Exploring xenocentrism in global brand consumption: insights from the Vietnam fashion industry and its implications for cultural adaptation

This study explores young Vietnamese consumers' intentions to purchase global fashion labels. Despite the extant literature pointing to the significance of xenocentrism, there remains a gap in understanding its specific influence on purchase intentions in the context of the major cities of Vietnam. This research seeks to fill this gap by quantifying the factors that influence young consumers' purchase intentions, including the role of xenocentrism. The research objectives are to: 1) determine and quantify the factors that influence the purchasing intentions of young consumers in the major cities of Vietnam with regard to global fashion; 2) determine the influence of xenophobia on purchase intent; 3) provide business management implications based on the findings and discussion of the study. Young adults aged 18 to 30 who live, work, or attend school in Vietnam and have purchased or used global fashion brands are included in this study. The research was conducted in March-August 2021 using mixed methods. Using SmartPLS 3.3.3, measurement model testing and SEM were performed. The findings of this study enrich a research stream on: 1) cultural relativism, particularly the role of xenocentrism in global brand consumption in emerging markets; 2) product attributes, from a theoretical perspective.