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.