Effects of country of origin and product features on customer purchase intention: a study of imported powder milk

Abstract

This study aims to investigate drivers of purchase intention for imported powder milk by using the partial least squares-structural equation model approach to analyze a data survey of 369 customers in Vietnam. The results indicate that product attitude has the strongest positively effect on purchase intention; meanwhile, the country of origin has indirectly relationship to the purchase intention via product features. Specifically, group conformity also has significant relationship with purchase intention. Lastly, ethnocentrism has a negative effect on product quality and purchase intention. Specifically, the paper also conducts a qualitative study to support the empirical results. The findings enable suppliers or managers to identify key determinants to improve the business strategies in this market