Citation

Anh, Nguyen Phuong and Rosli, Nennie Trianna and Logeiswaran, Aravindan (2026) Online Purchase Intention and High Willingness to Pay of Vietnamese Consumers for Clean Agricultural Products in Vinh Long Province: An Empirical Study Using a Binary Logit Model. PaperASIA, 41 (6b). pp. 556-568. ISSN 0218-4540

Text 985-Article Text-9244-10447-10-20260126.pdf - Published Version Restricted to Repository staff only Download (772kB)

Abstract

In recent years, the demand for clean agricultural products in Vietnam has increased, reflecting consumers’ growing awareness of health, quality of life, and environmental protection. However, the current consumption level remains modest and not commensurate with the market potential. This study aims to analyze factors influencing online purchase intention and consumers’ willingness to pay premium prices for clean agricultural products. The research data were collected from a direct survey of 246 households in Vinh Long province. The research hypotheses were developed based on the Theory of Planned Behavior (TPB) and tested using a Binary Logit Model. The results indicate that household characteristics, consumer attitudes, perceived security in online payments, and perceived convenience significantly affect both online purchase intention and willingness to pay premium prices. These findings enrich the theoretical understanding of consumer behavior in agricultural e-commerce and provide practical implications for policymakers and marketers to promote the consumption of clean agricultural products through online shopping channels in Vietnam.

Item Type:	Article
Uncontrolled Keywords:	Willingness to pay high prices, clean agricultural products
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products S Agriculture > S Agriculture (General)
Divisions:	Faculty of Management (FOM)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	17 Apr 2026 09:18
Last Modified:	17 Apr 2026 09:18
URII:	http://shdl.mmu.edu.my/id/eprint/15727

Downloads

Edit (login required)