Food safety in developing countries has always been a concern, and deciding to purchase foods with a healthy label can be challenging. The goal of this study was to investigate the behavior of consumers for healthy foods by evaluating the factors influencing the prevalence of purchasing them despite having to pay a premium. Required data were collected in 2022 from 359 households in Mashhad, Iran, through an online questionnaire. A Generalized Poisson model was employed for analysis and the results indicate that the consumer’s field of study, the importance of food shape and size, the importance of food healthiness, the level of government supervision, practicing the 5Rs, awareness of the harmful effects of fast food on health (1% level) and variables of trust in a brand of healthy food, and the level of knowledge about the harmful effects of chemical fertilizers and toxins on human health (10% level) have a direct and significant relationship with consumers’ willingness to purchase more healthy foods for which they are willing to pay a premium. On the other hand, the relationship of some other factors, such as the importance of food price (1% level) and household size, household expenses, presence of individuals over 60 years old in the household, and the importance of food taste and flavor (5% level) became negative and significant. Therefore, to promote the consumption of foods with a healthy label for the purpose of reducing environmental issues and human health problems, it is recommended to produce and offer various healthy foods, create local markets, provide discounts and economic incentives to the public, and use attractive packaging with accurate and readable labels.

The world's growing population is putting immense pressure on natural resources and food security. Algae, as a sustainable and nutrient-rich alternative protein source, have gained attention due to their lower environmental impacts and potential health benefits. However, consumer acceptance remains a key challenge, especially in developing countries where awareness is limited. This study investigates the factors influencing Iranian consumers' willingness to consume algae-based foods through the Theory of Planned Behavior (TPB). A survey involving 445 respondents from Mashhad, Iran, was conducted, and the data were analyzed using structural equation modeling. The findings reveal that attitude has the strongest influence on consumption intention, followed by food disgust, subjective norms, knowledge, moral norms, and environmental concerns. Attitude also mediates the relationships between the constructs of disgust, moral norms, knowledge, and environmental concerns with consumption intention. Furthermore, the findings indicate that attitude constitutes the fundamental mechanism of the relationship between knowledge, environmental concerns, and intention. On the other hand, moral norms confirm the existence of a relationship between the subjective norms construct and consumption intention, such that moral norms shape the fundamental mechanism of the relationship between subjective norms and attitude, emphasizing the profound influence of moral values in Iranian consumption culture. In contrast, food neophobia did not have a significant impact on consumption intentions, indicating an openness towards dietary innovations among Iranians. This research contributes to the theoretical advancement in this field by identifying the direct, indirect, and total effects of the extended Theory of Planned Behavior components on the decision to consume algae or algae-containing foods. Practically, the findings from this study can provide guidance for effective introduction and promotion strategies of algae-based food products in emerging markets.

The practice of rain-fed agriculture plays a vital role in both the economy and food security, yet it is subject to various challenges such as climate change and institutional barriers. This study employs the Strengths, Weaknesses, Opportunities, and Threats (SWOT) analyses, Best-Worst Method (BWM), and Weighted Aggregated Sum Product Assessment (WASPAS) integrated approach to identify the most effective strategies for improving and developing sustainable rain-fed agriculture in Mashhad, Iran. The SWOT analysis identifies the essential sub-factors for improving and developing sustainable rain-fed agriculture. Then, the BWM method is utilized to assign weights to each sub-factor. Finally, the WASPAS method is used to rank the 19 strategies that can help achieve sustainable rain-fed agriculture. The findings of this study reveal that the strategy of establishing an institutional framework to promote sustainable rain-fed agriculture (WT7) has received the highest score. On the other hand, strategies related to supporting policies at the farm level (ST2, WO3, WT2, WT1) were placed in the middle and final priorities. Thus, it is recommended that in the current context of rain-fed agriculture in Mashhad, policymakers prioritize institutional policies related to rain-fed agriculture over farm-level policies. This study proposes a comprehensive and systematic approach to enhance and promote sustainable rain-fed agriculture.

• Spreadability and adhesiveness had important effect on the total acceptance. • Increasing the spreadability enhanced the DA score. • The DA score reduced by increasing the adhesiveness. The DA model was able to predict the samples based on pectin and black plum peel puree.