Framing a model for regular and occasional consumption of green foods in developing countries

In many developing countries, the market for green foods is still nascent, and factors that influence their consumption are poorly understood. The present study aimed to investigate what drives the regular and occasional purchase behaviors of Iranian consumers. A systematic sampling technique was used to investigate the adoption behavior of 370 regular and occasional consumers in Karaj County, Iran. Also, a Bayesian model was constructed based on the theory of planned behavior, the value-belief-norm theory, and media influence. The Bayesian structural equation modeling revealed that the consumption behavior of both regular and occasional buyers appears to be driven by their environmental attitudes, environmental concerns, and also product accessibility. However, the relative effects of these determinants were different. In addition, the consumption behavior of regular buyers was influenced by green purchase perception, price fairness, purchase intention, and the media. Whereas other major determinants of occasional buyers’ behavior included hedonic attitude and labeling confidence. Recommendations and implications for policymakers and marketers were offered to increase green food consumption.