A Developed Model for Purchase Intention of Foreign Food Products: An Empirical Study in the Iranian Context

The aim of this study is to develop a conceptual modelfor purchase intention of foreign food products in the Iraniancontext. Based on an in-depth review of past literature, the subfactorsrelated to customer’s purchase intention were extracted.Then, exploratory factor analysis and confirmatory factor analysiswere applied to identify and confirm the factors affecting purchaseintention of foreign food products. The obtained results illustratethe thirteen factors as follows: “corporate social responsibility”,“customer knowledge and awareness”, “perceived risk”, “retailer’scommercial image”, “customer’s personality characteristics”, “socialidentity”, “product features”, “attitude”, “country-of origin”, “perceived value”, “subjective norm”, “loyalty”, and “perceivedbehavioral control”. The proposed model could contribute tointernational food companies and retailers to understandcustomers’ expectations and to gain more market share in Iran.Designing a conceptual model for purchase intention of foreign foodproducts in Iran based on a comprehensive set of the effectivefactors, developing the theoretical literature in the field of thefactors affecting customer’s purchase intention, and presentingvaluable results for academicians, marketing managers, andretailers.