Title: Challenges and factors affecting purchase intention in emerging market of Afghanistan: a global perspective

Authors: Hakimeh Sajjadi; Mohsen Alvandi; Mahyar Shahpouri Arani

Addresses: Department of Social Sciences, Imam Khomeini International University (IKIU), Qazvin, Iran ' Faculty of Social Sciences, Imam Khomeini International University (IKIU), Qazvin, Iran ' Department of Social Sciences, Imam Khomeyni International University (IKIU), Qazvin, Iran

Abstract: Various factors affect the formation of people's purchase intention, yet no research has been found on reviewing consumer behaviour and factors affecting the purchase intention in Afghanistan by the researchers. Due to the increasing amount of importing goods and changing customers' behaviour in Afghanistan, predicting and explaining consumer attitudes and behavioural intentions to buy foreign versus domestic products plays a critical role in designing marketing strategies for this emerging market. This research aimed to study the factors affecting the purchase intention of Iranian goods by customers in Herat, Afghanistan, and the conceptual framework of this paper could be a basis for future research in this field. It has also been attempted to simultaneously consider several variables affecting the purchase intention and examine a comprehensive conceptual model. The present study was a survey type, and a questionnaire was used to collect the research data. The research hypotheses were tested using path analysis methods, ANOVA, single-sample T and simple and multivariate regression. This research can be considered as the first researches related to consumer behaviour in Afghanistan.

Keywords: purchase intention; consumer attitude; subjective norms; perceived behavioural control; demographic factors; global businesses; Afghanistan.

DOI: 10.1504/IJBG.2025.144857

International Journal of Business and Globalisation, 2025 Vol.39 No.3/4, pp.509 - 527

Received: 20 Mar 2021
Accepted: 27 Jun 2021
Published online: 06 Mar 2025 *

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