Background: Due to the effects that chemical and inorganic foods have on the human body system and cause a variety of diseases, including cancer, the use of functional foods is highly recommended for people. In this study, the attitudinal factors affecting the acceptance of functional dairy foods by urban consumers in Rasht, located in Guilan province, have been investigated. Methods: Data were obtained from 223 households in Rasht City, Northern Iran. Structural Equation Modeling (SEM) was used to investigate the effects of the general components of purchasing, the bene ts of functional dairy food, the need of functional dairy foods, con dence in functional dairy foods, safety of functional dairy foods, health consciousness and healthy lifestyle, components on the willingness to buy of functional dairy foods. Results: The components of attitude towards healthy lifestyle and the general components of purchasing were the most effective factors in determining the acceptance of functional dairy foods by the households of Rasht City. Conclusions: Lifestyle changes and promotion of healthy lifestyle among urban consumers will increase the acceptance of functional dairy foods in Iran.

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