مطالعات مدیریت راهبردی (Dec 2021)
Developing a scale for consumer national identity in consuming domestic products: Study of clothing industry of Iran
Abstract
Introduction and Aim: Since national identity can be an influential factor in the consumption of domestic goods, this study seeks to develop a scale of national consumer identity. So far, limited studies have identified a close relationship between national identity and the consumption of domestic goods. These studies have stated that consumer ethnicity is a consequence of the attitude of national identity in the field of economic exchanges. A person's national identity can create a deep value in him / her, while consumer ethnicity is a special expression of that value. Thus, national identity is a prerequisite for consumer ethnicity. Considering the gap of studies in the field of national identity, this study examines the position of national identity in the consumption of domestic goods by identifying the main components of national identity among Iranian clothing consumers, which distinguishes this study from other similar studies. In this regard, this study examines the most important components of national identity that affect the consumption of domestic goods.Methodology: The aim of this study was to identify the components of national identity that affect the consumption of domestic goods. The study was conducted by a mixed method. First, a review of theoretical literature has been done. Then, the research questions were designed and interviewed with experts in the clothing industry. After interviewing and identifying the components using the thematic analysis method, the fuzzy Delphi method has been used to prioritize the components and examining the adequacy of the data. In the following, the identified items from the qualitative method are subjected to factor analysis. The main factors have been identified using exploratory factor analysis and their accuracy has been investigated using confirmatory factor analysis. In the qualitative method, the research population consisted of 20 individuals, including experts in the clothing industry. In the quantitative phase, the consumers of this industry were part of the research population, which were 310 individuals.Finding: In this study, through in-depth interviews with academic and executive experts of Iranian clothing industry and using the methodology of thematic analysis and fuzzy Delphi technique, the components of national consumer identity in the consumption of domestic goods have been identified. After identifying these factors, using exploratory factor analysis technique, these variables have been classified and their accuracy has been examined by confirmatory method. In this way, 20 in-depth interviews were conducted. During the interviews, as much as possible, an attempt was made to ask questions in a way that did not cause the respondent to be biased. It should be noted that after each interview, the researcher reviewed the text of the interview several times and discovered the basic concepts, extracted and coded them. After identifying the themes, we validated the extracted themes using CVR and CVI tests. 15 experts were used for this section, which in both tests shows the approval of research indicators. This study sought to investigate and identify the dimensions and components of national identity in the consumption of domestic brands. For this purpose, first, interviews with industry and academic experts have been conducted to identify the mentioned dimensions, and then its identification has been identified using the thematic analysis method, their priority by fuzzy Delphi method, and data saturation has been investigated. Therefore, identifying and prioritizing the dimensions of national identity, exploratory and confirmatory factor analysis methods were used to divide the identification items into the dimensions of national identity. These items are divided into three dimensions of national identity in the individual and family, national identity-based communication, and social homogeneity and cohesion. The main features that were identified in the form of national identity in the individual and family are: the presence of high sweat in the family, the feeling of unity and membership of a nation, the feeling of a single identity with compatriots, the desire to join national groups. Key aspects of national identity-based communication include: advertising to preserve national identity, social media, and the support of celebrities. In terms of uniformity and social cohesion, different aspects were identified, the most important of which are: strengthening national cohesion, common descent, loyalty to the country and a common sense of destiny among the people.Discussion and Conclusion: A close relationship has been identified between national identity and the consumption of domestic consumer goods. National identity can increase the consumption of domestic goods by native consumers and is seen as a driving force for consumer ethnicity. The stronger the sense of belonging to a group, the more adherence to the values, norms and traditions of that group, and therefore the greater the impact of these traits on the behavior of the individual purchaser, as a result of the use of local goods that Increases the sense of belonging and increases ethnic identity. According to the items identified in this study, such as high sweat in the family, a sense of unity and membership of a nation, a sense of unity with compatriots, strengthening national cohesion, common ancestry, loyalty to the country and a sense of common destiny among people, It is clear that these factors lead to the growth of ethnicity among consumers and ultimately the use of domestic goods by domestic consumers.According to the research results, it is suggested that efforts be made by decision makers to strengthen nationalism and national identity of individuals. Also, in designing clothes and apparel, according to the Iranian and Islamic identity, action should be taken to preserve this identity. Also, considering the valuable role of families in the development of patriotism and national identity of individuals, it is suggested that while expressing this valuable role to families through advertising and media programs, this important issue should be considered.
