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، دی 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

مراجع

1- Abdolahi S. 2008. Prospects for the development of organic farming in Iran. Planning and Research Institute of Agricultural Economics, Tehran. (In Persian)

2- Aghapour Sabbaghi M., and Mohammadi A. 2013. Estimation of the willingness to pay (WTP) for organic vegetables in Ahwaz city. Advances in Environmental Biology 7(1): 32-39.

3- Akinyode B.F. 2016. The use of structural equation modeling (SEM) in built environment disciplines. Research on Humanities and Social Sciences 6(6): 109-120.

4- Amiyan S., Kavoosi Kalashami M., Amiri Z., and Gheibi S. 2017. Assessment of factors influencing consumers’ willingness to pay for organic chicken in Urmia. Journal of Agricultural Economics Research 9(35): 75-96. (In Persian)

5- Arbuckle J.L. 2013. Amos 22 User Guide: Amos Development Corporation. IBM Corp.

6- Aryal K.P., Chaudhary P., Pandit S., and Sharma G. 2009. Consumers’ willingness to pay for organic products: A case from Kathmandu valley. The Journal of Agriculture and Environment 10: 12-22.

7- Asioli D., Canavari M., and Pignatti E. 2011. Role of sensory attributes in the food marketing: An exploratory analysis in the Italian organic food producers. Proceedings in Food System Dynamics: 33-51.

8- Ayhan R. 2014. Consumer willingness to pay for organic chicken and milk in Kusadasi, Turkey. Master's Thesis, METU Graduate School of Social Sciences, Turkey.

9- Bauer H., Heinrich D., and Schäfer D. 2013. The effects of organic labels on global, local, and private brands. More hype than substance? Journal of Business Research 66: 1035–1043.

10- Bean M., and Sharp J. 2011. Profiling alternative food system supporters: The personal and social basis of local and organic food support. Renewable Agriculture and Food Systems 26: 243–254.

11- Bentler P.M., and Chou C.P. 1987. Practical issues in structural modeling. Sociological Methods & Research 16(1): 78-117.

12- Bhatta G., Doppler W., and Bahadur K. 2010. Urban demand for organic tomatoes in the Kathmandu Valley, Nepal. Middle-East Journal of Scientific Research 5: 199–209.

13- Bhavsar H., Tegegne F., Baryeh K., and Illukpitiya P. 2018. Attitudes and willingness to pay more for organic foods by Tennessee consumers. Journal of Agricultural Science 10(6): 33-39.

14- Bollen K.A. 1989. Structural Equations with latent Variables. Willey, New York.

15- Bonti-Ankomah S., and Yiridoe E.K. 2006. Organic and conventional food: A literature review of the economics of consumers’ perceptions and preference. Final Report of Organic Agriculture Centre of Canada. Nova Scotia Agricultural College, Canada.

16- Borimnejad V. 2014. A Study of factors affecting on the marketing of healthy and organic products. Agricultural Economics, Special Issue: 217-232. (In Persian)

17- Byrne B.M. 2010. Structural Equation Modeling with AMOS. Routledge, New York.

18- Chen J., and Lobo A. 2012. Organic food products in China: determinants of consumers’ purchase intention. The International Review of Retail, Distribution and Consumer Research 22(3): 293-314.

19- Chen M. 2009. Attitude toward organic foods among Taiwanese as related to health consciousness, environmental attitudes, and the mediating effects of a healthy lifestyle. British Food Journal 111(2): 165-178.

20- Chryssohoidis G.M., and Krystallis A. 2005. Organic consumers’ personal values research: testing and validating the list of values (LOV) scale and implementing a value-based segmentation task. Food Quality and Preference 16: 585–599.

21- De Magistris T., and Gracia A. 2008. The decision to buy organic food products in Southern Italy. British Food Journal 110(9): 929-947.

22- Gerbing D.W., and Anderson J.C. 1992. Monte Carlo evaluations of goodness of fit indices for structural equation models. Sociological Methods and Research 21(2): 132-160.

23- Ghorbani M., and Hamraz S. 2009. A survey on factors affecting on consumer’s potential willingness to pay for organic products in Iran (A case study). Trends in Agriculture Economics 2: 10–16.

24- Hatcher L. 2005. A Step-By-Step Approach to Using SAS for Factor Analysis and Structural Equation Modeling. SAS Institute Inc, North Carolina.

25- Hughner R., McDonagh P., Prothero A., Shultz C., and Stanton J. 2007. Who are organic food consumers? A compilation and review of why people purchase organic food. Journal of Consumer Behavior 6: 94–110.

26- Iran Organic Association. 2018. Khorasan Razavi Branch. About organic. Available at http://www.organickhorasan.com (visited 12 April 2018).

