Provide computational and impactful models on the development of the organic food market based on environmental factors

Document Type : Research Paper


1 Department of Business Management, Islamic Azad University, Birjand Branch, Birjand, Iran

2 Faculty of Business Management, Ferdowsi University of Mashhad, Mashhad, Iran

3 Department of Business, Payam-Noor University of Tehran, Tehran, Iran


One of the industries that have played an undisputed role in the economic cycle in recent years, both in economic issues and profitability and in the health sector, is the organic products industry. This study aims to identify the dimensions and components of the two categories of characteristics. Demographic and environmental factors affecting the development of the organic food market were conducted in the form of a conceptual model. The method of the present study is descriptive-analytical and of a combined type which includes both qualitative and quantitative methods. The research method in the qualitative stage was content analysis and in the quantitative part was descriptive and survey research. The statistical population in the qualitative stage were experts, professors as well as experts in the field of organic production. In the qualitative sampling method with interview tools, we continued to collect information until we reached saturation point. The tool used The interview was semi-structured. The statistical population in the quantitative part is unlimited, which includes all consumers of organic products in the city of Mashhad and 384 people were selected as a sample by available sampling method. The data collection tool was a researcher-made quantitative part of the questionnaire. To analyze the data of this research in the qualitative stage, Max Kyoda software and in the quantitative part to determine the effect and fit of the model in the quantitative part, the structural equation modeling method was used. In the end, seven moles were obtained, which included the characteristics of households, urbanization, political, cultural, economic, social and competing factors.


