The objective of the present study is to examine the moderating role of the benefits of organic products in the relationship between price and perceived value of products in the Gookarn Market. This research is descriptive-correlational in nature and was conducted using a survey method. The statistical population consists of customers of the Gookarn Market. Using Cochran’s formula and considering the population size, a sample of 217 individuals was estimated. The participants were selected using simple random sampling. The main data collection instrument was a questionnaire, whose validity was confirmed by academic experts and professionals in the field of management. The reliability of the questionnaire was verified through a pilot test and calculating Cronbach's alpha coefficient.

Data were analyzed using confirmatory factor analysis and hierarchical regression analysis with the help of SPSS and LISREL software. The results of the confirmatory factor analysis supported the good fit of the model and the alignment of the designed items with the latent variables in the research model.

Hierarchical regression analysis was used to test the research hypotheses, and the findings indicated that product quality, health benefits, and ethical aspects serve as moderating variables in the relationship between price and perceived value of organic products.

Ultimately, the study concludes that there is a significant negative relationship between price and perceived value of organic products, which is positively moderated by the benefits of these products.