Key factors influencing willingness to buy domestic garment

Abstract

This study deployed quantitative method as major approach for discovering the relative factors that influencing domestic garment consumption. These factors are consumer ethnocentrism, product judgment, propaganda, value consciousness and patriotism. The research took place in the year of 2016, in urban area at Can Tho city, with 301 participants. Structural Equation Modeling was the primary technique for discovering the implication. In results, patriotism was found to have significant impact on domestic product judgment. Propaganda influenced positively product judgment, consumer ethnocentrism and purchase willingness. Value consciousness was found to be irrelevant to domestic garment consumption. In addition, willingness to buy domestic product was heavily affected by consumer ethnocentrism and product judgment. Lastly, the impact of inherent factors was only variant between young and adult group of customer but gender and income. Keywords: consumer ethnocentrism, product judgment, propaganda, value consciousness, patriotism, willingness to buy, Vietnam.