Italian Products Journey in Iran After Sanctions

Purpose – The purpose of this research is to demonstrate the limitations on trading Italian products in Iran as a result of sanctions. Findings – The results indicate that trading in Iran is possible with the "third country" element, but that several variables, such as "price," "trust," "social status," and "luxury meaning," are impacted. Research limitations/implications – As the present research was carried out in 2021-2022 and there is not accurate data released about using the third country, there is a lack of trustworthy resources which have written the exact journey of the Italian products in Iran. Practical implications – The identified factors could contribute to analyzing consumer behaviour changes as the result of sanctions and the ways by which sanctions lose their value. Originality/value – The originality of this paper lies in identifying a comprehensive set of the factors affecting purchase intention of foreign and especially Italian products and developing the theoretical literature in the field of present research. Keywords: Italian products in Iran, Iran sanctions, Iranian consumer behaviour, third country trading