The Effect of Awareness to the Negative Consequences of Foreign Goods Consumption and its Preference on Domestic Commodities Among Iranian Aitizens

Regarding the growing trend of consumption of foreign goods in Iran, the aim of this study is to investigate the effect of consumer’s awareness on the negative consequences of foreign goods consumption and its preferences on domestic commodities in Iran. Its method is the survey one and the statistical population of the study are all house guardians in Shiraz, 477,916 persons which 384 of them are selected as the sample by using Cochran's formula and multi-stage sampling. The research tool for measuring the awareness of the negative consequences of external consumption of goods is a researcher-made questionnaire based on two dimensions of social outcomes and psychological outcomes. Using factor analysis and coefficients higher than 0.75, the validity of the instruments is determined. Also using the coefficient of 0.95 Alpha the reliability is determined. The research tool for measuring the consumption of foreign goods is also a researcher-made questionnaire consisting of five groups of electrical appliances, stationery, clothing, home appliances and hygienic - cosmetics. Using the opinions of the judges, content validity is determined and using the coefficient of 0.91 Kooder -Richardson, the reliability is determined. Based on the research findings, using the structural equation model, awareness on the negative consequences of foreign goods consumption has a significant and positive effect on the domestic product's preference and can account for 6% of its changes. The conclusion of this study is that, by educating the public about the negative consequences of the consumption of foreign goods in the psychological and social dimensions, it is possible to reduce the increasing consumption of foreign goods and thus help solve one of the acute social problems of the Iranian society.