NGHIÊN cứu THỐNG KÊ MÔ HÌNH đo LƯỜNG LÒNG YÊU NƯỚC KINH tế CỦA NGƯỜI TIÊU DÙNG THÀNH THỊ TẠI VIỆT NAM tt tiếng anh

MINISTRY OF EDUCATION AND TRAINING
UNIVERSITY OF ECONOMICS HCMC
-----------------

Chu Nguyen Mong Ngoc

A MEASUREMENT MODEL OF CITY-BASED
CONSUMER PATRIOTISM : A CASE OF RESEARCH IN
VIETNAM

Major: STATISTICAL SCIENCE
Code: 9460201

THESIS SUMMARY

Ho Chi Minh city, 2020


HẮNG

The thesis was completed in University of Economics Ho Chi
Minh City
Tutor: Ph.D. Ha Van Sơn and Ph.D Tran Van Thang
Opponent 1: ...................................................……
Opponent 2: ...........................................................
Opponent 3: ...........................................................
The thesis will be protected in front of the Council at:
At ………. hour ……… …… ……………….. 2020
The thesis can be found at: ………

CHAPTER 1. OVERALL INTRODUCTION
1.1 Research Motivations
Trade liberalisation has helped nations to assert themselves in
international communities. However, trade liberalisation also brings
many challenges. Market globalization has changed the competitive
conditions of local enterprises. The availability of imported goods at
reasonable prices, as well as the rapidly increasing global marketing
activities, have created a context of aggressive competition in the
local market.
In this situation, consumer biases towards domestic products are
an important factor in deciding the consumers' buying behaviour
towards local products (Josiassen, 2011). Marketers and
policymakers have used people’s affection to promote domestic
consumption because it does not involve a tariff barrier, so it does
not violate any trade agreement. The campaign "Vietnamese people
give priority to using Vietnamese goods", which was first launched
nationwide by the Vietnam Politburo in 2009, is an proof of this
strategy. Therefore, researchers are very interested in investigating
the emotional bias of consumers for domestic production, especially
focus on a consumer ethnocentrism model. These research which
were conducted in many countries, even in Vietnam, found out the
strong positive relationship between the patriotism and
ethnocentrism of consumers (Auruskeviciene et al., 2012; Balabanis
et al., 2001; Cao Quốc Việt and Nguyễn Thị Quý, 2017; Dmitrovic et
al., 2009; Erdoğan and Burucuoğlu, 2016; F-Ferrín et al., 2015; Ishii,
2009; Pentz et al., 2017; Rybina et l., 2010).
The consumer ethnocentrism model has been confirmed in
developed countries, but applying this model to Vietnam, a
developing country, requires that the antecedents must be
investigated more carefully, due to the particular factors in the

country’s economic and political environment and its history. From
this viewpoint, the author believe that it is possible to further explore
the relationship between the patriotism and ethnocentrism of
Vietnamese consumers, and to gain greater understanding of the
nature and mechanism of patriots’ support for their domestic
economy.

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The author continue to consider academic studies related to the
construct of patriotism in consumption at the level of individual
consumers (Chen, 2011; Han, 1988; Kim et al., 2013; MacGreg and
Wilkinson, 2012; Min Han, 1994; Notari et al., 2011; Ngô Thái
Hưng, 2013; Shah and Hazril, 2016; Tsai, 2010). The author found
that although these works studied this construct with the outstanding
feature is that they used quite identical terms such as "consumer
patriotism", "patriotic consumption" or "economic patriotism",
however, they did not explain this construct by knowledges of social
identity theory (SIT), so they had not yet investigated whether or not
the causal mechanism between it and the consumer ethnocentrism as
well as with other important constructs of SIT.
In order to unify the science name, the author combined the terms
of the previous work into a common name "consumer patriotism".
The author also stated that the existences in the research works
around this topic has made it difficult to understand the nature and
role of the construct of consumer patriotism.
1.2 Problem Statement
The operationalization of the construct of consumer patriotism
and its relationship with Vietnamese consumer ethnocentrism.

The suitable measurement scale of the contruct of Vietnamese
patriotism.
The rule of the relationship between cosmopolitanism and
ethnocentrism of Vietnamses consumer.
The nomological network of consumer patriotism with the
constructs of patriotism, cosmopolitanism and ethnocentrism of
Vietnamese consumer, based on social identity theory.
The using and developing the appropriate statistical techniques to
solve the above research problems.
1.3 Research Objectives
Defining and establishing a measurement scale of the construct of
consumer patriotism which is suitable for the context of Vietnamese
consumers.
Assessing the construct of consumer patriotism by multivariate
statistical techniques in the quantitative research stage to confirm the
findings from the qualitative stage.

