بررسی عوامل مؤثر بر ترجیحات مصرفی خانوار برای قارچ شاه صدف

اقتصاد و توسعه کشاورزی

مقاله 2، دوره 34، شماره 4 - شماره پیاپی 50، دی 1399، صفحه 375-395   

نوع مقاله: مقالات پژوهشی

شناسه دیجیتال (DOI): 10.22067/jead.2021.17790.0

نویسندگان

الناز خانزاده شادلو سفلی¹؛ جواد جانپور²؛ محمود دانشور کاخکی^{* 1}؛ حسین محمدی¹

¹گروه اقتصاد کشاورزی، دانشکده کشاورزی، دانشگاه فردوسی مشهد، مشهد، ایران

²گروه زیست فناوری قارچ‌های صنعتی، پژوهشکده بیوتکنولوژی صنعتی جهاد دانشگاهی خراسان رضوی، مشهد، ایران

چکیده

قارچ به‌عنوان یک ماده غذایی مناسب از جنبه‌ی تغذیه‌ای و فیزیولوژیکی دارای مواد ارزشمندی می‌باشد. در میان انواع آن، قارچ خوراکی-دارویی شاه صدف به دلیل خواص غذایی و دارویی با ارزشی که دارد به تازگی مورد توجه قرار گرفته است. بنابراین، با توجه به خصوصیات بی‌شمار قارچ شاه صدف و جانشینی آن با قارچ دکمه‌ای، هدف پژوهش حاضر بررسی عوامل مؤثر بر ترجیحات خانوار نسبت به جایگزینی این قارچ به جای قارچ خوراکی دکمه‌ای است. داده‌های مطالعه از طریق تکمیل پرسشنامه از 400 خانوار در سال 1398 جمع‌آوری شده است. با توجه به ماهیت ترتیبی میزان ترجیحات مصرفی خانوار، جهت دستیابی به هدف پژوهش از الگوی لاجیت ترتیبی استفاده شده است. نتایج نشان داد، متغیرهایی چون درآمد خانوار، شاخص اهمیت ویژگی‌های ظاهری قبل و پس از پخت، شاخص آگاهی از خواص غذایی و دارویی، شاخص پیشبرد فروش، شاخص دسترسی فیزیکی به محصول و آشنایی با قارچ شاه صدف اثر مثبت و معنی‌دار و متغیرهایی چون سن سرپرست خانوار و شاخص قیمت قارچ شاه صدف اثر منفی و معنی‌داری بر احتمال قرار گرفتن خانوار در سطوح بالاتر از میزان ترجیحات مصرفی دارند. با توجه به اثر مثبت متغیر شناخت و آگاهی از قارچ و خواص آن بر میزان ترجیحات مصرفی خانوار، پیشنهاد می‌شود سیاست‌ها و برنامه‌های بازاریابی جهت معرفی این محصول در دست اقدام قرار گیرد.

کلیدواژه‌ها

الگوی لاجیت ترتیبی؛ ترجیحات مصرفی؛ قارچ خوراکی- دارویی شاه صدف

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