NATIONALISM IN THE CONSUMPTION OF ESSENTIAL GOODS AMONGST VIETNAMESE PEOPLE: A CASE STUDY OF AEON MALL TAN PHU CELADON

Abstract

Nationalism in consumption has its main argument that buying imported goods is considered as irresponsible actions toward country's economy and citizens because purchasing imported goods might create loss for home economy. This article uses the CETSCALE by Shimp and Sharma (1987) to examine nationalist behavior in consumption, case study in Aeon Mall Tan Phu Celadon. On the basis of the interpretation of the research results, the article suggests some governance implications for businesses.