Document Type : Original Article


1 Department of Business Management, Kish International Branch, Islamic Azad University, Kish Island, Iran.

2 Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran.

3 Department of Business Management, South Tehran Branch, Islamic Azad University, Tehran, Iran.


Purpose: The primary purpose of this study is to investigate the factors affecting the actual or final purchase of Iranian goods by evaluating the mediation effect of purchase intention and the moderating role of Iranian product type.
Methodology: This research is an applied goal in terms of a quantitative research approach and has a descriptive survey strategy. The statistical population of this study is all customers and consumers of Iranian clothing and home appliances in the East Azarbaijan province of Tabriz, of which 377 people were calculated and selected as a sample by G-Power software. The data collection tool is a questionnaire, and the structural equation model with Smart Pls software has been used to analyze the data.
Findings: The results show that product knowledge, perceived quality, and perceived value positively and significantly affect the intention to buy Iranian goods. Also, the variables of product knowledge and perceived value positively and significantly affect the actual purchase of Iranian goods. Contrary to the research results, the perceived quality variable does not positively impact actual purchases substantially. The mediating role of the purchase intention variable was confirmed for the relationship between product knowledge and perceived value with the actual purchase. The product type variable only modulates the causal relationship between product knowledge and actual purchase. This section presents the study's main findings (usually with statistical significance).
Originality/Value: This research provides accurate and precise information about consumers' attitudes toward Iranian goods. These results can be a roadmap for manufacturers to strengthen and improve the market share of Iranian goods by increasing the quality, providing knowledge about the performance of Iranian goods, and increasing confidence.


Ajzen, I. (1985). From intentions to actions: a theory of planned behavior. In Action control (pp. 11-39). Springer, Berlin, Heidelberg.
Ardakani, S., & Jahanbazi, N. (2019). The effect of store image on customers' purchase intention: trust and perceived risk as moderating variables. Journal of modern marketing research, 5(17), 52-73.
Baharvand, Z. (2015). The effect of perceived risk and UTAUT model variables on online shopping behavior mediated by online shopping intent and perceived trust and gender adjustment (Master Thesis, Semnan University).
Bazargan, A., Sarmad, Z., & Hejazi, E. (2002). Research methods in behavioral sciences. Agah Publications.
Chang, H. H., & Chen, S. W. (2008). The impact of online store environment cues on purchase intention: trust and perceived risk as a mediator. Journal of online information review, 32, 818–841.
Chen, Y. S., & Chang, C. H. (2014). Enhance green purchase intentions: the roles of green perceived value, green perceived risk, and green trust. Journal of management decision, 50, 502–520.
Delavar, A. (2016). Scientific and theoretical foundations of research in humanities and social sciences. Roshd Publications.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2015). Multivariate data analysis (7th ed.). Englewood Cliffs: Prentice Hall.
Han, T. I., & Stoel, L. (2016). The effect of social norms and product knowledge on purchase of organic cotton and fair-trade apparel. Journal of global fashion marketing7(2), 89-102.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2013). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of academic marketing science, 43(1), 115–135.
Henseler, J., Ringle, C., & Sinkovics, R. (2009). The use of Partial least squares path modeling in international marketing. Advances in international marketing, 20, 277–320.
Hong, I. B., & Cha, H. S. (2013). The mediating role of consumer trust in an online merchant in predicting purchase intention. International journal of information management33(6), 927-939.
Hou, Y., & Zhang, Z. (2017). The effect of perceived risk on information search for innovative products and services. Journal of consumer marketing34(3), 241-254.
Khosrozadeh, S., & Heidarzadeh Hanzaee, K. (2011). The effect of the cuntry-of-origin image, product knowledge and product involvement on consumer purchase decisions. Chinese business review, 10(8), 601-615.
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: the role of trust, perceived risk, and their antecedents. Decision support systems44(2), 544-564.
Lichtenstein, D. R., Bloch, P. H., & Black, W. C. (1988). Correlates of price acceptability. Journal of consumer research15(2), 243-252.
Mishra, J. K. (2007). Constituent dimensions of customer satisfaction: a study of nationalised and private banks. Revista tinerilor economişti, (08), 40-47.
Oh, H. (2003). Price fairness and its asymmetric effects on overall price, quality, and value judgments: the case of an upscale hotel. Tourism management24(4), 387-399.
Pavlou, P. A. (2012). What drives electronic commerce? a theory of planned behavior perspective. Academy of management, 4, 275-286.
Poorashraf, Y., Askarinia, M., & Namdar, E. (2017). Investigating the effective factors in purchasing counterfeit products with luxury brand in the clothing industry under study. The first national conference on accounting, auditing and management, Isfahan.
Ringle, C. M., Sarstedt, M., & Schlittgen, R. (2015). Genetic algorithm segmentation in partial least squares structural equation modeling. OR spectrum, 36(1), 251–276.
Sadeghi, A. (2019). Social participation of social capital components. Social welfare quarterly, 6(20), 67-92.
Seyed Javadin, S. (2011). Internal marketing a step to improve organizational citizenship behaviors and service quality: a research on the greater Tehran gas company. Modares journal of humanities, 14, 67-97.
Shafiq, M., Zia-ur- Rehman, M., & Rashid, M. (2013). Impact of compensation: training and development and supervisor support on organizational commitment. Journal of compensation & benefits review, 5(45), 278-285.
Smith, P. A., & Hoy, W. K. (2007). Academic optimism and student achievement in urban elementary schools. Journal of educational administration, 45(5), 556-568.
Snoj, B., Korda, A. P., & Mumel, D. (2004). The relationships among perceived quality, perceived risk and perceived product value. Journal of product & brand management, 13(2/3), 156–167.
Sweeney, J., & Swait, J. (2008). The effects of brand credibility on customer loyalty. Journal of retailing and consumer services15(3), 179-193.
Tenenhaus, M., Amato, S., & Esposito Vinzi, V. (2004). A global goodness-of-fit index for PLS structural equation modeling. In proceedings of the XLII SIS scientific meeting, 1, 739–742.