A Measurement Model of City-Based Consumer Patriotism in Developing Countries: The Case of Vietnam.

Abstract

This study examined a measurement model for the construct of consumer patriotism in the context of city-based consumers in Vietnam, a developing country, and the linkage of consumer patriotism with consumer ethnocentrism. Exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were conducted to assess the measurement model. A mediator effect test was utilised to test the hypothesis of the model, using a multiple regression procedure. Two studies were carried out, the first a preliminary study with a convenience sample of 230 people and the second a full study with a probability sample of 300 people. Both studies showed that there was an acceptable fit for the measurement model of consumer patriotism. In addition, consumer patriotism was found to be a mediator in the connection of natural patriotism and ethnocentrism for city-based Vietnamese consumers.