OICC Press International Journal of Agricultural Management and Development 2159-5860 11 2 2021 06 01 Behavioral Model of Real Buyers of Organic Productsin Guilan Province 245 260 EN Roya Sharifi Ph.D. Candidate in Marketing Management, Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran Bahram Kheiri Associate Professor, Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran Yalda Rahmati Ghofrani Assistant Professor, Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran Journal Article 2021 06 01 Organic products with the positive impacts that they have on health and the environment in the future will establish a new way of thinking about the relationship between food, health, and nature in human life. Therefore, it is important to examine the key factors that may affect the consumer’s mind to purchase organic food products. The present study aimed to investigate the factors affecting the actual behavior of organic product buyers. Data were collected by the field method, and a questionnaire was used as the data collection instrument. The statistical population of the study included the consumers of organic products in Guilan Province, Iran. Due to the unlimited size of the research population, 384 people were sampled by the convenience random sampling method. Model evaluation and testing of hypotheses were performed by structural equation modeling in Smart PLS software. The research findings demonstrated that perceived price, health consciousness, availability, organic knowledge, and subjective norms were the key determinants of organic buying behavior and showed a significant positive impact on consumer attitudes. Consumer attitudes also influenced purchase intention and purchase intention on actual buying behavior. It was also found that consumer swould be more willing to buy if they learned more about organic products and their environmental benefits. In addition, the results showed that preparing a brochure to introduce organic products and provide the results of studies on organic products to buyers and forming environmentally friendly groups and associations can change the attitude of buyers.