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

  • Tran Huu Ai Van Hien University, Ho Chi Minh City
Keywords: consumer, behavior, social influence, green, fisheries, seafood

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.

Author Biography

Tran Huu Ai, Van Hien University, Ho Chi Minh City

PhD.

Van Hien University, Ho Chi Minh City.

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 tan 50 papers in International journals, member of editorial board of International journals.

Published
2016-11-23
How to Cite
Ai, T. H. (2016). FACTORS AFFECTING CONSUMER BEHAVIOR TOWARD ECO-FRIENDLY SEAFOOD IN HO CHI MINH CITY, VIETNAM. The EUrASEANs: Journal on Global Socio-Economic Dynamics, (1(1), 37-46. Retrieved from https://euraseans.com/index.php/journal/article/view/7

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