Analysis of the role of demographic (age and gender) and psychological factors on consumers' attitudes toward the consumption of organic agricultural products in the city of Orumieh

Subject Areas : Agricultural Extension and Education Research

Morteza Maleki Minbashrazgah ¹ , hooshmand bagheri garbollagh ² , Fatemeh Mohammadi ³ , Mohsen Eynali ⁴

1 - Faculty of Business Management, DoS in Economics, Management and Administrative Sciences, Semnan University
2 - Ph.D. Student of Business Management, Faculty of Management, Semnan University
3 - Ph.D. Student of Marketing Management, Faculty of Management, Tehran University- Farabi
4 - Ph.D. Student of public Management, Faculty of Management, Semnan University

Received: 2020-09-20 Accepted : 2020-09-20 Published : 2020-08-22

Keywords: Psychological characteristics, Attitude, Organic Agriculture, intention to purchase,

Abstract :

Because of consumers Increasing tendency to the subjects of health and environmental issues in recent years, using organic products has been increased And this has led to research on the consumption of organic products. The purpose of this study was to investigate the effect of psychological and demographic characteristics on consumers' attitudes towards the consumption of organic products. The present study used a survey method to collect data and a correlation method to analyze the data. The statistical population of the study consists of consumers of organic products (garden products, livestock, dairy, fruits, and vegetables organic) in Urmia. Based on Cochran's formula, 141 people were selected as a sample using a simple random sampling method. The questionnaire-based on the Likert spectrum was used in order to collect information. The validity of convergent and divergent validity was used by Lisrel software, In order to fit the reliability, Cronbach alpha was used and its coefficient for all research structures is more than 0.7. Structural equation modeling was used to analyze the research data. The findings of this research show that the psychological characteristics (materialism, Hedonic, and Uniqueness) have a positive and significant effect on the attitudes of consumers towards the consumption of organic products, and also this positive attitude towards the intention to purchase organic products has a positive and Meaningful. Finally, there was a significant difference between the attitudes of male and female consumers towards the consumption of organic agricultural products, but there was no difference between the attitudes of different age groups.

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