Elaheh Jamshidi - M.A of Business Management in Islamic Azad University of Tehran Branch
Bahram Kheiry - Assistant Professor, Member of faculty in Islamic Azad University of Tehran Branch
Farideh Haghshenas Kashani - Assistant Professor, Member of faculty in Islamic Azad University of Tehran Branch

Nowadays, consumers’ demand for organic and environment friendly products toward a healthy life style has been increased. Therefore, in regard to increasing growth of demands for green products, the consumers of organic products as an important group of customers in industry are more considered. The main purpose of this study was to study and determine the factors that influence on the purchase behavior of organic food products. The method was descriptive–survey study. The statistical population (n=384) of this study included the consumers of organic products in Tehran city. Since populationsize was unlimited, sample size was selected by Cochran's formula. Descriptive statistics included frequency tables and mean. Also, in inferential level variance analysis test and structural equation modeling including confirmatory factor analysis and path analysiswere used. To analyze data, the software packages of SPSS version 17 and Amos 18 were used. According to results of this study, there is no need that sellers of organic products pay attention to customers’ gender and age for encouraging them to buy organic products. Also, the results showed that awareness of the benefits of organic products paves the way to change the purchasing behavior of organic products’ buyers.

organic products, behavior, consumers, advertising and structural equations