the effective Consumer's perceptions on the attitude of towards organic foods in the Yazd city

because of consumers Increasing tendency to the subjects of health and environmental Issues in recent years, using organic foods has been increased. The aim of this research is to test the factors affecting e attitude towards organic foods and purchase intention of consumers. According to this fact that organic foods are proper for personal and social health, the main problem is what factors can effect on attitude and purchase intention of people, to help managing and promoting society health level by identifying these factors and encouraging society to use these products. This is a applied and descriptive study and has been performed by survey method. The research population is 206 organic food consumers in Yazd. The questionnaire based on Likert spectrum was used in order to collect information. Structural equations’ modeling was used to analyze research data with Smart-PLS software. Uniqueness, purchase easiness and customer knowledge have a positive and meaningful effect on the attitude of consumers towards organic foods. Also attitude has a meaningful effect on purchase intention. However, risk taking, quality and price don’t have a meaningful effect on the attitude of consumers towards organic foods.