Investigating the Effect of Risk, Value, and Price Consciousness on Willingness to Purchase Gray Market Goods in Kerman Province

In the scope of international marketing, gray market has attracted too much attention in recent years. On this basis, the following study examines the factors influencing consumer willingness to purchase gray market goods in Kerman Province. The recommended sample size for conducting this research is equal to 200 consumers in Kerman which was selected through random cluster sampling. The results suggest that price consciousness has the most influence on consumer’s purchasing willingness and simultaneously the perceived risk has a significant negative effect on consumer's attitude.