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Determining the role of the construct of consumer patriotism in
the mechanism transmitting patriotism to consumer ethnocentrism by
mediator effect test.
Assessing the suitable measurement scale of the construct of
Vietnamese patriotism by multivariate statistical techniques.
Identifing the causal relationship between the constructs of
cosmopolitanism and ethnocentrism of Vietnamses consumer, using
multivariate statistical techniques.
Developing and testing a structure equation model (SEM) which
shows the relationship of consumer patriotism with other important

constructs of SIT theory.
1.4 Research subjects, research scope
1.4.1 Research and data collection subjects
The research subject of the thesis is the measurement model of
the construct of Vietnamese consumer patriotism. Data collection
subjects are Vietnamese city-based consumers who are mature and
active in their buying making decisions.
1.4.2 Research scope
The thesis focused on the construct of consumer patriotism at the
level of individual consumers. The space scope of the thesis was
urban districts of two cities which were selected to collect data as Ho
Chi Minh City and Hanoi.
1.5 Research methods
At the qualitative research stage, the author applied the Grounded
theory method of Strauss and Corbin (1990) to explore the
relationship between consumer patriotism and consumer
ethnocentrism and other related constructs. From the results was
obtained, the author build research model and research hypotheses.
Next stage, the author conducted quantitative research twice. The first
is a preliminary study, the second is a formal study. These two times
study followed this order of steps: Building-completing the scale of
construct/ Assessing the measurement scale first time/ Assessing the
measurement scale second time.
1.6 Value, new contribution in theory and practical implications
1.6.1 Value, new contribution in marketing science
The research results have formed the construct of consumer
patriotism suitable to the context of Vietnamese city-based
consumers and enriched the scientific knowldege of SIT. Therefore,
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the thesis could be used as a reference for researchers not only in the
field of economics but also in sociology, anthropology, or political
science...
The author has chosen a suitable measurement scale of the
construct of Vietnamese patriotism. This scale showed its stability
through two times of quantitative researches, provided a reliable
reference for researchers who continue to develop on this topic.
The thesis has brought useful information for practical marketers
about the operating rule of consumer cosmopolitanism. It is
meaningful in the context of global economic, cultural and social
integration which makes consumer cosmopolitanism exist and
actives more strongly than ever.
In practical aspect, this research result can be applied directly to
increase the effectiveness of the campaign "Vietnamese people give
priority to using Vietnamese goods" which was first launched
nationwide by the Vietnam Politburo in 2009.
1.6.2 Value, new contribution in statistical aspect
The thesis can be a reference source for researchers in the fact
that the application of mediator effect test of Baron and Kenny
(1986) in quantitative studies still exists some problems. In addition
to, the mediator effect test by Sem technique is used by the author to
increase the persuasion of the conclusions. Therefore, the thesis is a
vivid illustration of how to combine the results of two different
mediator effect test methods to draw the final optimal conclusions.
There has not been any domestic doctoral thesis (also application
mediator effect test) in the same field with this research that reached
this achievement.
The thesis has provided an illustration of Sem application that
implements all 06 steps according to the rules of Kline (2011). This

is advantage that no applied Sem research in Vietnam gained yet. In
the thesis, the author has performed detailed sample size calculations,
as well as checked multivariate normal distribution of data by
rigorous tests, and overcame the violation to ensure reliable
statistical conclusions from Sem. These are useful informations for
researchers who want to apply Sem.

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CHAPTER 2 OVERVIEW OF WORKS ABOUT CONSUMER
PATRIOTISM
2.1 Academic works
The earliest and the most referenced view is Han's view (1988).
Han (1988) assumed that there is a significant relationship in buying
domestic products and patriotism by consumers who realise their
task is to protect their country’s economy and domestic
manufacturing. Consumers consider that their choice of buying
domestic products has a powerful effect on their country. They
express their biases in purchasing domestic products to reaffirm their
loyalty to their country. Han (1988) built his measurement of the
construct of consumer patriotism using 02 items adopted directly
from the U.S. consumer ethnocentrism scale of Shimp and Sharma
(1987), namely CETSCALE. Han's method led McMellon and Long
(2006, pp.4) to say that “Han (1988) used the CETSCALE to
examine the role of consumer patriotism“.
The second view came from Tsai (2010), which derived from his
point that consumers were urged by their patriotism to buy domestic
products and with such acts they consciously helped fellow citizens
whose employment was threatened by imported products. Tsai's

(2010) definition of consumer patriotim was very similar to Han's
definition (1988) but Tsai (2010) did not operationalise the construct
of consumer patriotism in his work.
MacGregor and Wilkinson (2012) defined a specific form of
consumer patriotism, which would express an individual’s
willingness to contribute more to business for the benefit of the
country. However, they only constructed a single item – “It is more
patriotic to buy goods made in the United States than goods made in
other countries” – to measure an individual's patriotic beliefs. It is
unrealistic to expect that a hypothetical construct could be
appropriately measured by a single item (Kline, 2005, pp.70).
In addition, the three works mentioned above reflected the
characteristics of American consumer culture which is not entirely
consistent with the context of other countries, such as Vietnam.
Another common point of the these works are their way to establish
the theoretical basis of the research construct. Consumer patriotism
reflects the in-group bias among consumers but these works did not
use SIT theory as a background. Therefore they also did not exploit
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the potential relationship between consumer patriotism and other
related contructs of SIT.
2.2 Views of the Vietnamese people - approach from public
opinion
The author has compiled articles published on printed media and
forums with many anonymous participants on the topic of patriotic
consumption to understand the Vietnamese people's views on this
topic. The author used keywords like “Patriotic consumption“;
“Patriotic purchases“; “Patriotic shopping“; “Patriotic buying

