Southeast Asian Consumers’ Purchase Intention toward Korean Agriproducts

This study aims to investigate how brand-specific factors (perceived quality and vendor trust) interact with the elements of the Theory of Planned Behavior model to influence Southeast Asian consumers’ purchase intentions toward Korean agriproducts. An online structured survey was administered for data collection, and the data were examined by using Structural Equation Modelling (SEM). The findings illustrate that perceived quality significantly enhances vendor trust and attitude toward foreign products, and these variables in turn show meaningful roles in shaping purchase intention. Subjective norm also demonstrates a positive influence, suggesting that social endorsement remains an important driver in both markets. However, perceived behavioral control does not exhibit an important direct impact on purchase intention. Overall, the results indicate that brand-specific evaluations and TPB attributes jointly contribute to explaining consumer intentions, with trust acting as a particularly influential mechanism. This study develops the literature by integrating perceived quality and vendor trust into the TPB framework and applying it to a dual-country context within Asia. The findings provide practical guidance for Korean agrifood exporters and policymakers aiming to strengthen consumer confidence, enhance brand competitiveness, and expand market presence across Asia.