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

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری اقتصاد کشاورزی، دانشگاه فردوسی مشهد.

2 استاد اقتصاد کشاورزی، دانشگاه فردوسی مشهد.

چکیده

تولید گوشت مرغ با برچسبهای پایداری یا برچسبهای ارگانیک، سبز و سالم، نیازمند شناخت ترجیح مصرفکنندگان به موادغذایی با این برچسبهاست. از این رو، مطالعه حاضر تلاش میکند تا مهمترین مؤلفه های اثرگذار بر ترجیح مصرف گوشت مرغ با برچسبهای پایداری را با بهرهگیری از الگوی لاجیت ترتیبی تعمیم یافته مورد بررسی قرار دهد. دادههای مطالعه با جمع آوری 200 پرسشنامه از مصرفکنندگان مشهدی با استفاده از روش نمونهگیری تصادفی در سال 97 به دست 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 تغذیه، اعتماد و فقدان موادشیمیایی و دارویی احتمال ترجیح مصرف گوشت مرغ با برچسب ارگانیک را نسبت به گوشت مرغ با برچسب سبز و سالم افزایش میدهد. بر اساس نتایج مطالعه، توصیه میشود که بازاریابان، متناسب با خصوصیات مصرفکنندگان از جمله جنسیت راهبردهای بازاریابی مختلفی را اتخاذ نمایند.

کلیدواژه‌ها


عنوان مقاله [English]

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

نویسندگان [English]

  • Hanane Aghasafari 1
  • Alireza Karbasi 2
1 Ph.D. candidate of Agricultural Eeconomics, Ferdowsi university of Mashhad. Mashhad, Iran.
2 Professor 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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