Factors Influencing Imported Beef Purchase Intention: A Case Study in Long Bien District, Hanoi, Vietnam

Nguyen Ngoc Mai 1 , Do Quang Giam 1 and Do Van Vien 1

1Faculty of Accounting and Business Management, Vietnam National University of Agriculture, Hanoi 131000, Vietnam
Received: Aug 3, 2021 /
Revised: Mar 30, 2022 /
Published: Mar 30, 2022

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The objective of the paper was to analyze the factors influencing the purchase intention of consumers for imported beef in Long Bien district, Hanoi. Quantitative and qualitative methods were employed in this study based on an online survey using a structured questionnaire. The data were collected from 388 consumers who bought imported beef or had an intent to buy in the future. Structural equation modeling (SEM) was used to analyze the data. The results of this study showed that the factor of perceived quality and the factor of clear information on the packaging with the country of origin were the significant factors that increased purchase intention. These factors also contributed to increasing the positive attitudes towards the consumption of imported beef. Attitudes were also a mediating factor that positively influenced purchase intention. In addition, the availability of the product in the market contributed to the stronger purchase intention towards imported beef.

Keywords: Purchase Intention, Imported Beefs, structural equation modeling, Hanoi

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How to Cite
Mai, N., Giam, D., & Vien, D. (2022). Factors Influencing Imported Beef Purchase Intention: A Case Study in Long Bien District, Hanoi, Vietnam. Vietnam Journal of Agricultural Sciences, 5(1), 1408-1423. https://doi.org/10.31817/vjas.2022.5.1.08


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