Determinants of Sustainable Purchase Behavior toward Organic Vegetables: Evidence from Urban Consumers in Vientiane, Laos

Abstract

Background: Rising global concerns about health, food safety, and environmental sustainability have increased demand for organic vegetables, but consumer adoption remains limited and underexplored in developing countries like Laos. Aims: This study aims to examine the factors influencing sustainable purchase behavior toward organic vegetables among urban consumers in Vientiane, Laos. Study Design: A quantitative research design was employed using a structured survey questionnaire based on the Theory of Planned Behavior. Place and Duration of Study: The study was conducted in Vientiane Capital, Laos, between November and December 2025. Data processing and statistical analysis were carried out from February to March 2026. Methodology: A total of 350 respondents were surveyed. Data were analyzed using descriptive statistics, Pearson correlation, multiple regression analysis, and inferential analysis with SPSS. Results: The findings reveal that environmental concern is the only significant and dominant predictor of purchase behavior (p < 0.001), while product availability has a significant but negative effect (p < 0.05). Health concern, price perception, and product quality were not statistically significant. The model explains 25.8% of the variance in purchase behavior (R² = 0.258; F = 23.874, p < 0.001). In addition, socio-demographic analysis indicates that education level and household income significantly influence purchase behavior, whereas gender and age show no significant differences. Conclusion: The results highlight the importance of environmental concern as a key driver of sustainable consumption. The study also identifies a value–behavior gap, where positive attitudes toward health and product quality do not translate into actual purchasing behavior. These findings provide important implications for policymakers and businesses to promote organic vegetable consumption in developing country contexts.