Key Values Influence Consumer Intention towards Organic Food in Iran

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.