مؤلفه‌های اثرگذار بر ترجیح مصرفکنندگان به گوشت مرغ با برچسبهای پایداری (مطالعه موردی: شهر مشهد)
الموضوعات : فصلنامه علمی -پژوهشی تحقیقات اقتصاد کشاورزیحنانه آقاصفری 1 , علی رضا کرباسی 2
1 - دانشجوی دکتری اقتصاد کشاورزی، دانشگاه فردوسی مشهد.
2 - استاد اقتصاد کشاورزی، دانشگاه فردوسی مشهد.
الکلمات المفتاحية: گوشت مرغ, برچسب ارگانیک, برچسب سالم, برچسب سبز, لاجیت ترتیبی تعمیمیافته,
ملخص المقالة :
تولید گوشت مرغ با برچسبهای پایداری یا برچسبهای ارگانیک، سبز و سالم، نیازمند شناخت ترجیح مصرفکنندگان به مواد غذایی با این برچسبها است. از این رو، این مطالعه تلاش میکند تا مهمترین مؤلفه‌های اثرگذار بر ترجیح مصرف گوشت مرغ با برچسبهای پایداری را با بهرهگیری از الگوی لاجیت ترتیبی تعمیمیافته مورد بررسی قرار دهد. دادههای مطالعه با گردآوری 200 پرسش‌نامه از مصرفکنندگان مشهدی با استفاده از روش نمونهگیری تصادفی در سال 97 بدست آمده است. نتایج بیانگر آن است که متغیرهای جنسیت، دفعات خرید گوشت مرغ در ماه و قیمت منطقی نسبت به کیفیت احتمال ترجیح مصرف گوشت مرغ با برچسب سبز و سالم را نسبت به گوشت مرغ با برچسب ارگانیک افزایش میدهند. هم‌چنین، متغیرهای درجه اهمیت گوشت مرغ در سبد خانوار، کیفیت، ارزش تغذیهای، اعتماد و فقدان مواد شیمیایی و دارویی احتمال ترجیح مصرف گوشت مرغ با برچسب ارگانیک را نسبت به گوشت مرغ با برچسب سبز و سالم افزایش میدهد. بر اساس یافتههای مطالعه، توصیه میشود که بازاریابان متناسب با خصوصیات مصرفکنندگان از جمله جنسیت، راهبردهای بازاریابی گوناگونی را اتخاذ کنند.
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