How consumer ethnocentrism drives emotional attachment, trust, and word-of-mouth for domestic agricultural brands

This study attempts to explore the relationship between consumer ethnocentrism rooted in social identity theory, including affective reaction, cognitive bias, behavioral preference, brand emotional attachment, brand trust, and brand word-of-mouth in the consumption of agricultural products in the Vietnamese market. This study employs quantitative analysis methods, in which partial least squares structural equation modeling (PLS-SEM) is the analytical tool. A survey was conducted and recruited 548 participants with diverse demographics, including variations in gender, ages, degrees, work experience, and the level of income. The results indicate that there is a direct positive influence of consumer ethnocentrism on brand emotional attachment, brand trust, and brand word-of-mouth. The study also demonstrates the positive impact of brand emotional attachment and brand trust on brand word-of-mouth and the indirect impact of ethnocentrism factors on brand word-of-mouth through brand emotional attachment and brand trust. This study provides insights into the role of consumer ethnocentrism in building and developing Vietnamese agricultural product brands. Therefore, it helps brands both to develop appropriate policies and strategies and to produce products that are most suitable for domestic consumers.