Consumers' behavior toward organic vegetable in Ho Chi Minh City, VN

Together with developing in economic, food safety becomes hot topic in Vietnam especially in urban city like Ho Chi Minh City. Vegetables is essential and main part of family meal and more shoppers are interested in organic vegetables. Many producers and convenient shops invested in organic vegetable, but many also left this industry because of low business. This research will help to understand consumer¿s behavior and intention on buying organic vegetables, which factor is really impact on their buying action and how much they are willingness to pay for this premium price product. The study is based on Theory Planned of Behavior with add-in the Trust scale. The questionnaire was developed by in-depth interview with people working on organic food industry. More than 150 data was collect which focused on medium and high income employee office and they usually shop on food. We found out that belief on health and environment benefit, Perceived behavior control, Trust are significant impact on organic vegetables buying intention and behaviors. And more than 80% with medium and high income just willingness to pay <20% premium price for organic vegetables.