Purpose - This study aims to explore the impact of hedonic shopping motivations (HSM) and supermarket attributes (SMA) on shopper loyalty (SLO). Design/methodology/approach A sample of 608 supermarket shoppers in Ho Chi Minh City, Vietnam was surveyed to test the model. Structural equation modeling was used to analyze the data. Findings It was found that SMA and HSM had positive effects on SLO. It was also found that the impact of hedonic motivations on SLO was different between the younger and older, as well as lower and higher income groups of customers. However, no such difference was found between female and male shoppers. Research limitations/implications A major limitation of this study was the use of a sample drawn from one transitional market. Cross-national samples will be a direction for further research. Also, the study focuses on attitudinal loyalty. Behavioral loyalty should be taken into account in future research. Practical implications The findings suggest that the supermarket managers showed concentrate their positioning strategies not only on the utilitarian dimension but also on the hedonic motivations to stimulate SLO, especially for older and higher income segments of customers. Originality/value The major contribution of the study is to empirically examine the role of hedonic motivations in SLO in Vietnam, a transitional market.