In Vietnam, food safety is a pressing issue for consumers due to the fact that unsafe foods with the overuse of chemical fertilizers and pesticides are rampant in the market, threatening people’s health seriously. Growing concern of consumers for health and environmental issues has led to growing demand for organic food consumption. For producers and traders, choosing organic food business may open up many new trading opportunities. Therefore, there is a need to understand the motivations behind the customers’ purchase intention, which directly affect the actual purchase of organic foods.
This study aims to explore the determinants affecting organic purchase intentions of Generation Y (millennial) consumers, the generation that accounts for the majority of Vietnam population nowadays. The data was collected from 265 respondents through structured questionnaires. Statistical tools of SPSS 25.0 were used for data analysis. Results show that environmental concern, health consciousness, quality, and subjective norms have significant influence on purchase intentions towards organic foods. Quality and subjective norms were found to exhibit the most impacts on both organic attitudes and purchase intention. The close positive relationship between consumer attitudes and purchase intention is also highlighted. The empirical results of the study provide important theoretical implications for future studies and valuable managerial implications for producers and marketers to enhance their business in the field of organics.

In Vietnam, food safety is a pressing issue for consumers due to the fact that unsafe foods with the overuse of chemical fertilizers and pesticides are rampant in the market, threatening people’s health seriously. Growing concern of consumers for health and environmental issues has led to growing demand for organic food consumption. For producers and traders, choosing organic food business may open up many new trading opportunities. Therefore, there is a need to understand the motivations behind the customers’ purchase intention, which directly affect the actual purchase of organic foods.
This study aims to explore the determinants affecting organic purchase intentions of Generation Y (millennial) consumers, the generation that accounts for the majority of Vietnam population nowadays. The data was collected from 265 respondents through structured questionnaires. Statistical tools of SPSS 25.0 were used for data analysis. Results show that environmental concern, health consciousness, quality, and subjective norms have significant influence on purchase intentions towards organic foods. Quality and subjective norms were found to exhibit the most impacts on both organic attitudes and purchase intention. The close positive relationship between consumer attitudes and purchase intention is also highlighted. The empirical results of the study provide important theoretical implications for future studies and valuable managerial implications for producers and marketers to enhance their business in the field of organics.

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