Designation the model of consumer willingness to domestic products given the role of consumer consciousness in Iranian beverage industry

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SHEIKHEPOOR ZANYAR; MOSHABAKI ASGHAR; KHODADAD HOSSEINI SEYYED HAMID; Mansouri Moayad Fereshteh

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Journal: CONSUMER BEHAVIOR STUDIES Year:2020 | Volume:7 | Issue:1 Page(s): 105-129

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Title

Designation the model of consumer willingness to domestic products given the role of consumer consciousness in Iranian beverage industry

Author(s)

SHEIKHEPOOR ZANYAR | MOSHABAKI ASGHAR | KHODADAD HOSSEINI SEYYED HAMID | Mansouri Moayad Fereshteh | Issue Writer Certificate

Keywords

Willingness to buy domestic and foreign products

Consumer consciousness

Beverage industry

Abstract

Much research has been done on consumer behavior in relation to consumption of domestic and foreign products in developing countries, but how consumers react to domestic and foreign products is still questionable. The purpose of this paper is to designation the model of consumer willingness to domestic product given the role of Consumer consciousness in Iranian non-alcoholic cold Beverage industry. The study is a mixed approach with practical goal. Thus, in the beginning and in the first quantitative part, based on the literature review, the initial research model was designed and in the second and qualitative part, data were collected through 16 semi-structured interviews and a model was designed based on quantitative content analysis. The sampling method of this section was purposeful sampling that the sample continued until theoretical saturation. By reviewing the research literature and matching it with the qualitative section model, the model of consumer willingness to domestic product given the role of Consumer consciousness was designed and in the third section, data were collected through a questionnaire and descriptive survey method using structural equation modeling was used for analyzing the model. The statistical sample of the quantitative section was 333 non-alcoholic cold drink consumers who answered the electronic questionnaire. The results showed that Consumer consciousness had a positive and significant effect on attitude toward domestic products, evaluation of domestic products and preferences of domestic products, also, the effect of evaluation of domestic products on attitude toward domestic products was positive and significant, but the effect of attitude toward domestic products on domestic product preference was not significant. Also, the economic situation negatively moderates the effect of Consumer consciousness on the evaluation of domestic products and the effect of Consumer consciousness on the preference of domestic products but does not moderate the impact of Consumer consciousness on attitudes toward domestic products.

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APA: Copy

SHEIKHEPOOR, ZANYAR, MOSHABAKI, ASGHAR, KHODADAD HOSSEINI, SEYYED HAMID, & Mansouri Moayad, Fereshteh. (2020). Designation the model of consumer willingness to domestic products given the role of consumer consciousness in Iranian beverage industry. CONSUMER BEHAVIOR STUDIES, 7(1 ), 105-129. SID. https://sid.ir/paper/961141/en

Vancouver: Copy

SHEIKHEPOOR ZANYAR, MOSHABAKI ASGHAR, KHODADAD HOSSEINI SEYYED HAMID, Mansouri Moayad Fereshteh. Designation the model of consumer willingness to domestic products given the role of consumer consciousness in Iranian beverage industry. CONSUMER BEHAVIOR STUDIES[Internet]. 2020;7(1 ):105-129. Available from: https://sid.ir/paper/961141/en

IEEE: Copy

ZANYAR SHEIKHEPOOR, ASGHAR MOSHABAKI, SEYYED HAMID KHODADAD HOSSEINI, and Fereshteh Mansouri Moayad, “Designation the model of consumer willingness to domestic products given the role of consumer consciousness in Iranian beverage industry,” CONSUMER BEHAVIOR STUDIES, vol. 7, no. 1 , pp. 105–129, 2020, [Online]. Available: https://sid.ir/paper/961141/en

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