behaviour“ to find articles relevanting this content. The results of the
appearence frequency of these keywords were compared with
definitions of comsumer patriotism of Han (1988); MacGregor and
Wilkinson (2012); Tsai (2010). The author could realize that the
views of Vietnamese consumers were similar to those of American
consumers in that they felt their responsibility to help the jobs of
their domestic peope, and help the economy of their country develop.
In additon to, there is an emerging point, the Vietnamese
consumer patriotism showed a clear bias attitude towards domestic
goods, driven by a pure emotional reason that was the attachment to
country of Vietnamese people. This shows the fact that the construct
of Vietnamese consumer patriotism, beside the similar part of
comsumer patriotism of foreigner authors (Han, 1988; MacGregor
and Wilkinson, 2012; Tsai, 2010), there is an additional emotional
part that the foreigner authors has not mentioned. According to the
author, when referring to the emotional bias, which is driven by the
emotional attachment to the country, people must apply SIT theory to
be able to explain the reason satisfactorily.
CHAPTER 3 LITERATURE REVIEW
3.1 Social identity theory (SIT) and its related contructs
3.1.1 Social identity theory (SIT)
The main point of SIT is that in a society, individuals categorize
themselves into groups, then these groups identify themselves
through things associated with their own group identity, and which
can be distinguished from other groups. The in-group people share
the same views, and behaviors toward outgroups through an attitude
of cooperation, conflict, prejudice or discrimination in a process
called social comparison (Tajfel, 1982).
3.1.2 Consumer ethnocentrism (CET)
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Shimp and Sharma (1987) defined consumer ethnocentrism as a
unique economic form of ethnocentrism that captures the beliefs of
consumers about the appropriateness and morality of purchasing
foreign products. Consumers having an ethnocentric attitude consider
that the products produced in their own country are good and consider
the purchasing of foreign products as wrong because they can
adversely affect workers’ jobs, restrain the development of domestic
businesses, and endanger the economy.
3.1.3 National identity and patriotism (PAT)
In marketing literature, national identity has been discussed using
the concept of patriotism (Kim t al., 2013, pp.77) because patriotism
is one of the main sources of national identity (Petya, Marco, 2014).
Patriotism is often perceived as a love of one’s country and devotion
to it, but it can take many forms (Schatz, Staub, and Lavine, 1999).
Vida and Reardon (2008) noted that the concept of patriotism was
attached to culture, so it should be operationalised in market
scenarios. Because of the broad perspectives on the concept of
national identity and patriotism, up to now, in addition to a number
of works measured patriotism in a particular way, four main points
can be listed in the measurement. They are point of Adorno et al.
(1950), Kosterman and Feshbach (1989), Keillor et al. (1996) and
Karasawa (2002).
The author noticed Keillor et al. (1996) based on SIT when
developing the measure of patriotism, but the scale was designed
quite complicated with four diemensions that one of which bias
consumer ethnocentrism. So the author decided to reference simply
this scale to measure Vietnamese patriotism. Therefore, the author
continued to review marketing science studies that referenced the

scale of Keillor et al. (1996) to find the most reasonable reference.
Through the review, it could be seen that most these studies had the
statements expressing main ideas such as: Love for the country;
Pride in nationality; The meaning of being a citizen of that country;
The connection with the country. These statements exhibit similar
psychological characteristics of patriots in many different countries,
including Kazakhstan (Rybinal et al., 2010). The author assumed that
Kazakhstan and Vietnam have a number of geographical - historical
and political similarities that can make people's psychology similar.
So the application the Kazakh patriotism scale for Vietnamese case
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could be a reasonable choice. As a result, the author decided to use
the measurement scale of the construct of patriotism in the work of
Rybina et al. (2010) for Vietnamese people.
3.1.4 Consumer cosmopolitanism and open-mindedness
3.1.4.1 Cosmopolitanism (COS)
In the 20th century, sociology literature defined cosmopolitans as
people who oriented themselves outside their community rather than
being influenced solely by local traditions and values (Riefler và ctg.,
2012). Cosmopolitanism is like a form of openness to different
cultures, along with a desire to work to seek experiences from other
cultures rather than from one's own culture (Hannerz, 1990;
Roudometof, 2005; Thompson and Tambyah, 1999). In the
preliminary study, the author used the CYMYC scale (Cannon et al.,
1994) to measure consumer cosmopolitanism.
3.1.4.2 Open-mindedness (OPEN)
After conducting preliminary study, in order to increase the
monological validity of the construct of consumer cosmopolitanism,

