THE ROLE OF SOCIAL-PSYCHOLOGICAL FACTORS IN PURCHASING DOMESTIC PRODUCTS BY IRANIAN CONSUMERS

Abstract

Buy domestic promotions in various countries often urge citizens to help domestic workers whose jobs are threatened by imports. To explain why purchasers might engage in buy domestic purchase activities, researchers develop and test a behavioral model about why people help distressed victims. The aim of this study was to investigate the role of factors underlying consumer choice of domestic vs. foreign products on a sample of consumers in Iran. For this purpose authors use multiple-group structural equation analysis of survey data from Iran to test the model that features seven explanatory constructs drawn from previous behavioral research. Empirical results confirmed the postulated that domestic punches costs, similarity and common fate have significant impact on consumer domestic purchase decisions. However, findings did not lend support for theoretical propositions related to ethnocentric, patriotism, social concerns. Implications for domestic economic are outlined in the conclusionsIranian Goods, Patriotism, Ethnocentrism, Social concern, Responsibility, Conceptual Model