Collectivism, individualism, and self-identity as psychological antecedents of consumer cosmopolitanism and consumer ethnocentrism: a Vietnamese young perspective
by Nhu-Ty Nguyen; Thai-Ngoc Pham
J. for International Business and Entrepreneurship Development (JIBED), Vol. 13, No. 2, 2021

Abstract: Globalisation has been a macro force that has made a tremendous change in what the market looks like. International marketers put their continuous efforts on consumer attitudinal dispositions since they reflect the buying intentions that a segment will hold toward local or foreign products. The purpose of this study is to identify antecedents and estimate the relationship of values and identities to the formation of consumer cosmopolitanism and consumer ethnocentrism, based on the self-identity theory. Data collected from 452 Vietnamese Generation Z respondents and analysed by AMOS provides empirical support for the direct and indirect influence of collectivism and individualism, social and personal identities, on consumer cosmopolitanism and ethnocentrism. Theoretical contributions and managerial implications on how to segment markets based on consumer dispositions and how to implement effective marketing strategies based on activating consumer cosmopolitanism or consumer ethnocentrism through triggering in terms of values and identities drivers will be discussed.

Online publication date: Mon, 18-Oct-2021

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