THE INFLUENCE OF PRODUCT ORIGIN ON PURCHASE INTENTION AMONG VIETNAMESE CONSUMERS: A REVIEW

Paper Id:	IJARW2585
Title:	THE INFLUENCE OF PRODUCT ORIGIN ON PURCHASE INTENTION AMONG VIETNAMESE CONSUMERS: A REVIEW
Published in:	International Journal Of All Research Writings
Publisher:	IJARW
ISSN:	2582-1008
Volume / Issue:	Volume 6 Issue 11
Pages:	4
Published On:	5/15/2025 9:40:12 AM (MM/dd/yyyy)

Name:	Nguyen Thi Duyen
Institute:	Academy of Finance, Viet Nam

Author Name	Author Institute
Nguyen Van Anh	Thai Nguyen University of Economics and Business Administration, Thai Nguyen, Viet Nam

Research Area:	Economics
KeyWord:	consumers, purchase intention, product origin; country-of-origin
Abstract:	This study investigates the influence of country-of-origin (COO) on the purchase intentions of Vietnamese consumers. Drawing on prior research, it highlights that products from developed countries are often perceived as higher in quality and prestige, positively affecting brand equity and consumer willingness to buy. However, this effect is moderated by factors such as consumer ethnocentrism, cultural values, and product category. While COO enhances brand image and perceived quality—especially in high-involvement products like automobiles—ethnocentric attitudes can diminish the attractiveness of foreign goods. The findings emphasize the need for marketers to adopt nuanced strategies that consider both the advantages of leveraging positive COO perceptions and the barriers posed by local consumer attitudes. This research contributes valuable insights into effective brand positioning and consumer behavior in Vietnam’s evolving market landscape.

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IEEE	Nguyen Thi Duyen, Nguyen Van Anh, "THE INFLUENCE OF PRODUCT ORIGIN ON PURCHASE INTENTION AMONG VIETNAMESE CONSUMERS: A REVIEW", International Journal Of All Research Writings, vol. 6, no. 11, pp. 374-377, 2025.
MLA	Nguyen Thi Duyen, Nguyen Van Anh "THE INFLUENCE OF PRODUCT ORIGIN ON PURCHASE INTENTION AMONG VIETNAMESE CONSUMERS: A REVIEW." International Journal Of All Research Writings, vol 6, no. 11, 2025, pp. 374-377.
APA	Nguyen Thi Duyen, Nguyen Van Anh (2025). THE INFLUENCE OF PRODUCT ORIGIN ON PURCHASE INTENTION AMONG VIETNAMESE CONSUMERS: A REVIEW. International Journal Of All Research Writings, 6(11), 374-377.

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Indian National Centre, India National Science Library, NISCAIR

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