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 model for purchase intention of foreign food products in the Iranian context. Based on an in-depth review of past literature, the sub-factors related to customer’s purchase intention were extracted. Then, exploratory factor analysis and confirmatory factor analysis were applied to identify and confirm the factors affecting purchase intention of foreign food products. The obtained results illustrate the thirteen factors as follows: “corporate social responsibility”, “customer knowledge and awareness”, “perceived risk”, “retailer’s commercial image”, “customer’s personality characteristics”, “social identity”, “product features”, “attitude”, “country-of origin”, “perceived value”, “subjective norm”, “loyalty”, and “perceived behavioral control”. The proposed model could contribute to international food companies and retailers to understand customers’ expectations and to gain more market share in Iran. Designing a conceptual model for purchase intention of foreign food products in Iran based on a comprehensive set of the effective factors, developing the theoretical literature in the field of the factors affecting customer’s purchase intention, and presenting valuable results for academicians, marketing managers, and retailers.