Organic Agriculture: Food for Future Green Consumers in Iran

Subject Areas : Environmental policy and management

یلدا رحمتی غفرانی ¹ , محمد طالقانی ² , ابراهیم چیرانی ³

1 - گروه مدیریت بازرگانی، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران
2 - گروه مدیریت صنعتی، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران
3 - گروه مدیریت بازرگانی، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران

Received: 2015-02-11 Accepted : 2017-01-01 Published : 2017-05-30

Keywords: Organic Agriculture, intention to purchase, environmental marketing,

Abstract :

The aim of this paper was investigating the effects of organicknowledge, perceived consequences, subjective norms,price, and green trust, perceived consumer effectiveness, availability,relative advantage, and organic purchase intention onorganic purchase behavior among Iranian consumers as theconsumers in a developing country.The survey questionnairewas administered to the customers of large chain stores andorganic food stores in five provinces of Iran that had branchesfor producing and selling organic food products. Given thevery few number of organic food consumers in Iran, only 192out of 240 questionnaires were filled and then used as samplesof study. In order to analysis the data and test the hypotheses,multiple regression analysis method was used using by SPSSsoftware. Results showed strong support (R2=0.51) for theimpact of price, consumer effectiveness, and perceived consequenceson intention to purchase organic food products. Organicknowledge, green trust, price, consumer effectiveness, andintention were found to have influenced purchase behavior.This paper will discuss the implications of these results foragricultural practitioners and marketers.

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