Modeling Attitude Components Affecting the Acceptance of Functional Dairy Foods among Iranian Urban Consumers
محورهای موضوعی : Decision-making
محمد کاوسی کلاشمی
1
(گروه اقتصاد کشاورزی، دانشگاه گیلان،رشت، ایران)
امیرعلی فریدی
2
(گروه جغرافیای انسانی، دانشگاه تهران،تهران، ایران)
حمید ال بلالی
3
(مرکز بین المللی مطالعات پیشرفته زراعی مدیترانه‌ای باری (CIHEAM-Bari)، والنزانو (باری)، ایتالیا)
کلید واژه: Iran, Healthy Lifestyle, structural equation modeling, Functional dairy foods, general component of purchasing,
چکیده مقاله :
Since conventional foods can have different negative effects on human health and cause a variety of diseases, including cancer, the use of functional foods is highly recommended. In this study, the attitudinal factors affecting the acceptance of functional dairy foods (FDF) by urban consumers in Rasht (Guilan province, northern Iran) were investigated. Data were obtained from 223 households in Rasht City. Structural Equation Modeling (SEM) was used to investigate the effects of the general purchasing component as well as those of benefits of FDF, need of functional dairy foods, confidence in functional dairy foods, safety of functional dairy foods, health consciousness and healthy lifestyle, and willingness to buy FDF. The results show that the components of attitude towards healthy lifestyle and the general component of purchasing were the most effective factors in determining the acceptance of FDF by the households of Rasht City. The designed model explains 79.5 percent of the variation in willingness to use FDF. Given the benefits of consuming these products in preventing diseases and reducing health costs, public investments in awareness raising campaigns are needed to promote healthy lifestyle among urban consumers and increase the acceptance of FDF in Iran.
از آنجایی که مصرف غذاهای تولید شده به واسطه استفاده از کود و سموم شیمایی می­تواند اثرات منفی متفاوتی بر سلامت انسان داشته باشند و باعث بروز انواع بیماری­ها از جمله سرطان شود، استفاده از غذاهای کارکردی بسیار توصیه می­شود. در این پژوهش، عوامل نگرشی مؤثر بر پذیرش غذاهای لبنی کارکردی توسط مصرف‌کنندگان شهری رشت (استان گیلان، شمال ایران) مورد بررسی قرار گرفت. داده­ها از 223 خانوار در شهر رشت جمع­آوری گردید. از الگوسازی معادلات ساختاری برای بررسی اثرات مولفه عمومی خرید و همچنین فواید غذاهای لبنی کارکردی، ضرورت غذاهای لبنی کارکردی، اطمینان به غذاهای لبنی کارکردی، ایمنی غذاهای لبنی کارکردی، آگاهی سلامت و سبک زندگی سالم، در جهت خرید غذاهای لبنی کارکردی استفاده شد. نتایج نشان میدهد که مؤلفه‌های سبک زندگی سالم و مؤلفه­ی عمومی خرید مؤثرترین عوامل در تعیین پذیرش غذاهای لبنی کارکردی توسط خانوارهای شهر رشت بوده‌اند. الگوی طراحی شده 5/79 درصد از تغییرات تمایل به خرید غذاهای لبنی کارکردی را توضیح می­دهد. با توجه به مزایای مصرف این محصولات در پیشگیری از بیماری­ها و کاهش هزینه­های سلامت، سرمایه­گذاری عمومی در کمپین­های آگاهی بخشی برای ترویج سبک زندگی سالم در بین مصرف کنندگان شهری به منظور افزایش استقبال از غذاهای لبنی کارکردی در ایران ضروری می­باشد.
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