بررسی عوامل بازدارنده رفتار خرید مواد غذایی ارگانیک

محورهای موضوعی : فصلنامه علمی -پژوهشی تحقیقات اقتصاد کشاورزی

بهاره زندی دره غریبی ¹ , علی رضا کرباسی ²

1 - دانشجوی دکتری، گروه اقتصاد کشاورزی، دانشگاه فردوسی مشهد، مشهد، ایران.
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.

منابع و مأخذ:

1.       Aghasafari H, Karbasi A, Mohammadi H, Calisti R. Analysis of Factors Affecting Consumer Payment Preferences for Organic Agricultural Products: Application of Structural Equation Modeling. Journal Of Agricultural Economics and Development 2020; 33(4): 339-350 (In Persian).

2.       Aschemann-Witzel J, Zielke S. Can’t buy me green? A review of consumer perceptions of and behavior toward the price of organic food. Journal of Consumer Affairs 2017; 51(1): 211–251.

3.       Asif M, Xuhui W, Nasiri A, Ayyub S. Determinant factors influencing organic food purchase intention and the moderating role of awareness: A comparative analysis. Food Quality and Preference 2018; 63: 144–150.

4.       Akinyode BF. The use of structural equation modeling (SEM) in built environment disciplines. Research on Humanities and Social Sciences 2016; 6(6): 109-120.

5.       Azizi V, Nikoei M, Khaledi M. Strategies of Market Development of for Healthy Food Products in Hamadan. Journal Of Agricultural Economics and Development 2014; 27(4): 328-337. (In Persian).

6.       Basha MB, Lal D. Indian consumers’ attitudes towards purchasing organically produced foods: An empirical study. Journal of Cleaner Production 2019; 215: 99–111.

7.       Byrne BM. Structural Equation Modeling with AMOS. New York: Routledge; 2010.

8.       Bollen KA. Structural Equations with latent Variables. New York: Willey; 1989.

9.       Bentler PM, Chou CP. Practical issues in structural modeling. Sociological Methods & Research 1987; 16(1): 78-117.

10.   Chekima B, Chekima K, Chekima K. Understanding factors underlying actual consumption of organic food: The moderating effect of future orientation. Food Quality and Preference 2019; 74: 49–58.

11.   Fleseriu C, Cosma SA, Bocanet V. Values and planned behaviour of the romanian organic food consumer. Sustainability 2020; 12:1–21.

12.   Ghorbani M, Tohidi A, Alizadeh P. Rating and Investigating Factors Affecting Consumer Preferences for Organic Products in Mashhad City. Journal Of Agricultural Economics and Development 2019; 33(3): 239-250. (In Persian)

13.   Ghorbani M, Liaghati H, Nemati F. Factors Influencing the Potential Demand for Credit by Farmers on their Tendency for Producing Greenhouse Organic Cucumbersin Khorasan Razavi Province. Environmental Science Journal 2011; 8(3): 35-45. (In Persian).

14.   Gerbing DW, Anderson JC. Monte Carlo evaluations of goodness of fit indices for structural equation models. Sociological Methods and Research 1992; 21(2): 132-160.

15.   Gracia A, De Magistris T. Organic food product purchase behavior: a pilot study for urban consumers in the South of Italy. Spanish Journal of Agricultural Research 2007; 5(4): 439-451.

16.   Haghjou M, Hayati B, Mohammadrezaei R, Pishbahar E, Dashti G. Factors Affecting Consumers' Potential Willingness to Pay a Premium for Safe Food Products (Case Study: Agricultural Administration of East Azerbaijan). Journal of Agriculture Scienca and Sustainable Production 2011; 21(3): 105-117. (In Persian).

17.   Hasimu H, Marchesini S, Canavari M. A concept mapping study on organic food consumers in Shanghai, China. Appetite 2017; 108: 191–202.

18.   Hasselbach JL, Roosen J. Consumer heterogeneity in the willingness to pay for local and organic food. Journal of Food Products Marketing 2015; 21(6): 608–625.

19.   Hansen T, Sørensen MI, Eriksen MLR. How the interplay between consumer motivations and values influences organic food identity and behavior. Food Policy 2018; 74: 39–52.

20.   Hatcher L. A Step-By-Step Approach to Using SAS for Factor Analysis and Structural Equation Modeling. SAS Institute Inc. North Carolina; 2005.

21.   Jafari A. The importance of varieties and investigating effective factors on their erosion (first section). Espehan Magazine 2004; 5: 8-11.

22.   Jöreskog KG, Sörbom D. LISREL 8 User's Reference Guide. Scientific Software International. Chicago; 1996.

23.   Khodaverdizadeh M. Factors Affecting Consumers Willingness to Pay for Organic Cucumber in Urmia. Agricultural Economics Research 2017; 9(35): 97-122. (In Persian).

24.   keshavarz S, mousavi M. Study of the problems and factors affecting the development of organic farming Case Study: kitchen garden city Marvdasht. Agricultural Economics Research 2018; 10(39): 151-172. (In Persian).

25.   Kiani GH, Liaghati H. Analysis of common economic conversion conditions to organic agriculture using dynamic linear planning model, the second national conference on agricultural ecology of Iran. Gorgan University of Agricultural Sciences and Natural Resources. 2008.

26.   Kushwah SH, Dhir A, Sagar M. Understanding consumer resistance to the consumption of organic food, A study of ethical consumption, purchasing and choice behavior. Food Quality and Preference 2019; 77:1–14.

