عنوان مقاله [English]
attention to national production is one of the fundamental principles of global trade,which has always been the concern of the government,and has been emphasized in our country in recent years in the field of resistance economics. The domestic clothing industry has faced many problems in competing with foreign products in recent decades and has been less well-off for domestic consumers. This research seeks to identify factors that influence the behavior of consumers towards domestic clothing and seeks to set a set of strategies based on a social marketing approach to change the behavior of consumers towards domestic clothing. The qualitative data of this research were collected from a total of about 500 interviews,round tables and notes related to research questions-collected in three specialized journals of this field. By targeted categorization,67 samples were selected and analyzed. To analyze the qualitative data of this research, the technique of thematic analysis was used. In the analysis process,about 320 basic themes,46 organizing themes and, finally, 6 comprehensive themes were mapped, and then a network themes related to research questions was drawn up. According to the findings of this research, in relation to factors affecting the behavior of consumers, six factors of "competitiveness of the clothing industry, factors related to culture and consumer attitude,factors of governance, economic factors,the scientific background and role of universities,and factors associated with participation with foreign producers and top companies." were identified. Finally,the final model of research emphasizing the role of each actor in the domestic clothing industry is drawn up.