ارزش‌گذاری بهبود کیفیت گوشت مرغ از دیدگاه مصرف‌کنندگان در شیراز

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری اقتصاد کشاورزی، دانشگاه شیراز، شیراز، ایران

2 استاد بخش اقتصاد کشاورزی، دانشکده کشاورزی، دانشگاه شیراز، شیراز، ایران

3 استاد گروه اقتصاد کشاورزی، دانشکدة کشاورزی، دانشگاه شیراز، شیراز، ایران

چکیده

هدف پژوهش حاضر برآورد تمایل به پرداخت اضافه مصرف‌کنندگان گوشت مرغ سلامت‌محور و بررسی عوامل مؤثر بر آن در شهر شیراز بود. در مطالعه حاضر، ابتدا گوشت مرغ سلامت‌محور بر اساس سه ویژگی عدم مصرف آنتی‌بیوتیک در دوره پرورش، تخلیه کامل اندرونه‌ها در زمان کشتار و وزن متوسط لاشه (مرغ سایز) در محل عرضه، به شهروندان شیرازی معرفی شد. به‌منظور استخراج تمایل به پرداخت مصرف‌کنندگان، از روش ارزش‌گذاری مشروط دوگانه با سؤال‌های یک‌طرفه و دوطرفه و تکمیل 601 پرسشنامه به‌صورت حضوری در پاییز سال 1396 استفاده شد. با انجام پیش‌آزمون، پارامترهای توزیع تمایل به پرداخت جامعه هدف تعیین و بر اساس روش کوپر، انتخاب بهینة بردار پیشنهاد قیمت صورت گرفت. نتایج تخمین مدل‌های اقتصادسنجی، برتری کارآیی روش دوطرفه نسبت به یک ‌طرفه را نشان داد. بر اساس یافته‌ها، تحصیلات (به‌ویژه در بین زنان) و درآمد خانوار به‌طور مثبت و سن و بعد خانوار به‌صورت منفی بر تمایل به پرداخت اضافه اثرگذار بودند. متوسط تمایل به پرداخت اضافه مصرف‌کنندگان برای هر کیلوگرم گوشت مرغ سلامت‌محور در مدل‌های یک‌ طرفه و دوطرفه، به‏ترتیب، 26420 و 24240 ریال برآورد شد، که معادل 35 و 32 درصد بیش از قیمت بازاری گوشت مرغ معمولی است. تمایل به پرداخت اضافه از سوی مصرف ‌کنندگان نشان داد که تقاضای بالقوه‌ای برای گوشت مرغ سلامت‌محور وجود دارد و از این‏رو، تولیدکنندگان می‌توانند با بهره‏گیری از این فرصت، از طریق تولید و عرضه این محصول منتفع شوند.

کلیدواژه‌ها

عنوان مقاله [English]

Valuing the Quality of Chicken Meat from Consumers' Viewpoint in Shiraz City of Iran

نویسندگان [English]

  • Samad Erfanifar 1
  • M. Bakhshoodeh 2
  • M. Zibaei 3
1 PhD Student in Agricultural Economics, Shiraz University, Shiraz, Iran
2 Professor, Department of Agricultural Economics, Faculty of Agriculture, Shiraz University, Shiraz, Iran.
3 Professor, Department of Agricultural Economics, Faculty of Agriculture, Shiraz University, Shiraz, Iran.
چکیده [English]

This study aimed at estimating the consumers' willingness to pay (WTP) a premium price and examining the factors influencing them for health-oriented chicken meat in Shiraz city of Iran. For this purpose, the health-oriented chicken meat with three attributes (including antibiotics free production process, full emptying of chicken abdominal contents during slaughtering and average carcass weight, i.e. size chicken, at the place of supply) was primarily introduced to the consumers. Contingent valuation method with single and double bounded questionnaires was used to assess the consumers’ willingness to pay (WTP) by completing 601 face to face questionnaires during autumn 2017. By performing a pretest, the parameters of the WTP distribution of target statistical population were determined and based on the methodology of Cooper (1993), the bid price vector was selected optimally. The results of the econometric models estimation showed an efficiency superiority of the double-bounded model over the single-bounded model. In addition, the household head’s educational level and the household income indicated positive effects on WTP while age and household dimension represented significantly negative effects. The extra consumers' WTP for health-oriented chicken meat was estimated to be averagely 26420 and 24240 IR Rial/Kg for single and double bounded models, respectively, that is, 35 and 32 percent of the conventional chicken meat price. Willing to pay an extra price implicitly implies a potential demand, suggesting an opportunity for the producers to gain from the health-oriented chicken meat in the market.

کلیدواژه‌ها [English]

  • Health-oriented chicken
  • Contingent Valuation
  • Vector of bid values
  • willingness to pay
  • Shiraz

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