تحلیل مؤلفه‌های مؤثر بر ترجیحات پرداختی مصرف‌کنندگان برای محصولات کشاورزی ارگانیک: کاربرد مدل‌سازی معادلات ساختاری

اقتصاد و توسعه کشاورزی

مقاله 2، دوره 33، شماره 4 - شماره پیاپی 46، اسفند 1398، صفحه 339-350   

نوع مقاله: مقالات پژوهشی

شناسه دیجیتال (DOI): 10.22067/jead2.v33i4.76582

نویسندگان

حنانه آقاصفری¹؛ علیرضا کرباسی^{* 1}؛ حسین محمدی¹؛ رابرتو کلیستی²

¹دانشگاه فردوسی مشهد

²دانشگاه پروجیا ایتالیا

چکیده

افزایش آگاهی عمومی نسبت به اثرات سوء استفاده از نهاده­های شیمیایی موجب شده است که مصرف­کنندگان گرایش فزاینده به محصولات کشاورزی ارگانیک پیدا کنند. بالا بودن قیمت تمام شده این محصولات، اهمیت بررسی ترجیحات پرداختی مصرف­کنندگان را به منظور توسعه کشت آن روشن می­سازد. از این رو، این مطالعه تلاش می­کند تا مؤلفه­های مؤثر بر ترجیحات پرداختی مصرف­کنندگان را برای محصولات ارگانیک با بهره­گیری از مدل­سازی معادلات ساختاری شناسایی و مورد بررسی قرار دهد. داده­های مطالعه با جمع­آوری 142 پرسشنامه از بازدیدکنندگان نمایشگاه محصولات ارگانیک مشهد با استفاده از روش نمونه­گیری تصادفی ساده در اسفند ماه سال 1396 به دست آمده­اند. نتایج مطالعه بیانگر آن است که آگاهی و دانش مصرف­کنندگان، مشخصات فردی و نگرش مثبت نسبت به ویژگی­های محصولات ارگانیک به ترتیب به میزان 27/0، 59/0 و 21/0 بر ترجیحات پرداختی مصرف­کنندگان در جهت مثبت اثرگذار است. همچنین عوامل بازاریابی به طور غیر مستقیم از طریق اثرگذاری به میزان 68/0 بر نگرش نسبت به ویژگی­های محصولات ارگانیک، بر ترجیحات پرداختی مصرف­کنندگان مؤثر است. بر اساس نتایج بدست آمده، توصیه شده است که سیاست­گذاران نسبت به اطلاع­رسانی و آگاهی بخشی منافع محصولات ارگانیک اقدام جدی­تری داشته باشند.

کلیدواژه‌ها

ترجیحات پرداختی؛ محصولات کشاورزی ارگانیک؛ مدل سازی معادلات ساختاری

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