https://cbs.uok.ac.ir/ Consumer Behavior Studies Journal en daily 1 Fri, 22 May 2026 00:00:00 +0330 Fri, 22 May 2026 00:00:00 +0330 https://cbs.uok.ac.ir/article_64322.html The present study examines the impact of the perceived Corporate Social Responsibility on brand Evangelism through the mediating variables of brand identity and brand love. The statistical population of this research is the students of Shahid Beheshti University and the brand under study is Samsung mobile phone. For this purpose, 398 standard questionnaires were collected through non-random sampling. The reliability of the questionnaire was evaluated through the calculation of Cronbach's alpha coefficient and its validity through confirmatory factor analysis. Data analysis was carried out in two parts: descriptive and inferential statistics. To test the hypotheses, structural equation modeling was used with the correlation or covariance matrix analysis approach with the help of LISREL 8.8 software. The results of the hypothesis test showed a positive and significant effect of the perceived Corporate Social Responsibility on brand identity and brand love. Also, brand identity and brand love had a positive and significant effect on brand Evangelism. Finally, brand identity had a positive and significant effect on brand love. https://cbs.uok.ac.ir/article_64340.html In this study, a bibliometric analysis was conducted to identify the factors affecting the purchase of luxury goods by digital natives through social media. To obtain data from the literature, articles published in the Web of Science database between the years 2008 to 2023 were selected to find the research gap in this field. The method of systematic bibliometric review with VOSviewer software and R programming language was conducted. In the performance analysis section, highly cited articles, productive authors, and countries were identified. Four main clusters were identified in the vocabulary co-occurrence analysis section. Which includes: (1) the purchase status of digital natives (2) the motivations of digital natives to purchase from social media (3) the determining factors of digital natives' information technology purchases (4) the impact of social media on digital natives' purchases. Based on the findings, five constructs of social media, consumer behavior, experience, communication, and user acceptance are among the antecedents. For the context structure, attitudes, status consumption, luxury, engagement, identity, word of mouth, and customer engagement was introduced. participation, satisfaction, and Loyalty are from the structure of decisions. purchase intention and purchase are from the structure of outcomes. https://cbs.uok.ac.ir/article_64342.html Since personal financial therapy helps to understand and explain the effects of human emotions on the mind, the main goal of this research was to identify the applications of mental accounting in personal finance. The exploratory mixed approach was used so that in the qualitative stage of the metacombination method, the systematic evaluation and analysis of 36 cases of previous findings was done, and at the end, the opinions of 25 experts and professors were collected through a questionnaire in 2022, and in the quantitative stage, the entropy method was used. Determining the effect coefficient of the identified applications has been used. The applications that have had the most impact are the effective management of personal financial resources to increase the level of personal well-being, making informed decisions based on the evaluation of markets and products, and environmental stimuli resulting from mental inference in order to maximize benefit. The results of this research help people to acquire and manage income and assets and consumers to track the benefits and costs of purchasing goods or services. The Results of this research enrich the research literature on the applications of mental accounting in personal finance, and its results can be used by individuals and households to make optimal decisions. https://cbs.uok.ac.ir/article_64497.html Clothing is one of the important areas of consumption that is tied to our Iranian-Islamic culture. Clothing is one of the most important artefacts of the cultural field, which must be provided according to the Iranian-Islamic taste. Many variables affect the intention to buy Islamic Iranian clothing, among them are the variables of religiosity and the type of purchase. The aim of the present study is to investigate the effect of religiosity, pleasure shopping and beneficial shopping on the intention to buy Iranian-Islamic clothing online. The statistical population of the research is the customers of Meraj store, which is a producer of Iranian-Islamic clothing for men in Qom. The statistical sample includes 392 customers who answered the questions using the available sampling method and through the electronic questionnaire posted on the store's website on the Ita social network. In order to analyze the data, structural equation model method with SMARTPLS software was used. According to the findings of the present research, religiosity increases cognitive attitude but has no effect on emotional attitude. Also, religiosity has a positive effect on purchase intention considering the mediating role of cognitive attitude variable. Beneficial shopping and pleasurable shopping also have a positive effect on emotional and cognitive attitudes. However, the effect of religiosity on emotional attitude and the effect of emotional attitude on purchase intention were not confirmed. https://cbs.uok.ac.ir/article_64337.html In recent years, inflation and economic pressure have caused an increase in the number of needy and vulnerable clients to support organizations, and therefore