Iranian main ethnicity attitudes towards domestic and foreign products based on the dimensions of Consumer Ethnocentrism and perceived economic conditions

Document Type : Quantitative Research Paper

Authors

1 Department Of Business Management,, Faculty Of Humanities and Social Sciences, University Of Kurdistan, Sanandaj, Iran

2 Adjunct Assistant, Management Department, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran

Abstract

This study aims to investigate Iranian consumer attitudes with different ethnicity toward domestic and foreign products through the role of consumer ethnocentrism. In this regard, socio-psychological antecedents affecting on the consumer ethnocentrism and perceived economic threat moderating variable on the relationship of consumer ethnocentrism and attitudes towards domestic and foreign products are considered. To achieve this goal, 600 students from Tehran universities were considered as a sample of this study. To collect data, this study used a standard questionnaire, and the relationships among variables were analyzed by SPSS and SmartPLS software. The results indicate that ethnic affiliation, national identity, nationalism, cultural openness, and dogmatism have affected ethnocentrism consumer, and ethnocentrism consumer has affected the attitude toward domestic and foreign products and all of these influences are different among different ethnic groups in Iran. In addition, the results showed that the economic threat perceived by the people in Turk and Lur ethnicities moderates the relationship between the consumer ethnocentrism and the attitude toward domestic and foreign products.

Keywords