The Impact of Religious consciousness on Domestic Product Preference: An Analysis of the Role of Ethnocentrism and Consumer Xenocentrism

Religion is one of the most universal and influential social institutions that has a significant impact on attitudes, values and behaviors at both individual and social levels. Therefore, the purpose of this study is the effect of religious consciousness on the preference of domestic products: analysis of the Role of Ethnocentrism and Consumer Xenocentrism. The present study is applied in terms of purpose and descriptive survey in terms of data collection. The statistical population consists of non-alcoholic drinkers in Sardasht, Piranshahr and Baneh city. Among this population, 333 people who were randomly selected responded to the electronic questionnaire. The data were analyzed using SPSS and PLS. The results showed that religious consciousness has a positive and significant effect on domestic product preference and consumer ethnocentrism and a negative and significant effect on consumer Xenocentrism. Also, the effect of consumer ethnocentrism on the preference of domestic products was positive and meaningful and the effect of consumer Xenocentrism on the preference of domestic products was negative and significant. Finally, the results showed that religious consciousness through ethnocentrism and consumer Xenocentrism affects the preference of domestic products.