Designation the model of consumer willingness to Buy domestic products given the role of consumer consciousness in Iranian beverage industry

The purpose of this paper is to designation the model of consumer willingness to buy domestic product given the role of consumer consciousness in Iranian non-alcoholic cold beverage industry. The study is a mixed approach with practical goal. First, a literature review is undertaken and initial research model was obtained. Second, qualitative techniques are used to collect the primary data. This is undertaken with 16 interviews. The data from the qualitative research phase is analyzed through content analysis and the model derived from the qualitative phase is also designed. The final model is considered by matching the derived model from qualitative phase with the research literature. In quantitative section of the research, data were gathered through questionnaire and we used structural equations modeling for analyzing the model. 333 consumers of cold beverages in the Iranian market who were randomly selected responded to the study electronic questionnaire. The results showed that consumer consciousness had a positive and significant effect on attitude toward domestic products, evaluation of domestic products and preferences of domestic products, also, the effect of evaluation of domestic products on attitude toward domestic products was positive and significant, but the effect of attitude toward domestic products on domestic product preference was not significant. The economic situation also moderates the impact of consumer consciousness on the valuation of domestic products and the effect of consumer consciousness on domestic product preference but does not moderate the impact of consumer consciousness on attitudes toward domestic products.