Using a Mediation Test to Determine the Causes and Effects of Vietnamese City-Based Consumer Patriotism

Anotace: This study developed the measurement model of consumer patriotism, proposed by Ngoc and Trong (2018), in the context of Vietnamese city-based consumers. In addition to testing the stability of the measurement model for consumer patriotism, the study focused on investigating the role of cause and effect in consumer patriotism, using the mediation test process of Frazier et al. (2004). The study was conducted in a consumer product context. A random sample of 300 households in Hanoi, the capital of Vietnam, was chosen for collecting data. The results show that patriotism is the cause of consumer patriotism, and consumer patriotism has positive effects on consumer ethnocentrism and consumer domestic product buying behavior. The study results can help improve the effectiveness of campaigns to promote consumption of domestic product.