Impact of packaging attributes on consumer buying behaviour toward green food products: an empirical study in Vietnam

Abstract

People in the era of an increasingly developed society have a special interest in health, the environment, and the green consumption movement. Therefore, the appearance of green food has solved consumers' concerns about food containing many chemicals today, and at the same time gradually switched from food using chemicals to green, eco-friendly food, non-toxic. Like many countries in the world, in Vietnam, green consumption is gradually becoming a new trend and consumers' awareness of green consumption and green products has also been enhanced. There have been surveys and research articles on consumer buying behavior toward green food and safe food in the Vietnamese market. However, there are still many research gaps on green and safe food consumption in Vietnam that have not been answered. This study aims to understand Vietnamese consumers' perceptions of green food products and the attributes of green food packaging. In addition, this study also aims to examine the impact of packaging attributes on consumer buying behavior towards green food products in Vietnam. In this study, we carry out qualitative and quantitative research. Qualitative research is used to collect through in-depth interviews to explore the current status of green food consumption in Vietnam and the attributes of green food packaging while consolidating the scale to suit the context Vietnamese market. Quantitative research was used to collect through survey and then analyzed using SPSS and Smart-PLS. The results obtained 602 valid answers, the research has shown that there are 4 main attributes of packaging that affect the buying behavior of Vietnamese consumers: (1) Packaging Color, (2) Packaging Printed Information, (3) Packaging Innovation, (4) Packaging Font Style. Based on the results, we will give advice to green food businesses, and green food packaging companies and propose to the government to improve and enhance the above attributes to attract consumers to make decisions to buy green foods.