Modeling the Factors Affecting Organic or Local Cucumber Purchasing Motivations in Northern Iran

Rahnama, Hassan; Fadaei, Mehdi

doi:10.1080/10454446.2015.1072865

Cited by 4 publications

(2 citation statements)

References 32 publications

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“…In addition, it also refers to the production system with good environmental practice, preserves natural resources, takes care of animal welfare, and provides high level of biodiversity (Magistris & Gracia, 2008). Other incentives to buy organic food can be named as better taste (Rahnama & Fadaei, 2016), freshness (Haugaard, Hansen, Jensen, & Grunert, 2014) and mood and convenience (Furst et al, 1996;Lockie et al, 2002). So, based on discussion the following hypothesis is developed:…”

Section: Motivationmentioning

confidence: 99%

Healthy food choice: Survey results from Iranian consumers toward antibiotic‐free chicken

Rahnama

Fadaei

Baghersalimi

2017

Journal of Sensory Studies

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Demand for healthy food is increasing in Iran. Although demand for these foods has increased, the real benefits and purchasing patterns are not known. The purpose of this study is to identify factors affecting consumer choice behavior toward antibiotic‐free chicken, and examines whether there are significant differences in importance of these factors between consumers with different outlooks. Logistic regression, chi‐square, and Friedman test were applied to assess collected data by a questionnaire survey. The results indicated that perception, awareness, motivation, social factors, and lifestyle had significant influence on the choice of antibiotic‐free chicken and demographic factors had no influence on it. Among effective factors, perception, and motivation have the most and least effect on choice of antibiotic‐free chicken, respectively. Practical applications These results are relevant to sensory scientists and healthy foods producers, especially antibiotic‐free chicken producers are interested to know how different factors will be able to impact on consumers' choice behavior. There is less information in the literature about consumer choice behavior toward antibiotic‐free chicken in Iran and another country. A better understanding of consumer choice behavior can be beneficial to develop this kind of product, and help poultry industry activists to encourage consumer to buy healthy products. The study showed that consumers' perception including high quality, appropriate packaging, cleanness of store, and credible brand are the most influential factors on consumer choice behavior. The researchers' findings might suggest the importance of social factors and raise of awareness as another important factors through consumers approach.

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Section: Motivationmentioning

confidence: 99%

Healthy food choice: Survey results from Iranian consumers toward antibiotic‐free chicken

Rahnama

Fadaei

Baghersalimi

2017

Journal of Sensory Studies

Self Cite

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“…, 2015; Tabrizi et al. , 2017; Rahnama and Fadaei, 2017; Sobhanifard, 2018). However, no research has focused on the mindsets of Iranian consumers.…”

Section: Introductionmentioning

confidence: 99%

The effect of fixed and growth mindsets on buying sustainable foods

Rahnama

Leszczyc

2022

BFJ

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PurposeFew marketing studies have studied consumer mindsets about sustainable products in developing countries. This paper examines the influence of fixed and growth mindsets on buying sustainable foods in Iran.Design/methodology/approachTo reach this goal, the authors designed a conceptual model and specified hypotheses. A non-probability survey of 622 people was conducted through a multistage cluster random sampling from two provinces in north Iran: Gilan and Mazandaran. Data were collected through a face-to-face questionnaire. A chi-square test, confirmatory factor analysis, structural equation modelling, the bootstrapping method and the PLS product-indicator approach were used for analyses.FindingsResults show that fixed and growth mindsets have a positive impact on buying sustainable foods. In addition, these two mindsets have a significant effect on consumers' health concerns and warm glow. The study demonstrates that health concerns, environmental values and convenience orientation mediate the relationship between growth mindset and sustainable shopping. However, for a fixed mindset, environmental values are not a mediator. Further, peer influence significantly moderates the effect of both mindsets and motivational variables—environmental values, convenience orientation and warm glow—on purchasing sustainable foods. This study emphasises the critical role of peer influence and motivation factors, including health concern, convenience and warm glow, on purchasing sustainable foods.Originality/valueThis research introduces a new framework concerning consumer behaviour, in particular, consumer psychology towards buying sustainable foods.

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Effect of Consumption Values on Women’s Choice Behavior Toward Organic Foods: The Case of Organic Yogurt in Iran

Rahnama

2017

Journal of Food Products Marketing

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Modeling the Factors Affecting Organic or Local Cucumber Purchasing Motivations in Northern Iran

Cited by 4 publications

References 32 publications

Healthy food choice: Survey results from Iranian consumers toward antibiotic‐free chicken

Healthy food choice: Survey results from Iranian consumers toward antibiotic‐free chicken

The effect of fixed and growth mindsets on buying sustainable foods

Effect of Consumption Values on Women’s Choice Behavior Toward Organic Foods: The Case of Organic Yogurt in Iran

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