[Research Contribution] Foreign preference and students’ intention to buy chinese fashion in Ho Chi Minh City

Keywords: externality, perceived quality, perceived price, purchase intention

In the context of increasingly deep economic integration, Vietnam's garment industry is facing significant competitive pressure from Chinese fashion products. With its price advantage, diverse designs, and suitability for young people's tastes, Chinese clothing quickly gained the interest of students – a customer group with high fashion needs but limited financial resources. Additionally, the mentality of valuing foreign goods still exists among a segment of consumers, making imported products more appealing and posing significant challenges for domestic garment businesses. Based on this reality, a research team from the University of Economics Ho Chi Minh City (UEH) implemented a study to analyze the impact of consumer ethnocentrism on students' intention to purchase Chinese clothing products in Ho Chi Minh City.

During the shopping process, students don't always make decisions based on a rational comparison of products. Many choices are formed from subjective perceptions, such as impressions of origin, images associated with foreign goods, or the feeling of "getting your money's worth" when using imported products. This psychology is often referred to as consumer ethnocentrism, which simply means the tendency to value and favor goods from abroad over domestic goods, even when there is no clear difference in quality.

For the student group, foreignness does not exist independently but is often linked to how they perceive product price and quality. A product is considered reasonable when it has a "foreign brand" label, is priced within affordability, and provides a good sense of meeting usage needs. In that context, shopping intentions not only reflect fashion needs but also show how students weigh psychological and practical factors in their consumer behavior.

The things silently guiding students' shopping choices.

*When foreign goods become a familiar choice

In the context of the expanding fashion market, students have frequent access to imported products. Over time, the use of foreign goods gradually became a habit and created a sense of familiarity in shopping. Many students tend to believe that products from abroad are more diverse, trendier, and better meet individual needs. This very perception makes Chinese apparel products easily considered from the outset, even before being compared to other options. Research shows that as the preference for foreign goods becomes more pronounced, students' intention to purchase Chinese clothing products also increases.

*When quality is felt, it creates peace of mind

Beside origin, perceived quality is an important factor that helps students make purchasing decisions. For many people, quality isn't just about durability or stitching, but also about design, convenience, and how well it fits their daily needs. When Chinese clothing products are perceived as easy to wear, easy to match, and meeting usage expectations, students will feel more confident in their choice. This feeling of "working well" and "being right for me" contributes to reinforcing the actual purchase intention.

*When the price makes the decision easier

For students, shopping always comes with financial considerations. Research shows that students are not only concerned with the specific price, but also pay attention to whether the amount spent is commensurate with the value received. When Chinese clothing products are perceived as being affordable and relatively balanced in quality, the decision to buy becomes easier and less hesitant. Therefore, prices are not just numbers, but also factors that create a sense of reasonableness and acceptability in students' consumer choices.

When understanding shopping psychology, where do opportunities lie for Vietnamese garments?

From the research results, it can be seen that students' intention to purchase Chinese clothing products is significantly influenced by their preference for foreign goods, and their perception of quality and price is considered appropriate. Therefore, to guide shopping choices toward a more balanced and sustainable direction, it is first and foremost important to help students perceive products based on their true value, rather than solely on their origin. When students have greater access to transparent information about product origin, quality, and usage, their purchasing decisions become more proactive and considered.

Beside that, building trust in product quality also plays a key role. Not just for imported products, brands need to clearly communicate the usability, durability, and suitability for the daily needs of students. When young consumers experience quality in a concrete and relatable way, they are more likely to make choices based on real-world experiences rather than emotions.

Ultimately, price remains an indispensable factor in students' purchasing decisions. Fair pricing, coupled with a sense of "value for money," will help students feel more comfortable when choosing a product. When price, quality, and expectations are in harmony, students' shopping behavior will more accurately reflect their true needs, rather than being driven by trends or the mentality of chasing foreign goods.

The research indirectly contributed to SDG 8 - Decent Work and Economic Growth, SDG 9 - Industry, Innovation, and Infrastructure, as well as SDG 12 - Responsible Consumption and Production. View the entire article "Foreign preference and students’ intention to buy chinese fashion in Ho Chi Minh City" HERE

Authors: Huynh Long Vu Thien Kim, Doan Minh Khue, Phan Pham Thu Ngan, Nguyen Tran Phuong Nhi, Nguyen Le Quynh Nhu - University of Economics Ho Chi Minh City.

This article is part of the Green Research Community series with the message "Research Contribution for UEH Living Lab Green Campus" UEH sincerely invites the community to follow the next Green Research Community newsletter.

More Information:

SDG 8 – Decent Work and Economic Growth focuses on building an inclusive economy that generates quality, fair, and sustainable jobs for all. This is not only about driving GDP growth but also about improving working conditions, expanding opportunities for youth and women, encouraging innovation, and developing businesses that integrate social responsibility.

SDG 9 – Industry, Innovation, and Infrastructure aims to build resilient infrastructure, promote sustainable industrialization, and encourage innovation. This goal goes beyond advancing technology and production; it also includes narrowing infrastructure access gaps between regions, supporting small and medium-sized enterprises, and applying technology to enhance global competitiveness.

SDG 12 – Responsible Consumption and Production focuses on ensuring sustainable production and consumption patterns, thereby reducing pressure on natural resources, minimizing waste, and limiting environmental pollution. This goal emphasizes the importance of effective waste management, optimal use of resources, and promoting changes in consumer behavior at both individual and community levels, particularly through education and awareness.

News, photos: UEH Green Campus Project, UEH Youth Union - Student Association, UEH Communications and Partnership Development Department

Voiceover: Thanh Kieu