This study investigates the determinants of organic foods consumer behavior in Iran. This will further understanding of consumer decision-making regarding organically produced foods and help identify strategies for promoting their consumption. The focus of the study was to explore the influence of constructs of the Health Beliefs Model on willingness to use organic foods using a multistage, stratified random sample of young adults (n= 389) in a survey conducted in Iran. Structural Equation modelling showed that perceived benefits, general health orientation regarding pesticides and organic crops, self-efficacy and perceived barriers are significant predictors of willingness regarding the use of organic foods. These variables can predict nearly 42% variance of young adults’ willingness to use organic food. The findings yield public policy and marketing recommendations for stimulating organic food consumption among young adults.
کلید واژگان :Keywords: willingness to use, organic food, Health belief model, Iran
ارزش ریالی : 600000 ریال
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