This article aims to investigate the determinants of willingness to pay and the actual purchase decision of organic agriculture products among consumers in Vietnam, one of the emerging markets. The study uses primary survey data of 210 consumers based on the logit and ordered logit regression models. Findings/Originality: The results confirmed that consumers' perceptions of external factors and product attributions, external factors (processing, packaging, and labelling, certification, supply of product), perceived health and nutrition of products, socioeconomic characteristics significantly influence on consumer’s willingness to pay and actual purchase decision for organic foods in the context of Vietnam market. These results of the study provided insights for marketers on the key variables that could be used for promoting more widespread consumption of organic foods in the country.

中文翻译：

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越南有机农产品的支付意愿和实际购买决策

本文旨在调查越南这个新兴市场之一的消费者对有机农产品的支付意愿和实际购买决定的决定因素。该研究使用基于 logit 和有序 logit 回归模型的 210 名消费者的主要调查数据。发现/原创性：结果证实，消费者对外部因素和产品属性的看法、外部因素（加工、包装和标签、认证、产品供应）、对产品的健康和​​营养感知、社会经济特征显着影响消费者的意愿。越南市场背景下有机食品的支付和实际购买决策。