the author reviewed the literature to find out a newer measurement
scale called C-COSMO (Riefler và ctg., 2012). This scale defines
consumer cosmopolitanism as a three-dimensional, second-order
construct capturing the extent to which a consumer (1) exhibits an
open-mindedness towards foreign countries and cultures, (2)
appreciates the diversity brought about by the availability of products
from different national and cultural origins, and (3) is positively
disposed towards consuming products from foreign countries
(Riefler et al., 2012).
According to Riefler et al. (2012), the first dimension named
"open-mindedness" is an important characteristic of consumer
cosmopolitanism. Riefler et al. (2012) established a scale for the
construct of open-mindedness with statements revolving the
consumer desire for cultural exchange and travelling to interact with
people and other cultures. The author decided to choose openmindedness to represent the consumer cosmopolitanism in the formal
stydy (second quantitative study).
3.1.5 Consumer patriotism (COPAT) and its position in SIT
3.1.5.1 The definition of consumer patriotism
Clift, Woll (2012a, pp.308-33) defined “economic patriotism as
economic choices which seek to discriminate in favour of particular
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social groups, firms or sectors understood by the decision-makers as
insiders because of their territorial status. Economic patriotism
entails a form of economic partiality: a desire to shape market
outcomes to privilege the position of certain actors”.
The author used the main idea of the definition of consumer
patriotism from the empirical studies of Han (1988); MacGregor,
Wilkinson (2012); Tsai, (2010) and improved the definition of the

nature of social identity in consumer patriotism proposed by Clift,
Woll (2012a) to get the definition of consumer patriotism:
Consumer patriotism is the biased consumer choices made to support the
domestic economy by buying domestic goods to help domestic
businesses and workers, and the emotional reasons for that biased choice.

3.1.5.2 The relationship of consumer patriotism with other constructs
of SIT
In social identity theory, the origin of both consumer
ethnocentrism and patriotism arises from the attachment of
individuals to their in-group, which in this case is their mother
country, but consumer cosmopolitanism focuses primarily on a
person's relationship with outside groups (ie, foreign countries) (ZRoth et al., 2015). In terms of direction, patriotism is concerned with
bias that favors the in-group (Bizumic et al., 2009; Brewer, 1999),
but consumer ethnocentrism and cosmopolitanism are a bias against
out-groups (Z-Roth et al., 2015). A similar classification is also used
for the construct of consumer patriotism. Consumer patriotism is the
economically positive bias that is based on an individual's attachment
to his/her in-group. Consumer patriotism is only directed toward the
relationship with the in-group and not directled toward the out-group.
From these ideas, the authors identified the potential relationships
between the these constructs like that:
(1) The relationship between patriotism and consumer patriotism: ZRoth et al. (2015) proposed that the national identity of a person
brings bias for his/her in-group. In the current study, consumer
patriotism is an economic in-group bias so it is considered to be the
result of national identity. The author can summarize the relationship
as follows: people who are more patriotic will be more biased
towards domestic economic support. In other words, the consumer
patriotism will be positively influenced by their patriotism.

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(2) Relationship between consumer patriotism and consumer
ethnocentrism: Z-Roth et al. (2015) stated that consumer
ethnocentrism is an out-group bias against foreign countries.
However, consumer patriotism is the individual's positive bias for
his/her in-group. Therefore, there is potential for these two factors to
be positively correlated.
(3) Relationship between consumer patriotism and consumer
cosmopolitanism:
Roudometof (2005, pp.122) argueed that the open-mindedness
and variety seeking of consumer cosmopolitans make it difficult for
them to take a "viewpoint of unconditional support for one's country".
On the contrary, consumer patriotism is the positive in-group bias.
Therefore, the author hypothesized that consumer cosmopolitanism
would reduce the consumer patriotism.
3.2 Theory of evaluating the measurement model
3.2.1 Requirements for the measurement scale
3.2.1.1 Content validity
Assessing the appropriateness of the measurement variables
designed for a measurement scale of construct with the definition of
that construct.
3.2.1.2 Unidimensionaltity
The overall fit of the model provides the necessary and sufficient
conditions to determine whether a set of observed variables is
unidimensional (Steenkamp and Van Trijp, 1991). However, this is
true only if there is no correlation between the residuals of the
observed variables.
3.2.1.3 Reliability

The researchers used the following criterion: item-total
correlation> 0.5 (Hair et al., 2010); Cronbach's alpha coefficient> 0.7
(Hair et al., 2010); AVE> 0.5 (Bagozzi and Yi, 1988); CR> 0.6
(Bagozzi and Yi, 1988).
3.2.1.4. Validity
Convergent validity: Hair et al. (2010) proposed that the
condition for convergent validity of scales is FLs ≥ 0.5 or ideally, 0.7.
Discriminant validity: It involves confirming whether the
population correlation among constructs is truly different from a
value of 1. The Fornell–Larcker criterion (1981) requires that the
AVE of a construct should be higher than the highest squared
10


correlation between this construct and other constructs to ensure this
construct has discriminant validity.
Content validity: Steenkamp and Van Trijp (1991, p.294) say the
content validity is assessed by statistical testing the relationship
between construct and other constructs in the theoretical system.
3.2.2 Exploratory factor analysis technique for preliminary
assessment of measurement scale
Assessing the discriminant validity: The number of factors
extracted by EFA must be consistent with the original hypothesis of
the number of factors, combined with the condition that the observed
variables download exactly the latent concept that it is designed for
measuring (Nguyen Dinh Tho, 2011).
Assessing the measurement model by EFA requires that the
cumulative percentage of variance is higher than the threshold of
50% (Gerbing and Anderson, 1988). Hair et al. (2010, pp.117) noted
that Factor loadings FL greater than 0.5 to meet the requirement of

convergent validity for the construct scales.
3.2.3 Covariance based structural equation modeling
3.2.3.1 Basic steps of SEM
Step 1. Specify the model.
Step 2. Evaluate model identifcation
Step 3. Select the measures and collect, prepare, and screen the data.
Step 4. Estimate the model:
a. Evaluate model ft (if poor, skip to step 5).
b. Interpret parameter estimates.
c. Consider equivalent or near-equivalent models (skip to
step 6).
Step 5. Respecify the model (return to step 4).
Step 6. Report the results.
3.2.3.2 Path model (PA)
A path model (PA) is a structural model for observed variables,
and a structural model represents hypotheses about effect priority.
In the PA model, the variables analyzed are observed variables
but not the latent variables are measured through a set of observed
variables.
Calculate the PA degrees of freedom:
dfM = Number of observations - Number of free model parameters

