Evaluating the Factors Affecting the Consumption of Shiraz Consumers to Benefit from Organic Tomato Product Application of Hackman Two-Step Method

Excessive reliance on external inputs such as fertilizers and pesticides and the indiscriminate exploitation of soil and water resources is considered a serious threat to the quality of the environment. In this regard various sciences are looking farming methods that could be a good alternative to protect human health and the environment. Organic farming is a viable alternative between conventional agricultural systems to safeguard food security in the world in general and in developing countries is specifically mentioned. This study was conducted on the product market organic tomatoes, for this purpose some random questionnaire from the city of Shiraz was collected in 1395.

In this study, Heckman two-stage method is used.

The results show that consumers' willingness to pay around 2442/2 Rial had more than non-organic tomatoes. Variables of gender, age, education, household income and the distance from the place of purchase organic products have had a significant impact on people's willingness to pay. So that other than variables of gender and distance from place of purchase that is negatively correlated with willingness to pay more for organic products, other variables positively correlated with willingness to pay.

According to the results of this study, it is suggested that in order to better access people to these products, by adopting policies, distribution networks should be further expanded in different urban areas. Also, considering the importance of people's health at all ages, it is necessary to adopt promotional and educational policies to lead the tastes of younger people to consume organic products.