Examining Economic Hardship and Cosmopolitanism on Animosity and Consumer Purchase Intention (Case Study: Products of Pars Khazar Company)

The purpose of this study was to investigate the effect of economic hardship and cosmopolitanism on animosity and consumer purchase intention at Pars Khazar Company in Tehran. The purpose of this study is applied and based on data collection method, descriptive correlational type. The statistical population of the research is all the customers of Pars Khazar Company, based on Cochran's formula, 384 people were selected as a sample and 384 questionnaires were distributed by simple random method. Th e reliability of the questionnaire was measured using Cronbach's alpha coefficient, which was 0.803. The validity of the research instrument was also evaluated by confirmatory factor analysis technique. Then the data were analyzed by structural equation modeling using Smart-PLS software. The results of the research hypotheses show that economic hardship and cosmopolitanism on animosity, animosity o n quality judgements an d consumer purchase intention, and quality judgements affects the consumer purchase intention.