منیژه بحرینی زاد

Context: At the beginning of the twenty first century, rapid global changes has changed organizations’ environments, in such a way that organizations and their managers are forced to find new ways for their actions. One of the basic principles of countries’ independence is the matter of national products to stand on their feet through them and be accountable for their country and people needs. Purpose: The goal of this study was to identify factors to attract consumers to buy local products. This study aimed to identify these factors and provide a comprehensive model for the said goal. Methodology: This study is an applied research and from perspective of data collection, is descriptive and correlational research. The statistical population was Iranian home appliances consumers in Shiraz City and convenience stratified sampling was used, then, 739 questionnaires distributed and collected. After collecting data, conceptual model was analysis by SPSS and Amos. Findings: This paper has 40 hypotheses that 19 of them rejected and 21 of them accepted. Research findings indicate that individual factors such as country of origin and purchase experiences, marketing mix factors such as trust to product, perceived risk, perceived innovation, perceived quality, and government factors such as supporting producer and mass media activities have positive effects on local products purchase intention. But only marketing mix factors such as trust to product, perceived risk, perceived innovation, perceived quality, distribution and value for money have positive effects on consumers’ attitude to local products. Also, attitude to local products has significant and positive effects on local products purchase intention and local products purchase intention has significant and positive effects on loyalty to local product. Moreover, findings showed that there is difference between consumers’ gender, regional municipality and local products attitude, local products purchase intention and loya