بررسی عوامل بازدارنده رفتار خرید مواد غذایی ارگانیک

محورهای موضوعی : فصلنامه علمی -پژوهشی تحقیقات اقتصاد کشاورزی

بهاره زندی دره غریبی ¹ (دانشجوی دکتری، گروه اقتصاد کشاورزی، دانشگاه فردوسی مشهد، مشهد، ایران.)
علی رضا کرباسی ² (استاد، گروه اقتصاد کشاورزی، دانشگاه فردوسی مشهد، مشهد، ایران.)

تاریخ دریافت : 1400/08/24 تاریخ پذیرش : 1402/02/06 تاریخ انتشار : 1402/02/01

کلید واژه: مقاومت مصرف‌کننده, غذای ارگانیک, تئوری مقاومت در برابر نوآوری,

چکیده مقاله :

مقدمه: امروزه بمنظور پاسخگویی به نیاز غذایی جمعیت رو به رشد، سیستم­های کشاورزی با بکارگیری فناوری‌های نوین، تولیدات خود را به­صورت کمی افزایش داده­اند. این افزایش تولیدات اگرچه توانسته تا حدودی مشکل کمی غذا را حل کند، اما همواره با پیامدهای زیست محیطی نامطلوب و بروز مشکلاتی در مورد وضعیت سلامت انسان­ها و دیگر موجودات زنده در اثر کاهش کیفیت مواد غذایی همراه بوده است. این امر موجب افزایش نگرانیها در رابطه با مسایل بهداشتی، ایمنی و محیط­زیست در تولید و مصرف موادغذایی شده است. بر این اساس، مصرف­کنندگان به دنبال محصولات متنوع با کیفیت بالاتر و سالم تر هستند. اگرچه تقاضا برای غذای ارگانیک و سالم در حال افزایش است، اما این محصولات در راه ورود به سبد مصرفی خانوارها با مشکلاتی روبه‌رو هستند. روش: در این مطالعه به بررسی عوامل بازدارنده مصرف کننده در برابر مصرف مواد غذایی ارگانیک با استفاده از چارچوب نظری تئوری مقاومت در برابر نوآوری پرداخته شده است. داده­های مورد نیاز با جمع­آوری 100 پرسش‌نامه در سال 1399 از  شهروندان خوزستانی جمع­آوری شد. برای تجزیه وتحلیل داده­های جمع­آوری شده از رویکرد مدل سازی معادلات ساختاری استفاده شده است. یافته­ها: نتایج مطالعه نشان داد مانع ارزش بر رفتار خرید مصرف کنندگان اثری منفی و معنادار دارد. به بیان دیگر، قیمت نقش تعیین کننده ای بر رفتار خرید مصرف کنندگان دارد. از این رو، هرچه تفاوت قیمت بین محصولات غذایی ارگانیک و محصولات جایگزین بالاتر باشد می­تواند اثر منفی بر خرید مصرف کنندگان از این محصولات بگذارد. یکی دیگر از موانعی که بر خرید مصرف کننده تأثیر گذار است، مانع استفاده می‌باشد. به این معنی که دسترسی به اطلاعات مواد غذایی ارگانیک و مراکز فروش تاثیر معناداری در خرید مواد غذایی ارگانیک دارد. هم‌چنین، نتایج نشان داد که باوجود اثر معنادار ریسک و عدم اعتماد مصرف کنندگان نسبت به این محصولات، تمایل به مصرف این محصولات در مصرف­کنندگان مشاهده می­شود و مصرف کنندگان این محصولات را نسبت به محصولات سنتی سالم­تر می­دانند. نتیجه­گیری: بر اساس نتایج بدست­آمده اطلاع و آگاهی از مراکز فروش، درج قیمت منطقی برای این دسته از محصولات، افزایش تعداد فروشگاههای مواد غذایی ارگانیک برای سهولت در دسترسی مصرف­کننده به این محصولات و ایجاد اقداماتی نظیر عرضه و ارائه محصولات در نمایشگاهها برای معرفی محصول و جلب اعتماد آنها می­تواند اثر مثبتی بر رفتار خرید این مصرف­کنندگان داشته باشد.

چکیده انگلیسی:

Introduction: Today, in order to meet the food needs of the growing population, agricultural systems have slightly increased their production by using new technologies. Although this increase in production has been able to solve the problem of food shortages to some extent, but has always been associated with adverse environmental consequences and problems with the health status of humans and other living organisms due to reduced food quality. This has raised concerns about health, safety and the environment in food production and consumption. Accordingly, consumers are looking for a variety of products with higher quality and healthier. Although the demand for organic and healthy food is increasing, these products face problems in entering the consumer basket of households. Methods: The present study attempts to understand the underlying reasons for consumer resistance toward consuming organic food using the theoretical framework of innovation resistance theory (IRT).The required data were collected by collecting 100 questionnaires in 2020 from the citizens of Khuzestan. Structural Equation Modeling approach has been used to analyze the collected data. Findings: The results showed that value barrier shared a negative association with consumer buying behavior. In other words, price plays a decisive role in consumer buying behavior. Therefore, the higher the price difference between organic food products and alternative products, can have a negative effect on consumers' purchases of these products. Another barrier that affects consumer purchasing is barriers to use. This means that access to organic food information and sales centers has a significant impact on the purchase of organic food. The results also showed that despite the significant effect of risk and consumer distrust in these products, consumers tend to consume these products and consumers consider these products healthier than traditional products.

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