EXPLORING THE IMPACT OF CONSUMERS' TRUST IN FOOD AUTHENTICITY ON THEIR PURCHASE INTENTIONS: A CASE OF ‘SEN HUE’ - A LOCAL LOTUS-GRAIN PRODUCT IN CENTRAL VIETNAM

Duc Kien Nguyen; Oanh Dinh Thi Kim; Nga Le Thi Thanh; Quan Truong Tan; My Nguyen H.D.; Dung Truong Quang

doi:10.59267/ekoPolj2503813D

Authors

Duc Kien Nguyen Nguyen Duc Kien, Truong Tan Quan, Nguyen H.D. My, Senior Lecturer, University of Economics, Hue University, 99 Ho Dac Di Street, Hue City, Vietnam https://orcid.org/0000-0001-7757-6225
Oanh Dinh Thi Kim University of Agriculture and Forestry, Hue University, 102 Phung Hung Street, Hue City, Vietnam https://orcid.org/0009-0005-3166-6926
Nga Le Thi Thanh University of Economics - Hue University, 99 Ho Dac Di Street, Hue City, Vietnam https://orcid.org/0009-0006-1785-6333
Quan Truong Tan University of Economics - Hue University, 99 Ho Dac Di Street, Hue City, Vietnam https://orcid.org/0009-0001-0241-5512
My Nguyen H.D. University of Economics - Hue University, 99 Ho Dac Di Street, Hue City, Vietnam https://orcid.org/0000-0001-9520-461X
Dung Truong Quang RMIT University Vietnam, 702 Nguyen Van Linh Street, Ward 7, Ho Chi Minh City, Vietnam https://orcid.org/0000-0002-5108-5062

DOI:

https://doi.org/10.59267/ekoPolj2503813D

Keywords:

purchase intention, food authenticity, lotus-grain products, Heckit model

Abstract

There has been a significant increase in the global focus on food authenticity, leading people to closely examine the sources and quality of their food. The intricacy of culinary authenticity is shown in a regional lotus-grain product called ‘Sen Hue’, which suggests that they are from Hue, but in reality, they are obtained from other areas. Applying the Heckit model in the two-step approach for a sample of 426 local consumers, the study explored the drivers of the intention to purchase lotus-grain products. Findings from this study indicate that customers who perceive ‘Sen Hue’ lotus-grains as genuine and reliable have a stronger inclination to make a purchase, highlighting the importance of authenticity in the food industry. Stringent regulatory frameworks and labeling regulations are essential for preserving customer confidence. Additionally, this study highlights the need for a multi-pronged approach to understanding consumer behavior in this market by addressing safety, authenticity, and color specificity concerns.

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