Affecting Factors on the Rural Women's intentions to Use Herbal Medicines in Karaj Township

The main purpose of this research was to study the factors affecting on rural women’s intentions of using herbal medicines. The statistical population of the research consisted of women referred to rural health centers in central district of Karaj township. The sample size consisted of 110 subjects selected by using two-stage sampling technique. Standard questionnaires developed by Mohammdi Zeidi et al. (2012) and Luo et al. (2013) helped to collect data. A panel of experts confirmed content validity of the questionnaires. Construct validity and reliability of the research instrument were confirmed through examining of model fit in three levels of measurement model, structural model and total model. For analyzing data Structural Equation Modeling (SEM) multivariate technique (Partial Least Squares) was used through Smart PLS software. The results showed that two variables of social norms and perceived behavioral control had a positive and significant effect on rural women’s attitude towards the use of herbal medicines. The results also revealed that variables of social norms, perceived behavioral control and attitude had a positive and significant effect on rural women’s intention to use herbal medicines and explained about 61 percent of its variances.