The impact of consumer ethnocentrism, perceived quality and perceived price on willingness to buy local household products evidence from Ho Chi Minh City, Vietnam

Abstract

This paper examines the impact of consumer ethnocentrism, consumer’s perceived price and consumer’s perceived quality on willingness to buy local household products in Ho Chi Minh city, the biggest city in Vietnam. It also investigates the influence of consumer ethnocentrism on perceived price and perceived quality of Vietnamese customer. Structural equation modeling was used to test the impact, utilizing a sample of 302 consumers. The result indicates that willingness to buy local household products of Vietnamese customers is affected positively by consumer ethnocentrism, consumer’s perceived price and consumer’s perceived quality. In addition, consumer ethnocentrism has a positive relationship with consumer’s perceived price and consumer’s perceived quality. Furthermore, the result also shows that the impact of consumer ethnocentrism on consumer’s perceived price, on consumer’s perceived quality, and on willingness to buy domestically household products are not different in term of product categories, gender, age and income.