Abstract

This study investigates the impact of ethnocentrism, perceived quality and perceived price on the extent of consumer willingness to buy domestic garment products. A structural model has been estimated using data collected from 422 consumers in HCM city. The results indicate that perceived price and ethnocentrism have direct positive impacts and perceived quality have indirect positive impact on the willingness to buy domestic products. Perceived quality and ethnocentrism also have an impact on the perceived price. Based on these findings, theoretical as well as managerial implications have been discussed.