Shahid Beheshti University International Journal of New Political Economy 3060-6233 6 2 2025 10 01 Social Marketing for Consumption of Modernized Iranian Traditional Clothing with a Look at Asian Experiences 169 202 106312 10.48308/jep.2025.239026.1215 EN Behrouz Roustakhiz Assistant Prof. of Anthropology, Department of Sociology, Faculty of Social Sciences, Allameh Tabataba’i University, Tehran, Iran 0000-0003-1469-8844 Somayeh Kazemi Ph.D in Research of Art, Department of Research of Art, Faculty of Arts, Alzahra University, Tehran, Iran 0000-0002-6578-3646 Journal Article 2025 03 04 Like in some other Asian countries, the Iranians’ tendency to wear traditional clothing has decreased significantly. This paper aims to achieve an appropriate social marketing intervention mix to solve this problem, considering the successful Asian countries’ solutions. Therefore, this study has used documentary and library methods to investigate the main causes of the abovementioned problem in Iran and the countries’ solutions for the same problem. Then, the thematic analysis approach is used to analyze the countries’ actions, considering the mix of strategic social marketing interventions. Results show that the best solutions for updating traditional clothing in Asian countries are media-related solutions. Finally, we achieved a “communicative-interactive social marketing intervention mix.” This refers to a set of complementary marketing interventions that include the use of media tools, as well as non-media social relationships. The study’s main contributions were using strategic social marketing to analyze the consumption of updated traditional clothing and suggest a new model that can also be used to improve the strategies applied in Asia and other countries after cultural adaptation. https://jep.sbu.ac.ir/article_106312_025d9ea7149dd78af11a05b5273a24d3.pdf