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Abstract
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Article Information:
Key Values Influence Consumer Intention Towards Organic Food in Iran
Seyed Abolhasan Sadati and Yaser Mohammadi
Corresponding Author: Seyed Abolhasan Sadati
Submitted: December 20, 2011
Accepted: January 12, 2012
Published: July 15, 2012 |
Abstract:
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This study examined the beliefs and attitudes of customers into the Theory of Planned Behavior
(TPB)-model in predicting use intentions of organic foods. Customer intention was operationalised as a measure
of the strength of one’s willingness to try to use. Questionnaire data were gathered from 154 consumers in
Golestan province from Iran country. Data were analyzed using Structural Equation Modeling by AMOS
software. The results of study showed that respondents believe that organic products are priced a little high and
the majority of them are dissatisfied from this price increase. In addition, Respondents' intentions to use organic
foods are influenced by three key factors namely Attitude, subjective norm and perceived behavior control,
which jointly explained 75% of the variance in intention. The result of model goodness of fit also showed that
the model has high predictive power and was well fitted. Therefore, the results actually sustain TPB quite well.
Key words: Attitude, consumer intention, Iran, organic foods, Theory of Planned Behavior (TPB), ,
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Cite this Reference:
Seyed Abolhasan Sadati and Yaser Mohammadi, . Key Values Influence Consumer Intention Towards Organic Food in Iran. Research Journal of Applied Sciences, Engineering and Technology, (14): 2055-2060.
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ISSN (Online): 2040-7467
ISSN (Print): 2040-7459 |
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