Analysis the Effect of Consumer Behavior on Organic Foods Purchase Intention

This study aimed to evaluate the impact of consumer behavior on purchase intention of organic food consumers did Complex Gokern Esfahan food and agricultural biodiversity. Descriptive research methods-statistical community solidarity and organic food stores customers Complex is comprised of Esfahan food and agricultural biodiversity. Based on data from the company's offices, the number of customers in a month, an average of 1,000 people to 277 people using the Cochran formula and randomly chosen. Data from the questionnaire which measures health benefits, availability, local awareness, and satisfaction and purchase intent were analyzed. Cronbach's alpha was used to determine the reliability of the cycle. The reliability indices of health benefits, availability, awareness, satisfaction and purchase intention as follows: 0.814, 0.824, 0.851, 0.835, 0.822 and reliability coefficient of the 0.837. For analysis and the PMDD (Raavan, cumulative frequency, bar charts) and inferential statistics (Pearson correlation coefficient of linear regression) were used. Results showed consumer behavior, health benefits, availability, local knowledge and consent of organic foods have a positive impact on consumer purchase intention.

کلیدواژه ها:

consumer behavior ، purchase intention ، organic foods ، indigenous knowledge ، health benefits