The Purchase Behavior of Healthy Food Consumers: The Innovation Resistance Theory (IRT)

bahare Zandi

10:06 AM - 10:28 AM

[ASAE_Parallel_2-12-04] The Purchase Behavior of Healthy Food Consumers: The Innovation Resistance Theory (IRT)

bahare Zandi¹, *Alireza Karbasi² (1. PhD student, Department of Agricultural Economics, Ferdowsi University of Iran, 2. Professor of the Department of Agricultural Economics, Ferdowsi University of Iran)

Keywords:Consumer Resistance, healthy Food, Innovation Resistance Theory

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Presentation information

Food Purchasing Behavior

[ASAE_Parallel_2-12-04] The Purchase Behavior of Healthy Food Consumers: The Innovation Resistance Theory (IRT)

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