Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


The Consumers' Intention to Purchase Food: The Role of Perceived Risk

Author(s): Nguyen Kim Nam, Nguyen Thi Hang Nga, Ngo Quang Huan

Based on Theory of Reasoned Action, this study examines the effects of perceived risk on consumers’ intention to purchase food in two situations: standard purchasing situation and a hypothetical food scare. Data were collected through a consumer survey conducted in Ho Chi Minh City (245 participants) and structural equation model approach is used to test hypotheses. Results indicate that attitudes have a positive effect on intention in two situations, perceived risk have a negative effect on intention in the case of a food scare. There are three risk-reducing strategies to reduce consumer perceived risk: “brand”, “certificate”, “and reference source”. In addition, subjective norms have a positive effect on intention in the case of a food scare and subjective norms have a positive indirect effect via attitudes on intention in standard purchasing situation. The results provide an implication to the manager regarding the role of perceived risk and risk-reducing strategies in explaining the consumer’ intention.