[1] J. Aertsens, Organic Food as an Emerging Market: Personal Determinants of Consumption, Supply Governance
and Retail Strategies, Thesis, Ghent University, 2011.
[2] M. Akbari, M. Baba Akbari, S.A.R. Fakharzadeh and H. Irvani, Investigating the attitude of agricultural experts
about the effective components in the consumption of organic agricultural products, J. Agr. 10(2) (2008).
[3] M. Autio, Finnish young people’s narrative construction of consumer identity, Int. J. Consumer Stud. 28(4) (2004)
[4] V. Azizi, M. Nikouei and M. Khaledi, Strategies for the development of healthy food products market in the city
of Hamadan, J. Econ. Agr. Dev. 4 (2013) 337–328.
[5] B.M. Byrne, Structural Equation Modeling with AMOS: Basic Concepts, Applications, and Programming, Routledge, 2016.
[6] G.J. Casimir and C.E. Dutilh, Sustainability: A gender studies perspective, Int. J. Consumer Stud. 27 (2003)
[7] C.L. Curl, S. Beresford, A. Hayat, J.D. Kaufman, K. Moore, J.A. Nettleton and A.V. Diez-Roux, Associations
of organic produce consumption with socioeconomic status and the local food environment: multi-ethnic study of
atherosclerosis (MESA), PLOS One, 8(7) (2013) 1–8.
[8] A. Davis, A.J. Titterington and C. Cochrane, Who buys organic food? A profile of the purchasers of organic food
in N. Ireland, British Food J. 97(10) (2005) 17–23.
[9] J.V. Doorn and P.C. Verhoef, Drivers of and barriers to organic purchase behavior, J. Ret. 91(3) (2015) 436–450.
[10] L.J.J. Garcia, D. Lizcano, C.M. Ramos and N. Matos, Digital marketing actions that achieve a better attraction
and loyalty of users: An analytical study, Future Internet. 11(6) (2019) 1–16.
[11] M. Ghazizadeh and T. Hamayeli Mehrabani, Green marketing strategies as a competitive advantage of the new
age, 4th Int. Conf. Strategic Management, Tehran, (2009).
[12] M. Ghorbani, Supportive policies of greenhouse organic cucumber production in Khorasan Razavi province, Asian
J. Plant Sci. 8(1) (2009) 42–47.
[13] R. Govindasamy and J. Italia, Predicting willingness to pay a premium for organically grown fresh produce, J.
Food Distrib. Res. 30(2) (2009) 44–53.
[14] M. Haghjoo, B. Hayati, R. Mohammadrezaei, E. Pishbahar and Gh. Dashti, Factors affecting consumers’ potential
willingness to pay a premium for safe food products (Case study: agricultural administration of East Azerbaijan),
J. Agr. Knowledge Sustain. Prod. 21(3) (2011) 105–117.
[15] J.F. Hair, W.C. Black, B.J. Babin, R.E. Anderson, Multivariate Data Analysis, Prentice Hall, 2010.
[16] R.S. Hughner, P. McDonagh, A. Prothero, C.J. Shultz II and J. Stanton, Who are organic food consumer? A
compilation and review of why people purchase organic food, J. Consumer Behav. 6(2–3) (2007) 94–110.
[17] P. Kerhoft, Agroforestry in Africa, A survey of project experience, In G. Foley and Bernard (Eds.), Ponas Institute,
London, (1990) 10–41.
[18] M. Khodavardizadeh, Investigating the factors affecting the tendency to pay extra consumers of organic cucumber
in Urmia, Agr. Econ. Res. 9(35) (2017) 97–122.
[19] Y. Kim, The Impact of Personal Value Structures on Consumer Pro-Environmental Attitudes, Behaviors, and
Consumerism: A Cross-Cultural Study, Michigan State University, 2002.
[20] Y.-H. Kim, “Organic shoppers” involvement in organic foods: self and identity, British Food J. 121(1) (2018)
[21] Y.-H. Kim and Y.-K. Kim, Organic food consumption: application of means-end theory, Health Behav. Policy
Rev. 5(2) (2018) 33–45.
[22] M. Kisaka-Lwayo and A. Obi, Consumer preference and consumption of organic products in the eastern cape
province of province of South Africa, 22nd Annual IFAMA World Forum and Symposium, Shanghai, China,
(2012) 10–14.
[23] S. Kumar and J. Ali, Analyzing the factors affecting consumer awareness on organic foods in India, 21st Annual
IFAMA World Forum and Symposium, Frankfurt, Germany, (2011) 20–23.
[24] E. Mafi and M. Davari Nejad Moghadam, Recognizing the dimensions of sustainability and promoting it in order
to achieve sustainable urban development, the second National Conference on Sustainable Development and Urban
Development, Isfahan, (2012).
[25] A. Maghsoudi, Z. Ranjbar and H. Saboori, Comparison of men and women’s viewpoints about barriers and
strategies for developing organic animal food consumption in Kermanshah City, J. Health Dev. 8(4) (2019) 384–
[26] V.-Z. Manuela, P.-R. Manuel, M.M.-A. Eva, T.-R.F. Jos´e, The influence of the term (organic) on organic food
purchasing behavior, J. Procedia-Social Behav. Sci. 81 (2013) 660–671.[27] M.R. Mervin and R. Velmurugan, Consumer’s attitude towards organic food products, Discov. 3(7) (2013) 15–18.
[28] P. Midmore, M. Francois and M. Ness, Trans-European comparison of motivations and attitudes of occasional
consumers of organic products, NJAS Wageningen J. Life Sci. 58(3–4) (2011) 73–78.
[29] M. Miele, Creating Sustainability: The Social Construction of the Market for Organic Products, Circle for Rural
