مؤلفه‌های اثرگذار بر ترجیح مصرفکنندگان به گوشت مرغ با برچسبهای پایداری (مطالعه موردی: شهر مشهد)
محورهای موضوعی : فصلنامه علمی -پژوهشی تحقیقات اقتصاد کشاورزی
حنانه آقاصفری
1
(دانشجوی دکتری اقتصاد کشاورزی، دانشگاه فردوسی مشهد.)
علی رضا کرباسی
2
(استاد اقتصاد کشاورزی، دانشگاه فردوسی مشهد.)
کلید واژه: گوشت مرغ, برچسب ارگانیک, برچسب سالم, برچسب سبز, لاجیت ترتیبی تعمیمیافته,
چکیده مقاله :
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.
The production of chicken meat with sustainability labels or organic, green, and safe labels needs to understand consumers' preference towards these labels. So, this study aims to investigate factors affecting consumers’ preference for chicken meat consumption with sustainability labels using generalized ordered logit model. The data for this study were obtained by collecting 200 questionnaires from consumers in Mashhad using simple random sampling method in 2018. The results show that the variables including gender, frequency of chicken meat purchases per month and reasonable price to quality increase the probability of preferring chicken meat consumption with the green and safe label to organic chicken meat. Also, the variables of importance degree of chicken meat in the household basket, quality, nutritional value, trust and no chemicals increase the probability of preferring chicken meat consumption with the organic label to chicken meat with the green and safe label. According to the findings, it is suggested that marketers adopt different marketing strategies in accordance with consumer specification such as gender.
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