“…Another study showed that marital status has significant influence on purchasing healthy foods (Haghjou et al, ; Rahnama, ). Rahnama () founded that gender, income, marital status, and education have positive effect on consumers' attitude toward buying organic products in Iran. So, based on discussion the following hypotheses are developed: H1 : Demographic factors have significant influence on consumer choice behavior toward antibiotic‐free chicken. H1a : Gender has a significant influence on consumer choice behavior toward antibiotic‐free chicken. H1b : Age has a significant influence on consumer choice behavior toward antibiotic‐free chicken. H1c : Education has a significant influence on consumer choice behavior toward antibiotic‐free chicken. H1d : Marital status has a significant influence on consumer choice behavior toward antibiotic‐free chicken. H1e : Income has a significant influence on consumer choice behavior toward antibiotic‐free chicken.…”
Section: Methodsmentioning
confidence: 99%
“…Lockie et al () found that by far the strongest motivator for buying organic was health. Another reason that consumers are turning to organic products is environmental concerns and conservation of natural resource, especially soil and water resource (Nasir & Karakaya, ; Rahnama, ; Zanoli & Naspetti, ). Organic produced food uses the renewable resources, conservation of energy and preserving the environment, with no artificial fertilizers and pesticide (Van Loo et al, 2010).…”
Section: Methodsmentioning
confidence: 99%
“…Studies related to organic food have shown that consumer perception has an important role in buying this kind of product (Radman, ; Schleenbecker & Hamm, ; Sismanoglou & Tzimitra‐Kaloglanni, ). Studies show that several factors such as; food quality (Rahnama, ), food safety (Yee, Yeung, & Morris, ), package (Kennedy, Stewart‐Knox, Mitchell, & Thurnham, ), and brand (Anisimova & Sultan, ) influence consumers' perceptions of organic food.…”
Section: Methodsmentioning
confidence: 99%
“…The perceived quality of a product, including organic products, directly affects the intent to purchase (Radman, ; Rahnama, ; Van Loo, Diem, Pieniak, & Verbeke, ). For example, Rahnama () indicated that quality has a positive impact on the consumption of organic products in Iran. Several studies also showed that food safety has an important role in consuming organic food (Yee et al, ; Yin et al, ).…”
Section: Methodsmentioning
confidence: 99%
“…Another study showed that marital status has significant influence on purchasing healthy foods (Haghjou et al, 2013;Rahnama, 2016). Rahnama (2016) founded that gender, income, marital status, and education have positive effect on consumers' attitude toward buying organic products in Iran. So, based on discussion the following hypotheses are developed:…”
Demand for healthy food is increasing in Iran. Although demand for these foods has increased, the real benefits and purchasing patterns are not known. The purpose of this study is to identify factors affecting consumer choice behavior toward antibiotic‐free chicken, and examines whether there are significant differences in importance of these factors between consumers with different outlooks. Logistic regression, chi‐square, and Friedman test were applied to assess collected data by a questionnaire survey. The results indicated that perception, awareness, motivation, social factors, and lifestyle had significant influence on the choice of antibiotic‐free chicken and demographic factors had no influence on it. Among effective factors, perception, and motivation have the most and least effect on choice of antibiotic‐free chicken, respectively.
Practical applications
These results are relevant to sensory scientists and healthy foods producers, especially antibiotic‐free chicken producers are interested to know how different factors will be able to impact on consumers' choice behavior. There is less information in the literature about consumer choice behavior toward antibiotic‐free chicken in Iran and another country. A better understanding of consumer choice behavior can be beneficial to develop this kind of product, and help poultry industry activists to encourage consumer to buy healthy products. The study showed that consumers' perception including high quality, appropriate packaging, cleanness of store, and credible brand are the most influential factors on consumer choice behavior. The researchers' findings might suggest the importance of social factors and raise of awareness as another important factors through consumers approach.
