Social Relations and Social Capital in Vietnam: Findings from the 2001 World Values Survey

An empirical investigation of regional differences in consumption behaviors in an emerging economy

“…Using secondary survey data our research yields significant theoretical and managerial insights for researchers and business executives with an interest in the Vietnamese market. Informed by prior research on regional differences in Vietnam (Adger, 1999; Bélanger, 2000; Dalton et al, 2002; Jamieson, 1995; Jayakody & Phuong, 2013; McCann et al, 2004) and through the lens of Belief Congruence Theory, our results show that significant differences exist between HN and HCMC consumers, questioning the validity and accuracy of research that has treated Vietnam as a homogenous society. Due to differences in values and belief structures underlied by historical, topographical, geographical, economical, and ideological differences, consumers in HN and HCMC display sharp contrasts in their perception of the impact of the economic crisis on their daily lives and how they respond to it by adjusting their consumption behaviors.…”

“…These differences could have important implications for advertisers and luxury brand managers targeting Vietnam. Informed by prior research on regional differences in Vietnam (Adger, 1999;Bélanger, 2000;Dalton et al, 2002;Jamieson, 1995;Jayakody & Phuong, 2013;McCann et al, 2004) and of Vietnam display distinct shopping behaviors and attitudes underlied by cultural influence rooted in topographical and sociocultural differences that have been highlighted in previous research (Adger, 1999;Fforde & De Vylder, 2019;Haines, 2006;Jamieson, 1995;Sanders & Brown, 2014). That consumers within a country might be culturally heterogeneous has been demonstrated in several studies (Carpenter et al, 2013;Eastman & Eastman, 2015;Kim & Zhang, 2014) that draw on Hofstede's seminal cultural dimensions theory which suggests that cultural values could be explored along six dimensions: power distance, individualism-collectivism, uncertainty avoidance, masculinity versus femininity, long-term versus short-term orientation, and indulgence versus restraint (Hofstede, 2001).…”

“…Family is of great importance in the Vietnamese society, as with many Confucian societies in East Asia. Dalton et al (2002) found that interpersonal trust is much more common in Northern provinces (55%) than in Central (28%) or Southern (37%) Vietnam. This is understandable given the North's closer proximity to East Asia than the Central or South of Vietnam, thus rendering Northern consumers more strongly influenced by Confucian values and their emphasis on families, friends, and proper relationships.…”

“…Outside of marketing, research in other disciplines has suggested that pronounced regional differences do exist in Vietnam with implications spanning from communication practices, household composition and family formation patterns, land use, social change and acceptance, social relations and social capital (Adger, 1999; Bélanger, 2000; Dalton et al, 2002; Jamieson, 1995; Jayakody & Phuong, 2013; McCann et al, 2004). Thus, it is likely that there are meaningful regional differences in consumption attitudes and practices, affinities and habits between the North and South of Vietnam as suggested by Shultz and Pecotich (1997) that are yet to be fully investigated.…”

“…Dalton et al (2002) suggest that agrarian and Confucian traditions encourage caution about strangers and trust in a relatively small narrow circle of family and close friends. Family is of great importance in the Vietnamese society, as with many Confucian societies in East Asia.…”