بررسی ترجیحات مصرف‌کنندگان برنج با تأکید بر ویژگی‌های فیزیکی، کیفی و زیست‏محیطی آن: مطالعة موردی شهر رشت

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشیار اقتصاد کشاورزی، دانشگاه علوم کشاورزی و منابع طبیعی ساری

2 دانشجوی دکتری اقتصاد کشاورزی، دانشگاه علوم کشاورزی و منابع طبیعی ساری

3 دانشجوی دکتری اقتصاد کشاورزی، دانشگاه علوم کشاورزی و منابع طبیعی ساری

4 دانشجوی دکتری اقتصاد کشاورزی، دانشگاه علوم کشاورزی و منابع طبیعی ساری

چکیده

برنج از جمله محصولات زراعی راهبردی است که در سبد غذایی خانوار ایرانی حضـور پررنگـ دارد. در مطالعه حاضر، ترجیحات مصرف ­کنندگان برنج در شهر رشت با استفاده از روش آزمون انتخاب و مدل لاجیت شرطی بررسی شد و گردآوری داده­های مورد نیاز با تکمیل 149 پرسشنامه در سال 1395 صورت گرفت. برای توصیف تغییرات برنج مصرفی، شش ویژگی برنج (شامل اندازه، نوع بسته­بندی، طعم، کشور تولیدکننده، سلامت غذایی و قیمت) و سطوح مرتبط با آنها در نظر گرفته شد. نتایج حاکی از بیشترین تمایل به پرداخت مصرف­کنندگان برای برنج داخلی بود، به ‏گون ه‏ای که هر خانوار رشتی حاضر به پرداخت 6100 تومان به ازای هر کیلوگرم برنج محلی بود. در این شرایط، می­توان با ارتقای سطح تحصیلات و افزایش سطح دانش و آگاهی­های عمومی اقشار جامعه (به ‏ویژه اطلاع­رسانی در زمینة محصولات ارگانیک و فواید آن، پیامدهای مصرف کودها و سموم شیمیایی و نیز پیامدهای مصرف برنج وارداتی) از طریق رسانه ­های گروهی، در راستای حمایت از برنج ارگانیگ و محلی و همچنین، تأمین تقاضا و ترجیحات مصرف­ کنندگان گام برداشت.

کلیدواژه‌ها


عنوان مقاله [English]

Investigating the Preferences of Rice Consumers with Emphasis on Its Physical, Qualitative and Environmental Characteristics: A Case Study of Rasht City in Iran

نویسندگان [English]

  • H. Amirnejad 1
  • p. tonakbar 2
  • N. Heidari 3
  • Sh. Mirkarimi 4
1 Associate Professor, Department of Agricultural Economics, Sari University of Agricultural Sciences and Natural Resources, Sari, Iran
2 PhD Student in Agricultural Economics, Sari University of Agricultural Sciences and Natural Resources
3 PhD Student in Agricultural Economics, Sari University of Agricultural Sciences and Natural Resources, Sari, Iran.
4 PhD Student in Agricultural Economics, Sari University of Agricultural Sciences and Natural Resources, Sari, Iran.
چکیده [English]

Rice is a strategic crop with a strong presence in Iranian household food basket. This study aimed at investigating the consumers' preferences for rice using the choice experiment method and conditional logit model in Rasht city of Iran. The required data were collected through the 149 questionnaires completed from households in 2016. Six attributes of rice and their related levels were considered to describe the changes in rice, including size of rice grain, types of rice packaging, taste of rice, rice producing country, food safety and price attribute. The study results indicated that consumers had the most willingness to pay for local rice, so that each household in Rasht city was willing to pay 61000 IR rials per kg for the local rice. Accordingly, improving the level of education and enhancing the public awareness and knowledge of the rice attributes through the media (particularly, information on organic products and their benefits, the consequences of the use of fertilizers and chemical pesticides as well as the consumption consequences of imported rice) may contribute to support the organic and local rice while to meeting the demand and consumer preferences as well.

کلیدواژه‌ها [English]

  • Consumer preferences
  • Heterogeneity of Preferences
  • Choice Experiment
  • Conditional Logit
  • rice
  • Rasht (City)
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