manufacturers produce unhealthy and defected works that not only wastes our resources but also makes a poor economy that leave us in a vulnerable state in this ever-Due to the uncompetitive economic status of our country, some food developing world. The most important matter to be considered is that it inflicts damage on the community health, while it distorts the public discipline and change the balance between production and consumption. Introduction of basic customer rights across Europe, triggered formulation of a special law for protecting customers in Iran. However, it is imperfect due to the ambiguous method of compensating for losses. Hence, based on the principle of no harm, this essay tends both to find a legally protective umbrella for customers and develop a robust economy as a remedy for the inefficient laws enacted regarding civil liability and protecting customers against the complications of market. For this purpose, this essay introduces a food manufacturer as a sufficient and primary cause that inflict harm, and specifies that the manufacturer’s failure plays role only in ascertaining of the causal link,It also set asides the liability resulting from food production failures and substitute it with manufacturers’ sense of responsibility for the final results, safety assurance, and a perfect responsibility based on legal and jurisprudential principles.

Introduction: Some psychological research on ethics suggests that information about specific ethical characteristics of brands can be considered as the ethical "character" of the brand. The present study tries to draw the model of ethical personality of the brand in Iran's consumer products market. Material and Methods: The current study was developmental-applied research and was conducted using a mixed method. In the qualitative part, the statistical population included all experts in management and marketing sciences, 29 of them were selected by purposeful sampling. The tool was semi-structured interviews and the results were extracted with content analysis method and NVivo software. In the quantitative part, the statistical population included all the consumers of the selected brands of the national festival of the top popular Iranian brands in the second half of 2016 in Tehran. From this society, a sample of 1670 people was selected by stratified sampling method with proportional allocation. The questionnaire tool was researcher-made and the data were analyzed by performing exploratory factor analysis and then confirmatory factor analysis. Results: The findings of this study included 74 ethical indicators in the qualitative part, and in the quantitative part of the research, among the 74 personality traits identified for the brands of consumer products in the Iranian market, only 22 ethical indicators have a sufficient factor load and the necessary sufficiency to explain. They had a confirmed model that was categorized into 5 personality factors. Conclusions: The factors and indicators that make up the brand's ethical personality model include five factors,Pleasurable (dignified, distinguished, hardworking, always helpful, powerful and strong, skilled, attractive, creative),Qualified businessman (efficient, worthy and worthy, competitive),Efficient (friend of the little ones, old friend, funny),Intimacy agent (inefficient, uncommitted, duplicitous, unkind),Narcissistic agent (forceful, tyrannical, mischievous, narcissistic).

In the present era, and given the extensive role of influencers in advertising, the purchase of sporting goods can also be affected by the attractiveness and interactivity of influencers. Influencers can strengthen positive feelings towards brands by creating a close and attractive connection with their audience. Their interactivity, including responding to comments and sharing personal experiences, makes consumers feel closer to the brand. This leads to emotional attachment to the brand and increases the motivation to buy, as well as encouraging people to choose specific sporting goods that influencers advertise. This research was conducted with an applied approach and in a quantitative and descriptive-survey way. The statistical population of the study was all followers of Majid Saedifar's Instagram page (Majid Brand) in 2024, and convenience sampling (214 people) was used. The research instrument was a questionnaire adapted from four standard questionnaires: influencer attractiveness (Lu and Kim, 2019), purchase intention (Armut-Chu et al., 2024), brand emotional attachment (Hemsley-Brun, 2023), and interactivity (Yee et al., 2021). Structural equation modeling including confirmatory factor analysis and path analysis was used to analyze the data. The results showed that all relationships between the variables of the research model, except for influencer attractiveness, and emotional attachment were significant, and the mediator of emotional attachment did not have a significant effect on the relationship between the variables of influencer attractiveness and the intention to purchase sporting goods. According to the results, it can be said that using social media and media influencers to sell more products and differentiate the product can help the success of sellers and manufacturers of sporting goods.

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.

Background and Objectives: Currently, increases in population of the world increase supply and food demands. Production of transgenic plants is one of the relative achievements. The aim of this study was to describe the consumer perceptions towards transgenic products. Materials & Methods: The study was carried out by sampling with the maximum diversity and participants enrolled until data saturation. Thirty adults aged 20– 70 years living in Tehran were recruited in the study using in-depth interviews and 15 people were included in the study through focus group discussion. Data were analyzed using directed content analysis and MAXQDA Software (Version 10). Results: Findings showed that people awareness on transgenic products was relatively low and limited. The sources of information mostly included the Internet and television and the most important types of transgenic products were oils, fruits, corn, rice and soy. Based on the participant views, lack of exact determination criteria and exaggerated advertisements were the shortcomings of information on these products. Based on the consumer interpretation, transgenic foods were products manipulated by hormonal changes and molecular structure grafts, which included various tastes and appearances, compared to normal products. Conclusion: Based on the importance of information in shaping people attitudes and perceptions, lack of proper information to publicity was revealed in this study. Proper use of the undeniable ability of mass media, especially television, is one of the factors that can contribute to this information. Another factor that can help this information includes clear labeling.