Designing a model for consumer willingness to buy domestic products: explaining the effect of consumer consciousness
Zanyar Sheikhepoor*, Asghar Moshabaki*, Seyyed Hamid Khodadad Hosseini*and Fereshteh Mansouri Moayad*
Tarbiat Modares University, Tehran, Iran*
Abstract: The purpose of this paper is to design a model for consumer willingness to buy domestic products. Certain important concepts that are linked to willingness to buy include consumer consciousness, product judgment, and consumer attitude towards domestic products. First, we present a literature review on consumer consciousness and willingness to buy domestic products, and we derive an initial research model. Second, we use qualitative techniques to collect primary data. This work was conducted through 16 interviews, in which interviews were held among academic experts and industry experts. The academic experts were those who specialize in international marketing or beverage industry, and industry experts were sales managers or marketing managers of beverage companies in Iran. We analyzed the data obtained from the qualitative research phase through content analysis, and based of this analyses, we derive onother research model. Finally, in the final model, we tried to match the derived model from the qualitative phase with the research literature. The results of this research confirmed the research literature and, to some extent, improved it. According to the results, consumer consciousness and its dimensions (dimensions that exist in literature and religious consciousness) affect willingness to buy domestic products. Also, this relationship can be moderated by domestic product judgment and attitudes toward domestic products. The sample was chosen from the beverage industry experts in Iran. Hence, when generalizing across other religions and cultures we must do so with caution. A future, larger-scale survey using a questionnaire would be useful in confirming the qualitative results drawn from this study. The main contribution of this study is the introduction of religious consciousness in Islam.
Keywords: willingness to buy, domestic products, consumer consciousness, the beverage industry.