effects of personality and motivational characteristics on consumption's behavior of healthy food The products through mediators effects of self - efficacy , motivation for health and innovation in healthy products based on the 3M model

Consumer behavior based on personality and motivational variables has been less considered in the form of casual models. The purpose of this research was designed to determine the effects of personality and motivational characteristics on health food consumption through the mediator effects of self-efficiency, motivation and innovation in healthy products. The research method was descriptive based on correlation method, and it’s statistical population was the consumers of vegetable oils in Behavar company in Isfahan. The sample size 628 people and gathered through purposive method. The researchers use standard questionnaire to collect data, and before the final implementation, content, face, construct validity and reliability were confirmed the result showed that openness , extroversion and neuroticism had a positive effect on self-efficiency with the standard coefficients of 0.245, 0.282 and 0.276. In addition, the openness to experiences, with path coefficients of 0.2 and 0.304 influenced by innovation in healthy products and healthy motivation. furthermore, self- efficiency with path coefficient of 0.18 has significant effects on healthy dietary behavior. Finally, the main hypothesis of research was confirmed, with the difference in the conscientiousness, agreeableness and need to arousal not have a significant relationship with the main model.