| dc.description.abstract | This study was conducted in the context of Vietnam's economic recovery following
Covid 19 and the global economic slump. However, the fashion sector in Vietnam is gaining
popularity not only in Asia but also on all continents across the world. The purpose of this
study is to better understand the elements that influence the fashion industry intentions of
young consumers in Ho Chi Minh City while choosing between Japanese and domestic
brands. The essay examines customer ethnocentrism, attitudes toward products, perceived
quality, brand image, and perceived value to determine the relationships that influence the
fashion market, particularly in Ho Chi Minh City. The quantitative method was applied and
a questionnaire with 331 young respondents was conducted. However, there were 319 valid
responses after filtering false elements. The respondents were randomly chosen and divided
into four different age groups: under 18, 18-22, 22-30, and over 30 years old. This survey
was done using descriptive statistics, reliability, validity, SEM and regression analysis. The
primary data was analyzed with SPSS and AMOS software. The findings suggest that the
criteria discussed in this article are mainly favorably connected with one another, and the
majority of participants have a favorable attitude toward purchasing domestic goods over
Japanese products. Furthermore, consumer ethnocentrism has an indirect impact on the
fashion industry's goals among young customers in the Ho Chi Minh City market. Following
that, Vietnamese brand firms should concentrate on increasing brand image, perceived value,
and perceived quality in order to become one of the leading brands among customers looking
to purchase new garments. | en_US |
