The impact of Vietnamese cultural elements on product label on purchase intention in the fmcg industry: An analysis in Vietnam

Abstract

In an age where cultural identity has become an essential branding differentiator, this study investigated the effect of Vietnamese cultural elements on product labels within the fast-moving consumer goods (FMCG) industry and how they affect consumer intention to purchase through different dimensions of consumer perceived value theory. The data for this study was collected from 407 residents at different educational levels in Vietnam through the online survey questionnaire distributed via Google Forms. The collected data was analyzed and illustrated by SPSS and SmartPLS4. Key findings reveal a positive correlation between cultural elements on product labels and consumer perception. Traditional cultural elements seem to serve as informative cues that improve evaluability in the domain of product quality and aesthetics when no additional product information is provided. The findings of this study also reveal that these types of cultural elements foster emotional connections, which positively impact emotional value and thereby positively impact their purchase intention. The study also finds that cultural identity moderates the consumers’ perceived value, particularly on their perceived quality. The study contributes valuable insights into consumer behavior in Vietnam’s culturally diverse market, offering strategic implications for businesses in the FMCG sector. It provides a foundation for understanding how cultural representations can strategically influence consumer engagement and purchasing decisions