gaining satisfaction and the quality of communication with them has gained strategic importance. So that clients' dissatisfaction may have destructive personal and social consequences, in this regard, the present research was conducted with the aim of determining the effects of transformational leadership on the quality of customer relationship with the mediating role of employee motivation. The research is descriptive in terms of purpose, application, implementation method, and survey branch. The statistical population is the employees and clients of the Imam Khomeini Relief Committee (RA) of Kurdistan Province. The sampling method is stratified random and using Cochran's formula, 213 employees and 385 customers were selected. A standard questionnaire was used to collect data. Reliability by factor loadings, composite reliability and Cronbach's alpha were checked and confirmed with PLS software. Cronbach's alpha for the main constructs of transformational leadership, employee motivation and quality of relationships with customers were 0.891, 0.853 and 879, respectively. and AVE value for convergent validity was calculated as 0.808, 0.812 and 0.860 respectively, divergent validity was confirmed by Fornell and Larcker matrix. The results of data analysis with PLS software showed that transformational leadership directly explains 45.3% of the changes in the quality of relationships with customers and indirectly through the mediating variable of employee motivation by 16%. Variable changes in the quality of relationships with customers have an effect. https://cbs.uok.ac.ir/article_64496.html One of the key challenges faced by bank managers is understanding the significance and impact of market communication capabilities and market interpretation. This research was conducted to evaluate the role of strategic market sensing capabilities in enhancing banks' marketing innovation, influenced by competitive intelligence and knowledge-enhancing performance. The study is applied in nature and employs a survey methodology for data collection. The statistical population consists of managers and assistants from Sepeh Bank branches in West Azerbaijan province, totaling approximately 220 individuals. Klein's index (1990) was used to determine the sample size, resulting in a selection of 100 managers with over five years of banking management experience. To gather data, a questionnaire was developed based on the main components of market sensing (market interaction and market interpretation), as well as variables related to competitive intelligence, knowledge acquisition capacity, and the bank's marketing innovation capability. After establishing initial validity with a panel of experts, the instrument was further assessed for construct validity (using confirmatory factor analysis) and reliability (measured by Cronbach's alpha). The final validity was confirmed at 0.82, while structural reliability was established at 0.854. Control variables included the conditions of the banking industry and the bank's size. The research hypotheses were tested using structural equation modeling and Lisrel software. Results indicated that the abilities to interact with the market (0.61) and interpret the market (0.64), along with knowledge-enhancing strategies (0.42) and competitive intelligence (0.52), significantly contribute to promoting marketing innovation capabilities in Sepah Bank. https://cbs.uok.ac.ir/article_64319.html The present study was conducted with the aim of analyzing the effect of consumer optimism and pessimism on purchasing behavior with the mediating role of environmental orientation and the moderating role of environmental knowledge and financial incentives among consumers of green food products.The current research is applied in terms of purpose and descriptive-survey in terms of data collection.The statistical population of this research is all customers of green food products in the city of Mashhad.The sample size was determined based on Morgan's table and using a non-random method available to 384 people.The tool of data collection in this research is the standard questionnaire of Sadiq et al (2021), which was used to verify the reliability of the questionnaire from Cronbach's alpha and for the validity of the construct with factor analysis and divergent validity, the obtained values indicate the verification of reliability and validity.The raw data obtained from the statistical sample has been analyzed using statistical techniques of structural equations and SPSS and PLS software.The results indicate that the variable of consumer optimism has a positive and significant effect on the two variables of environmental orientation and green food purchasing behavior.But the variable of consumer pessimism has a negative and significant effect on two variables of environmental orientation and green food purchasing behavior.Environmental orientation mediates the relationship between consumer optimism and green food purchasing behavior and mediates between consumer pessimism and green food purchasing behavior.Finally, the modifying role of environmental knowledge was confirmed. https://cbs.uok.ac.ir/article_64494.html The era of tension and competitive challenges in organizations that provide services and products has made it very important to pay attention to the field of marketing and how to attract audiences. Therefore, in this research, the effect of Homophily with influencer on purchase intention has been investigated via citizenship behavior and the moderating role of para-social relationship.This research is applied in terms of purpose and survey-analytical in terms of data collection method. The population of this study was Iranian users on Instagram, who followed at least one influencer; Finally, a sample