“…Another study showed that marital status has significant influence on purchasing healthy foods (Haghjou et al, ; Rahnama, ). Rahnama () founded that gender, income, marital status, and education have positive effect on consumers' attitude toward buying organic products in Iran. So, based on discussion the following hypotheses are developed: H1 : Demographic factors have significant influence on consumer choice behavior toward antibiotic‐free chicken. H1a : Gender has a significant influence on consumer choice behavior toward antibiotic‐free chicken. H1b : Age has a significant influence on consumer choice behavior toward antibiotic‐free chicken. H1c : Education has a significant influence on consumer choice behavior toward antibiotic‐free chicken. H1d : Marital status has a significant influence on consumer choice behavior toward antibiotic‐free chicken. H1e : Income has a significant influence on consumer choice behavior toward antibiotic‐free chicken.…”
Section: Methodsmentioning
confidence: 99%
“…Lockie et al () found that by far the strongest motivator for buying organic was health. Another reason that consumers are turning to organic products is environmental concerns and conservation of natural resource, especially soil and water resource (Nasir & Karakaya, ; Rahnama, ; Zanoli & Naspetti, ). Organic produced food uses the renewable resources, conservation of energy and preserving the environment, with no artificial fertilizers and pesticide (Van Loo et al, 2010).…”
Section: Methodsmentioning
confidence: 99%
“…Studies related to organic food have shown that consumer perception has an important role in buying this kind of product (Radman, ; Schleenbecker & Hamm, ; Sismanoglou & Tzimitra‐Kaloglanni, ). Studies show that several factors such as; food quality (Rahnama, ), food safety (Yee, Yeung, & Morris, ), package (Kennedy, Stewart‐Knox, Mitchell, & Thurnham, ), and brand (Anisimova & Sultan, ) influence consumers' perceptions of organic food.…”
Section: Methodsmentioning
confidence: 99%
“…The perceived quality of a product, including organic products, directly affects the intent to purchase (Radman, ; Rahnama, ; Van Loo, Diem, Pieniak, & Verbeke, ). For example, Rahnama () indicated that quality has a positive impact on the consumption of organic products in Iran. Several studies also showed that food safety has an important role in consuming organic food (Yee et al, ; Yin et al, ).…”
Section: Methodsmentioning
confidence: 99%
“…Another study showed that marital status has significant influence on purchasing healthy foods (Haghjou et al, 2013;Rahnama, 2016). Rahnama (2016) founded that gender, income, marital status, and education have positive effect on consumers' attitude toward buying organic products in Iran. So, based on discussion the following hypotheses are developed:…”
Demand for healthy food is increasing in Iran. Although demand for these foods has increased, the real benefits and purchasing patterns are not known. The purpose of this study is to identify factors affecting consumer choice behavior toward antibiotic‐free chicken, and examines whether there are significant differences in importance of these factors between consumers with different outlooks. Logistic regression, chi‐square, and Friedman test were applied to assess collected data by a questionnaire survey. The results indicated that perception, awareness, motivation, social factors, and lifestyle had significant influence on the choice of antibiotic‐free chicken and demographic factors had no influence on it. Among effective factors, perception, and motivation have the most and least effect on choice of antibiotic‐free chicken, respectively.
Practical applications
These results are relevant to sensory scientists and healthy foods producers, especially antibiotic‐free chicken producers are interested to know how different factors will be able to impact on consumers' choice behavior. There is less information in the literature about consumer choice behavior toward antibiotic‐free chicken in Iran and another country. A better understanding of consumer choice behavior can be beneficial to develop this kind of product, and help poultry industry activists to encourage consumer to buy healthy products. The study showed that consumers' perception including high quality, appropriate packaging, cleanness of store, and credible brand are the most influential factors on consumer choice behavior. The researchers' findings might suggest the importance of social factors and raise of awareness as another important factors through consumers approach.
The environment is increasingly turning to a vital and very important issue for all people. By increasing environmental concerns as well as legislating and regulating rules on the protection of the environment and the emergence of green consumers, implementing green marketing approach for organizations seems to be more crucial and essential. As a result, the need for ecological products and green business activities compels companies to combine environmental issues with marketing strategies. The first step in the success of companies and organizations is to identify consumers and their consumption behaviors correctly and accurately. So, the purpose of this study is to identify effective factors for the choice of consumers of green products. We used consumption values (functional value, social value, emotional value, conditional value, epistemic value, and environmental value) as the effective factor for choosing green products. The original place of this research was in Tehran, capital city of Iran, which is one of the most polluted cities in the world due to environmental issues. The results from the survey questionnaires are analyzed using confirmatory factor analysis and structural equation modelling. The results indicated that functional value-price, functional value-quality, social value, epistemic value, and environmental value had significantly positive effects on the choice of green products; also, conditional value and emotional value had no influence on it. It was concluded that the main influential factors for consumers' choice behavior regarding green products included environmental value and epistemic value. This study emphasized the proper pricing of green products by producers and sellers.
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