Buyer behavior the short supply chain model of agricultural products in Vietnam

Abstract

The article explores how to build and perfect a short agricultural supply chain model in Vietnam as well as the behavior of buyers via social networks regarding the short supply chain model. Data was collected from a survey of 100 samples including farmer households and 402 samples from consumers. The article uses the Structural Equation Model to analyze sthe impact of factors on product consumption behavior in the short supply chain of agricultural products. Research shows that interest in consuming local food is growing. In this model, consumer behavior plays an important role in the success of the short-term supply chain model. When purchasing through this model, consumers can be assured of the quality and freshness of the product. Therefore, businesses and farmers need to pay more attention to developing this model in the future. The government needs to develop information technology and transportation infrastructure to promote this model