Abstract: Food is a source of nutrients that nourish the body and create energy for human activities. In recent years, Vietnam has increasingly integrated with the world, opening the door for foreign goods to flood in. At the same time, domestic production is growing, while food quality management is not strict. Today's food not only satisfies the taste buds but also must be safe and beneficial for health. This context presents an opportunity for food businesses to adopt environmentally friendly production methods, modify product composition, and refine product distribution and consumption methods to benefit both the environment and people—consumers, businesses, and society. This study aims to understand the impact of the following factors: (1) health concern, (2) quality awareness, (3) environmental concern, (4) subjective norms, (5) awareness of product availability, (6) awareness of product selling price, (7) reference groups, and (8) mass media. Quantitative research was conducted through questionnaires and survey forms, with 356 customers shopping at ST Emart, Co-opmart, and Lottemart in the city of HCM.

Keywords: Food, quality, safe, environmentally friendly products, supermarket

Pages: 109-118

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