Effective Factors on consumers behavior of organic agricultural products among citizens in Tehran Township

The main objective of this descriptive-survey study is to identify the factors affecting citizens' decision to buy organic products in Tehran. The statistical population of this study was all customers of food supply stores in Tehran that the sample size was obtained through Cochran formula for the size of the unknown community using ۳۰ questionnaires distributed among customers (n=۴۳۹). Available random sampling method was used to collect data. The research tool included a questionnaire of two sections of general questions (۷ questions) and specific (۲۳ items) in four dimensions (product, price, place, and promotion) for customers. The validity of the questionnaire was proofed by face and content validity. Likewise, the reliability of the questionnaire was tested employing Cronbach’s alpha. SPSS۲۵ software was used to analyze the data in two levels of descriptive and inferential statistics. Findings showed that there is a positive and significant relationship between the willingness to consume organic products among customers with product characteristics, price characteristics, and promotion characteristics, but there is no relationship between the tendency to consume organic products and place characteristics. Among the contextual variables, there is only a positive and significant relationship between the willingness to consume organic products and the level of consumer income. No relationship was found between other contextual variables and the consumption of organic products. There was a significant difference between the respondents' gender and the willingness to consume organic products, but no significant difference was observed between age, income, occupation, and education with the willingness to buy organic products.