The Impact of Identity and Social Influence on Perceived Value and Intention of Purchasing Organic Products and Moderating Effect of Consumer Innovative; Case study: Consumers of Organic Products in Karaj

Today, the importance of dealing with healthy and organic foods, due to the many benefits of these products, has already become clear to everyone. In this regard, the aim of the present study is to investigate the effect of social identity, social influence, perceived value and consumer innovativeness on the intention to Purchasing organic products. This research in terms of purpose is practical and in method is the category of descriptive-survey research. The statistical population of the study is all consumers of organic products in Karaj. After determining the sample size by structural equation modeling, the available cluster sampling method was used. The data collection tool in this study was the standard questionnaire of Persaud and Schillo (2017) study. the reliability of this questionnaire was confirmed by using Cronbach's alpha coefficient and its combined reliability and its validity was confirmed by content validity and construct validity. to analyze the data used from structural equation modeling with Smart PLS software. After examining the fit of the model, the results show that social identity and social Influence have a significant effect on the intention to purchasing organic products and the mediating role of perceived value of customers confirmed and the role of moderating consumer innovativeness in identity Social impact and social influence impact on the intention to purchasing organic products was not confirmed.