Examining Factors Influencing Consumers' Willingness to Purchase and Stated Purchasing Behavior Towards Organic Food with the Moderating Role of Purchase Frequency

Subject Areas :

Mahdi Panirian ¹ , Seyyed Reza Jalalzadeh ^{2 *} , Abbas Ali Haji Karimi Sari ³

1 - Master's degree in business management, Faculty of Management and Finance, Khatam University, Tehran, Iran
2 - Assistant Professor of Management Department, Faculty of Management and Finance, Khatam University
3 - Associate Professor, Department of Management, Faculty of Management and Financial Sciences, Khatam University, Tehran, Iran.

Received: 2024-10-26 Accepted : 2024-11-21

Keywords: Health awareness, Personal identity, Willingness to purchase, Stated purchasing behavior, Purchase frequency.,

Abstract :

EXTENDED ABSTRACT

Purpose: Having a better understanding of consumers' perspectives can help marketers establish a deeper connection with buyers and thus increase their market share. There is a necessity to explore various aspects of consumer behavior regarding organic food products across Iran, given the rising demand for these products nationwide and the limited number of studies on consumer behavior. Therefore, the main objective of this research is to examine the factors influencing consumers' willingness to purchase and their stated purchasing behavior regarding organic food, with the moderating role of purchase frequency.

Methodology: The statistical population of this study includes the residents of Isfahan city and consumers of organic food in this city from January2023 to June2024. To select the sample, simple random sampling was used, and Cochran's formula was employed, which estimated the sample size to be384 individuals due to the large size of the statistical population. This research is applied in terms of its goals and descriptive-survey in terms of its nature. Additionally, the PLS software was used for data analysis and hypothesis testing.

Findings: Therefore, it is suggested that organic food sellers increase public awareness regarding food concerns, health, and sufficient personal and identity recognition to enhance individuals' preferences and thereby increase their purchase frequency.

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