Investigation the Role of Religion, Anxiety , and Ethnicity in the Likelihood of Buying Foreign Products of Tehrani Customers; With the Moderate Role of Product Price

One of the issues raised in international marketing literature is the attitude of consumers towards foreign products. Given the fact that today the universal admission to the supply of products and services to various countries has naturally affected ethnic, historical and general attitudes about how consumers behave. In general, for a variety of reasons, including political or religious differences, sometimes consumers refuse to buy national or ethnic products, which reflects the role of people's feelings and attitudes in the final selection of the product. The purpose of this study was to investigate these factors (customer anxiety , religious fanaticism, and nationalism on tendency) among Tehrani consumers and their impact on the desire to buy American goods. It also examined the effect of price moderation on the relationship between these factors and the tendency to buy goods. Therefore, based on the proposed model extracted from the literature of consumer anxiety , the hypotheses and research model were studied and developed. The population of the study consisted of Tehranian consumers. According to the Cochran formula, 420 samples were selected using cluster sampling. A questionnaire was used to collect information. The reliability of the questionnaire was confirmed by using Cronbach's alpha and composite reliability and validity using congruent and divergent validity. In order to reject or prove the model's assumptions, modeling of structural equations and minor least squares approach were used in PPS software. The results of statistical analysis show that religious bias has the greatest impact on the unwillingness to buy American goods, and the impact of customer anxiety  on the tendency to purchase was not approved. The moderating results suggested that the price of the customer's anxiety  would improve the willingness to buy. Finally, given the results, practical suggestions and limitations of this study are presented.