Designing a model to improve the attitude of customers to organic food products in Iran

Organic food customer attitude is one of the terms that has recently been used extensively in marketing and business issues, and its improvement has become one of the most important issues in organizations and businesses. This mixed (qualitative-quantitative) study was conducted to design a model to improve the attitude of customers to organic food products in Iran. 28 variables of the model were extracted in the qualitative section using 19 expert interviews and the relationship between the variables was determined to achieve the model in a quantitative section based on the method of interpretive structural modeling (ISM). The identities of the identified variables were examined from the point of view of their penetration power using Mic-Mac analysis. The research findings were a five-level model of the Buddha that were the most influential variables at the fifth level and the first level of this model are the most influential variables. Mic Mac analysis in this study also showed that in terms of identity, the variables are independent media variable media coverage and the rest of the variables are interface type.