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Types of PA: There are two basic types of path models: recursive
and non-recursive.
There are two basic requirements for the identification of any
kind of structural equation model, not only PA: (1) dfM ≥ 0, and (2)
every unobserved (latent) variable must be assigned a scale (metric).

The sample size of PA: the relationship between sample size and
model parameters is 20:1. Bollen (1989) said that this relationship
must be at least a 5:1 ratio.
Estimation procedure: the most common procedure is the MLE.
The goodness-of-fit of PA: χ2M =(n-1)FML to test the hypothesis
H0: The model is correct; χ2M /dfM < 2 or 3 or even 5 (Bollen, 1989);
0,06 the goodness-of-fit of model (Hair et al., 2010).
3.2.3.3 The measurement model of latent variables and confirmatory
factor analysis model (CFA)
Identification of CFA models: Necessary Requirements: (1) the
number of free parameters is less than or equal to the number of
observations, and (2) every latent variable, which includes the
measurement errors and factors, must have a scale. Sufficient
Requirements: If a standard CFA model with a single factor has at
least three indicators, the model is identified. If a standard model
with two or more factors has at least two indicators per factor, the
model is identified.
Checking multivariate normal distribution of data: Researchers
can test multivariate normal distribution of data with two tests:
Royston's Multivariate Normality Test and Henze-Zirkler's
Multivariate Normality Test.
3.2.4.4 SR model combines measurement and structural models
The SR structure regression model is a combination of CFA
measurement model and PA model, they are the most general form.
3.2.4 The procedure of mediator effect test
3.2.4.1 The definition of mediator variable.
The mediator variable is defined as the variable that explains the
relationship between a cause variable and a result variable (Baron and
Kenny, 1986).

3.2.4.2 The four-step procedure of mediator effect test of Baron and
Kenny (1986)

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Step 1 - determine the relationship between the cause and result
variables.
Step 2 - determine the relationship between the cause variable and the
mediator variable
Step 3 - determine the relationship between the mediator variable and
the result variable
Step 4 - Test the role of mediator variables through the following 3
equations:
First, the result is regressed on the cause variable
Second, the mediator is regressed on the cause variable
Third, the result variable is regressed on both the cause and the
mediator variables
After that, based on the values of regression coefficients and
standard errors of the estimated regression coefficients, a Z score
value is calculated to decide whether to accept or reject the null
hypothesis H0 :The considering variable has no mediate role.
3.2.4.3 The mediator effect test with BC boostrap
Based on the limit of the ci% confidence interval of the MLE
estimate in Sem, the researcher can conclude the statistical
significance of the mediator variable.
CHAPTER 4 RESEARCH METHODOLOGY
4.1 Qualitative research to identify research hypotheses and
models
4.1.1Topic of qualitative research

To determine the following 04 causal relationships:
Patriotism/consumer patriotism ; consumer patriotism/ Consumer
ethnocentrism; consumer cosmopolitanism/ consumer patriotism;
consumer cosmopolitanism/ Consumer ethnocentrism.
4.1.2 Qualitative research procedure
The author had referred to the Grounded theory method of Corbin
and Strauss (1990) in combination with the guidance of Charmaz
(2006) to implement the following steps in the qualitative research
procedure of the thesis:
4.1.2.1 Choosing the expert
The first expert work as a professional researcher at a social
science research organization cum a sociology lecturer. The second
expert works as an economics lecturer cum an consultant at the
Association of Vietnam companies produce high quality product.
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4.1.2.2 Compiling the qualitative research results
In the working process with experts, the rules of causal relationhips
of constructs were not specified by the author. The author only
presented the definition of the constructs and research contexts. Then,
the experts would decide the relationship between them. After two
interview phases, the research results show the following relationship
rules:
Patriotism/consumer patriotism: positive relationship; consumer
patriotism/ Consumer ethnocentrism: positive relationship; consumer
cosmopolitanism/ consumer patriotism: no relationship; consumer
cosmopolitanism/ Consumer ethnocentrism: negative relationship.

