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The Impact of Status Orientations on Purchase Preference for Foreign Products in Vietnam, and Implications for Policy and Society

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Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence Consumer Perception and Purchasing Behavior

Abstract

In this article, the authors examine the impact of status orientations on consumer purchase preferences for foreign products, an emerging disposition in Vietnam. Both qualitative (in-depth interviews and focus groups) and quantitative methods (survey with urban Vietnamese consumers) were employed in this investigation. The results of structural equation modeling (SEM) provided empirical evidence for the positive influence of modern status orientation (MSO) on willingness to buy imported products. Traditional status orientation (TSO) was found not to be a predictor of willingness to buy. Consistent with the findings from literature, consumer ethnocentrism was negatively related to willingness to buy imported products. Implications for public policy and marketers pertaining to the emerging proclivity of status-seeking foreign purchase and the social motives underlying this phenomenon are provided.

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References

1979Review of Psychometric theory (2nd ed.).1987Consumer Ethnocentrism: Construction and Validation of the CETSCALE 1992Advances in Consumer Research 1998The Animosity Model of Foreign Product Purchase: An Empirical Test in the People's Republic of China 1999A Cross-National Investigation into the Individual and National Cultural Antecedents of Consumer Innovativeness 2000Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries 1985Measurement in Cross-Cultural Psychology 2000Relationship Marketing Activities, Commitment, and Membership Behaviors in Professional Associations

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