VIETNAMESE BUY-LOCAL CAMPAIGN ON CONSUMER WILLINGNESS TO PURCHASE LOCAL SHOES IN LONG XUYEN CITY

  • Dang Hung Vu
  • Pham Thi Huyen Tran
Keywords: Vietnam’s buy-local campaign, willingness to buy, Vietnam’s high-quality products

Abstract

This study examined consumers’ willingness to buy Vietnamese high-quality shoes, which is influenced by Vietnam’s buy-local campaign along with consumers’ attitude, subjective norm, and perceived behavioral control. Interviews with 12 respondents and a survey of 275 consumers in Long Xuyen city were conducted. Qualitative data added more information to quantitative data about customers. The positive impact of Vietnam’s buy-local campaign and these factors were confirmed. Having launched for 10 years, Vietnam’s buy-local campaign is successful in increasing consumers’ buying willingness. The buying willingness is likely to be different across ages and levels of education. Friends and relatives play a role in subjective norm of shoe buyers. Businesses involved in high-quality shoes need to pay special attention to product designs and marketing strategies for young customers.

điểm /   đánh giá
Published
2021-06-16
Section
Bài viết