KMAN Publication Inc. (KMANPUB) Health Nexus 4 Serial Number 15 2026 07 01 The Relationship Between Health Awareness, Demographic Characteristics, and Mass Media Use with the Attitude of Headquarters Staff of Ilam University of Medical Sciences Toward Organic Chicken Consumption The Relationship Between Health Awareness, Demographic Characteristics, and Mass Media Use with the Attitude of Headquarters Staff of Ilam University of Medical Sciences Toward Organic Chicken Consumption 1 13 10.61838/ EN Journal Article 2026 02 28 <p>The present study aimed to determine the relationship between health awareness, demographic characteristics, and mass media use with the attitude of headquarters staff of Ilam University of Medical Sciences toward organic chicken consumption, as well as to predict attitude based on these variables. This was a descriptive-analytical study. The statistical population consisted of the headquarters staff of Ilam University of Medical Sciences (250 individuals), of whom 148 were selected as the sample size through simple random sampling using the Krejcie and Morgan table. The main research instrument was a questionnaire, whose content validity was confirmed through expert review, and its reliability was calculated using Cronbach’s alpha coefficient (0.75). Given the non-normal distribution of the data based on the Kolmogorov–Smirnov test, Spearman’s correlation coefficient and simple linear regression were used to analyze the data with SPSS version 26. The results showed that, among the eight independent variables, only two variables had a significant relationship with attitude toward organic chicken consumption. Health awareness showed the strongest relationship with attitude, with a correlation coefficient of 0.449 (p = 0.000), while age showed a positive and significant relationship with attitude, with a correlation coefficient of 0.230 (p = 0.010). Other variables, including gender, number of family members, income level, employment status, educational level, and level of mass media use, had no significant relationship with attitude (p &gt; 0.05). The results of simple linear regression showed that age alone explained 5.1% of the variance in attitude, while health awareness explained 28.5% of its variance. In addition, the descriptive findings indicated that cyberspace and the Internet, with a mean score of 3.56, were the most frequently used media channels, whereas radio programs, with a mean score of 1.82, were the least frequently used media channels. Based on the findings, health awareness is the strongest factor associated with a positive attitude toward organic chicken consumption among the staff of Ilam University of Medical Sciences. Therefore, designing systematic educational programs, including workshops, webinars, and the production of scientific content; using the capacity of cyberspace and the Internet to disseminate health-oriented content; and employing older staff members with positive attitudes as “organic ambassadors” may be effective in improving attitudes and promoting organic chicken consumption.</p> https://journals.kmanpub.com/index.php/Health-Nexus/article/download/4549/10721