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The consumption motivation of Vietnamese Generation Z consumers: An exploratory study of branded sports footwear

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Dinh, Khanh Phuong (2024) The consumption motivation of Vietnamese Generation Z consumers: An exploratory study of branded sports footwear. DBA thesis, University of Gloucestershire. doi:10.46289/8RR6Q7X9

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Official URL: https://eprints.glos.ac.uk/14694/

Abstract

Purpose/research questions: This research aims to understand Vietnamese Generation Z consumers’ motivation to consume branded sports footwear. It explores individuals’ relationships with brands during their customer journey and the purchasing characteristics of Vietnamese Generation Z consumers when acquiring branded sports footwear from a business and academic perspective. Design/methodology/approach: The study employs an inductive, interpretivist approach, involving twenty-five branded sports footwear consumers aged 18-25 years from Hanoi. Semistructured interviews, conducted in Vietnamese, were used to explore participants’ experiences with branded sports footwear. The interviews were analyzed using content analysis, and the findings were then translated into English to preserve their meaning and nuances. Results: During their customer journeys, Vietnamese Generation Z branded sports footwear consumers are motivated by various attributes, including self-identity and hedonistic desires, social responsibility, quality expectations and past experience, peer pressure, family and friends, and online sources, including social media, online reviews and external virtual influencers. Ultimately, the study revealed that the acculturation behaviour and the link between ethnocentric and xenocentric characteristics of Vietnamese Generation Z consumers are fundamental, highlighting the unique and distinctive purchasing behaviour experienced when these individuals buy branded sports footwear. Originality/value: Several theoretical and methodological contributions are made. Firstly, the study provides an in-depth understanding of Generation Z’s consumption motives through a Vietnamese and branded consumer lens. Secondly, the findings extend Hamilton et al.’s (2021) customer journey model by adding a quality attribute, brand trust and brand respect, and finally the inclusion of acculturation behaviour which spans across the model. Finally, this study adopts a qualitative approach to explore further the complex nature of their consumption and purchasing behaviour. Practical implications: Marketers and manufacturers should prioritize the importance of quality development in the manufacturing process and understand the unique acculturation characteristics of Vietnamese Generation Z branded sports footwear consumers. This includes the demand for localized and personalized products with a blend of self-identity, cultural heritage, and social responsibility when manufacturing and marketing these branded items. Future research: Recommendations for further research are offered, including the extension of this study to other contexts.

Item Type:

Thesis (DBA)

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