近几十年来,有机食品工业经历了快速增长。与发达国家相比,该行业对发展中国家来说相对较新。由于伊朗有潜力生产有机产品,研究影响消费者购买意愿的因素至关重要。本研究就是为此目的而设计和实施的。在这项横断面研究中,使用多阶段采样选择了520名成年人。采用路径分析来测试消费者对有机食品购买意愿的预测因素的假设模型。态度,环境关注,和感官特征直接影响购买有机食品的意愿(p<0.01)。知识,感知价格,家庭规模通过态度间接影响购买意愿(p<0.01)。年龄通过健康意识间接影响购买意愿,环境关注,感知价格,和感官特征(p<0.01)。主观规范,健康意识,感知购买便利对购买意愿有正向显著影响,直接和间接,通过态度的中介影响(p=.000)。受教育程度也通过知识直接和间接影响购买意愿,健康意识,环境关注,和主观范数(p=.000)。最有效的总影响属于健康意识,主观规范,和教育,分别。总的来说,该模型可以解释47%的意图方差和45%的态度方差。各种因素影响伊朗消费者购买有机食品的决定。这些信息可以帮助专业人员在决策中做出明智的决定,生产,市场营销,旅游,和零售。
The organic food industry has experienced rapid growth in recent decades. The industry is relatively new to developing countries compared to developed countries. Since Iran has the potential to produce organic products, it is essential to study factors that influence consumers\' intention to buy them. The present study was designed and implemented for this purpose. In this cross-sectional study, 520 adults were selected using multistage sampling. Path analysis was employed to test a hypothesized model of predictors of consumer purchase intention for organic food. Attitude, environmental concern, and sensory characteristics directly impacted the intention to purchase organic food (p < .01). Knowledge, perceived price, and household size indirectly affected purchase intention through attitude (p < .01). Age indirectly affected purchase intention through health consciousness, environmental concern, perceived price, and sensory characteristics (p < .01). Subjective norms, health consciousness, and the perceived convenience of purchase had a positive and significant effect on purchase intention, directly and indirectly, through the mediating influence of attitude (p = .000). The educational level also affects purchase intention directly and indirectly through knowledge, health consciousness, environmental concern, and subjective norm (p = .000). The most potent total effects belonged to health consciousness, subjective norms, and education, respectively. Overall, the model could explain 47% of the intention variance and 45% of the variance in attitude. Various factors influence Iranian consumers\' decision to buy organic food. This information can help professionals make well-informed decisions in policymaking, production, marketing, tourism, and retailing.