The effect of globalization and national identity on the behavior of Iranian consumers of foreign clothing in Tehran

The present study tries to investigate how the dimensions of globalization and the dimensions of national identity among Iranians can directly and indirectly affect the attitudes of consumers in the field of foreign clothing consumption and in particular foreign fashion clothing. The method of the present research is based on the applied purpose and based on the descriptive survey route and its statistical population includes the consumers of Tehran Republic Passage. The number of samples was 10 times the questionnaire items and 411 people were randomly selected from the customers. The research data collection tool is a standard questionnaire and its validity has been confirmed by experts. The reliability of the questionnaire for each group of items related to the hypotheses was calculated by Cronbach's alpha method above 0.70. Analysis of data obtained from the components of the questionnaire was performed using structural equation modeling using Emos software. Findings from the test of eleven hypotheses indicate that the variable of acceptance of global consumer behavior has a positive effect on the acceptance of global fashion and materialism. Consumer national identity also has a negative effect on ethnicity and global fashion acceptance. Also, the variable of acceptance of global consumer culture has a negative effect on ethnicity and the variable of national identity has a negative effect on materialism. Also, the effect of demographic variables was examined and income and education had a positive effect on the acceptance of global consumption culture and a negative effect on national identity, but the demographic variable age had a positive effect on national identity but the hypothesis of its negative effect on acceptance of global consumption culture was confirmed. Did not take.