4.1.3 Research hypotheses and research model

4.1.3.1 Research hypotheses
H1: Patriotism increases the consumer ethnocentrism attitude.
H2: Patriotism increases the consumer patriotim attitude.
H3: Consumer patriotism increases the consumer ethnocentrism
attitude.
H4: Consumer cosmopolitanism increases the consumer
ethnocentrism attitude.
Although in the qualitative research both experts concluded that
there was no causal relationship between consumer cosmopolitanism
and consumer patriotism of consumers. The author still proposed the
hypothesis H5 based on theoretical arguement has established about
this relationship. The author hope that the results of empirical
research about this relationship on Vietnamese urban consumer
context could provide more information, enriching the theoretical
basis of SIT about the role of consumer cosmopolitanism.
H5: Consumer cosmopolitanism decreases the consumer
patriotism attitude.
4.1.3.2 Research model
Based on 05 research hypotheses above, the conceptual
framework was formulated.

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Figure 1 The conceptual framework
4.2 Quatitative research procedure
4.2 .1 Building/completing the scale of construct
4.2.1.1 Building the scale of construct in the first study
The author wrote down the statements of the construct of
consumer patriotism based on the definition of this construct

following the combined approach of Hinkin (1995). The statements
of the construct of consumer ethnocentrism in previous works in
Vietnam were listed by the author. The author referenced the scale of
consumer cosmopolitanism construct from Yoon et al. (1996). The
statements of the construct of patriotism were adopted from the
Rybina et al. (2010). The author then worked with two expert to
assess the content validity of construct measurement scale, and to
edit the statements. As a result, the author had formed 21 statements.
They were the basis for the author to develop the official
questionnaire for the first study.
4.2.1.2 Completing the scale of construct in the second study
The author summarized the results of the first study and used this
result to discuss in a focus group with 12 researchers at the Southern
Institute of Social Sciences of Vietnam. The construct of consumer
cosmopolitanism in the second study was measured through the
open-minded construct of the C-COSMO scale of Riefler et al.,
(2012). The participants of focus group agreeded with the content
validity of the meaurenment scale of constructs in the study. The
results of the discussion formed the outline of the statements. From
that outline, the author developed the draft questionnaire of the
second study. After using this draft questionnaire to interview few
customers, the author adjusted it into a formal questionnaire used for
second study.

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4.3 Data collection
4.3.1 Data collection method
The author used face-to-face survey with consumers.

4.2.2 Sampling
4.2.2.1 Sampling in the first study
The author applied the purposive sampling technique. Subjects
were students of evening classes of some universities in Ho Chi Minh
City which were econimical major. As a result, the author had 230
fullfil questionnaires.
4.2.2.2 Sampling in the second study
The author applied the representative sampling technique. There
were 300 households in Hanoi and Ho Chi Minh City, respectively,
were selected for the sample. The author used the sampling frame of
Vietnam Population Change and Family Planning Survey 2017 of
General Statistics Office of Vietnam to take the list of 600
households. Based on this address list, the interviewer approached
and interviewed a suitable consumer in each household.
CHAPTER 5 RESULTS
5.1 Results of the first study
5.1.1 Sample profile
Subjects were university students of evening classes so they were
quite similar in age and education level. The sample comprised 32%
men.
5.1.2 Evaluating the measurement scale
5.1.2.1 Factor analysis procedure
After the EFA and Cronbach Alpha procedures, the author
concluded that the measurement scales of the four latent constructs
had achieved reliability and had not violated unidimensionality
require. The convergent validity of CET scales was a bit weak, but
the rest three scales were satisfied.
After that, the author conducted the CFA procedure following 06
steps of Kline (2011) and used the results of CFA to evaluate the
measurement models of latent constructs for unidimensionality,

reliability, convergent validity, discriminant validity. All these
requirement were satisfied. The monological validity of the
measurement models of a constructs was assessed by testing the
research hypotheses using mediator effect test.
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5.1.2.2 Mediator effect test
(1) Baron and Kenny’s (1986) mediator effect test
The results of testing the mediate role of COPAT in the
relationship PAT/CET showed a full mediate role of COPAT. The
author concluded that the hypotheses H2 and H3 were supported.
The hypothesis H1 should be rejected if based on p-value > 0.05, but
actually this situation was the consequence of multicollinearity in
regression model.
The results of testing the mediate role of COPAT in the
relationship COS/CET showed that COPAT was not mediator
variable. The hypotheses H4 and H3 (again) were supported. But the
hypothesis H5 was rejected.
(2) Mediator effect test of BC boostrap
The author continued to analyze the SR model based on the
results of the CFA model. The author eliminated the unsignificant
causal relationship of COS/COPAT, so the research hypothese H5
was rejected. Then the author re-specified the SR model and reestimated. The goodness of fit of re-specification SR model was also
satisfied. Based on the significance test of the path coefficient of the
re-specification SR model, the author concluded that the hypotheses
H1, H2, H3 and H4 were supported.
The author used the re-specification SR model to conduct the BC
boostrap test on the mediate role of COPAT. Based on the 95%
confidence intervel, the author concluded that COPAT was not

mediator variable in the relationship between COS/CET but was full
mediator variable in the relationship between PAT and CET.
5.1.2.3 Conclusion of the measurement models of latent constructs
after the first study
From the results of two times of mediator effect test, the author
generally concluded of the research hypotheses as follows: H1; H2;
H3; H4 were accepted, but H5 was rejected.
Finally, the author concluded that the measuement models of
constructs were satisfied the requirements avergely, because the
sampling was not representative; some relationships had not been
resolved clearly, the content validity was not completely convincing,
the construct of consumer ethnocentrism had not reached totally the
convergence validity.

