Cultural reasons Iranian consumers refuse to consume Iranian goods and national production

The present article aims to discover and investigate the reasons for Iranian consumer refusal to use Iranian products and the lack of support for national production. The methodology of the present study focuses on the use grounded theory in order to achieve a comprehensive marketing model. And then attempted to test the model using a questionnaire tool distributed among 430 chain stores consumers. The research's approach was to explore theoretical context in which the consumer, manufacturer, and marketer, through the daily activities and living under the modern paradigm and consumerism, gained a deeper awareness of the various aspects of their behaviors. The results of this research in the qualitative section obtained through in-depth interviews have led us to conclude that materialism and the alienation of the consumer human being have become one of the most fundamental concepts of modern human life.