عوامل مؤثر بر قصد خرید مواد غذایی ارگانیک در شرایط همه‏ گیری ویروس کرونا (کووید 19)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استاد اقتصاد کشاورزی، دانشکده کشاورزی، دانشگاه فردوسی مشهد، ایران.

2 نویسنده مسئول و دانشجوی دکتری اقتصاد کشاورزی، دانشکده کشاورزی، دانشگاه فردوسی مشهد، مشهد، ایران

چکیده

توجه به نیازها و خواسته­ های مصرف ­کنندگان نخستین گام برای توسعه بازار محصولات ارگانیک است، زیرا شناخت رفتار مصرف ­کننده و بررسی عوامل مؤثر بر آن نقش بسیار مهمی در موفقیت هر سامانه اقتصادی دارد. از این ‏رو، هدف مطالعه حاضر بررسی قصد خرید مواد غذایی ارگانیک در شرایط بحرانی وجود ویروس کرونا و درک خطر ناشی از آن به ­عنوان یکی از عوامل تأثیرگذار بر قصد خرید مصرف ­کننده با استفاده از نظریه رفتار برنامه ­ریزی‏ شده بود. بدین منظور، داده­ ها و اطلاعات مورد نیاز در سال 1399 از طریق پیمایش ­های میدانی و تکمیل پرسشنامه گردآوری شد. جامعه آماری تحقیق شامل مصرف­ کنندگان مواد غذایی ارگانیک شهرستان تربت حیدریه بود و بر اساس رابطه کوکران، حجم نمونه 210 نفر تعیین شد. برای نمونه ­گیری و انتخاب افراد در جامعه، از روش نمونه­ گیری تصادفی طبقه ­ای و برای تحلیل داده ­ها، از مدل‏سازی معادلات ساختاری استفاده شد. نتایج نشان داد که ضرایب همبستگی درک مصرف ­کنندگان مواد غذایی ارگانیک این شهرستان از خطر ویروس کرونا با نگرش، هنجارهای ذهنی، کنترل رفتار درک‏شده و ترس­ پیش ­بینی ‏شده آنها، به ‏ترتیب، برابر با 222/0، 65/0، 625/0 و 592/0 است و نگرش مصرف ‏کننده با مقدار 452/0، درک خطر با مقدار 268/0 و ترس­ پیش­ بینی ‏شده با مقدار 101/0 بیشترین تأثیر را در قصد خرید مواد غذایی ارگانیک دارند. بنابراین، با شناساندن مزایای محصولات ارگانیک از طریق رسانه ­های جمعی، می­ توان نگرش افراد را به سمت محصولات ارگانیک تغییر داد؛ همچنین، می­توان با آگاه کردن افراد جامعه از خطر ویروس کرونا، به فرهنگ ­سازی در زمینه قرار دادن محصولات ارگانیک در سبد مصرفی خانوار پرداخت.

کلیدواژه‌ها

عنوان مقاله [English]

Factors Affecting the Intention to Buy Organic Food under the Conditions of Covid-19 Corona Virus Pandemy

نویسندگان [English]

  • A. Karbasi 1
  • M. Sheibani 2
1 Professor of Agricultural Economics, Faculty of Agriculture, Ferdowsi University of Mashhad, Mashhad, Iran.
2 Corresponding Author and PhD Student in Agricultural Economics, Faculty of Agriculture, Ferdowsi University of Mashhad, Mashhad, Iran
چکیده [English]

Paying attention to the needs and wants of consumers is the first step to develop the market of organic products, because recognizing consumer behavior and examining the factors affecting it has a very important role in the success of any economic system. Therefore, this study aimed at examining the intention to buy organic food in the critical situation of the existence of the corona virus and risk perception posed by it as one of the factors affecting the consumer's intention to buy using the theory of planned behavior. For this purpose, the required data and information were collected in 2020 through field surveys and completing a questionnaire. The statistical population of the study included all the organic food consumers in Torbat-e Heydarieh county of Iran. Based on Cochran's formula, the sample size consisted of 210 people. Stratified random sampling method was used for sampling and selecting the individuals in the studid community and structural equation modeling was used for data analysis. The results showed that the correlation coefficients of the organic food consumers' risk perception of corona virus with their attitudes, subjective norm, perceived behavioral control and anticipated fear were 0.222, 0.65, 0.625 and 0.592, respectively and the consumer's attitude (0.452), risk perception (0.268) and anticipated fear (0.101) had the greatest impact on the intention to buy organic food. Therefore, by introducing the benefits of organic products through mass media, people's attitudes towards organic products can be changed; also, by informing the people of the society about the risk of the corona virus, it is possible to create the intention of placing organic products in the consumption basket of the household.

کلیدواژه‌ها [English]

  • Attitude
  • Covid-19 (Corona Virus)
  • Risk Perception
  • Structural Equation Modeling
  • Theory of Planned Behavior

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