PURCHASE INTENTIONS TOWARD ECO-FRIENDLY CONVENIENCE VEGETABLES AND FRUITS IN HO CHI MINH CITY, VIETNAM

This study investigates consumer purchase intentions toward eco-friendly convenience vegetables and fruits in Ho Chi Minh City, Vietnam, focusing on minimally processed products labeled with integrated pest management (IPM) standards. A quantitative approach utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) is employed, with data collected from 334 respondents through questionnaires. The research aims to contribute to understanding the determinants of consumer purchase intentions, particularly emphasizing the role of consumer trust. The conceptual framework builds on the Theory of Planned Behavior and extends it by incorporating trust as a key factor influencing consumer intentions. The analysis reveals significant relationships between consumer trust and attitudes toward integrated pest management (IPM) standards (TR -> ATT: β = 0.476, p=0.000), as well as the impact of attitudes on purchase intentions (ATT -> INT: β = 0.243, p=0.001). These findings provide valuable insights for promoting sustainable consumption patterns in the Vietnamese market.