Identifying the Dimensions and Components of Consumer Nationalism by Mixed Method: Study of Iran’s Clothing Industry

The increase in the desire of consumers to consume domestic products is one of the main concerns, which is a priority in economic and trade policies of any country. Consumer nationalism is one of the most important issues in consumer behavior that the correct explanation of which plays an effective role in this issue and helps businesses to design product positioning strategies and market success. The purpose of this study is to explain the construct of consumer nationalism and its components.

The present study is conducted by a mixed method in two phases, qualitative and quantitative. The statistical population in the qualitative stage included experts in the Iranian clothing industry, a sample of 20 of whom were selected by judgment. In the quantitative stage, the statistical population consisted of clothing consumers in Iran and 310 individuals were selected by cluster sampling.

After conducting in-depth interviews and identifying the dimensions by thematic analysis and Delphi fuzzy method, exploratory and confirmatory factor analyses were performed to validate the model. Finally, the dimensions of consumer nationalism and its components were proposed.

The results of the research indicate that by identifying the dimensions and components of consumer nationalism in the Iranian clothing industry and adopting appropriate policies in this field, we can witness the growth and prosperity of this industry and the reduction of the unemployment rate in it.