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Consumer ethnocentrism, cultural sensitivity, and intention to purchase local products—evidence from Vietnam
Author(s) -
Nguyen Tho D.,
Nguyen Trang T.M.,
Barrett Nigel J.
Publication year - 2008
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.238
Subject(s) - consumer ethnocentrism , ethnocentrism , product (mathematics) , context (archaeology) , advertising , marketing , sample (material) , business , cultural sensitivity , psychology , social psychology , geography , chemistry , geometry , mathematics , archaeology , chromatography , psychotherapist
This study empirically investigates the impacts of consumer ethnocentrism and cultural sensitivity on both imported product judgment and intention to purchase local products in the context of a developing country—Vietnam. Structural equation modeling was used to test these impacts, utilizing a sample of 549 consumers. The results show that consumer ethnocentrism is negatively related to imported product judgment and positively related to intention to purchase local products. In addition, cultural sensitivity has a positive relationship with imported product judgment but not with consumer ethnocentrism. The results also indicate that the impacts of consumer ethnocentrism on imported product judgment and on intention to purchase local products are not different in terms of product categories, gender, income, and education levels. However, differences exist between younger and older consumers. Copyright © 2008 John Wiley & Sons, Ltd.