Asgarnezhad Nouri Bagher, Farideh Salati, Mohammad Ghaffari
Considering the numerous environmental crises in Iran, promotion of consumer behavior to purchase organic food products as the green marketing perspective can be a fundamental way of increasing the social responsibility of consumers and, consequently, reducing environmental damage. This study aims to investigate the factors affecting the intention to purchase organic food products among Iranian consumers. In this study, based on a review of the literature and development of the theory of planned behavior, the determinants of intention to purchase organic food products considered as attitude, subjective norms, perceived behavioral control, ethical orientation, organic knowledge, healthy lifestyle, health awareness and environmental concerns. Data were collected through the Pathak’s (2015) and Chen (2009) questionnaire. The statistical population consisted of faculty members and staff at the University of Mohaghegh Ardabili, as the most prominent higher education institution of Ardabil province in Iran. The sample size was calculated as 280 individuals using Cochran's formula, but finally, 215 questionnaires collected completely. The hypotheses were analyzed using the Structural Equation Modeling (SEM) and Lisrel software. The results showed that ethical orientation, organic knowledge, attitude towards organic food products, environmental concerns, subjective norms, healthy lifestyle, health awareness and perceived behavioral control have respectively the most significant effect on intention to purchase organic food products