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Based on the intra-national diversity view, this research aims to employ the concept of national identity to explain the consumer's evaluation of foreign product with local brand and the extent of consumer ethnocentrism. It then investigates how product evaluation and consumer ethnocentrism are capable of explaining consumer's perceived value of the product. Finally, it tests the impact of consumer perceived value on consumer willingness to buy.

A sample of 251 consumers of local wine in Vietnam was analysed using structural equation modelling technique.

National identity has positive impacts on product evaluation and consumer ethnocentrism. These two factors together can explain 58 percent variance of consumer's perceived value, which is the key predictor of willingness to buy. Additionally, emotional and social values are found to be important motivators of local wine consumption in Vietnam.

The three reflective first-order components of national identity might be alternatively modelled as formative ones. Moderating effect of consumption occasions, consumer knowledge and other social demographics should be investigated. Finally, to compare Vietnamese consumers towards local wine vs foreign wine.

Among very few empirical studies about the effects of national identity on consumer's value of foreign product with local brand under a mixed effects of the perceived inferior quality of locally made product and status-oriented consumption behavior, via the full mediation of product evaluation and consumer ethnocentrism. This study also suggests a conceptual distinction between ethnocentrism and consumer ethnocentrism in studies of national identity.

While the essential role of brand trust toward consumer decision to purchase food products has been well addressed, there has been still little research on its influential factors. The primary purpose of this study was to explore factors affecting consumer trust in brands of safe vegetables.

Structural equation modeling technique was applied to test the hypothetical relationships based on a sample of 361 consumers from a face-to-face interview in the urban areas of Hanoi city, Vietnam, in March and April 2018.

The authors' findings show that both brand credibility and brand reputation positively affected brand trust. The trustworthiness of a safe vegetable system had a more important role than the competence in building brand trust. While the effects of system trustworthiness on brand trust were found directly and indirectly (through brand credibility), system competence only had an indirect influence on brand trust via brand reputation. Notably, while risk recall directly reduced brand trust, risk information caused a directly positive effect on brand trust. In addition, the impact of food hazards on brand trust was indirect through brand credibility.

Based on our results, the Vietnamese government and stakeholders in the safe vegetable chain should improve brand trust based on fulfilling comprehensive traceability, expanding the brand reputation and providing an appropriate risk communication strategy to the public.

This study is one of the first attempts to model and evaluate factors affecting brand trust in the food sector directly and indirectly.

Expanding the market share of safe food through a modern retail system has faced a lot of difficulties in Vietnam. Thus, a further understanding of consumer behaviour and loyalty towards such food is essential for food retailers. This study aims at exploring segments of consumer loyalty and its influential factors towards safe food brands in the country.

Based on a sample of 250 consumers buying safe food in Hanoi city in February 2019, two-step cluster and multinomial logistic regression analyses were applied.

The results show that four segments of brand loyalty were formed from the interaction between attitudinal and behavioural loyalty as the framework of Dick and Basu (1994), namely, true loyalty, spurious loyalty, latent loyalty and disloyalty. Notably, over 60% of the consumers were in latent loyalty and spurious loyalty, indicating variety-seeking behaviour, multi-brand loyalty or low recognition of the brand. Consumer satisfaction was the most vital motivating consumers to higher loyalty levels. Additionally, brand trust and brand familiarity played significant roles in developing true brand loyalty. An attractive selling store and friendly staff were also important in enhancing brand loyalty.

This study is one of the first to elicit consumer loyalty and identify factors driving the loyalty towards brands of safe food in a developing country like Vietnam.

Research on the determinants of consumer behavior toward food with safety certifications in Vietnam remains little. The primary objective of this study is to identify the factors affecting Vietnamese consumer intention to purchase safely certified vegetables (safe vegetables) based on an extended theory of planned behavior (TPB).

Using a sample of 361 urban consumers in Hanoi city based on a stratified sampling technique, we applied structural equation modeling (SEM) to test the model.

The results revealed that the extended TPB succeeded to predict 62% of the variance of intention to purchase safe vegetables. Attitude played the most important role in consumer intention. Notably, the attitude of consumers was the most largely influenced by subjective norms (social effects). Also, subjective norms had a direct effect on intention. Furthermore, consumer trust motivated a favorable attitude to increase purchase intention. The effects of past behavior on intention were verified as direct and indirect through subjective norm and trust combined with attitude. Few socio-demographic variables (e.g. age and education) were found to affect intention indirectly through attitude and subjective norm.

Further research on the relationship between intention and the actual purchase of safe food is needed.

This extends the application of the TPB to predict consumer intention to purchase safely certified food in a developing country like Vietnam by examining both direct and indirect effects of socio-demographic variables, trust and past behavior on intention.