An Integrated Model for Exploring Determinants of Online Fruits and Vegetable Purchasing Intention in Densely Populated Cities

Amid the rapid growth of e-commerce and increasing reliance on digital platforms, understanding the psychological and technological determinants of online food purchasing has become essential, especially in densely populated cities. This study aims to identify the key factors influencing urban consumers’ intention to purchase fruits and vegetables online by developing an integrated model that combines the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM). The model was empirically tested using structural equation modeling on data collected from customers of Tehran’s municipal fruit and vegetable markets—the largest in Iran. The results reveal that subjective norms and interpersonal influence are the strongest predictors of online purchasing intention, while attitude exerts a weaker yet significant effect. Perceived enjoyment, compatibility, and facilitating conditions significantly enhance positive attitudes and perceived control, whereas perceived usefulness shows no direct impact. These findings underscore the dominant role of social and experiential factors over purely utilitarian evaluations in shaping consumer behavior. The integrated framework provides a more comprehensive understanding of urban online food purchasing by linking behavioral, social, and technological dimensions. The study offers practical insights for policymakers, platform designers, and urban planners, suggesting that strengthening social marketing, improving digital infrastructure, and designing user-friendly and enjoyable platforms can enhance adoption and contribute to more sustainable and accessible urban food systems.