suggest that when consumers have positive attitudes and perceive lower risks, they have more incentives to purchase.

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Published

29-03-2019

Volume and Issues

Section

Economics and Management

How to Cite

Nam, N. K., & Huân, N. Q. (2019). THE EFFECTS OF PERCEIVED RISK ON CONSUMER ATTITUDES, INTENTIONS AND BEHAVIOR REGARDING PORK PURCHASES IN HOCHIMINH CITY. Dalat University Journal of Science, 9(1), 18-30. https://doi.org/10.37569/DalatUniversity.9.1.446(2019)