Factors Influencing Pattern on Consumer's Attitude and Purchase Intention toward Imported Products

Relatively intensive economic changes as exchange rate increase and international boycotting against Iran, makes it necessary to have especial attention toward foreign products importing. Aim of present research is persuade customers to don’t buy importing products. Also this research tries to identify Factor Influencing on Consumer's Attitude toward Imported Products and consequently these products Purchase Intention and test it by innovative and comprehensive model. This research is descriptive-surveying and 393 customers of importing clothing from European countries in Tehran city have been selected to study by clustering and convenience sampling. In order to analyze data, SEM, ANOVA and Two independent sample T test have been used. Results show positive effect of “country of origin image” and “need for uniqueness” and also negative effect of “patriotism” on “attitude toward importing products”. But “enthusiasm” effect on attitude toward importing products was not significant. In addition, “attitude toward importing products” besides has direct and positive effect on “importing products purchase intention”, variables of “perception quality” and “emotional value” has been known as mediating variables.