Introduction: Despite increasing environmental concerns, the market share of organic products in Iran has not experienced significant growth. Therefore, encouraging consumers to purchase organic products has become one of the fundamental challenges in the field of consumer behavior. Meanwhile, students, as an influential and future-building group in society, play a key role in promoting sustainable consumption patterns. Hence, the present study, using the extended theory of planned behavior, investigates the factors affecting organic food purchase behavior among students of Razi University.
Methodology: The approach governing the present study is quantitative, conducted using a descriptive-correlational method. The statistical population comprised all students residing in student dormitories at Razi University in the fall semester of the academic year 2025-2026. The sample size was estimated using the Cochran formula and subsequently increased to 393 individuals to enhance accuracy. The samples were selected using cluster sampling. The data collection tool included an adjusted and extended standard questionnaire of the theory of planned behavior, whose validity and reliability were examined and confirmed. Data analysis was performed in two sections: descriptive statistics (mean, standard deviation, etc.) and inferential statistics (structural equation modeling) using SPSS24 and Smart PLS4 software.
Findings: After confirming the measurement model, the structural model was tested using path coefficients, t-statistics, and significance levels. The findings showed that perceived behavioral control (0.456) and purchase intention (0.252) had the strongest direct impact on purchase behavior. Product quality (0.490), marketing factors (0.617), and subjective norms (0.342) had the greatest impact on attitude, subjective norms, and purchase intention, respectively.
Conclusion: The findings indicated that perceived behavioral control was the strongest direct predictor of purchase behavior, and product quality was the most influential factor on students' attitudes. Therefore, policymakers and planners in the field of organic products are recommended to improve product quality, design targeted marketing campaigns, and facilitate access.