Analyzing Food Purchasing Behavior Helps Improve Consumers' Health on E-Commerce Platforms in Viet Nam

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DOI: https://doi.org/10.28924/2291-8639-23-2025-61
Published: Mar 7, 2025
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Nguyen Thi Phuong Giang, Nguyen Binh Phuong Duy, Phan Tran Ha My, Chu Hue Nhi, Nguyen Thi Ngoc Tuyet, Huynh Nhat Hao, Thai Dong Tan, Analyzing Food Purchasing Behavior Helps Improve Consumers' Health on E-Commerce Platforms in Viet Nam, Int. J. Anal. Appl., 23 (2025), 61.

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Nguyen Thi Phuong Giang, Nguyen Binh Phuong Duy, Phan Tran Ha My, Chu Hue Nhi, Nguyen Thi Ngoc Tuyet, Huynh Nhat Hao, Thai Dong Tan

Abstract

The project aims to understand and analyze the factors influencing food buying behavior to help improve consumers' health on e-commerce platforms. As life gets busier, consumers tend to search for and choose healthy food products online. Understanding this shopping behavior will help businesses and product suppliers on the e-commerce platform better orient their business strategies. This study combines both qualitative and quantitative research methods. Based on data collected from a survey of 400 people, the data was analyzed using SmartPLS 4 software. The collected results are processed through 3 steps: descriptive statistics, measurement model testing, and structural model testing. This study analyzes food buying behavior that helps improve consumers' health on e-commerce platforms. The study results are expected to help identify the main factors affecting purchasing decisions, thereby providing business strategy recommendations for businesses and promoting online healthy food consumption.

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