ABSTRACT
The organic food industry has experienced rapid growth in recent decades. The industry is relatively new to developing countries compared to developed countries. Since Iran has the potential to produce organic products, it is essential to study factors that influence consumers' intention to buy them. The present study was designed and implemented for this purpose. In this cross-sectional study, 520 adults were selected using multistage sampling. Path analysis was employed to test a hypothesized model of predictors of consumer purchase intention for organic food. Attitude, environmental concern, and sensory characteristics directly impacted the intention to purchase organic food (p < .01). Knowledge, perceived price, and household size indirectly affected purchase intention through attitude (p < .01). Age indirectly affected purchase intention through health consciousness, environmental concern, perceived price, and sensory characteristics (p < .01). Subjective norms, health consciousness, and the perceived convenience of purchase had a positive and significant effect on purchase intention, directly and indirectly, through the mediating influence of attitude (p = .000). The educational level also affects purchase intention directly and indirectly through knowledge, health consciousness, environmental concern, and subjective norm (p = .000). The most potent total effects belonged to health consciousness, subjective norms, and education, respectively. Overall, the model could explain 47% of the intention variance and 45% of the variance in attitude. Various factors influence Iranian consumers' decision to buy organic food. This information can help professionals make well-informed decisions in policymaking, production, marketing, tourism, and retailing.
ABSTRACT
BACKGROUND: Organic farming is a relatively new concept in developing countries compared to developed countries. Understanding the factors affecting consumers' willingness to pay for organic foods is critical to increasing the production of these products. This study aimed to develop and validate a Persian version of the questionnaire for assessing determinants of organic food purchase intention among adults in Tehran, the capital of Iran. METHODS: The study was conducted in a two-phased standardized methodology in 2019. During Phase 1, a draft questionnaire was developed based on a comprehensive literature review. In phase 2, validation of the instrument was performed. Participants included a multidisciplinary expert panel comprising 14 members to evaluate content validity, a sample of lay people to assess face validity (n = 20), internal consistency (n = 300), and test-retest reliability (n = 62). The internal consistency and test-retest reliability were measured using the intraclass correlation coefficient (ICC) and Cronbach's alpha. RESULTS: Forty-nine of 57 items had a CVR above 0.51 and were retained in the questionnaire. Three items were added to the questionnaire. The average CVI for the questionnaire was 0.97. Cronbach's α and ICC of the entire questionnaire were 0.86 and 0.93, respectively. Each phase of development progressively improved the questionnaire, resulting in a final 52-item questionnaire divided into 9 dimensions, including knowledge, attitude, subjective norms, health consciousness, environmental concerns, perceived convenience of purchase, perceived cost, sensory characteristics, and purchase intention. CONCLUSIONS: The developed questionnaire appears to be a valid and reliable instrument for examining determinants of consumer intentions to purchase organic food.
ABSTRACT
OBJECTIVE: Bread constitutes a significant energy source and provides protein and some essential micronutrients to a large population worldwide, including Iran. So, its quality characteristics are important for health. This study aimed to identify the views and experiences of various stakeholders involved in the wheat- flour- bread chain about factors affecting the quality of this chain and strategies for its improvement in Iran. RESULTS: Main suggested strategies in the field of raw materials were managing and planning for the production of high-quality wheat, measuring the quality factors of grain before purchasing by the government, allocating wheat quotas to flour mills based on the quality of the flour produced, and aerating and storing flour in silos to reduce its moisture. Holding training courses for bakery workers, improving the economic situation of bakers, and standardizing bread-making devices were the most important strategies in the bakery field. Assigning a specific unified management apparatus to deal with bread issues was also an effective and essential strategy. Findings show the need to implement strategies in various fields to improve wheat- flour- bread chain quality. This study provides helpful information to guide policy decisions and planning to enhance bread quality and promote public health.
