The Effect of Cultural Tendency on Patriotism and its Impact on Customer's Buying Intention and Behavior

In this study, the effect of different aspect of cultural tendency on customer's buying intention and behavior through patriotism was investigated using survey research strategies. The statistical population consisted of flint glass utensil customers in Mashhad; then 310 individuals were selected as statistical sample. The data obtained by questionnaire was analyzed by using PLS software. According to research results, the structural equation model applied in the study is an appropriate theoretical model for predicting buying behavior and intention through cultural tendency and patriotism. Also, all aspects of cultural tendency, except masculinity, have a significant effect on customer's patriotism. In addition, customer's patriotism had a negative effect on the intention of buying foreign products, as well as the quality of foreign products had a positive effect on intention to buying these products. Therefore, cultural tendency can be considered as an effective factor on customer's buying behavior and by supporting it, the intention and buying domestic products can be increased