of 300 people was selected. The data collection tool was an online questionnaire and analyzes were done using Amos software. The results showed that simulating with a influencer has a significant impact on citizenship behavior and citizenship behavior in turn has a high impact on purchase intention. If the audience feels more similar to influencer who are activing in social networks, they will trust the influencer and shape their actions and behavior accordingly. They also compensate his services with behaviors such as giving feedback, promoting, supporting, etc (citizen behavior). The moderating effect of para-social relationship was also significant on the relationship between similarity with influencer and citizenship behavior. Para-social relationships, with their appropriate influence, improve the perception of similarity with the influencer and facilitate its acceptance, which leads to an increase in citizenship behavior. https://cbs.uok.ac.ir/article_64548.html The aim of the current research is to investigate the effect of the beneficial and hedonistic features of online clothing on consumer behavior using the SOR model. The purpose of this research is to investigate the combined effects of utilitarian and hedonic characteristics on cognitive and emotional attitudes and how they play a role in influencing purchase intention and word-of-mouth (WOM) advertising. This study adopts a cross-sectional survey design and uses a comprehensive questionnaire distributed to 227 online apparel shoppers, resulting in 182 valid responses. The statistical tool used was structural equation modeling (SEM), specifically partial least squares (PLS). This study enabled the hypothesized relationships within the SOR framework to investigate whether cognitive and affective attitudes act as mediators between utilitarian/hedonic attributes and purchase intention/WOM. The results confirm that both consumers' utilitarian and hedonic characteristics significantly influence consumers' cognitive and affective attitudes, which then mediate purchase intention and word-of-mouth promotion. In retrospect, hedonic attributes have a stronger effect on affective attitudes, while utilitarian attributes mainly affect cognitive attitudes. The relationship between product attributes and consumer responses is well mediated by cognitive and affective attitudes. The insights gained from this study can be very useful for online apparel retailers in increasing online communication with their customers as well as improving their satisfaction levels. By focusing on structuring and displaying functional and enjoyable features, retailers can promote positive attitudes, resulting in increased motivation to purchase their merchandise and increased word-of-mouth advertising about it. https://cbs.uok.ac.ir/article_64500.html Negative customer emotions resulting from inconsistent behaviors such as cognitive dissonance, regret, compulsive, impulsive, and obsessive behaviors, etc., have particular importance for marketers in managing post-purchase behavior and determining marketing strategies. The purpose of this research is to examine these behaviors in relation to each other and to present a model in the field of mental and behavioral confusion of customers. For this purpose, after developing hypotheses and extracting the research model, data was collected from a survey design using a questionnaire with entry/exit criteria and from a targeted sample of buyers. The sample of this research consisted of 350 people, most of whom were students and from Generation Z, and the questionnaires were made available to respondents in both in-person and online formats.The variables used in this research were derived from an extensive literature review and structural equation modeling was used to test the proposed model and hypotheses. The present research shows how the obsessive-compulsive continuum and factors such as mental preoccupation, word-of-mouth marketing and obsessive-compulsive behaviors can lead to cognitive dissonance and ultimately purchase regret. In this regard, strategies such as sales promoting, reducing perceived risk, managing Involvement, creating advertising with emotional appeal, focusing on the peer group, creating cognitive consonance, managing complaints and UGC/FGC, training employees, etc. , can lead to the reduction of cognitive dissonance and purchase regret https://cbs.uok.ac.ir/article_64495.html These days, networking technology and social media have become an integral part of people's lives and are perceived as one of the most influential phenomena across all domains. Among them, influencers play a crucial role, especially among consumers in business sectors. The selection criteria for these individuals have become a concern for brands and stakeholders. This research aimed to identify key performance indicators for influencer selection in the cosmetics and personal care industry. The research method employed a combined (qualitative-quantitative) approach using thematic analysis. Data was collected through expert interviews in the industry and academia. The interview results were thematically analyzed, coded, and categorized using MAXQDA software, resulting in 6 organizer themes (indicators) and 44 base themes identified. In the second stage of the research, the BWM technique was used to prioritize these key indicators, which include: content quality and type, marketing skills, personality traits, technical skills, follower characteristics, and appearance features. The results of this research can be utilized for employing influencers in this industry. Finally, recommendations were provided to business managers and future researchers. https://cbs.uok.ac.ir/article_64498.html This study aims to identify and configure the