This study investigates the word-of-mouth (WOM) marketing behavior of organic saffron consumers in Mashhad, Iran. Using a self-organizing map (SOM) neural network and decision trees, the researchers segmented 400 organic saffron consumers into four market segments based on their neobehavioristic characteristics. The results show that less than 50% of consumers in each segment are willing to participate in WOM advertising for organic saffron. The main reasons for this reluctance include a lack of awareness about organic saffron and its characteristics. Mass-media advertising is identified as an effective way to raise consumer awareness and influence opinion leaders, thereby increasing WOM recommendations. The study also finds that psychological factors, such as environmental concern, age, income, accessibility, and health consciousness, have a greater impact on consumers' participation in WOM advertising than demographic characteristics. The findings have implications for marketers and policymakers in formulating WOM marketing strategies and developing advertising campaigns to increase consumer awareness and participation in WOM for organic saffron.This study investigates the word-of-mouth (WOM) marketing behavior of organic saffron consumers in Mashhad, Iran. Using a self-organizing map (SOM) neural network and decision trees, the researchers segmented 400 organic saffron consumers into four market segments based on their neobehavioristic characteristics. The results show that less than 50% of consumers in each segment are willing to participate in WOM advertising for organic saffron. The main reasons for this reluctance include a lack of awareness about organic saffron and its characteristics. Mass-media advertising is identified as an effective way to raise consumer awareness and influence opinion leaders, thereby increasing WOM recommendations. The study also finds that psychological factors, such as environmental concern, age, income, accessibility, and health consciousness, have a greater impact on consumers' participation in WOM advertising than demographic characteristics. The findings have implications for marketers and policymakers in formulating WOM marketing strategies and developing advertising campaigns to increase consumer awareness and participation in WOM for organic saffron.