Bazhan Marjan, Shafiei Sabet Farnam, Borumandnia Nasrin
Department of Community Nutrition, Faculty of Nutrition Sciences and Food Technology National Nutrition and Food Technology Research Institute, Shahid Beheshti University of Medical Sciences Tehran Iran.
Department of Food Science and Technology, Faculty of Nutrition Sciences and Food Technology National Nutrition and Food Technology Research Institute, Shahid Beheshti University of Medical Sciences Tehran Iran.
Food Sci Nutr. 2024 Feb 16;12(5):3469-3482. doi: 10.1002/fsn3.4015. eCollection 2024 May.
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 ( < .01). Knowledge, perceived price, and household size indirectly affected purchase intention through attitude ( < .01). Age indirectly affected purchase intention through health consciousness, environmental concern, perceived price, and sensory characteristics ( < .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 ( = .000). The educational level also affects purchase intention directly and indirectly through knowledge, health consciousness, environmental concern, and subjective norm ( = .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.
近几十年来，有机食品行业经历了快速增长。与发达国家相比，该行业在发展中国家相对较新。由于伊朗有生产有机产品的潜力，研究影响消费者购买有机产品意愿的因素至关重要。本研究正是为此目的而设计和实施的。在这项横断面研究中，采用多阶段抽样选取了520名成年人。运用路径分析来检验一个关于有机食品消费者购买意愿预测因素的假设模型。态度、环境关注度和感官特性直接影响购买有机食品的意愿（<0.01）。知识、感知价格和家庭规模通过态度间接影响购买意愿（<0.01）。年龄通过健康意识、环境关注度、感知价格和感官特性间接影响购买意愿（<0.01）。主观规范、健康意识和感知购买便利性通过态度的中介作用，对购买意愿直接或间接地产生了积极且显著的影响（=0.000）。教育水平也通过知识、健康意识、环境关注度和主观规范直接或间接地影响购买意愿（=0.000）。最强的总效应分别属于健康意识、主观规范和教育。总体而言，该模型可以解释47%的意愿方差和45%的态度方差。各种因素影响着伊朗消费者购买有机食品的决策。这些信息可以帮助专业人士在政策制定、生产、营销、旅游和零售等方面做出明智的决策。