key components influencing consumer ethnocentrism in the context of domestic tourism. Consumer ethnocentrism is defined here as the conscious preference for domestic destinations motivated by support for national production and the enhancement of the domestic tourism industry. The study is developmental-applied in nature and adopts a qualitative approach. A comprehensive conceptual model was developed using meta-synthesis and the systematic seven-step framework of Sandelowski and Barroso. Data were collected from relevant studies published between 1987 and 2024 in reputable databases and analyzed using ATLAS.ti software.The final analysis identified 73 conceptual codes, among which "cultural openness," "patriotism," and "hostility" had the highest frequencies. These codes were organized into 29 basic themes and 6 organizing themes.The resulting conceptual model, incorporating domestic tourists’ perceptions alongside psychological, cultural, economic, and political dimensions, offers a more comprehensive perspective than previous models. It provides a practical framework for policymakers to design effective domestic tourism marketing strategies, enhance national branding, and strengthen internal travel demand in the face of international competition. Furthermore, by distinguishing between consumer ethnocentrism in services (tourism) and in goods, the study opens new avenues for interdisciplinary research in tourism and consumer behavior. https://cbs.uok.ac.ir/article_64499.html In today's world, social media has been recognized as one of the key tools in advertising and marketing. Advertisements on these platforms, by influencing consumer behavior, play a significant role in shaping purchase intention. This study examined the impact of advertising information on purchase intention, considering the mediating variable of social media marketing value and the moderating variables of privacy concerns and advertising annoyance. The statistical population of this study consisted of individuals over 18 years old in Isfahan who were Instagram users. The sample size, calculated using the Morgan table for infinite populations, was 384 participants, and the sampling method employed was convenience sampling. The data collection tool was a standardized questionnaire, whose validity was confirmed through confirmatory factor analysis, and reliability was confirmed using Cronbach's alpha. The data were analyzed using descriptive statistics and path analysis. The findings of the study indicated that advertising information had a direct impact on purchase intention, and this impact was reinforced through the social media marketing value. Moreover, privacy concerns and advertising annoyance, as moderating variables, played a significant role in reducing the positive effect of advertisements on purchase intention. Based on the findings of this study, it is recommended that marketers pay attention to the importance of social media marketing value while simultaneously addressing users' privacy concerns and advertising annoyance to enhance the positive impact of advertisements on purchase intention. https://cbs.uok.ac.ir/article_64549.html Sustainable marketing is becoming a significant trend in today's corporate world. Also, artificial intelligence technology has been used in online shopping in various industries to provide more accurate and personalized services for consumers. It is very important to study the experiences of using artificial intelligence for consumers in order to improve its current application status. The purpose of the research is the effect of consumers' experience in using artificial intelligence technology on sustainable purchase intention with the mediating role of perceived value, and based on the "SOR" model and technology acceptance theory, the experience of using artificial intelligence technology in online shopping. By consumers in the insurance industry, it has been divided into three dimensions: accuracy, insight, and interaction, and perceived value has been considered as a mediating variable with the perspective of perceived utility value and perceived hedonic value. In terms of purpose, the research method is practical and based on the method of data collection, it is descriptive of causal type. The statistical community of consumers of the services of Alborzakeh Insurance Company is undetermined and with the help of Cochran's formula, the sample size of 365 people has been obtained with the available sampling method. The data was collected using standard questionnaires and analyzed with the help of structural equation modeling and Smart-Pls 4 software. https://cbs.uok.ac.ir/article_64578.html Adopting a psychological perspective, this study examines the causal relationship between math anxiety and financial anxiety and personal financial management behavior — conceptualized as a key form of consumer behavior in the financial services market — and analyzes the role of these two types of anxiety in financial decision-making and information processing. This study was conducted using a descriptive–correlational design and structural equation modeling. The statistical population consisted of employees of the Ministry of Petroleum, from whom 97 individuals were randomly selected. Data were collected in the fall of 2024 through a questionnaire, and the structural relationships were analyzed using SmartPLS version 3. The findings show that math anxiety and financial anxiety have a negative effect on financial management behavior; as these anxieties increase, financial functioning becomes impaired and less efficient. Financial anxiety serves as a mediating variable between math anxiety and financial management behavior. In addition, both types of anxiety are directly associated with higher levels