Network Analysis of Consumer Ethnocentrism (The Network of Iranians’ Attitude towards Domestic and Foreign Products)

Consumer nationalism in the age of global changes has a strong relationship with national identity. From the point of view of social identity and based on national identity, the attitude of consumer nationalism in the direction of supporting one's own group against others forms a framework in which a person has a positive attitude towards domestic goods and a negative attitude towards foreign goods as a threat to the national economy. In this research, while using the attitude network analysis method as a new method of cognitive analysis, the opinions, emotions and behaviors of Iranians have been analyzed in the field of consumer nationalism. Sharma's consumption nationalism scale was studied in a sample of 1004 people from all over the country with multi-stage stratified sampling and by telephone survey and the indicators of centrality, betweenness and power of the variables and their relationship with each other were evaluated and compared in the form of network edges. Three behavioral, emotional and cognitive clusters (factors) were observed in the attitudinal network. Desire to buy Iranian goods, pride in Iranian goods and the quality of Iranian goods have the highest centrality in the attitudinal network of consumer nationalism. The effect of gender on the attitudinal structure was investigated and the distinct networks of people's attitude towards consumption nationalism were analyzed based on this.