evaluation of factors affecting willingness to use of organic products in mashhad county

the purpose of this study was to determine the effective variables on consumers’ willingness to use organic products, as the final component of the food chain from production to consumption,. data was collected by questionnaire from 200 consumers in mashhad county and the discriminate analysis was used to find out the most imprtant factors to distinguish between two groups: the ”consumers with willingness to consume” and the opposite group.results indicated that “consumer’s awarness of the nutritive value of organic products” was the most important factor on raising a consumer’s tendency to buy organic products. therefore, raising public awareness about the nutritive value of organic products develops and improves this sector as well as the consumption of safe foods.