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Using Iran’s 2010–2011 household survey data on income and expenditure, this paper estimates the demand for vegetable consumption. Based on the Vuong’s (1989) Likelihood Ratio Test for Model Selection and Non-Nested Hypothesis, a full Box-Cox double-hurdle model adjusted for heteroskedasticity, dependency, and normality was estimated to uncover factors underlying Iranian households’ decisions to purchase and consume vegetables. Results show that all demographic, socioeconomic, and geographical variables significantly explain vegetable consumption behaviour in Iran. A positive relationship exists between educational attainment and the decision to purchase and consume vegetables. As well, households’ size and average age exert a statistically significant positive effect on vegetable consumption.

Towards Understanding Vegetables Consumption Behaviour in Iran: A Full Box-Cox Double-Hurdle Application