Investigating the role of social and psychological factors affecting the purchase of domestically produced goods by Iranian consumers

Instead of financially supporting domestic production and employment, many countries have sought to encourage domestic consumers to buy domestically produced goods using the slogan "buy domestic goods." To justify this phenomenon, some researchers have developed and tested conceptual models named "assistive models" in which the reason for encouraging consumers to buy domestic goods is justified. The aim of this study is to investigate and determine the social and psychological factors affecting the purchase of Iranian goods by Iranian consumers. For this purpose, statistical information collected by the questionnaire is used to estimate and analyze a structural model including seven variables that directly and indirectly affect the decision of consumers to buy Iranian goods. The results show that the variables of similarity, feeling of common destiny and the cost of buying domestic goods have a significant effect on the purchase of Iranian goods among the studied sample, but the effect of other variables; ethnic orientation, patriotism and concern about society have not had a significant impact on the purchase of Iranian goods.