Factors affecting organic food consumption behavior among students in Iranshahr using the theory of planned behavior

The purpose of this study was to examine the organic food consumption behavior of students based on the theory of planned behavior. The study population consisted of high school students in Iranshahr city, and the sample was selected by simple random sampling. The data were collected using a researcher-made questionnaire on organic food consumption, which measured the demographic characteristics and the independent variables of attitude, subjective norm, perceived behavioral control, and environmental factors, as well as the dependent variable of organic food consumption behavior. The reliability and validity of the questionnaire were assessed by Cronbach's alpha coefficient and confirmatory factor analysis, and the data were analyzed by descriptive and inferential statistics methods using structural equation modeling. The results indicated that attitude, subjective norm, perceived behavioral control, and environmental factors had a positive and significant impact on organic food consumption behavior and accounted for about 60% of the variance in behavior. Therefore, it can be concluded that the students of Iranshahr have a good awareness and perspective about organic food consumption, and they have a willingness to consume organic food if the conditions are favorable.