Reframing consumer animosity: formative insights from Vietnamese perspectives on Chinese products

Purpose This study aims to investigate consumer animosity in Vietnam, addressing gaps in the literature that has largely concentrated on developed markets and reflective measurement models. It adopts a formative structure and introduces pandemic-related animosity as a new construct. This study examines how political, cultural and pandemic-related animosities shape Vietnamese consumers’ perceptions of Chinese products, thereby extending understanding of consumer animosity in developing markets and its influence on purchasing decisions. Design/methodology/approach A survey-based design was used, preceded by a small qualitative pilot study through interviews to refine the questionnaire and ensure cultural relevance. The main phase involved a quantitative survey of 827 respondents from various regions across Vietnam. Data were analyzed using Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM). Findings The findings reveal that political, cultural and pandemic-related animosities significantly influence consumer animosity in Vietnam, while war and economic animosities are less relevant in the current context. In addition, product judgment was found to mediate the relationship between animosity and willingness to buy. A paradox emerged where animosity increased the willingness to purchase, but simultaneously negatively affected the judgment of product quality. This suggests a complex interplay between emotional biases and consumer decision-making, highlighting how animosity shapes perceptions and purchasing behavior in a developing market. Research limitations/implications This nuanced interplay underscores the dynamic nature of consumer animosity and its implications for marketing strategies in developing markets. By focusing on Vietnam, a culturally distinct and underrepresented context, this research provides a unique perspective, contributing to the global. Originality/value This study contributes to the global discourse on consumer behavior by focusing on Vietnam, a culturally distinct and underrepresented market. It introduces pandemic-related animosity as a new construct within the consumer animosity model and uses a formative measurement approach to better capture the complexities of animosity. The findings provide new insights into how consumer animosity influences purchasing decisions, offering practical implications for marketers seeking to navigate markets shaped by complex sociopolitical and cultural dynamics. This study advances theoretical frameworks for understanding consumer animosity in developing countries.