Abstract:
The purpose of this study is to examine the impact of consumer ethnocentrism and cultural
sensitivity on the intention to buy local products by Vietnamese consumers. Three models
hypothesising the relationships between consumer ethnocentrism, cultural sensitivity, foreign
product judgment and intention to buy local products were developed. A sample of 549
consumers was surveyed to test these models via a two-step approach and multi-group
analysis in structural equation modelling. The results show that consumer ethnocentrism had
a positive relationship not only with intention to buy local products but also with foreign
product judgment. In addition, cultural sensitivity had a positive relationship with foreign
product judgment but not with consumer ethnocentrism. The results also indicate that these
relationships were not different in terms of product types, gender, income, and education
levels. However, the difference was found between the young and older groups of consumers.
