@article{Phuong:348981,
      recid = {348981},
      author = {Phuong, Nguyen Van  and Mai, Nguyen Thi Ngoc  and  Mergenthaler, Marcus  and Cuc, Ly Thu  and Quynh, Pham Ngoc  Huong },
      title = {The Role of Social Media on Green Food Consumption  Intention in Hanoi, Vietnam},
      journal = {AGRIS on-line Papers in Economics and Informatics},
      address = {2024-06-30},
      number = {665-2025-187},
      month = {Jun},
      year = {2024},
      abstract = {This study aims to discuss the role of social media in  shaping consumer attitudes in the Vietnamese context. The  research examines the impact of green attitude, green  customer value, and social media on environmental concerns,  subjective norms, and perceived green value concerning  green consumers' food purchase intention. The study  utilizes data from a survey conducted among 483 consumers  in Hanoi, Vietnam, and adopts the Theory of Planned  Behavior (TPB) as the initial framework for studying green  food purchase intention. We modify and extend the TPB model  by incorporating cultural, social, and personal  psychological factors relevant to green food consumption.  The findings of this study contribute to the understanding  of the factors influencing consumer purchase intention in  Hanoi, Vietnam. The results demonstrated the influence of  social media on subjective norms, environmental concerns,  and perceived green value, which in turn affect green food  purchase intention among Vietnamese consumers. These  results imply that to increase green food preferences among  consumers, governments should also consider social  media-based education programs to build an understanding of  green food and sustainable consumption and emphasize the  outstanding benefits of green products for the environment  and society. In addition, marketers should pay attention to  providing complete information and advertisements about  green food products on social media.},
      url = {http://ageconsearch.umn.edu/record/348981},
      doi = {https://doi.org/10.22004/ag.econ.348981},
}