Studying the Factors Affecting the Attitude and Intention of Buying Organic food consumers: structural equation model

Abstract

Background and Objectives: The use of organic food products is a new way of thinking about food, health and nature. The attitude of consumers towards organic products and the factors affecting the consumption of these products is essential for further development and production, and the improvement of the quality of these products. In this regard, the present study was conducted to investigate the effective factors on the attitude and intention of purchasing organic food consumers. Materials and Methods: In this cross-sectional study, 384 people who were referred to 4 centers of organic products in Tehran were selected by systematic random sampling. The research data were collected based on a questionnaire based on constructs of attitude model towards organic products and consumers intentions and behavior purchase after determining the validity and reliability of questionnaire. Analysis and testing of research hypotheses were done using the SPSS version 22 and Amos version 23. Results: According to the results of the present study, consumer perception of price (β= 0.67) and subjective norm (β= 0.43) have the most influence on consumers’ attitude towards organic food. Also, availability, health awareness and knowledge of organic food respectively by quantity of (β= 0.26), (β= 0.15), (β= 0.14) affect the attitude of consumers towards organic food, also this attitude has a positive and significant effect on consumers’ intent and behavior of purchase. R2 was calculated for the consumers’ intent and behavior of purchase variables 0.42 and 0.53 and 0.89 for attitude. Conclusion: Due to the direct effect of organic nutritional knowledge on consumers’ attitude, intent and behavior, it is recommended that companies producing these products make extensive promotions in the field of awareness of the community about these products and their benefits.