Investigating the effect of decision-making styles on purchasing Iranian goods Case study: Lorestan province

Consumer behavior and their shopping habits can be an important factor in strengthening domestic goods or weakening them against foreign goods. The more consumers enjoy the use of domestic goods, the greater their economic growth, domestic production, and employment. Therefore, it is very important to know the consumer buying styles. By doing so, it is possible to extract the criteria for the decision to buy consumers and based on them, provide practical solutions for buying and supporting Iranian goods against foreign goods. Therefore, in this study, consumer styles and consumer demand are examined. The main purpose of this study is to investigate the impact of each of the purchasing decision styles on the consumption of Iranian goods. The statistical population of the study includes 1260393 people over 18 years old living in Lorestan province, of which 355 people were selected as a sample based on Cochran's formula. This field research was performed using a questionnaire tool. Data analysis was performed using structural equation modeling method. The results showed that the purchase styles of economic nationalism, quality orientation, price orientation and advertising have a positive relationship and branding and fashion orientation styles have a negative relation with the consumption of Iranian goods. Economic nationalism has the most positive effect and advertising has the least positive effect on the consumption of Iranian goods.