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 food sector. We proposed a research model by extending the theory of planned behavior (TPB) with the motivation-opportunity-ability (MOA) framework to address the gap between...
