The study investigates how marketing mix factors are mediated by health consciousness and service quality in creating fresh fruit buying decisions of customers in Vietnam. This study employs samples of customers in Vietnam via the survey questionnaire. The authors have used a total of 256 responses that acquired the valid criteria. The compound of data analysis comprises reliability test, validity test, exploratory factor analysis, group analysis and multiple regression analysis to structure the hypothesized model. Respectively, the structural equation model (SEM) is applied to conduct the multiple multivariate equations. By the assumption of causal-effect relationship between independent variables such as marketing mixed factors, and mediator as health consciousness and service quality, which potentially impact on purchase decision; the SEM method is deployed. The results reveal that consumers have paid no attention to the marketing mix factors, but they care much about service quality and health consciousness. Thus, health consciousness and service quality are effective mediators. These findings are new and contribute to the consumer behavior and retail marketing literature. The findings of this study can provide assistance to managers in the given field to understand more easily the consumer behavior about fresh fruits, then improve their own performance.

Abstract
1. Introduction
2. Literature Review
    2.1. Health Consciousness (HC)
    2.2. Service Quality (SQ)
    2.3. Effects of Marketing Mix (4Ps) on ConsumerPurchase Decision
    2.4. The Mediating Roles of HC and SQ
    2.5. The Proposed Study Model
3. Research Methodology
    3.1. Measuring Scales
    3.2. Sampling and Analyzing Tool
    3.3. Data Analysis and Mediation-Effect Testing
4. Findings
    4.1. Reliability and Validity of Testing Results
    4.2. Model Fit Indices and Convergent Test
    4.3. Summary of the Hypothesis Testing
5. Discussion and Conclusions
References

• Tung Anh TRAN(School of International Education, Hong Bang International University)
• Ngan Thi PHAM(Faculty of Business Administration, Ton Duc Thang University)
• Kien Van PHAM(Department of Science and Technology, Ho Chi Minh City University of Economics and Finance) Corresponding Author
• Linh Cam Tran NGUYEN(Business Administration, Ho Chi Minh City Open University)