Several factors influence consumer preferences for food and agriculture. Knowing and evaluating these factors is necessary to promote the purchase and consumption of healthy products and correct nutritional behaviors. This study aims to identify and evaluate the risks that consumers face when buying healthy products. For this purpose, the sources of risk were displayed in a matrix, and the factors influencing the motivational risk of buying these products were investigated using the generalized ordinal logit method. The sample size in this study is 359 households that live in Mashhad- Iran, and the information on the samples is collected from an online questionnaire. The results of the risk matrix show that worrying about the low level of household income is the highest risk score, and low trust in the advice of others has the lowest score. Variables of age, education, nutritional knowledge, special diet, importance to product health, and presence of children under five years old in the household have positive effects on the risk. Variables of household expenses and government supervision have a negative effect. Suggestions like reforming the production and processing system of nutrition and agriculture in order to supply healthy, cheap, and accessible products, improving the level of nutrition and public awareness about the risks of not consuming healthy products are also made to reduce barriers to healthy nutrition.

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