OICC Press International Journal of Agricultural Management and Development 2159-5860 11 3 2021 12 01 Modeling Attitude Components Affecting the Acceptance of Functional Dairy Foods among IranianUrban Consumers 495 510 EN Mohammad Kavoosi‑Kalashami Associate Professor, Department of Agricultural Economics, Faculty of Agricultural Sciences, University of Guilan, Rasht, Iran AmirAli Faridi Department of Human Geography, University of Tehran, Tehran, Iran Hamid El Bilali International Centre for Advanced Mediterranean Agronomic Studies of Bari (CIHEAM‑Bari), Valenzano (Bari), Italy Journal Article 2021 12 01 Since conventional foods can have different negative effects on human health and cause a variety of diseases, including cancer, the use of functional foods is highly recommended. In this study,the attitudinal factors affecting the acceptance of functional dairy foods (FDF) by urban consumers in Rasht (Guilan province, northern Iran) were investigated. Data were obtained from 223 households in Rasht City. Structural Equation Modeling (SEM) was used to investigate the effects of the general purchasing component as well as those of benefits of FDF, need of functional dairy foods, confidence in functional dairy foods, safety of functional dairy foods, health consciousness and healthy lifestyle, and willingness to buy FDF. The results show that the componentsof attitude towards healthy lifestyle and the general componentof purchasing were the most effective factors in determining theacceptance of FDF by the households of Rasht City. The designed model explains 79.5 percent of the variation in willingness touse FDF. Given the benefits of consuming these products in preventing diseases and reducing health costs, public investmentsin awareness raising campaigns are needed to promote healthy lifestyle among urban consumers and increase the acceptance of FDF in Iran.