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5.2 Results of the second study
5.2.1 Sample profile
The sample comprised 25,3% men and 74,7% women. A total of
45,2% of respondents had undergraduate education, 11,5% of
respondents had graduate-level education or above, and 26,3 % of
respondents had completed high school. The other respondents had a
lower education level. A total of 15,8% of the sample were 24 years
of age or younger, nearly 43,8% were aged from 25 to 40, and
approximately 38% of respondents were 41 or over.
5.2.2 Evaluating the measurement scale
5.2.2.1 Factor analysis procedure
After the EFA and Cronbach’s Alpha procedures, the author
concluded that the measurement scales of the four latent constructs

had achieved reliability and unidimensionality requirements. All of
the measurement scales met the convergent and discriminant validity.
Starting with 20 observed variables, after the preliminary evaluation
procedure, the author got 19 observed variables for CFA analysis.
The author performed the CFA procedure following 06 steps:
Step 1. Specify the model.
Step 2. Evaluate model identifcation
Step 3. Select the measures and collect, prepare, and screen the data.
Step 4. Estimate the model: The values of indices indicated the
goodness of fit of the CFA model. In particular, NC = 3,5 <5;
RMSEA = 0,065 was greater than 0,05 and lower than 0,07; TLI =
0,941 and CFI = 0,949 were greater than 0,9 and very close 1. All the
factor loadings were statistically significant.

Figure 2 CFA model in the second study
Step 5. Because there was not any eliminated observed variable in
step 4, so the author should not do respecify the CFA model.

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Step 6. Report the CFA results: The author concluded that the
measurement models of constructs achieved the requirements of
reliability, unidimensionality, convergent validity, discriminant
validity. The monological validity was assessed by conducting the
mediator effect test.
5.2.2.2 Mediator effect test
(1) Baron and Kenny’s (1986) mediator effect test
The results of testing the mediate role of COPAT in the
relationship PAT/CET showed that the hypotheses H2 and H3 were

supported but the hypothesis H1 was rejected. The author concluded
that COPAT was a full mediator variable.
The results of testing the mediate role of COPAT in the
relationship Open/CET showed that the hypotheses H3 (one more
time) H4 and H5 were supported. Therefore, it could be confirmed
that COPAT played partial mediator variable in the Open/CET
relationship (Mathieu and Taylor, 2006). Especially, the sign of
coeffecients corresponding to hypotheses H4 and H5 were reversed
with the original hypothesis.
(2) Mediator effect test with BC bootstrap procedure
The author continued to analyze the SR model based on the
results of the CFA model, the process also had 06 steps.
(1) The graphical specification of the SR model.
(2) Identification of the SR model, from the necessary and sufficient
conditions the authors concluded that the SR model was identifiable.
(3) Checking and conclusing that the satisfation of multivariate
normal distribution of data did not meet.

Figure 3 SR model in the second study
(4) The first estimation of SR model. The values of indices
indicated the goodness of fit of the model. In particular, NC = 3,5
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<5; RMSEA = 0,065; TLI = 0,941 and CFI = 0,949. The significant
test of path coefficients showed that there were no relationships of
two pairs Open/COPAT and Open/CET, so the author had to respecify the SR model.
(5) The author eliminated the unsignificant causal relationships
that mentioned above, respectively. This meaned that the hypotheses
H4 and H5 were rejected The re-specification SR model was also

evaluated on the goodness of fit with actual data.
Based on the significance test of the path coefficient of the respecification SR model, the author concluded that the hypotheses H2
and H3 were supported. Particularly, the path coefficient of the
relationship between PAT and CET (related to H1) had been
reversed from positive to negative and lack of statistical significance
(p-value = 0,058). The author did not reject H1 because the sign
change phenomenon was also a result of multicollinearity occurring
in the model due to the high correlation between COPAT and PAT.
If the author rejected the hypothesis H1, it would be mechanical
conclusion in this situation.
When the hypotheses for H4 and H5 were rejected, the Open
variable was removed from the relationship network of SIT’s
constructs in this study, so the next section the author did not test the
mediator role of COPAT in the relationship between Open and CET,
but only test its mediate role in the relationship between PAT and
CET.
(6) The author used the re-specification SR model to conduct the
BC boostrap test on the mediate role of COPAT. Based on the 95%
confidence intervel, the author concluded that COPAT was partial
mediator variable in the relationship between PAT and CET.
5.2.2.3 Conclusion of the measurement models of latent constructs
after the second study
From the results of two times of mediator effect test in the second
study, the author generally concluded on the research hypotheses as
follows: H1; H2; H3 were accepted but H4 and H5 were rejected.
Because quantitative research was conducted twice, the author
continued to summarize the research hypotheses of the thesis. The
principle was that if two studies gave two conflicting conclusions on
the research hypothesis, the conclusion of the second study was used.