27- Jöreskog K.G., and Sörbom D. 1996. LISREL 8 User's Reference Guide. Scientific Software International, Chicago.

28- Kaplan D. 2000. Structural Equation Modeling: Foundations and Extensions. SAGE Publications, California.

29- Khodaverdizadeh M. 2017. Factors affecting consumers’ willingness to pay for organic cucumber in Urmia. Journal of Agricultural Economics Research 9(35): 97-122. (In Persian)

30- Kline R.B. 2011. Principles and Practice of Structural Equation Modeling. Guilford Press, New York.

31- Kline R.B. 2013. Assessing statistical aspects of test fairness with structural equation modelling. Educational Research and Evaluation 19(2-3): 204-222.

32- Lee H.J., and Yun Z.S. 2015. Consumers’ perceptions of organic food attributes and cognitive and affective attitudes as determinants of their purchase intentions toward organic food. Food Quality and Preference 39: 259-267.

33- Liu R., Pieniak Z., and Verbeke W. 2013. Consumers’ attitudes and behavior towards safe food in China: A Review Food Control 33: 93–104.

34- Lund T., Andersen L., and Jensen K. 2013. The emergence of diverse organic consumers: Does a mature market undermine the search for alternative products? Sociologia Ruralis 53: 454–478.

35- Martinez M.L., Anders S., and Wismer W.V. 2011. Consumer preferences and willingness to pay for value-added chicken product attributes. Journal of Food Science 76(8): 69-77.

36- Mondelaers K., Aertsens J., and Huylenbroeck G.V. 2009. A meta-analysis of the differences in environmental impacts between organic and conventional farming. British Food Journal 111: 1098–1119.

37- Obayelu O.A., Agboyinu O.M., and Awotide B.A. 2014. Consumers’ perception and willingness to pay for organic leafy vegetables in urban Oyo state, Nigeria. European Journal of Nutrition & Food Safety 4(2): 128-136.

38- Oughton E., and Ritson C. 2007. Food consumers and organic agriculture. p. 74-94. In J. Cooper, U. Niggli, and C. Leifert (eds.) Handbook of Organic Food Safety and Quality. Part 6. Woodhead Publishing.

39- Owusu V., and Anifori M.O. 2013. Consumer willingness to pay a premium for organic fruit and vegetable in Ghana. International Food and Agribusiness Management 16(1): 67-86.

40- Petljak K., Stulec L., and Renko S. 2017. Consumers’ willingness to pay more for organic food in Croatia. Preliminary Communication 30(2): 441-455.

41- Pinna M., Del Chiappa G., and Velcovska S. 2014. The food quality labels: Awareness and willingness to pay in the context of Italy. In J.C. Andreani and U. Collesei (eds.) Proceedings from the XII International Conference Marketing Trends, Paris-Venice: Paris - Marketing Trends Association.

42- Schöberl S. 2012. Consumer behavior in organic foods: analysis of the relationship between attitudes, moral norms, behavioral intentions and actual buying behavior. Ph.D Thesis, Technical University of Munich, Germany.

43- Schumacker R.E., and Lomax R.G. 2010. A beginner’s guide to structural equation modeling. Routledge, New York.

44- Shaharudin M.R., Pani J.J., Mansor S.W., and Elias S.J. 2010. Factors affecting purchase intention of organic food in Malaysia’s Kedah state. Cross-cultural communication 6(2): 105-116.

45- Steiger J.H. 1998. A note on multiple sample extensions of the RMSEA fit index. Structural Equation Modeling: A Multidisciplinary Journal 5(4): 411-419.

46- Timothy Teo T., Tsai L.T., and Yang C.C. 2013. Applying structural equation modeling (SEM) in educational research and practice. p. 3-21. In M.S. Khine (ed.) Contemporary Approaches to Research in Learning Innovations. Sense Publishers, Rotterdam.

47- Teng C.C., and Wang Y.M. 2015. Decisional factors driving organic food consumption: Generation of consumer purchase intentions. British Food Journal 117(3): 1066-1081.

48- The Law of the 6th Five-Year Economic, Social and Cultural Development plan of the Islamic Republic of Iran. 2017. Office of the program, budget and statistics, Agricultural Research, Education and Extension Organization.

49- The World of Organic Agriculture, Statistics and Emerging Trends. 2018. Research institute of organic agricultural FiBL, Switzerland.

50- Weston R., and Gore Jr P.A. 2006. A brief guide to structural equation modeling. The Counseling Psychologist 34(5): 719-751.

51- Wong J., Raghunathan U., Escalante C., and Wolfe K. 2010. Consumer premiums for environmentally friendly grass-fed and organic milk in the Southeast. Journal of Agribusiness 28: 75–88.