WHEN CULTURE SHAPES CHOICE: THE CULTURAL ROOTS OF XENOCENTRISM ON VIETNAMESE CONSUMERS’ PURCHASE INTENTION FOR FOREIGN FASHION BRANDS

Abstract

This study investigates the influence of personal cultural orientations on Vietnamese consumer xenocentrism and behavioral intentions toward foreign brand products. Drawing on Hofstede’s cultural dimensions and system justification theory, a comprehensive model is proposed to examine the impacts of power distance, collectivism, masculinity and cultural openness on xenocentrism and consumer purchase intention with the brand attitude as a mediating variable. A quantitative survey design was employed, yielding 361 valid responses from Vietnamese consumers who knew about foreign-branded fashion products. Data were analyzed using partial least squares structural equation modeling (PLS-SEM). The findings reveal that all the cultural antecedents have significant impacts on xenocentrism, among which power distance is the most important driver, and that brand attitude effectively mediates the relationship between xenocentrism and purchase intention. This study advances the limited literature on the cultural drivers of xenocentrism and offers practical guidance for foreign brands seeking effective positioning in emerging markets like Vietnam.