The impact of consumer’s patriotism and cosmopolitanism on domestic purchase behavior towards apparel products: the mediating role of ethnocentrism

Abstract

Abstract - The study was conducted using both qualitative and quantitative methods, utilizing data from 361 Vietnamese consumers through an online questionnaire. The collected data was processed through steps of reliability analysis, confirmatory factor analysis, and structural equation modeling (SEM). The results reveal that, "consumer ethnocentrism" plays a mediating role in the relationship between "patriotism" and "domestic purchasing behavior." However, "patriotism" does not have a direct impact on "domestic purchasing behavior" but rather an indirect impact through "consumer ethnocentrism". Furthermore, "cosmopolitanism" has both indirect and direct effects on "domestic purchasing behavior" through the mediating variable "consumer ethnocentrism." The research results provide additional evidence for the correlation between patriotism, cosmopolitanism, domestic purchasing behavior in the apparel industry, with consumer ethnocentrism acting as an intermediary factor.