NGUYEN NGOC MINH
DOI: https://doi.org/As environmental pollution and food safety become top concerns for society, the popularity of organic food is steadily growing as a sustainable consumption trend in large cities like Hanoi. The study aims to identify and measure the factors that influence individuals' decisions to purchase organic food in Hanoi. Using 328 valid questionnaires and quantitative analysis with SPSS 26 software, the research results show that seven factors positively influence the purchase decision, listed in order of decreasing impact: subjective norms, environmental attitude, convenience and availability, consumption attitude, organic food knowledge, price, and perceived health benefits. Based on the findings, the study provides several management implications to help organic food suppliers develop policies that expand market share and boost customer loyalty, aiming to foster a green economy, responsible consumption, and environmental sustainability in Vietnam.