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The research hypotheses H1, H2 and H3 were accepted, meaning
that the relationships between the pairs of constructs of PAT/ CET;
PAT/ COPAT; COPAT/CET were existed. It should be noted that
the sign of H1 is contrary to the theory, but this sign change had been
commented by the author above, that was the result of
multicollinearity, not the nature of the relationship. So, hypothesis
H1 was supported fully support rather than partly. The hypotheses
H4 and H5 were rejected, showing that the construct of consumer
cosmopolitanism had no relation to the in-group and out-group
constructs of SIT, in the case of Vietnamese urban consumers.
The author considered the monological validity of the
measurement scales, and combined with all the conclusions from the
statistical analysis process, then the author concluded that:
measurement models of constructs (patriotism; consumer patriotism;
consumer cosmopolitanism; consumer ethnocentrism) have met the
requirements of nomological validity, content validity, reliability,
unidimensionality, convergent validity and discriminant validity.
CHAPTER 6. CONCLUSIONS AND MANAGERIAL
IMPLICATIONS
6.1 Contributions of thesis
6.1.1 The measurement scale of patriotism
The author has chosen the scale of the construct of patriotism
which is suitable with the context of socio-cultural history of
Vietnamese people. This scale has academic value for not only in
marketing studies, but also in political, cultural, social,
anthropological studies... relating to SIT theory.
6.1.2 The measurement scales of consumer ethnocentrism and

consumer cosmopolitanism
The research results have provided evidence of the generality of
the scales of consumer ethnocentrism (Shimp and Sharma, 1987) and
consumer cosmopolitanism (Riefler et al., 2012), in the case of
Vietnamese consumers.
6.1.3 The measurement scales of consumer patriotism in SIT
Min Han (1994) proposed that future studies need to develop and
edit the operationalization of the construct of consumer patriotism
more theory, and focus on attitudes instead of just buying intention. In
the thesis, the author has combined both theoretical definition and
practical perspective from the context of Vietnamese consumers to
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define the construct of consumer patriotism which was put on the
basis of SIT theory. The research results have enriched the SIT with
the defination of the construct of consumer patriotism in the context
of Vietnam which is a developing country. The finding that
consumer patriotism is a mediate factor between patriotism and
ethnocentism of Vietnamese consumers has practical implication
because this finding can be directly applied to increase effectiveness
of campaign "Vietnamese people give priority to using Vietnamese
goods".
6.1.3 Contributions on the statistical methods
6.1.3.1 Applying mediator effect test
The thesis used both of methods of mediator effect test. The first
method is the regression method of Baron and Kenny (1986). It was
conducted with a rigorous theoretical analysis of causal relationship
that made the proposed relationships between the cause - mediator result variables clear (Frazier et al., 2004). The author then used the
BC bootstrap procedure in SEM to reach a more convincing

conclusion about the mediator effects because the research model has
have many mutual causal relationships.
In the academic studies published in Vietnam, the use of mediator
effect test has existed some problems. The author hopes that the
statistical methods applied and the inferences made from the
statistical results in the thesis will guide other researchers on how to
correctly apply the mediator effect test in their future studies.
6.1.3.2 Using Sem in quantitative researchs
The thesis reminds researchers that when they use Sem, it is
especially important to have the orientation theory for their study
rather than statistical techniques, although statistical techniques are
also important.
The author calculated the suitable sample size for each statistical
method of Sem and showed detailly in thesis. The theoretical bases
of these sample size caculating are also clearly cited.
Researchers should note that consideration of significance of Sem
parameter estimates is important, even if the goodness of fit of model
is very good.
The thesis applied the 06-step model presentation rule as guiding
by Kline (2011). The author recommendes other researchers do it
when conducting research with Sem.
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The thesis is an illustration of flexible multicollinearity
processing in SEM model by adjusting the theoretical model. This
adjustment results in a good estimation of statistical parameters as
well as theoretical satisfactory explanation.
6.2 Managerial implications
Before proposing managerial implications, the author conducted a

third study named a trial study to verify. This study helped the author
to increase practical knowledge to be able to develop useful
managerial implications. This study found out domestic consumption
behavior of Vietnamese consumers was strengthened by two reasons:
the first is the consumer patriotism, which denoted emotional factor;
and the second was consumer's product judgment, which denoted
perception factor. The role of emotions was stronger than perception.
Specifically, the path coefficient of the product judgment on
domestic consumption was 0,567. Consumer patriotism had both
direct and indirect effects on domestic consumption. The direct effect
was stronger than indirect effect (values of path coefficients 0,442
versus 0,441 ×0.567 = 0,250 ) created total effect 0,692. From these
insights, the author proposes the following managerial implications:
6.2.1 For socio-political organizations
These organizations need to propagate and motivate consumers to
realize the importance of consumer patriotism in maintaining and
creating more jobs for domestic workers, ensuring the survival of
Vietnamese businesses. These organizations also need to play a role
model in prioritizing domestic goods whenever possible.
6.2.2 For government agencies
The Government needs to improve policies and create an equalfavourable business environment for domestic businesses to increase
their competitiveness and customer service capabilities in order to
meet consumers' expectations. The Government strictly prevents
fake goods, exposes cases of disguising low-quality products from
other countries as Vietnamese high quality goods, which undermined
Vietnamese consumer beliefs.
6.2.3 For domestic businesses
Marketing managers of domestic enterprises can design
marketing and advertising campaigns to evoke consumer patriotism.
Vietnamese businesses must improve social responsibility in

business and comply with the business ethics, thereby enhancing
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