What Drives Consumer Purchasing Toward Domestic Products? The Empirical Evidence in Vietnam Market

Uncertain events, such as economic downturns, significantly influence people’s attitudes toward domestic products, which is particularly critical for the economic growth of emerging markets like Vietnam. In this context, this study examines the role of consumer behavior factors such as perceived behavioral control, ethnocentric buying, and nationalism in shaping consumer attitudes toward domestic products. It also incorporates attitudes toward foreign products and integrates consumers’ purchasing motivations into the research framework. By analyzing a unique dataset of Vietnamese consumers using Partial Least Squares (PLS), the study finds that components of consumer behavior positively influence attitudes toward domestic products, with their attitudes toward foreign products serving as a mediating mechanism. Additionally, product motivation values significantly enhance consumer attitudes toward domestic products. These findings offer valuable insights for policymakers and marketers seeking to effective strategies that foster positive consumer attitudes, even in uncertain environments.