How can consumer satisfaction with safe vegetables be improved in the modern retail system in emerging markets? Evidence from Vietnam

Abstract

Consumer satisfaction with safe vegetables plays a crucial role in shaping consumer behaviour and the performance of supply chain actors in modern retail outlets in Vietnam. However, empirical evidence on the determinants of such satisfaction remains limited. This study aims to identify the key factors influencing consumer satisfaction with safe vegetables in the modern retail context. Using Structural Equation Modelling (SEM) based on a survey of 250 consumers in Hanoi, with a response rate of 87.6%, the results highlight that brand trust is a central driver of satisfaction within modern vegetable retail systems. In addition, product attributes positively influence satisfaction, while store image indirectly enhances satisfaction through brand trust. These findings suggest that building brand trust, improving brand familiarity, creating appealing store images (i.e. through advertising, attractive decorations, and friendly staff), and enhancing product attributes (i.e. fresh appearance, attractive packaging, and reasonable prices) are essential strategies for strengthening consumer satisfaction with safe vegetables in Vietnam.