of financial avoidance. Among the demographic variables examined (gender, age, education, marital status, income, and place of employment), only place of employment had a significant effect on all the study’s main constructs — math anxiety, financial anxiety, financial management behavior, and financial avoidance. These results underscore the critical role of the work environment in shaping financial behavior. The results indicate that individuals with high levels of financial anxiety significantly avoid participating in financial markets. Therefore, reducing financial anxiety can substantially enhance their motivation to adopt sound and efficient financial behaviors. https://cbs.uok.ac.ir/article_64660.html The present research was organized based on an in-depth exploratory multi-case study with participation of 15 active exporters, and through the analysis conducted on their discourse, and according to Gauri’s seven stage model, an optimal export packaging model was proposed grounded in the Five Stages of Design Thinking, the Sixteen Tools, and Four Levels of Nested Questioning Techniques. The optimal export packaging pattern based on design thinking was structured and organized based on 860 concepts, including 86 open codes, 35 axial codes, and 13 selective codes, using MAXQDA software, version 2020. The key pillars (selective codes) of the optimal pattern include packaging based on creating value-added and customer’s engagement, product centric and technology driven packaging, consideration of customers’ mental maps in packaging, intelligent and active packaging, creative packaging based on channel integration in target export markets, co creation with target customers in packaging design, adoption of diversification strategies particularly in emerging target export markets, interaction oriented and identity building packaging, cost efficient and competitive packaging based on modern and efficient transportation, executive team’s competencies in leveraging opportunities across the export packaging chain, cross ideation and creative implementation from competitors’ experiences and personal insight, re creation of packaging aligned with global standards, and the challenge of foreignness in competition with local rivals. https://cbs.uok.ac.ir/article_64666.html The purpose of the research was to to develop the online word-of-mouth marketing model with a focus on social networks in Al-Jood Company in Iraq for the production of disinfectants and cleaners. The research adopted mixed approach for colletcing data. In the qualitative phase, the target statistical population of the research, were the managers and experts of Al-Jood Company in Iraq. The sample size of the qualitative study is 10 people, which was obtained by theoretical saturation. Data were collected by interview method and data were analyzed by thematic analysis method. Then, exploratory and confirmatory analysis was done to validate the obtained model. In quantitave phase,the statistical population ware the customers of disinfectants and cleaners products in Iraq, which was considered unlimited. The sample size was estimated to be 384 people. Sampling was done in a simple random way. Data collection was done with a questionnaire. The analysis of measurement model and structural model was done.Based on the results, the dimensions of electronic word-of-mouth marketing, including message factors, message sender factors, and company factors, customer involvement, customer attitude, quality of customer communication, and behavioral intentions of online word-of-mouth marketing suffixes were identified. The results of the quantitative part, with the confirmation of the qualitative findings, indicate the significant impact of electronic word-of-mouth marketing on customer engagement, attitude and quality of customer communication. Reaching online markets requires using the advertising potential of social networks and applying word-of-mouth marketing. https://cbs.uok.ac.ir/article_64667.html The main goal of the current research was to analyze the reasons for the decline in online shopping among the generation Z of Iranian society. The current research was a qualitative study using descriptive phenomenology. The data of this study was collected using semi-structured in-depth interview tool and observing the theoretical saturation limit among 15 people belonging to this generation and having online shopping experience. The text of the interviews was analyzed by obtaining the permission to record them from the participants and using Max Kyoda software and the Claysey method. Based on the data analysis, 11 main themes showing the drop in purchases from online stores, including the perception of the online shopping system, inappropriate web and product parameters, lack of success in bargaining, inappropriate positioning of the online product market, lack of culture and modeling. , the lack of realistic advertising approaches, the pressure of the macro environment, the defects of the market components, the weakness of the criteria of the target society, the weakness of the infrastructure of online shopping and the norms of family online consumption were extracted from the interviews. Finally, based on the obtained results, practical suggestions were presented for the specific revival of the online purchase of goods by the generation Z community. Considering the conditions of the global village, examining the problems and damages of businesses and internet and online purchases can solve many problems of this type of business. And it can be mentioned as the innovation of this research. https://cbs.uok.ac.ir/article_64668.html Separation of brand effect and product quality in foodstuff is an important challenge in determining the value of a brand. Our