برآورد تمایل به پرداخت خریداران برای فناوری اطلاعات تغذیه‌ای، مطالعه موردی شهروندان ساری

محورهای موضوعی : فصلنامه علمی -پژوهشی تحقیقات اقتصاد کشاورزی

سید مجتبی مجاوریان ¹ , سیده سارا صدر موسوی گرگری ² , اسماعیل پیشبهار ³ , رافائل زانولی ⁴

1 - عضو هیئت علمی
2 - گروه اقتصاد کشاورزی دانشگاه علوم کشاورزی و منابع طبیعی ساری
3 - دانشیار اقتصاد کشاورزی دانشگاه تبریز
4 - گروه علوم کشاورزی ، غذا و محیط زیست، دانشگاه پلی تکنیک مارچه

تاریخ دریافت : 1398/10/16 تاریخ پذیرش : 1401/12/20 تاریخ انتشار : 1401/12/01

کلید واژه: تمایل به پرداخت, آزمون انتخاب, برچسب تغذیه ای, تکنولوژی اطلاعات تغذیه ای, لاجیت چند جمله ای,

چکیده مقاله :

جامعه سالم زیربنای توسعه هر کشور بوده و یکی از راه‌های نیل به این هدف برخورداری از تغذیه صحیح است. اگر انتخاب و مصرف مواد غذایی به نحو صحیح انجام گیرد مشکل بیش‌خواری و عدم تعادل تغذیه‌ای تا حدود زیادی حل شده و به کاهش هزینه‌های بهداشت عمومی کمک می‌کند. یکی راهکار مهم دادن اطلاعات و هشدارهای لازم به خریداران در هنگام خرید می‌باشد. هدف از این پژوهش شناسایی اهمیت برچسب اطلاعات تغذیه‌ای نزد مصرف‌کنندگان از طریق برآورد تمایل به پرداخت آنان برای فنآوری‌های ارائه‌دهنده اطلاعات تغذیه‌ای است. برای این منظور از مدل لاجیت چند جمله‌ای استفاده گردید. داده‌ها مورد نیاز از طریق طراحی و تکمیل پرسشنامه از 203 پاسخ‌گو از میان شهروندان ساروی در سال 1398 جمع‌آوری شد. نتایج حاصل از برآورد تمایل به پرداخت نشان می‌دهد، بالاترین تمایل به پرداخت مربوط به ویژگی هشدار چربی با مبلغ 23000 تومان و کم‌ترین مربوط به ویژگی سبد با مبلغ 8000 تومان می‌باشد. مثبت شدن تمایل به پرداخت، امکان تحلیل سرمایه‌گذاری برای تکنولوژی اطلاعات تغذیه‌ایی را فراهم می‌کند.

چکیده انگلیسی:

A healthy society is the foundation of development in every country and one way to achieve such a goal is enjoying healthy nutrition. If food is selected and consumed properly, the problems of overeating and lack of nutritional are solved to large extent, helping decreased costs of public health. One important way is to provide information and required alert to a buyer on a shopping trip. The purpose of this study is to identify the importance of label of nutritional information to consumers through estimating their willingness to pay for technologies for providing nutritional information. Multinomial logit is used to get it. The data were collected through designing and filling the survey from 203 respondents from citizens of Sari in 1398. The results of the estimation of willing to pay show fat alert attribute has the highest willing to pay (23000 Tomans) and basket attribute has the lowest willing to pay. The positive willing to pay provides investment analysis for nutritional information technology.

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