Abstract
Through
the ages, agricultural system has been changed variously and human has always
been the most important factor in this change. In the recent century, due to
growing population, human primary attitude, which is a sort of friendly one, is
replaced with the one-side relationship that is against the nature. In this
case, chemical fertilizers, pesticides, hormones products and etc. , enter to
the agricultural sector and through
utilization of modified varieties, there has been great mutation in production
of agricultural products to be a response to increasing demand of foods. But
this enhancement is followed by environmental and health problems for producers
and consumers. Growing consumer awareness about environmental issues has
resulted in increased attention toward the consumption of organic food. This
has driven an increase in organic research. Most of these research are
conducted in developed countries and developing countries has a small
contribution. This paper investigate the effects of organic knowledge,
perception of consequences, subjective norms, price, green trust, perceived
consumer effectiveness, availability, relative advantage and organic purchase
intention on organic purchase behavior among Iranian consumers as a developing
country consumers. Results showed strong support for the impact of price,
consumer effectiveness and perception of consequences on intention to purchase
organic food products. While organic knowledge, green trust, price, consumer
effectiveness and intention were found to influence purchase behavior. This
paper will discuss the implications of these results for agricultural
practitioners and marketers.
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