Investigating the effect of consumer hostility towards the country of production of the product and the image of the country of origin on the intention to buy

Consumer hostility is one of the limiting factors of marketglobalization and its effects on purchasing decisions is one of the most important issues in the field of marketing and consumer behavior that is less studied than other concepts in this field. The purpose of this study is to investigate the effect of consumer hostility towards the country of production and the image of the country of origin on the intention to buy. This research is a survey in terms of practical purpose and descriptive in terms of method. Its statistical population is Renault customers. According to Morgan table, 384 people were selected as the sample size. Also, the sampling method was simple random. The data collection tool was a researcher-made questionnaire. Statistical analyzes were performed using SPSS and AMOS software. Findings indicate that consumer hostility towards the country of production and the image of the country of origin have a direct and significant effect on the intention to buy imported cars.