Analysis of the relationship between social trust and attitudes towards the consumption of domestic goods of citizens (Case Study: Sari City)

In our country, supporting the production of domestic goods and the attitude towards consuming these goods has always been a priority for policymakers and one of the common ways to encourage the consumption of domestic goods is to trust these goods and their quality. Accordingly, this study aims to identify the relationship between social trust and attitudes toward the consumption of domestic goods of citizens. Methodologically, this research is descriptive and in terms of data collection, it is survey research. The statistical population of the study includes all citizens over 18 years in the three regions of Sari. A sample size of 388 people was calculated and selected and studied by the randomized cluster sampling method. The data collection tool was validated by content validity and Cronbach's alpha test was used to estimate their reliability. The findings showed that the average social trust and attitudes toward the consumption of domestic goods of citizens are 3.251 and 3.405, respectively, which is assessed as "above average". Also, the results of testing the hypotheses indicate that there is a significant relationship between social trust and its dimensions with the attitude towards the consumption of domestic goods of citizens. In total, it can be said that three variables (interpersonal trust, fundamental trust, and generalized trust) were able to explain 17.9% of the variance of the dependent variable (attitude to the consumption of domestic goods).