The effect of individual self-concept (Collective versus individualist) and nostalgia on the attitude and intention of recommending and buying consumers of food products

Subject Areas : Jounal of Marketing Management

Maryam Majnonian noshabadi ¹ , Hamid Saeedi ² , Shahrzad Chitsaz ³

1 - Master of Business Administration, Imam Khomeini Unit (Ray) Ray University, Islamic Azad University, Tehran, Iran
2 - Assistant Professor, Department of Business Administration, Imam Khomeini Unit (Ray), Ray University, Islamic Azad University, Tehran, Iran
3 - Assistant Professor, Department of Commerce, Imam Khomeini Unit, Raymond University, Ray, Islamic Azad University, Tehran, Iran

Received: 2019-01-18 Accepted : 2019-05-07 Published : 2017-11-22

Keywords: Attitude, Experimental Research, Intention to Recommend, Individual Self-Concept, Collective Self-Concept, Sense of nostalgia, Purchasing Intent, Factorial Design,

Abstract :

Objectives: The purpose of this study was to investigate the effect of individual self-concept (collective versus individualist) and nostalgia on the attitude and intention of recommending and buying consumers of food products. Method: The present study is an applied research method. Due to the fact that the present situation is analyzed, the method used in this research is an experimental research and a factor design. This research consists of eight variables, two of which are considered as two variables. The statistical population in this study includes consumers who have experience in consuming clean products. A sample of 157 people was tested and two 132 were tested. A questionnaire was used to collect the information and data needed to examine the research hypotheses. Anova and Tiayyodent tests were used for inferential statistics to examine the hypotheses. Results: Based on the results, all hypotheses were non-evaluative. Limit: The few studies and studies that can be compared with the research are among the most important limitations of the research. Managerial outcomes: It is suggested that marketers have two factors of nostalgia and self-concept for selling their products, and in addition to their health, the health and happiness of others, including their families, will be important to them. Innovation: This research has been conducted in a pilot-based approach that has been dealt with less and has been done in Iran for the first time.

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