摘要：Based on Theory of Reasoned Action, this study examines the effects of perceived risk on consumers’ intention to purchase food in two situations: standard purchasing situation and a hypothetical food scare. Data were collected through a consumer survey conducted in Ho Chi Minh City (245 participants) and structural equation model approach is used to test hypotheses. Results indicate that attitudes have a positive effect on intention in two situations, perceived risk have a negative effect on intention in the case of a food scare. There are three risk-reducing strategies to reduce consumer perceived risk: “brand”, “certificate”, “and reference source”. In addition, subjective norms have a positive effect on intention in the case of a food scare and subjective norms have a positive indirect effect via attitudes on intention in standard purchasing situation. The results provide an implication to the manager regarding the role of perceived risk and risk-reducing strategies in explaining the consumer’ intention.