study has been carried out with two objectives: firstly, the classification is based on the degree of influence of the brand on buyers' preferences, and secondly, it is Identification and measurement the factors affecting on the relationship between brand and preferences. For the first, a new approach has been proposed in which people show their preferences between similar products; by determining their sense of taste in two repetitions with and without knowing the brand. At the end of the first stage, people were divided into four categories based on the level of influence from no effect to full effect. Ordinal logit regression was used for the second purpose. Stirred yogurt was selected. Four Brands that have the largest share of dairy district market were used as competing brands. Data was collected through sampling from 192 students in 2023. Results showed that more than half of cases formed their preferences based on quality (first group). On the other hand, fewer people completely changed their preferences when introduced to the brand (fourth group). After estimating it is determined that gender and age did not show a significant impact on brand impressionability. But the amount of consumption and attention to the brand has a significant impact (P<0.1). By resulting, it is suggested that companies should invest more for quality than advertising. Also, dividing the market into high and low-consume is more effective. https://cbs.uok.ac.ir/article_64669.html the purpose of this research is to investigate the effect of cosmopolitanism, patriotism and ethnocentrism of generation Z consumers on the attitude and intention to purchase foreign luxury products with the role of moderating national identity. The statistical community of the research includes consumers of Generation Z in Urmia city. The sample size was estimated to be 384 people based on the available sampling method, of which 288 people were able to complete the standard questionnaire. The test of the research model was done based on the partial least squares method and with the help of Smart-PLS 3 software. The results of data analysis showed that consumer cosmopolitanism and patriotism have a negative and positive effect on ethnocentrism, respectively. In addition, consumer cosmopolitanism had a positive effect on the attitude towards the foreign luxury product, but the effect of consumer patriotism and ethnocentrism on the attitude towards the foreign luxury product was negative. On the other hand, it was confirmed that there is a positive and significant relationship between the attitude towards the foreign luxury product and the intention to buy that product. Also, although national identity had a moderating role in the relationship between patriotism and ethnocentrism, and attitude towards foreign luxury product, national identity did not have a moderating role in the relationship between cosmopolitanism and attitude towards foreign luxury product. https://cbs.uok.ac.ir/article_64670.html The importance of addressing consumers' rights is rooted in factors such as the dominance of the consumer population over the producer, the high share of consumer spending in the gross domestic product and things like that. This is so important that the United Nations in one of its documents mentions the creation of a specific legal to protect consumers as one of the main stages in the economic development of countries and in this regard, indicators to evaluate the status of consumer rights fulfillment. provided to governmental and non-governmental organizations. One of the requirements to realize the mentioned indicators is the enactment of laws as well as the formation of governing institutions or non-governmental organizations.In the present study, while examining the theoretical foundations and the process of formation of the issue of consumer rights protection, the situation of consumer rights in Iran has been investigated with a descriptive-analytical method. Studies show that there are many laws in the country that are directly and indirectly related to the field of consumer activity . But the way of covering the dimensions of consumer rights by these laws does not have a proper balance. As such, the contribution of laws in the field of the right to education, the right to choose and the right to a healthy environment has received the least attention among other indicators. On the other hand, the laws with a preventive nature against damage to consumers' rights are much more limited compared to the laws dedicated to compensation https://cbs.uok.ac.ir/article_64720.html This study examines the attitude–behavior gap in sustainable consumption among Iranian consumers and explains why favorable sustainability attitudes do not consistently translate into sustainable actions. Data were collected from 392 consumers and analyzed using partial least squares structural equation modeling (PLS-SEM). The results indicate that environmental awareness and responsible social values positively and significantly predict sustainable consumption behavior. In contrast, future concern shows a significant negative association with sustainable consumption, suggesting that concern may translate into inaction when enabling conditions are lacking. Sustainable consumption behavior is found to be more strongly reflected in resource optimization and, to a lesser extent, in green product choice. Regarding the enactment of green choices, household economic status and access to sustainable options demonstrate significant effects, whereas green product price is not found to be significant. Overall, narrowing the attitude–behavior gap in Iran requires combining awareness- and value-oriented interventions with structural measures that improve affordability and access.