27.   Kochaki A, Mansori H, Ghorbani M, Rajabzadeh M. Evaluation of Factors Affecting Willingness to Use of Organic Products in Mashhad County. Journal Of Agricultural Economics and Development 2013; 27(3): 188-194. (In Persian).

28.   Kline RB. Principles and Practice of Structural Equation Modeling. New York: Guilford Press; 2011.

29.   Kline RB. Assessing statistical aspects of test fairness with structural equation modelling. Educational Research and Evaluation 2013; 19(2-3): 204-222.

30.   Kaplan D. Structural Equation Modeling: Foundations and Extensions. California :SAGE Publications; 2000.

31.   Lee TH, Fu CJ, Chen YY. Trust factors for organic foods: Consumer buying behavior. British Food Journal 2019; 122(2): 414–431.

32.   Laukkanen T, Kiviniemi V. The role of information in mobile banking resistance. International Journal of Bank Marketing 2010; 28(5): 372–388.

33.   O’Connor EL, Sims L, White KM. Ethical food choices: Examining people’s Fair Trade purchasing decisions. Food Quality and Preference 2017; 60: 105–112.

34.   Pham TH, Nguyen TN, Phan TTH, Nguyen NT. Evaluating the purchase behaviour of organic food by young consumers in an emerging market economy. Journal of Strategic Marketing 2018; 4488: 1–17.

35.   Pishbahar E, Mahmmodi H, Haiati, B. Investigating Non-Attendance of Attributes in Choice Experiment with Endogenous Attribute Non-Attendance (Case Study: Organic Tea Consumers in Tehran). Iranian Journal of Agricultural Economics and Development Research 2019; 50(3): 437-449. (In Persian).

36.   Pourjavid S, Ghanian M. Analysis the Factors Affecting Farmers' Attitudes Toward Organic Farming (The case of Islamabad city). Iranian Journal of Agricultural Economics and Development Research 2019; 50(2): 367-381. (In Persian).

37.   Rajabi Shams H, Omidi Najafabadi M. Affecting Factors on Consumption' Attitudes of Organic Agricultural Products in Tehran. Agricultural Extension and Education Research 2014; 7(26): 51-62. (In Persian).

38.   Raheli H, Sandoghi A. The Effect of Consumer’s Quality of Life on the Intention to Purchase Organic Cucumber in Tabriz City. Iranian Journal of Agricultural Economics and Development Research 2018; 49(2): 279-291. (In Persian).

39.   Rodriguez E, Lacaze V Lupin B. Willingness to pay for organic food in Argentina: Evidence from a consumer survey. Proceeding of the 105th EAAE Seminar, 8–10 Jul. Bologna, Italy. 2007.

40.   Ram S, Sheth JN. Consumer resistance to innovations: The marketing problem and its solutions. Journal of Consumer Marketing 1989; 6(2): 5–14.

41.   Sandoghi A, Raheli H. Extending the model of planned behavior to predict the intention of producing organic products among Isfahan cucumber greenhouse owners by Moral norm variable. Iranian Journal of Agricultural Economics and Development Research 2016; 47(4): 328-337. (In Persian).

42.   Steiger JH. A note on multiple sample extensions of the RMSEA fit index. Structural Equation Modeling: A Multidisciplinary Journal 1998; 5(4): 411-419.

43.   Schumacker RE, Lomax RG. A beginner’s guide to structural equation modeling. New York : Routledge; 2010.

44.   Sobhanifard Y. Hybrid modelling of the consumption of organic foods in Iran using exploratory factor analysis and an artificial neural network. British Food Journal 2018; 120(1): 44–58.

45.   Shamsi HR, Najafabadi MO, Hosseini SJF. Designing a three-phase pattern of organic product consumption behaviour. Food Quality and Preference 2020; 79: 103743.

46.   Singh A, Verma P. Factors influencing Indian consumers’ actual buying behavior towards organic food products. Journal of Cleaner Production 2017; 167: 473–483.

47.   Sultan P, Tarafder T, Pearson D, Henryks J. Intention-behaviour gap and perceived behavioural control-behaviour gap in theory of planned behaviour: Moderating roles of communication, satisfaction and trust in organic food consumption. Food Quality and Preference 2020; 81.

48.   Torres-Ruiz FJ, Vega-Zamora M, Parras-Rosa M. False barriers in the purchase of organic foods. The case of extra virgin olive oil in Spain. Sustainability (Switzerland) 2018; 10(2): 1–14.

49.   Timothy Teo T, Tsai LT, Yang CC. Applying structural equation modeling (SEM) in educational research and practice. p. 3-21. In M.S. Khine (ed.) Contemporary Approaches to Research in Learning Innovations. Rotterdam: Sense Publishers; 2013.

50.   Tandon A, Jabeen R, Talwar SH, Sakashita M. Facilitators and inhibitors of organic food buying behavior. Food Quality and Preference 2021; 88.

51.   Taddicken M. The privacy paradox in the social web: The impact of privacy concerns, individual characteristics, and the perceived social relevance on different forms of self-disclosure. Journal of Computer-Mediated Communication 2014; 19(2): 248–273.

52.   Weston R, Gore Jr PA. A brief guide to structural equation modeling. The Counseling Psychologist 2006; 34(5): 719-751.

53.   Yadav R, Pathak GS. Intention to purchase organic food among young consumers: Evidences from a developing nation. Appetite 2016; 96: 122–128.

54.   Zandi Nasab M, Ghafari M , Khadem Shahzadeh Taher F. Identification and Prioritization the Factors Affecting Willingness to Pay for Organic Agricultural Products from the Perspective of Consumers. Journal Of Agricultural Economics and Development 2020; 33(4): 363-376. (In Persian).