Introduction Food consumption trend has changed in recent decades due to the increasing attention of consumers in what they eat (Chrysochou, 2010,Banterle et al., 2013). One of the important limiting factors for consumers' choice of healthy and environmentally friendly foods is their time preferences. Consumers' choice behaviors vary according to their time preferences, and these differences depend on their discount rate (Adams, 2012). Discount rate indicates the relative value of consumption over time. People with higher time preferences discount the future at a higher rate and thus value the present more than the future. On the other hand, the desirability of consumption in the future for people with lower preferences rates is higher than the desirability of consumption in the present (Frederick et al., 2002). Studies on the effect of temporal preferences on health-oriented behaviors show that people with low temporal preferences are less likely to smoke (Harrison et al., 2010), more interested in sports (Adams & Nettle, 2009), less likely to consume alcohol (Takanori & Goto, 2016), and more likely to undergo periodic medical examinations (Bradford, 2010). Also, the results of Houston & Finke's study (Houston & Finke, 2003) on the effect of time preferences on diet selection showed that people with higher time discount rates have lower diet quality and less attention to nutrition information labels of consumption pattern. However, the effect of time preferences on evaluation of healthy and environmentally friendly foods from the perspective of consumers has not been addressed so far. In this context, the effect of people's time preferences on premium price for organic rice as a health-oriented commodity is investigated in this study. Research Methodology Elicit consumers time preferences The Consideration of Future Consequences (CFC) scale is used to investigate the effect of time preferences on the selection of healthy and environmentally friendly food of organic rice (Borghans & Golsteyn, 2006,Adams & Nettle, 2009,Joireman et al., 2012,De Marchi et al., 2016). This scale is composed by 14 items. Seven of these scales are related to people's concerns about the future and constitute the CFC-Immediate (CFC-I) subscale,the other seven items, are related to people's attention to the present and constitute the CFC-Future (CFC-F) subscale (De Marchi et al., 2016). To understand the respondents' behavior, they were asked to assign the number seven to each item if each item is completely similar to their behavioral characteristics and to one if it is completely different from their behavioral characteristics. If these properties are intermediate, they are asked to acordingly select one of the numbers greater than 1 and less than 7. Contingent valuation Contingent valuation is one of the most important valuation methods based on the stated preferences in which, the consumers' willingness to pay for a new product is estimated via creating a hypothetical market (Shi et al., 2014). Given that organic rice is a hypothetical commodity for which there is no market, to derive the willingness of consumers to pay for this commodity, the contingent valuation method based on dichotomouse choice single bounded questionnaire was used. In this method, a premium price is offered to interviewee and he / she answers yes or no based on the amount of his / her willingness to pay, which is higher or lower than the offered price. Data analysis was performed using the censored normal regression model (Cameron, 1991). In order to design the bid vector and choice the sample size, a number of initial questionnaires (pre-test) were completed. Based on the information obtained from the pretest and applying Cooper method (1993), the elements of bid vector and sample volume allocation between different values of bid vector were selected based on the criterion of minimizing the variance of willingness to pay. The sample size was 536 using the Cochran's formula and considering the population of Shiraz city. The required data were collected by completing a questionnaire from the citizens of Shiraz in June 2018. Result and discussion The results of the effect of time preferences index on willingness to pay price premium for organic rice are positive and significant at 1% level. Thus, people who care more about the future and environmental issues tend to pay more, so that for each unit increase in the value of this index, people tend to pay more than 14%. Thus, people who care more about the future and environmental issues tend to pay more, so that for each unit increase in the value of this index, people tend to pay more than 14% for organic rice. This indicates that, given the time preferences of individuals, consumers with a university degree are willing to pay 13% more than those without a university degree. Another important variable affecting willingness of people to pay for healthy and organic products is household income. The results of most studies confirmed the existence of a positive relationship between these two variables (Donaghy et al., 2003,Dettmann & Dimitri, 2009,Gunduz & Bayramoglu, 2011). The findings of this study evealed that the effect of household income on willingness to pay a premium price for organic rice is positive and significant at 1% level. So that, willingness to pay for organic rice increases by an average of 0. 6% with respect to one million rials increase in monthly household income. Also, the effect of educational level on consumers' willingness to pay for organic rice is significant at the 1% level with a positive sign, so that consumers with university education are willing to pay 35% more for organic rice than people without university education. Household dimension is another variable affecting the willingness of consumers to pay extra for organic rice. The coefficient of this variable is significant at the 1% level with a negative sign. Therefore, it can be said that willingness of consumers to pay for organic rice decreases with an increase in the number of households. Based on the estimated coefficients, as result of increasing household population by one persn, the tendency to pay extra shows a decrease of 2. 1%. Conclusion Based on the results, the effect of consumers time preferences on their willingness to pay a premium price for organic rice is estimated to be significant and positive, so that they are willing to pay extra (14. 1%. ) to buy organic rice. The interaction of education and time preferences is found to be significantly positive at 1% level. This suggests that by taking into account fixed level of the individuals' time preferences, consumers with a college education are willing to have a higher price premium (12. 7%) than those without a college education. Therefore, assuming that university education leads to improve environmental insights, increasing public knowledge to protect the environment through public media with the aim of stimulating demand for organic and pro-environmental products, should be considered by policy makers.