Social impact, trust, confidence and decision to choose where to buy fresh food in HCMC

Abstract:

The purpose of the article is to examine the influence of factors on consumers’ decision to choose where to buy fresh food in Ho Chi Minh City. Two factors that are focused in the study are trust in supply chain actors, food management and social impact. The study uses the Multivariate Probit estimation model with a sample size of 329 observations. The results show that there are many factors affecting the purchasing decisions of households such as: gender, income, freshness, etc. In particular, the factors of trust for actors in the supply chain, Food management such as: government, manufacturer, retailer, social impact gives mixed results. From the research results, the article proposes a number of solutions for the parties involved in improving product quality in order to improve consumer confidence in the food supply chain as well as build Good relationship with customers.