Document Type : Original Article


1 Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran

2 Associate Professor, Department of Business Management, Central Tehran Branch , Islamic Azad University, Tehran, Iran


Organic products with a positive impact on health and the environment in the future would establish a new way of thinking about the relationship between food, health, and nature in human life. Therefore, it is important to examine the key factors that may affect the consumer’s mind to purchase organic food products. The objective of this study is to investigate the factors affecting the actual behavior of buyers of organic products. This study is applied research in terms of objective and is a descriptive-survey in terms of implementation. The method used for data collection was field, and questionnaire was considered as a tool for data collection. The statistical population of this study included the consumers of organic products in Gilan province (Iran). Due to the unlimited sampling, 384 samples were obtained. The convenience random sampling method was used to distribute the questionnaires. Model evaluation and testing of hypotheses were performed by structural equation modeling using Smart PLS software. The research findings demonstrated that perceived price, health consciousness, availability, organic knowledge, and subjective norms were the key determinants of organic buying behavior and showed a significant positive impact with consumer attitudes. Consumer attitudes also influenced purchase intention and purchase intention on actual buying behavior. In addition, the results showed that preparing a brochure introducing organic products and providing the results of studies on organic products to buyers and forming environmentally friendly groups and associations can change the attitude of buyers.