THE IMPACTS OF ECONOMIC ANIMOSITY, ETHNOCENTRISM AND PRODUCT JUDGEMEN ON CONSUMERS’ UNWILLINGNESS TO BUY FOREIGN PRODUCTS – A STUDY IN HO CHI MINH CITY

Abstract

This study aims to explore the impacts of Ethnocentrism, Economic Animosity and Product Judgement on Vietnamese consumers’ unwillingness to buy Chinese products. Based on recent economic tensions between Vietnam and China, the study assesses how the national pride of the Vietnamese and their unwillingness to buy Chinese products. Based on data collected from 248 customers, the results of linear structural analysis showed that the unwillingness to buy Chinese products of Vietnamese consumers is influenced by three factors, including Ethnocentrism, Economic Animosity and Product Judgement. This study could be useful for VietNam’s enterprises in developing strategies for business and marketing, especially, for enterprises importing or distributing Chinese products in the Vietnamese market.