Original scientific paper
https://doi.org/10.18045/zbefri.2026.1.7
Factors Affecting the Willingness to Pay for Organic Food Among Generation Z Students in Hanoi, Vietnam: The Mediating Role of Awareness
Nguyen Van Phuong
; School of Business Administration, VNU University of Economics and Business, Vietnam National University
Ly Thu Cuc
; School of Economics, Hanoi University of Industry
Pham Ngoc Huong Quynh
; Faculty of Political Economy, VNU University of Economics and Business, Vietnam National University
*
* Corresponding author.
Abstract
Despite the ongoing low demand for organic food in Vietnam, consumption of organic products is gradually increasing. There is a positive correlation between awareness of organic food benefits and the willingness to pay among Vietnamese youth. The growing interest in organic products among Generation Z students contributes to more sustainable consumer behavior, as well as to the promotion of overall health and environmental sustainability in Vietnam. The study aims to analyze the factors affecting the willingness to pay for organic food among Generation Z students in Hanoi, with a particular focus on the mediating role of awareness. The PLS-SEM technique was used to analyze data collected through direct interviews with 534 students from five universities in Hanoi using a structured questionnaire. The research results indicate that awareness of organic food has the greatest influence on willingness to pay for organic food, followed by knowledge of organic products, and health concerns. The findings also reveal that the direct relationship between environmental concerns and willingness to pay for organic food is not statistically significant. Based on these insights, the authors propose several recommendations for policymakers and businesses promoting organic food consumption in the Vietnamese market. This study contributes to the existing literature by highlighting the mediating role of awareness in the relationship between various factors and willingness to pay for organic food. The relevance and value of this research are underscored by its potential impact on promoting organic food consumption among Generation Z in emerging markets.
Keywords
awareness; consumer behavior; health consciousness; organic food; willingness to pay
Hrčak ID:
348635
URI
Publication date:
30.6.2026.
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