Ali Firoozzare

This study presents a life cycle assessment (LCA) of drip and flood irrigation systems for wheat production in the semi-arid Central Mashhad Plain, northeastern Iran, following the ISO 14040/14044 framework. The functional unit is defined as 1 ton of wheat grain at the farm gate. Environmental impacts were assessed using the ReCiPe 2016 Midpoint (H) method. Inventory data were sourced from field surveys, the Ecoinvent database, and regional statistics. The results indicate that while drip irrigation reduces water consumption by approximately 35.3% compared with flood irrigation, it is associated with higher environmental burdens in a range of impact categories, notably marine ecotoxicity (+62%), freshwater ecotoxicity (+58%), freshwater eutrophication (+42%), fossil resource scarcity (+41%), human non-carcinogenic toxicity (+38%), and global warming potential (+19%), along with substantial increases in mineral resource scarcity, human carcinogenic toxicity, and terrestrial ecotoxicity. These trade-offs are mainly linked to the material and energy demands of the pressurized irrigation infrastructure (pipes, pumps, and filters). Sensitivity and uncertainty analyses confirm the robustness of the comparative rankings. However, the analysis is limited by the gate-to-gate system boundary and the use of background databases that may not fully reflect region-specific emission factors. These findings highlight the importance of integrated irrigation policies that address both water conservation and the broader environmental implications of irrigation modernization in semi-arid, groundwater-dependent regions.

In recent years, the impact of store image on consumer behavior has gained significant importance, as a clear and powerful image in consumers’ minds increases their trust in the store. It will also pave the way for increasing product sales. The current research aims to determine the factors affecting the purchase decision involvement of customers of confectionery and chocolate chain stores of a particular brand using the questionnaire measurement tool and simple random sampling method, as well as the structural equations model. This study examines the impact of store image on consumers’ brand decision involvement, as well as the effect of product class involvement and brand decision involvement on consumer purchase decision involvement. Thus, this research tries to study economic sustainability of a confectionery chain store in Tehran. The findings of this study show that both brand decision involvement and product class involvement positively and significantly impact purchase decision involvement, with brand decision involvement having the strongest effect. Based on these results, it is recommended that managers and decision-makers of these stores focus more on store image variables, brand decision involvement, and product features, which include the shape, taste, freshness, and variety of sweet and chocolate products. These variables can affect the purchase decision involvement of sweet consumers.

In recent years, the impact of store image on consumer behavior has gained significant importance, as a clear and powerful image in consumers' minds increases their trust in the store. It will also pave the way for increasing product sales. The current research aims to determine the factors affecting the purchase decision involvement of customers of chain stores of confectionery and chocolates of a particular brand using the questionnaire measurement tool and simple random sampling method, as well as the structural equations model. This study examines the impact of store image on consumers' brand trust, and also the effect of product class involvement and brand trust on consumer purchase decision involvement. The findings of this study show that both brand trust and product class involvement positively and significantly impact purchase decision involvement, with brand trust having the strongest effect. Based on these results, it is recommended that managers and decision-makers of these stores focus more on store image variables, brand trust, and product features, which include shape, taste, freshness, and variety of sweet and chocolate products. These variables can affect the purchase decision involvement of sweets consumers.

In countries facing physical water shortages, the safe use of treated wastewater can increase agricultural yields. However, farmers’ willingness to reuse water in agriculture is very low. Therefore, the purpose of this study is to determine the factors that influence 217,215 Iranian farmers who use treated wastewater to adopt safe irrigation practices. This study, which developed the Theory of Planned Behavior (TPB) by including risk perception (RP) and knowledge factors, is a groundbreaking endeavor in the field of the safe use of treated wastewater at the farm level in Iran and around the world. The final model analysis was conducted based on structural equation modeling (SEM). The findings reveal that attitudes, perceived behavioral control (PBC), RP, and knowledge significantly influence farmers’ behaviors regarding safe wastewater use, while subjective norms did not impact intentions. The subjective norm in this study includes the perceived social pressure by farmers (through family, friends, the farming community, and local authorities) to perform or not perform safe behavior in using treated wastewater for irrigation. Notably, PBC was the most important component in the original TPB model, because intention has a beneficial impact on behavior. In the extended model, knowledge and risk perception emerged as critical elements. Therefore, intervention policies should prioritize enhancing farmers’ knowledge, risk perception, and perceived behavioral control to promote safe treated wastewater usage. This study offers valuable insights for developing countries in agricultural practices.

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.