The Impact of Belief, Attitude and Subjective Norm on OCOP Products Purchase Intention of Vietnamese Consumers

We do research about the impact of belief, attitude and subjective norm on OCOP (one community one product) products purchase intention Vietnamese consumers. (abbreviated in English as One commune product). In sense, each (ward) has a product. More specifically, developing form organization production trading traditional advantageous rural areas. Through testing with fixed effects model (FEM) random (REM), we found that social influence have positive impacts intention. Specifically, belief greatest