The aim of this paper is investigation of effective factors on primary choice of consumers of food purchasing in Mashhad city by applying cross section data of 201 household in the year 2012. In this study 56, 30 and 14 percent of consumers choose healthiness of food, taste of food and price of food, respectively as the primary preference in food purchase. Results of applying multinomial logit model illustrate that older respondents and females are more careful for health than young respondents and males. Also, results indicate that households with high-income and high-education levels are more likely to choose healthy foods. What’s more, respondents who have knowledge of food health are more likely to select healthiness of foods. At last, based on results of this study some recommendations are provided for policy makers and food producers

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