Unveiling the Mechanisms behind Consumer Loyalty to Domestic Products: The Role of “Vietnamese People Prioritize Using Vietnamese Products” Campaign

DOI

10.2991/978-94-6239-622-7_29How to use a DOI?

Keywords

Patriotism; Consumer Ethnocentrism; “Vietnamese people use Vietnamese products” Campaign; Perceived Quality; and Willingness to Repurchase

Abstract

Research purpose: This study aims to explore the relationship between patriotism and willingness to repurchase domestic products among Vietnamese consumers in the context of the “Vietnamese people prioritize using Vietnamese products” campaign. The study draws on the Stimulus-Organism-Response (SOR) framework to build the research model.

Research motivation: In the context of global economic integration and increasing competition between domestic and imported goods, this study explores the role of patriotism in shaping Vietnamese consumers’ intention to repurchase domestic products and what key factors are influencing the relationship between them.

Research design, approach, and method: The study used quantitative methods with 340 Vietnamese consumers. Structural equation modeling using PLS-SEM was performed to assess the relationships between constructs.

Main findings: Patriotism has no direct impact on consumer nationalism or repurchase. Instead, its impact flows through brand reputation, nationalism, product quality and consumer knowledge, with attitudes towards the “Vietnamese people prioritize using Vietnamese goods” campaign further reinforcing intentions and repurchase behavior.

Practical/managerial implications: This study highlights the role of patriotic messages in building national brands, combined with improving product quality and information transparency. At the same time, it is necessary to invest in campaigns that evoke national pride, raise product standards and consumer awareness, thereby building loyalty, enhancing economic autonomy and promoting sustainable development for the Vietnamese market.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Quyen-Anh Pham
AU  - Yen-Nhi Nguyen
AU  - Thuy-Vy Vu
AU  - Hong-Ngan Thi Dao
AU  - Mai-Huong Vu Tran
AU  - My-Trinh Bui
PY  - 2026
DA  - 2026/04/21
TI  - Unveiling the Mechanisms behind Consumer Loyalty to Domestic Products: The Role of “Vietnamese People Prioritize Using Vietnamese Products” Campaign
BT  - Proceedings of the International Conference on Emerging Challenges: Business Dynamics in Disruptive Economy (ICECH 2025)
PB  - Atlantis Press
SP  - 482
EP  - 495
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-622-7_29
DO  - 10.2991/978-94-6239-622-7_29
ID  - Pham2026
ER  -