Developing a scale for consumer national identity in consuming domestic products: Study of clothing industry of Iran

Today, most consumers have local and global identities. Local identity consists of mental representations in which consumers respect local beliefs, traditions, and customs, are interested in local events, and recognize local communities as unique. Since national identity can be an influential factor in the consumption of domestic goods, this study seeks to develop a scale of national consumer identity. The present study, which is a mixed method, seeks to identify the dimensions and components of national identity that affect the consumption of domestic goods in the clothing industry. The statistical population in the qualitative stage included experts in the Iranian clothing industry, a sample of 20 of whom were selected by judgment. Quantitatively, the statistical population consisted of clothing consumers in Iran, were selected by cluster sampling. In order to conduct this research, after conducting interviews with industry experts and using the thematic analysis method, the main components were identified. Then, using exploratory and confirmatory factor analysis, the identified components and their accuracy were examined in the form of dimensions. Finally, the National Identity Scale, which is effective in purchasing domestic goods, was identified and proposed.