Consumer ethnocentrism: The case of the intentions of consumers to buy Chinese clothing products in Hanoi city

Consumer ethnocentrism orients customers to the belief that buying foreign products is not appropriate and ethically unjust, because those behaviors do harm to the domestic economy and are one of the causes of unemployment (Shimp & Sharma, 1987) [8]. This research was conducted to measure the consumer ethnocentrism of the intentions of consumers to buy Chinese clothing products in Hanoi city. Data were collected through a survey with 223 consumers in Hanoi. With this data, we have used Cronbach's Alpha analysis to identify and measure ten (10) attributes of consumer ethnocentrism of the intentions of consumers to buy Chinese clothing products in Hanoi city. The results showed that consumer ethnocentrism of the intentions of consumers to buy Chinese clothing products in Hanoi city is highly appreciated by respondents. Based on the findings, some recommendations are given for the Vietnamese consumers' intention to buy Chinese garment products and domestic textile and garment firms in Vietnam.