Presenting the model of deviant behaviors of customers

Articles in Press

Document Type : Original Article

Authors

1 Ph.D. of Business Management, Faculty of Economic, Management and Administrative Sciences, Semnan University, Semnan, Iran

2 Professor, Faculty of Economic, Management, and Administrative Sciences, Semnan University, Semnan, Iran

3 Assistant Prof., Faculty of Economic, Management, and Administrative Sciences, Semnan University, Semnan, Iran

10.22034/cbsj.2025.139563.2586

Abstract

Inappropriate and deviant consumer behavior is a common problem and represents consumer behavior in general. The purpose of the current research is to design and explain the model of negative deviant behaviors of customers. The present study is applied in nature and is a descriptive survey in terms of purpose and data collection. It is conducted based on a mixed method (qualitative and quantitative) in which the exploratory approach is implemented. The statistical population for the qualitative part of the study includes university professors familiar with the subject and activists of food companies. The statistical population for the quantitative part of the study includes is the customers of the food industry. The device of collecting data is for the qualitative part, the interview and in the quantitative part, questionnaire. The analysis of the data collected in the qualitative section was done based on grounded theory and in the quantitative part, the data was analyzed using structural equation modeling and PLS software. The findings of the qualitative part led to the presentation of the model of negative deviant behaviors of customers (a chain model including antecedents, behaviors, strategies and consequences). This article provides a comprehensive insight and understanding of deviant behaviors in the food industry by presenting a model of negative deviant behaviors of customers.

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Consumer Behavior Studies Journal

Articles in Press, Accepted Manuscript
Available Online from 26 January 2026

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