European Studies, Wageningen Universiteit, 2001.
[30] H. Mir Salimi, Consumer attitudes towards organic agriculture, Food Sci. Tech. Quart. 13(52) (2014).
[31] M. Molaei, Y. Zarei, Consumer preferences for organic products (Case study: edible vegetables in Urmia), Agr.
Econ. Dev. 24(94) (2016).
[32] S. Molinillo, M. Vidal-Branco and A. Japutra, Understanding the drivers of organic foods purchasing of millennials: Evidence from Brazil and Spain, J. Ret. Consumer Serv. 52(C) (2020) 101926.
[33] A. Nikodemska-Wolowik, Organic farming brand identity: meeting trends, building trust, Pecunia: Revista Facul.
Cien. Econ. Empre. 8 (2009) 263–275.
[34] Y. Oraman, Analytic of organic food industry as part of healthy habit in Turkey: Market growth, challenges and
prospect, J. Procedia-Soc. Behav. Sci. 150 (2014) 1030–1039.
[35] S. Padel and C. Foster, Exploring the gap between attitudes and behavior: understanding why consumers buy or
do not buy organic food, J. British Food 107(8) (2005) 606–625.
[36] S. Padel, P. Midmore, The development of the European market of organic products: Insights from a Delphi study,
J. British Food 107(8) (2005) 626–647.
[37] A. Papzan and N. Shiri, Study of barriers toward development of organic farming, Quart. J. Space Econ. Rural
Dev. 1(1) (2012) 113–126.
[38] S.H. Pourmozafar, Development of organic products markets in order to increase the welfare of rural residents of
Mazandaran province (Case study of organic cucumber), Biennial Conference on Agricultural Economics, Shiraz.
[39] A. Rajabi, H. ShabanAli Fami and M. Pouratashi, Study of the components of acceptance of organic agricultural
products from the perspective of consumers (Case study of Karaj), J. Food Sci. Tech. 10(3) (2013) 33–43.
[40] H. Ranjbar Shams, Factors affecting the attitude of consumption of organic agricultural products in Tehran, Agr.
Ext. Educ. Res. 7(2) (2014).
[41] A. Sahota, The global market for organic food & drink. In: H. Willer and J. Leround Eds., The world of organic
agriculture 2015, Statistics and emerging trends, Research Institute of organic agriculture (FiBL), Frick and
IFOAM, (2016).
[42] R. Salehzadeh, J. Khazaei Pool and A.H. Jafari Najafabadi, Exploring the relationship between corporate social
responsibility, brand image and brand equity in Iranian banking industry, J.ournal of Islamic Accoun. Busin. Res.
9(2) (2018) 106–118.
[43] A. Sandoghi, Identifying and explaining the proponents of organic agricultural products market development, Iran.
Econ. Res. Agr. Dev. 2(50) (1398).
[44] A. Sandoghi, H. Raheli, Development of a planned behavior model to explain the intention to produce organic
products among greenhouse cucumber growers in Isfahan with the ethical norm variable, Iran. J. Agr. Econ. Dev.
Res. 2(4) (2016) 961–974.
[45] L. Seconda, S. P´eneau, M. B´enard, B. All`es, S. Hercberg, P. Galan, D. Lairon, J. Baudry and E. Kesse-Guyot,
Is organic food consumption associated with life satisfaction? A cross-sectional analysis from the NutriNet-Sant´e
study, Prev. Med. Rep. 8 (2017) 190–196.
[46] A. Singh and P. Verma, Factors influencing Indian consumers’ actual buying behavior towards organic food
products, J. Cleaner Prod. 167 (2017) 473–483.
[47] D.J. Stobbelaar, G. Casimir, J. Borghuis, I. Marks, L. Meijer and S. Zebeda, Adolescents’ attitudes towards
organic food: a survey of 15- to 16-year old school children, Int. J. Consumer Stud. 31(4) (2007) 349–356.
[48] F.F. Tatlidil, I. Boz and H. Tatlidil, Farmers’ perception of sustainable agriculture and its determinants: A case
study in Kahramanmaras Province of Turkey, Envir. Dev. Sustain. 11 (2009) 1091–1106.
[49] R. Vecchio, E.J.V. Looand A. Annunziata, Consumers’ willingness to pay for conventional, organic and functional
yogurt: evidence from experimental auctions, Int. J. Consumer Stud. 40(3) (2016) 368–378.
[50] M. Wier, K. O’Doherty Jensen, L.M. Andersen and K. Millock, The character of demand in mature organic food
markets: Great Britain and Denmark compared, J. Food Policy 33(5) (2008) 406–421.
[51] R. Yadav and G.S. Pathak, Determinants of consumers’ green purchase behavior in a developing nation: applying
and extending the theory of planned Behavior, Eco. Econ. 134 (2017) 114–122.
[52] I. Yahaya, F. Yamoah and F. Adams, Consumer motivation and willingness to pay for “safer” vegetables in
Ghana, British Food J. 117(3) (2015) 1043–1065.
[53] E.K. Yiridoe, S. Bonti-Ankomah and R. Martin, Comparison of consumer perceptions and preference toward
organic versus conventionally produced foods: a review and update of the literature, Renew. Agri. Food Syst.20(4) (2005) 193–205.
[54] R. Zanoli, D. Gambelli and D. Vairo, Scenarios of the organic food market in Europe, J. Food Policy 37(1) (2012)
Volume 12, Special Issue
December 2021
Pages 921-935
  • Receive Date: 16 August 2021
  • Revise Date: 05 September 2021
  • Accept Date: 07 September 2021