• Binh Tran Duy Nguyen Tat Thanh University
  • Tran Huu Ai Van Hien University
Keywords: seafood; consumer attitudes; consumption patterns; consumer behavior; Vietnam


Consumers make buying decisions according to specific market conditions and also to various attribute of the product, namely, the specie, the form, and the place of purchasing, product size and its quality. The results of the consumption surveys reveal that consumers perceive fish as a rather safe food, and also as healthy and nutritious food product but seafood consumption varies quite a lot across Vietnam, not only in relation to frequency of consumption but also by types of fish products and types of species preferred in different provinces. Overall, little is known concerning the attitudes and knowledge among Vietnamese people regarding seafood consumption. Therefore, our research aim was to study the consumption habits and preferences of Vietnamese people regarding seafood on the example of the residents in HCM city. The rates of organic seafood consumption and the consumption frequency increase proportionally to the age of consumers.  Most of the respondents (32.16%) consume seafood once a week and they believe they should consume seafood more often. If seafood were more available, many participants (39.45%) state they would consume more seafood

Author Biographies

Binh Tran Duy, Nguyen Tat Thanh University

MA, Lecturer at Nguyen Tat Thanh University, Ho Chi Minh City, Vietnam

Research interests: SMEs functioning and government support, consumer behavior, innovative products markets and finances

Tran Huu Ai, Van Hien University

PhD, lecturer of Faculty of Economics, Van Hien University, Ho Chi Minh City, Vietnam

Research interests – markets of agricultural products, SMEs functioning and government support, organic food markets, ecological economics, environmental issues of economic development and corporate social responsibility 

Published more than 50 papers in International journals, member of editorial board of International journals 


Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes. 50: 179-211.

Akpinar, M.G., Dagistan, E., Mazlum, Y., Gul, M., Koc, B. & Yilmaz, Y. (2009). Determining

household preferences for fish consumption with conjoint analysis in Turkey. Journal of Animal and Veterinary Advances. 8(11): 2215-2222.

Arvola, A., Vassallo, M., Dean, M., Lampila, P., Saba, A., Lähteenmäki, L. (2008). Predicting intentions to purchase safety seafood: The role of affective and moral attitudes in the theory of planned behavior. Appetite, 50(2-3): 443-454.

Bearden, W. O., Netemeyer, R. G., & Teel, J. E. (1989). Measurement of consumer susceptibility to interpersonal influence. Journal of Consumer Research. 473-481.

Capps, O., J.D. Schmitz (1991). Recognition of health and nutrition factors in food demand analysis. Western Journal of Agricultural Economics, 16 (1): 21-35.

FAO (2014). The state of world fisheries and aquaculture. Rome: Food and Agriculture Organization of the United Nations.

Feng, W., Jian, Z., Weisong, M., Zetian, F. & Xiaoshuan, Z. (2009). Consumers’ perception towards quality and safety of fishery products, Beijing, China. Food Control, 20(10): 918-922.

Grunert, K., Bisp, S., Bredahl, L., Sorensen, E. & Nielsen, N.A. 1996. A survey of Danish consumers’ purchase of seafood. MAPP report. Aarhus School of Business.

Klerck, D. & Sweeney, J. C. (2007). The effect of knowledge types on consumer perceived risk and adoption of genetically modified foods. Psychology & Marketing, 24(2): 171-193.

Massin (2012). Evaluation of shellfish consumption in Nha Trang City, Southern Coastal Vietnam. Malaysian Journal of nutrition. 18(1): 37-45.

Myrland, O., Trondsen, T., Johnston, R.S. & Lund, E. (2000). Determinants of seafood consumption in Norway: lifestyle, revealed preferences, and barriers to consumption. Food Quality and Preference. Volume 11, 03: 169-188.

Michaelidou, N. & Hassan, L. M. (2008). The role of health consciousness, food safety concern and ethical identity on attitudes and intentions towards safety seafood. International Journal of Consumer Studies. Available online at: https://doi.org/10.1111/j.1470-6431.2007.00619.x

Olsen, S. O. (2004). Antecedents of Seafood Consumption Behavior: An Overview. Journal of Aquatic Food Product Technology, 13(3): 79-91.

Pawlak, R. & Malinauskas, B. (2008). The Use of the Theory of Planned Behavior to Assess Predictors of Intention to Eat Fruits Among 9th-Grade Students Attending Two Public High Schools in Eastern North Carolina. Family and Consumer Sciences Research Journal. 37: 16-26.

Rozin, P. (1995). Thinking about and choosing food: Biological, psychological, and cultural perspectives. In: Contemporary challenges in food and on trial: EAMAR. 173-196.

Sheeran, P., & Orbell, S. (1999). Augmenting the theory of planned behavior: Roles for anticipated regret and descriptive norm. Journal of Applied Social Psychology, 29: 2127–2142.

Schifferstein, H. N. J., & Oude Ophuis, P. A. M. (1998). Health-related determinants of safety seafood consumption in the Netherlands. Food Quality and Preference, 9: 119–133.

Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12: 341–352.

William J. G. (1997). Rational choice theory. The American Sociologist. 28(2): 22–4.
How to Cite
Duy, B. T., & Ai, T. H. (2019). PURCHASE BEHAVIOR OF ORGANIC SEAFOOD CONSUMERS IN VIETNAM. The EUrASEANs: Journal on Global Socio-Economic Dynamics, (1(14), 51-60. https://doi.org/10.35678/2539-5645.1(14).2019.51-60