This study investigates the determinants of organic foods consumer behavior in Iran. This will further
understanding of consumer decision-making regarding organically produced foods and help identify
strategies for promoting their consumption. The focus of the study was to explore the influence of
constructs of the Health Beliefs Model on willingness to use organic foods using a multistage, stratified
random sample of young adults (n = 389) in a survey conducted in Iran. Structural equation modeling
showed that perceived benefits, general health orientation regarding pesticides and organic foods,
self-efficacy and perceived barriers are significant predictors of willingness regarding the use of organic
foods. These variables can predict nearly 42% variance of young adults’ willingness to use organic food.
The findings yield public policy and marketing recommendations for stimulating organic food consumption
among young adults.