This study focuses on how the interrelationship among the factors affect the attitude and consumer intention toward organic food buying and the role of TPB in purchasing organic food of customers in Vietnam. TPB main constructs are involved (attitude, subjective norms and perceived behavioral control). A major difference in the present model, in comparison with other TPB – related research, is the addition of some antecedents – health concern, environmental concern, ethical self-identity, self-presentation in examining the relationship of these factors with consumer attitude instead of consumer intention. Specifically, while studies on the relationship between ethical self-identity on consumer attitude towards organic food is limited, there has not been studies examining the impacts of self-presentation on consumer attitude. This study aims to explore these relationships. The results obtained from this study has rejected the impacts of ethical self-identity on consumer attitude towards organic food purchase. However, it is found that self-presentation has a significant impact on consumer attitude.

CHAPTER 1: INTRODUCTION................................................................... 1
1.1 Motivation and Background of Research .................................................1
1.2 Research Gap and Purpose ........................................................................2
1.3 Research scope and Thesis Outline ...........................................................5
1.3.1 Research scope ....................................................................................5
1.3.2 Thesis Outline .....................................................................................5

CHAPTER 2: LITERATURE REVIEW............................................................................. 7
2.1 Definition of organic food...........................................................................7
2.2 Factors influencing consumer attitude toward buying organic food .....7
2.2.1 Health concern....................................................................................7
2.2.2 Food safety ..........................................................................................9
2.2.3 Environmental awareness ................................................................11
2.2.4 Ethical self-identity ...........................................................................12
2.2.5 Self-presentation ...............................................................................14
2.3 Theoretical framework .............................................................................15
2.3.1 Intentional behavioral theories ........................................................15
2.3.2 The Theory of Reasoned Action.......................................................16
2.3.3 The Theory of Planned Behavior .....................................................18
2.3.4 Behavioral Intention.........................................................................20
2.3.5 Attitude ..............................................................................................22
2.3.6 Extensions of the TRA framework...................................................23
2.4 Hypothesis construction............................................................................24
2.4.1 Attitude ..............................................................................................24
2.4.2 Subjective Norms...............................................................................25
2.4.3 Perceived Behavioral Control...........................................................25
2.4.4 Health Concern.................................................................................26
2.4.5 Environmental Concern ...................................................................27
2.4.6 Ethical Self-identity ..........................................................................29
2.4.7 Self-presentation ...............................................................................29

CHAPTER 3: METHODOLOGY..................................................................................... 33
3.1 Data sampling method ..............................................................................33
3.2 Questionnaire construction ......................................................................34
3.2.1 Control variables ...............................................................................34
3.2.2 Measurement scales ..........................................................................34
3.2.3 Survey items.......................................................................................36
3.3 Research methods......................................................................................40
3.3.1 Qualitative screening ........................................................................40
3.3.2 Pilot test .............................................................................................41
3.3.3 Data analysis methods ......................................................................41
3.3.4 Pilot test results .................................................................................48

CHAPTER 4: RESULTS AND DISCUSSION................................................................ 51
4.1 Qualitative screening result......................................................................51
4.2 Data processing..........................................................................................51
4.3 Descriptive statistics ..................................................................................51
4.4 Reliability ...................................................................................................58
4.5 Validity test ................................................................................................59
4.6 Testing the Structural Equation Modeling (SEM).................................64
4.7 Discussion...................................................................................................66

CHAPTER 5: CONCLUSION.......................................................................................... 69
5.1 Conclusion..................................................................................................69
5.2 Implication .................................................................................................70
5.2.1 Theoretical implication.....................................................................70
5.2.2 Managerial implication ....................................................................70
5.3 Limitation and future research................................................................72

REFERENCES.................................................................................... 74
APPENDIX ...................................................................................... 84

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