Nguyen Phuong Mai; Vo, Nam D. - In: Foundations of Management : the journal of Warsaw … 15 (2023) 1, pp. 35-50
This article investigates the predictors of purchase behavior of the generation Z (Gen Z) in the Vietnamese organic … proposed hypotheses. Our findings show that trust is the most crucial factor affecting the purchase behavior of Gen Z in the … Vietnamese organic food sector. Notably, perceived barriers (PB) were found to positively influence purchase behavior. The …