ABSTRACT
This study investigates consumers' intention to purchase organic foods in Vietnam after social distancing because of the COVID-19 pandemic. Furthermore, we established and explained the relationship between the factor "perceived value" and buying organic food intentions along with the lens of TPB. The sample included 362 MBA students from three prominent universities in Ho Chi Minh. Latent structural equation modeling (SEM) was applied to analyze this reliability and confirm these relationships. The results stated that factors "age" and "perceived value," including functional, economic, social, and emotional value, have effects on "subjective norms" and "attitude toward buying organic food." With "perceived behavioral control," these factors had a positive impact on the purchase intention for organic food. The study's originality extends TPB to explain intention in the organic food field with two new constructs, "age" and "perceived value." Because the intention factor had a strong positive impact on purchasing behavior, results help marketers and managers have a sustainable policy to encourage people to buy organic foods during and post-pandemic. © 2022 Authors. All rights reserved.