Analyzing the Impact of Innovativeness on Organic Product Purchase Patterns: A Case Study in a Specialized Organic and Healthy Products Store in Tehran

Document Type : Original Article

Authors
Hamed Abedinnasab 1
Majid Fattahi 2
1 Department of Business Management, Faculty of Humanities, Islamic Azad University, Sari, Iran
2 Assistant Professor, Department of Business Management, Sari Branch, Islamic Azad University, Sari, Iran
10.22034/jmek.2025.499164.1165
Abstract
With growing health awareness and the increasing significance of competitive markets, innovation and the attraction of innovative consumers have become key drivers of success in marketing organic products. This study aims to investigate the impact of cognitive and emotional dimensions of consumer innovativeness on the purchasing decision-making styles for healthy and organic products. The research adopts an applied, descriptive-survey design. The statistical population consists of customers of a specialized organic product store in Tehran, from which 400 individuals were selected through random sampling. Data were collected using standard questionnaires on consumer decision-making styles and innovativeness, both of which demonstrated acceptable reliability. Data analysis was conducted using factor analysis and statistical tests in SPSS software. The results indicate that cognitive innovativeness is significantly related to perfectionistic and price-conscious decision-making styles, while emotional innovativeness is associated with hedonic, novelty-seeking, and unplanned purchasing styles. Additionally, brand consciousness and choice overload–induced confusion were identified as other influential factors. The findings of this study can assist managers and marketers in gaining deeper insights into the psychological characteristics of consumers, thereby enabling more effective market segmentation, promotional strategy design, optimal pricing, and the development of innovative health-oriented products.
Keywords
Consumer innovativeness
decision-making styles
organic products
consumer behavior analysis
Subjects

 

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  • Receive Date 11 January 2026
  • Revise Date 03 February 2026
  • Accept Date 03 March 2026