The impact of consumer ethnocentrism and cultural sensitivity on customer intention to purchase imported or local product - The case of candy, biscuits and cake in Vietnam market

Abstract

This dissertation investigates about factors around customer behavior toward domestic and imported products, in case of candy, biscuits and cake. Ethnocentrism and cultural sensitivity play important role to customer decision in the context of a developing country—Vietnam. SPSS and SmartPLS applications are used to calculate the data results from 308 domestic customer ideas. The results show that educational level is the only term in demographic, along with nationalism and worldliness effect to ethnocentrism level. Besides, customer ethnocentrism is negatively connected to foreign product judgment and positively connected to intention to purchase local products. Next, cultural sensitivity has a positive relationship with imported product judgment but not with consumer ethnocentrism. In general, local users also pay more attention to domestic products rather than imported in case of candy, biscuits and cake. Keywords: ethnocentrism, cultural sensitivity, product judgment, purchase intention to local product