Determine Factors That Influenced Student's Intention Regarding Consumption of Organic Product: Comparison Theory of Planned Behaviour and Health Belief Model

As such, the aim of this article Determine Factors That Influenced Students’ Intention Regarding Consumption of Organic Product: Comparison Theory of Planned Behaviour and Health Belief Model. The population of interest consists of student of two universities in Khouzestan Province, Southwestern Iran. The study sample consisted of 389 students selected through a multistage cluster random sampling from two universities i.e. Khuzestan Ramin Agriculture and Natural Resources University and Ahvaz Jundishapur University of Medical Science. The questionnaire’s validity was confirmed by a panel of faculty members of Tehran University. Reliability was assessed through Cronbach’s Alpha which was found between 0.6 to 0.9. for analysis of data was employed Amos20. Findings revealed that two models is a suitable for predicting intention. Findings wad showed by Theory of Planned Behaviour that Moral norm, Attitudes, Self identity can predict 65% of variances in intention of organic product consumption. And Attitudes has the most effect and relationship. Based on Health Belief Model Findings revealed that Perceived benefits, Cue to Action and General health orientation can predict 37% of variances in intention of organic product consumption. So Theory of Planned Behaviour is a good model for investigating students’ intention Regarding Consumption of Organic Product and has higher predictive power.