This is a cross-sectional study on the association between subjective knowledge, objective knowledge and attitude of consumers towards organic vegetables consumption in Hanoi, Vietnam. The primary data was collected by questionnaires through random interviews with 250 consumers at safe and organic food stores, supermarkets, and large markets in Hanoi. The paper uses sampling and data collection methods, from which analyzing and processing the collected data. The results of this paper aim to assess the knowledge, attitudes and behaviors of organic vegetable consumption by consumers in Hanoi city and analyze the relationship between them. In it, clearly distinguish between subjective and objective knowledge and analyze their role in improving attitudes and promoting organic behavior by using Structural Equation Modeling (SEM) techniques. To provide information to serve the search of solutions to develop the consumption market for organic vegetable products in Hanoi in particular and major cities in Vietnam in general.
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