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

فصلنامه علمی -پژوهشی تحقیقات اقتصاد کشاورزی

مقاله 12، دوره 14، شماره 4، اسفند 1401، صفحه 178-190   

نوع مقاله: مقاله پژوهشی

شناسه دیجیتال (DOI): 10.30495/jae.2023.23773.2117

نویسندگان

سید مجتبی مجاوریان^{* 1}؛ سیده سارا صدر موسوی گرگری²؛ اسماعیل پیشبهار³؛ رافائل زانولی⁴

¹عضو هیئت علمی

²گروه اقتصاد کشاورزی دانشگاه علوم کشاورزی و منابع طبیعی ساری

³دانشیار اقتصاد کشاورزی دانشگاه تبریز

⁴گروه علوم کشاورزی ، غذا و محیط زیست، دانشگاه پلی تکنیک مارچه

تاریخ دریافت: 16 دی 1398،  تاریخ بازنگری: 02 فروردین 1399،  تاریخ پذیرش: 20 اسفند 1401 

چکیده

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.

کلیدواژه‌ها

آزمون انتخاب؛ برچسب تغذیه ای؛ تکنولوژی اطلاعات تغذیه ای؛ تمایل به پرداخت؛ لاجیت چند جمله ای

عنوان مقاله [English]

Estimating of Willingness to Pay of Buyers for Nutritional Information Technology, a Case Study of Sari's Citizens

نویسندگان [English]

Seyyedehsara Sadrmousavigargari²؛ Esmaeil Pishbahar³؛ Raffaele Zanoli⁴؛

²Department of Agricultural Economics, Sari Agricultural Sciences and Natural Resources University.

³Associate Professor of Agricultural Economics, University of Tabriz

⁴Department of Agricultural, Food and Environmental Sciences, Marche Polytechnic University

چکیده [English]

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.

کلیدواژه‌ها [English]

Choice experiment, Nutrition label, nutrition information technology, willingness to pay, polynomial logit

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