Identification and investigation of effective factors of organic products status in consumer basket of household goods

The purpose of this study is to investigate the factors affecting the organic products status in the consumer basket of household goods in the west of Tehran. This research is a descriptive-correlational study using a survey method. The statistical population of this research, being 260 people, includes those who refer to fruits and vegetables in the west of Tehran. Using Karaji and Morgan tables, and according to the size of the population, the sample size was estimated to be 153 people. The samples were selected using simple random sampling. The main tool of this research is a questionnaire whose validity was obtained by the opinions of professors and experts in the field of agriculture. The reliability of the questionnaire was carried out through a preliminary test. The Cronbach's Alpha coefficient was 0.94. Besides, the results of parametric comparisons using Independent t-test and ANOVA showed that based on the average of the organic products status by gender and household head, there is a significant difference between the occupations of the people who consume organic products. Investigating the correlation between the factors identified in the factor analysis and the variability of the organic products status in the consumer basket of household goods showed that there is a positive and significant relationship between the educational, marketing, informational and cultural factors with the dependent variable of the organic products status in the consumer basket of household goods. The result of regression analysis is that the two variables of the marketing agent and the type of consumption of organic products are the most important independent variables affecting the dependent variable of the organic products status in the consumer basket of household goods, which accounts for 8.1% of the variations of the dependent variable of the research.