FACTORS AFFECTING CONSUMER BEHAVIOR TOWARD ECO-FRIENDLY SEAFOOD IN HO CHI MINH CITY, VIETNAM

Abstract

The safety and quality of aquaculture products have been often concerned in recent years. Green consumption is a problematic concept, not least because it is an apparent oxymoron. “Green” means the conservation of environmental resources, while consumption is often related to their destruction. Green consumption behavior is significantly related to concern for the environment and behavioral intentions. This research used structured questionnaires and a stratified random sampling method to collect data from 326 residents of 3 big districts in Ho Chi Minh City  (HCMC) the city with a structural equation model used to identify factors affecting consumption behavior and buying eco-friendly seafood, the study found that environmental response, brand image, emotional response, fake seafood products, social media behavior and perceived quality have a positive and significant correlation with eco-friendly seafood consumption behavior.