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To evaluate the actions of countries around the world during pandemics, many researchers have reviewed their responses concerning international relations in previous pandemics. When commitments for international cooperation are not fulfilled, most leaders focus on health care for their own people instead of trying to slow the spread of the virus in other regions of the world. This idea, known as Vaccine Nationalism, will have unpredictable global consequences. In order to evaluate the problems that resulted from the idea, the paper will make an analysis based on conceptual factors, viewpoints of power, and the role of nations.

Recent research shows the importance of purchasing local products for development the local and national economy. In developing countries, consumption of domestic products is a rapidly growing trend as it contributes to the development of brands and images of local companies. Faced with a foreign product preference in Vietnam, the Vietnamese government has organized a campaign entitled “Vietnamese people prioritizing Vietnamese products” in which local companies are encouraged to enhance their product quality, and consumers are encouraged to buy locally manufactured products. This study seeks to investigate how the Vietnamese government has shaped consumer behavior for domestic goods by framing public interest in the campaign. An analysis of 274 news articles in popular newspapers showed four main frames: campaign’s policy framing (CP), benefit of using Vietnamese goods (VG), advanced role models (RM), and criticizing foreign product preference (CF). A survey with 526 Vietnamese consumers indicated that four frames significantly predicted consumer attitudes. Results of the linear regression model were significant, the R-squared ( R2) value was .25, indicating that approximately 25% of the variance in LP was explained by CP, VG, CF, and RM. RM, VG, and CP significantly predicted LP, but CF did not significantly predict LP. The findings suggest that further studies test the framing theory by using media coverage as a secondary source.