Role of consumer ethnocentrism on purchase intention toward foreign products: Evidence from data of Vietnamese consumers with Chinese products

This study aims to determine the influence of consumer ethnocentrism and general country image on Vietnamese consumers' perception of product origin and purchase intention toward Chinese goods. The research model is developed based on consumer ethnocentrism and country image perception theory. Analysis results by structural equation modeling from 448 consumers in three regions (North, Central, South) showed that consumer ethnocentrism harms the country’s image perception and purchase intention of Vietnamese consumers toward Chinese imported products. However, consumer ethnocentrism does not significantly affect the product country image perception. On the contrary, both the general country image and product country image positively impact Vietnamese consumers' intentions to buy Chinese imported goods. Finally, the study also points out some limitations and implications for later studies and marketers dealing with domestic products in Vietnam.