ABSTRACT
This article has attempted to examine the impact of motivation on the purchasing and represents a model for organic or local cucumbers buying dimensions. Data were collected by a sample of 300 people in two northern provinces of Iran during 7 months and were tested using structural equation modeling (SEM) technique. Results indicate that not using pesticides, preserving people’s health, conservation, better taste, and region of origin of organic or local cucumbers have significant positive impacts on purchasing dimensions and persistence has no significant effect on purchasing dimensions.