Nghiên cứu ảnh hưởng của một số yếu tố đến ý định mua sản phẩm OCOP của người tiêu dùng Hà Nội

Abstract

The article uses quantitative research methods to survey 218 consumers in Hanoi with a model built based on the theory of planned behavior (TPB) framework to study factors affecting consumer behavior. Purchase intention of Hanoi consumers for OCOP products. The article tested the influence of 06 factors including (1) Attitude towards OCOP products; (2) Local connectivity; (3) Reference group; (4) Quality awareness; (5) Price awareness; (6) Packaging awareness. The results showed that all 06 factors affect purchase intention, in which quality awareness has the strongest impact on purchase intention, and product packaging has the lowest impact on OCOP product purchase intention. of Hanoi consumers. From these results, the article has suggested a number of strategic directions to help businesses, production, and sales establishments of OCOP products promote consumers' purchasing intentions.