The production of healthy food is determined by consumer demand, so it’s important to understand the patterns of consumer behavior when purchasing these items. This study evaluated the purchase behavior of consumers toward healthy food that lives in Mashhad-Iran. The sample size was 359 households, and the information on the sample was collected from an online questionnaire in August 2022. The results of the generalized ordered logit model showed that the increase in age, household income, healthy product awareness level, having a special diet, attention to the food freshness, the level of advertising and nutritional knowledge increased people’s desire to buy healthy food. Increasing household size led to a decrease in desire for people. It was also found that trust in the health of these foods had a positive effect on the tendency to purchase healthy food. Following the study, recommendations made to accelerate the demand for healthy food, which include using reliable food labels, increasing advertising, supporting healthy food producers, and increasing the stores of healthy products.

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