Designing a model to explain the factors affecting the attitude and intention of consumers to buy Iranian products with emphasis on the policies of the resistance economy

In this study, the identification of factors affecting the attitudes and behavioral intentions of consumers in the selection of Iranian products has been considered by the researcher. Considering the importance of customer behavior, the purpose of this study is to present a native-Iranian model with emphasis on the attitude and intention of consumers to buy Iranian products in order to implement the policies of the resistance economy in the country. In this regard, the mixed research method was used, which in the qualitative stage the grounded theory method is the basis theory and in the quantitative stage the descriptive-survey method is used. In the present study, priority was given to qualitative findings and the role of research and quantitative data was only to test the hypothetical model designed in the qualitative part of the research and to generalize the findings. Qualitative data analysis was performed in three stages of open, axial and selective coding. At the end of the qualitative stage, a conceptual model was designed to explain the attitude and intention of consumers to buy Iranian products. The conceptual model of the research has been studied by modeling structural equations and the least squares approach and based on the measurement results, structural indicators and fit have been judged. Model fit indices indicate the optimal fit of the data with the concept model. In other words, the quantitative data fits well with the conceptual model of the research and confirms the qualitative data.