Presenting the Behavioral Model of Real Buyers of Organic Products in Guilan Province
محورهای موضوعی : Strategic planning
رویا شریفی
1
,
بهرام خیری
2
,
یلدا رحمتی غفرانی
3
1 - دانشجوی دکتری مدیریت بازرگانی، دانشگاه آزاد اسلامی، واحد رشت
2 - دانشیار گروه مدیریت، دانشگاه آزاد اسلامی، واحد تهران مرکزی، تهران، ایران
3 - گروه مدیریت بازرگانی، دانشگاه آزاد اسلامی، واحد رشت، رشت، ایران
کلید واژه: purchase intention, organic products, Consumer Attitudes, Actual Buying Behavior,
چکیده مقاله :
Organic products with the positive impacts that they have on health and the environment in the future will establish a new way of thinking about the relationship between food, health, and nature in human life. Therefore, it is important to examine the key factors that may affect the consumer’s mind to purchase organic food products. The present study aimed to investigate the factors affecting the actual behavior of organic product buyers. Data were collected by the field method, and a questionnaire was used as the data collection instrument. The statistical population of the study included the consumers of organic products in Guilan province, Iran. Due to the unlimited size of the research population, 384 people were sampled by the convenience random sampling method. Model evaluation and testing of hypotheses were performed by structural equation modeling in Smart PLS software. The research findings demonstrated that perceived price, health consciousness, availability, organic knowledge, and subjective norms were the key determinants of organic buying behavior and showed a significant positive impact on consumer attitudes. Consumer attitudes also influenced purchase intention and purchase intention on actual buying behavior. It was also found that consumers would be more willing to buy if they learned more about organic products and their environmental benefits. In addition, the results showed that preparing a brochure to introduce organic products and provide the results of studies on organic products to buyers and forming environmentally friendly groups and associations can change the attitude of buyers.
هدف از این پژوهش بررسی عوامل تاثیرگذار بر رفتار واقعی خریداران محصولات ارگانیک میباشد. ابزار پژوهش، نیز پرسشنامه بوده است. جامعه آماری این تحقیق شامل مصرفکنندگان محصولات ارگانیک در استان گیلان میباشد که با توجه به نامحدود بودن نمونهگیری انجام شد و تعداد نمونه 384 به دست آمد. از روش نمونه گیری تصادفی در دسترس برای توزیع پرسشنامه ها استفاده شد. ارزیابی مدل و آزمون فرضیه‌ها از مدل‌سازی معادلات ساختاری با استفاده از نرم افزار اسمارت پی ال اس انجام گردید. نتایج حاصل از آزمون فرضیه‌ها نشان داد که قیمت درک شده، آگاهی سلامتی، در دسترس بودن، دانش ارگانیک و هنجار ذهنی بر نگرش مصرفکننده تاثیرگذار بوده است. هم چنین نگرش مصرف کننده بر قصد خرید و قصد خرید بر رفتار واقعی خرید تاثیرگذار هستند. همچنین مشخص گردید که چنانچه اطلاعرسانی درخصوص محصولات ارگانیگ و همچنین معرفی مزیتهای آنها و اهمیت محیطزیستی این محصولات بیشتر گردد، مصرفکنندگان تمایل بیشتری برای قصد خرید خواهند داشت. علاوه بر این نتایج نشان داد که، تهیه بروشور معرفی محصولات ارگانیک و در اختیار قراردادن نتایج بررسیهای انجام شده روی محصولات ارگانیک به خریداران و تشکیل گروهها و انجمنهای دوستدار محیطزیست میتواند نگرش خریداران را متحول سازد.
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