Drivers of Purchase Intention for Domestic Functional Foods: The Role of Ethnocentrism and Brand Under TPB Framework

In the context of Vietnam’s increasing emphasis on local economic development and public health, understanding the behavioral determinants of domestic functional food consumption is crucial. This study investigates the impact of consumer ethnocentrism (CET) and domestic brand perception (BRD) on purchase intention, through the mediating role of the Theory of Planned Behavior (TPB) constructs: attitude (ATT), subjective norm (SN), and perceived behavioral control (PBC). The study was conducted in the Mekong Delta region, Vietnam’s agricultural hub between May and August 2023. Using a stratified convenient sampling approach, data were collected via both direct and online surveys, targeting consumers aged 15 and above. A total of 828 valid responses were analyzed using Structural Equation Modeling (SEM) via AMOS software. The results show that CET significantly influences ATT and PBC, which in turn strongly predict purchase intention. Conversely, BRD has no significant impact on ATT, SN, or PBC indicating that current domestic branding strategies lack sufficient influence in this sector. The model explains 36.4% of the variance in purchase intention. The study's limitations include its regional focus and cross-sectional design. Future research should incorporate longitudinal analysis and expand to other product categories or regions. A key recommendation is that domestic producers should leverage ethnocentrism by aligning their products with national pride and health values, while improving brand credibility and accessibility to enhance behavioral control.