مؤلفه‌های اثرگذار بر ترجیح مصرف‌کنندگان به گوشت مرغ با برچسب‌های پایداری (مطالعه موردی: شهر مشهد)

فصلنامه علمی -پژوهشی تحقیقات اقتصاد کشاورزی

مقاله 10، دوره 13، شماره 2 - شماره پیاپی 50، مرداد 1400، صفحه 197-216   

نوع مقاله: مقاله پژوهشی

نویسندگان

حنانه آقاصفری^{* 1}؛ علی رضا کرباسی²

¹دانشجوی دکتری اقتصاد کشاورزی، دانشگاه فردوسی مشهد.

²استاد اقتصاد کشاورزی، دانشگاه فردوسی مشهد.

تاریخ دریافت: 27 آذر 1398،  تاریخ بازنگری: 06 فروردین 1399،  تاریخ پذیرش: 26 آذر 1399 

چکیده

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.

کلیدواژه‌ها

برچسب ارگانیک؛ برچسب سالم؛ برچسب سبز؛ گوشت مرغ؛ لاجیت ترتیبی تعمیم‌یافته

عنوان مقاله [English]

Factors Affecting Consumers’ Preferences for Chicken Meat with Sustainability Labels (Case Study: Mashhad City)

نویسندگان [English]

Hanane Aghasafari¹؛ Alireza Karbasi²

¹Ph.D. candidate of Agricultural Eeconomics, Ferdowsi university of Mashhad. Mashhad, Iran.

²Professor of Agricultural Economics, Ferdowsi university of Mashhad.

چکیده [English]

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.

کلیدواژه‌ها [English]

Chicken Meat, Generalized Ordered Logit, Green Label, Organic Label, Safe Label

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