Nowadays, the production of new goods and their acceptance by customers create value for organizations like a capital. This research aims to suggest attitudes on factors affecting the acceptance behavior of products by influential and potential customers. Five hypotheses were presented to achieve the research objectives in the form of the following variables: human relationships, perceived benefits, an individual’s knowledge, and awareness, perceived risk and individual’s feeling. The present study is applied research in terms of purpose and the research method is descriptive survey type in terms of nature and method. The study is conducted in Alborz province, Karaj city and foodstuff consumers and customers are served as the population of the study. 84 questionnaires were distributed among customers and Confirmatory Factor Analysis and Structural Equation Modeling in Smart PLS software were used to analyze the data and hypotheses testing. The findings of the study show that the aspects of human relationships, human risk, and customers’ perceived benefits have positive effects on the acceptance of new products.
