Factors Affecting Consumer Willingness to Pay for Products Based on Iranian - Islamic Fashion in Mazandaran province

Today, fashion industry has a well potential in Iran. This industry, is growing through its Iranian-Islamic cultural credit and educated human resource, propounded in regional and international markets. Thus, it seems necessary to focus more on economics sides of fashion industry. The purpose is surveying the effect of marketing mix applying FAHP and VIKOR approach on Islamic Fashion consumer’s behavior in Mazandaran Province. In this research, four types of behavior including Complex behavior, Dissonance-Reducing behavior, Habitual behavior and Variety-Seeking buying behavior were evaluated and the effects of marketing mix on these behaviors have been surveyed. Analysis of data has been carried out using Fuzzy AHP and Fuzzy VIKOR methods. Based on the results, complex behavior has the greatest degree of importance, followed by Dissonance-Reducing and Variety-Seeking behaviors. Furthermore, among marketing mix elements, promotion and product have greater impact on formation of consumer’s shopping behavior.Keywords: Consumer willingness to pay,Marketing Mix, Consumer’s Behavior, FVIKOR, FAHP, Fashion