The Influence of Vietnamese Consumers' Perception of Risks and Benefits on the Intention to Purchase Functional Foods

Abstract

The study determined that perceive risk and benefit have a great influence on consumers' purchase intention. Consumers always face different types of risks while pursuing different benefits in all their purchasing decisions. Not out of that trend, functional foods belong to the group of consumer products whose behavioral intentions are affected by perceived risks and perceived benefits. Usable data were collected from face-to-face interviews with 404 consumers using dietary supplements. The research results show that there are 8 influencing factors: (1) perceived financial risk, (2) perceived usage risk, (3) perceived psychological risk, (4) perceived social risk society, (5) perception of time risk, (6) perception of convenience benefit, (7) perception of social benefit, and (8) perception of economic benefit. From there, provide policy implications for quality assurance of functional foods and consumer protection.