Organic Agriculture: Food for Future Green Consumers in Iran
The aim of this paper was investigating the effects of organic knowledge, perceived consequences, subjective norms, price, and green trust, perceived consumer effectiveness, availability, relative advantage, and organic purchase intention on organic purchase behavior among Iranian consumers as t...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Islamic Azad University
2017-06-01
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| Series: | International Journal of Agricultural Management and Development |
| Subjects: | |
| Online Access: | http://ijamad.iaurasht.ac.ir/article_527224_816c3a1127af0ea0db0da277bd906d5b.pdf |
| Summary: | The aim of this paper was investigating the effects of organic
knowledge, perceived consequences, subjective norms,
price, and green trust, perceived consumer effectiveness, availability,
relative advantage, and organic purchase intention on
organic purchase behavior among Iranian consumers as the
consumers in a developing country.The survey questionnaire
was administered to the customers of large chain stores and
organic food stores in five provinces of Iran that had branches
for producing and selling organic food products. Given the
very few number of organic food consumers in Iran, only 192
out of 240 questionnaires were filled and then used as samples
of study. In order to analysis the data and test the hypotheses,
multiple regression analysis method was used using by SPSS
software. Results showed strong support (R2=0.51) for the
impact of price, consumer effectiveness, and perceived consequences
on intention to purchase organic food products. Organic
knowledge, green trust, price, consumer effectiveness, and
intention were found to have influenced purchase behavior.
This paper will discuss the implications of these results for
agricultural practitioners and marketers. |
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| ISSN: | 2159-5852 2159-5860 |