Abstract:  In Iran, despite the limited development and enforcement of certification systems, consumers’ interest in organic food is growing. However, the organic market is still emerging. Therefore, the current study investigates the factors influencing consumers’ willingness to pay for organic fresh products (fruits and vegetables), while also exploring key consumer‐driven priorities for strengthening the sector. The study employed a sequential qualitative‐quantitative approach. First, 16 Iranian experts were consulted in two rounds to identify the influencing variables, using the Delphi method. Subsequently, a mixed‐methods approach was used for data collection and analysis. This survey was conducted in 2024 among 214 consumers at vegetable markets across 22 regions of Tehran. The data was analyzed using multiple regression to determine the main influencing factors. The results showed that consumers’ willingness to pay for organic food is positively influenced by their perceptions of organic products and higher income levels. Furthermore, factors such as age, attitudes toward agrochemicals, and the perception of higher costs significantly impact consumers’ willingness to pay for organic products in Tehran. This study also highlights the role of the certification system in building consumer trust, noting that while organic production organizations exist in Iran, the certification framework remains fractured and lacks broad consumer recognition. A key contribution of this study relates to its mixed approach, providing in‐depth perspectives on consumer preferences in an expanding organic market. The qualitative findings further underscore the importance of establishing designated organic markets, reinforcing certification and labeling systems, and targeting consumer education to increase awareness and trust in organic products.

Keywords:  consumer attitudes; organic food consumption; organic food policy; organic foods in Iran; willingness to pay

Published:   20 August 2025

Issue:   Vol 10 (2025): Perspectives on Food in the Sustainable City (In Progress)