Tran Thanh Trung

This study aims to determine the relationship between consumer ethnocentrism, consumer cosmopolitanism, imported product judgment, and foreign product purchase intention in Vietnam. This paper tries to present its results empirically, which might be helpful in preparing a strategy for Vietnamese customers’ international purchasing behavior to increase competition at retail companies in Vietnam. It uses a questionnaire with a purposive random sampling of 311 customers in Vietnam. Analysis was conducted through a quantitative descriptive analysis, measurement of variable dimensions on the questionnaire using a seven-point Likert scale, and partial least squares structural equation modeling (PLS-SEM) to test the hypotheses. This study found that imported product judgment, consumer cosmopolitanism, social influence, and perceived behavioral control positively influence foreign product purchase intention, whereas customer ethnocentrism has a negative impact on that intention. The association between consumer cosmopolitanism and foreign product purchase intention is mediated by imported product evaluation and consumer ethnocentrism. At the same time, national identity does not affect consumer ethnocentrism and foreign product purchase intentions. Besides, this study offers some managerial implications for marketers in decisions linked to Vietnamese customers’ international purchasing behavior to increase competition in the domestic market.

Acknowledgment
The authors express a sincere gratitude to all the participants who generously took part in this research study.

The digital economy has bridged gaps between nations, significantly boosting the popularity of cross-border e-commerce and online purchases. This study investigates the socio-psychological factors influencing Generation Z’s willingness to purchase foreign products in Vietnam. A questionnaire employing a seven-point Likert scale was designed to assess two-dimensional variables among Vietnamese Gen Z consumers. A structural model was developed and analyzed using the PLS-SEM technique. SmartPLS software was utilized for data analysis. Participants comprised Generation Z individuals (aged 18-27) residing and employed in Vietnam. Data were collected via Google Forms questionnaire distributed to the target population from October 2023 to April 2024, yielding 575 valid responses. The findings indicate that competitive pricing and product uniqueness significantly affect consumers’ product judgments. Additionally, various key factors influence the likelihood of purchasing foreign products. These insights can inform the development of marketing strategies aimed at enhancing the competitiveness of domestic companies against foreign products.

Acknowledgment
The authors wish to express our deep gratitude to all survey participants for taking the time to share their information, significantly contributing to the success of this study.