بررسی ترجیحات مصرف‌کنندگان چای ارگانیک در شهر تهران تحت فرضیة کاهش اریب در روش آزمون انتخاب

نوع مقاله : مقاله پژوهشی

نویسندگان

1 نویسندة مسئول و دانشیار گروه اقتصاد کشاورزی، دانشگاه تبریز، ایران

2 دانشجوی دکتری اقتصاد کشاورزی، دانشگاه تبریز، ایران.

3 استاد گروه اقتصاد کشاورزی، دانشگاه تبریز، ایران.

چکیده

لحاظ کردن فرضیه اریب در فرآیند آزمون انتخاب به ‏عنوان یک فرضیه سنتی در ادبیات موضوع مطرح است. اما نحوه به‏ کارگیری روش­های کاهش فرضیه اریب همچنان یک موضوع بحث‏ برانگیز در بین محققان به ‏شمار می ­رود. در مطالعه حاضر، با لحاظ کردن فرضیه اریب، شواهد بیشتری در ارتباط با ترجیحات مصرف­ کنندگان چای ارگانیک در شهر تهران پیش کشیده شد. داده‌ها و اطلاعات مورد نیاز از طریق پیمایش‌های میدانی و تکمیل 405 پرسشنامه به‏ صورت کاملاً تصادفی از مصرف ‌کنندگان منطقه یک شهر تهران در سال 1395 به‏ دست آمد. به‏ منظور بررسی ترجیحات مصرف­کنندگان چای ارگانیک، از روش آزمون انتخاب و مدل لاجیت شرطی برای گروه پایه (بدون لحاظ کردن فرضیه اریب) و دو گروه صحبت مقدماتی و مقدمه صادقانه استفاده شد. نتایج مطاله نشان داد که میانگین تمایل به پرداخت مصرف‏ کنندگان برای ویژگی­ های مورد مطالعه در سه گروه پایه، صحبت مقدماتی و مقدمه صادقانه، به‏ ترتیب، 11608، 27494 و 18641 تومان است، گویای آنکه استفاده از شیوه­ های کاهش فرضیه اریب باعث کاهش اریب و واقعی­ تر شدن تمایل به پرداخت مصرف کنندگان می­ شود. با توجه به بالا بودن تمایل به پرداخت مصرف‏ کنندگان برای ویژگی­ های چای ارگانیک، پیشنهاد می­شود که برای ارتقای سطح سلامت در کشور، اطلاع­رسانی کامل در مورد مزایای چای ارگانیک صورت گیرد.

کلیدواژه‌ها


عنوان مقاله [English]

Evaluating the Preferences of Organic Tea Consumers in Tehran Based on the Hypothetical Bias in the Choice Experiment

نویسندگان [English]

  • E. Pishbahar 1
  • H. Mahmoudi 2
  • B. Hayati 3
1 Corresponding Author and Associate Professor, Department of Agricultural Economics, Tabriz University, Tabriz, Iran
2 PhD Student in Agricultural Economics, Tabriz University, Tabriz, Iran
3 Professor, Department of Agricultural Economics, Tabriz University, Tabriz, Iran
چکیده [English]

Considering the hypothetical bias in the choice experiment is known as a traditional hypothesis in literature of the subject. But how to apply the methods of reducing the hypothetical bias is still a controversial issue among researchers. Considering the hypothetical bias, this study suggested further evidence regarding the preferences of organic tea consumers in Tehran city of Iran. The data and information needed for this study were obtained through the questionnaires completed randomly by 405 individual consumers in 2016. The choice experiment method and the logit model were used to survey the preferences of organic tea consumers in three groups. The study results showed that for the three different groups of base (without considering the hypothetical bias), cheap talk, and honesty priming, the average amounts of willingness to pay for the attributes were estimated 116080, 274940, and 186410 IR Rials, respectively, indicating that the application of hypothetical bias mitigation techniques would cause a reduction in the bias and more realistic willingness to pay of the consumers. With respect to the consumers’ high willingness to pay for the organic tea characteristics, it was recommended to raise the people’s awareness about the benefits of organic tea, resulting in an increase in demand of the product and the health in community as well.

کلیدواژه‌ها [English]

  • Kruskal-Wallis Test
  • Stated Preference
  • Cheap Talk
  • Conditional Logit
  • Honesty Priming
  • Tehran (City)
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