The impact of consumer’s patriotism and cosmopolitanism on domestic purchase behavior towards apparel products: the mediating role of ethnocentrism

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Author

  • Nguyen Hong Quan
    Foreign Trade University, Hanoi, Vietnam
    Pham Ngoc Ngan Giang
    Foreign Trade University, Hanoi, Vietnam
    Nguyen Kim Ngan
    Foreign Trade University, Hanoi, Vietnam
    Tran Thu Ha
    Foreign Trade University, Hanoi, Vietnam
    Pham Thu Ngan
    Foreign Trade University, Hanoi, Vietnam
    Le Minh Khue
    Foreign Trade University, Hanoi, Vietnam

Keywords:

Patriotism
Cosmopolitanism
Consumer ethnocentrism
Domestic purchasing behavior
Domestic apparel products

Abstract





Abstract - The study was conducted using both qualitative and quantitative methods, utilizing data from 361 Vietnamese consumers through an online questionnaire. The collected data was processed through steps of reliability analysis, confirmatory factor analysis, and structural equation modeling (SEM). The results reveal that, "consumer ethnocentrism" plays a mediating role in the relationship between "patriotism" and "domestic purchasing behavior." However, "patriotism" does not have a direct impact on "domestic purchasing behavior" but rather an indirect impact through "consumer ethnocentrism". Furthermore, "cosmopolitanism" has both indirect and direct effects on "domestic purchasing behavior" through the mediating variable "consumer ethnocentrism." The research results provide additional evidence for the correlation between patriotism, cosmopolitanism, domestic purchasing behavior in the apparel industry, with consumer ethnocentrism acting as an intermediary factor.





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Apr 30, 2024
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Nguyễn Hồng Quân, Phạm Ngọc Ngân Giang, Nguyễn Kim Ngân, Trần Thu Hà, Phạm Thu Ngân, and Lê Minh Khuê. “The Impact of consumer’s Patriotism and Cosmopolitanism on Domestic Purchase Behavior towards Apparel Products: The Mediating Role of Ethnocentrism”. The University of Danang - Journal of Science and Technology, vol. 22, no. 4, Apr. 2024, pp. 1-9, https://jst-ud.vn/jst-ud/article/view/9050.

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