تأثیر آگاهی از ویژگی‌های محصولات ارگانیک در تمایل به مصرف آتی زعفران ارگانیک برای خانوارهای شهرستان مشهد

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استاد اقتصاد کشاورزی، دانشکدة کشاورزی دانشگاه فردوسی مشهد

2 دانشجوی دکتری اقتصاد کشاورزی، دانشکدة کشاورزی دانشگاه فردوسی مشهد

چکیده

بررسی عوامل مؤثر بر بهبود آگاهی مصرف­کنندگان از محصولات ارگانیک به منظور افزایش تولید و مصرف این محصولات ضروری است. در این مطالعه با استفاده از داده­های مربوط به 165 خانوار در مناطق 13 گانه شهرستان مشهد، عوامل مؤثر بر آگاهی مصرف­کنندگان از محصولات ارگانیک با به‏کارگیری الگوی پروبیت و رهیافت همسان­سازی نمرة گرایش و سپس اثر آگاهی مصرف‏کنندگان در تمایل به مصرف آتی زعفران با برآورد اثر متوسط درمان بر گروه درمان‏شده ارزیابی شد. برای تعیین حجم نمونه، روش نمونه­گیری طبقه­ای به کار رفت. نتایج حاصل از الگوی پروبیت نشان داد که متغیرهای تحصیلات، نگرش به کیفیت برچسب محصولات ارگانیک، نگرانی­های زیست‏محیطی و نگرش به درجة تأثیر قیمت محصولات ارگانیک اثر مثبتی بر احتمال وجود آگاهی از محصولات ارگانیک دارند. پس از همسان‏سازی، تفاوت در میانگین بین دو گروه درمان و شاهد برای متغیرهای تحصیلات، نگرش به درجة تأثیر قیمت محصولات ارگانیک، نگرانی­های زیست‏محیطی و نگرش به کیفیت برچسب محصولات ارگانیک کاهش یافت. نتایج حاصل از برآورد اثر متوسط درمان بر گروه درمان‏شده نشان داد که میزان تمایل به مصرف زعفران ارگانیک در میان واحدهای گروه درمان‏شده 66 درصد بیشتر از واحدهای مشابه در گروه شاهد است، بنابراین، آگاهی داشتن از محصولات ارگانیک اثر محرک و مثبتی بر میزان تمایل به مصرف آتی زعفران ارگانیک دارد؛ لذا برای تحریک تقاضا و افزایش فروش، به تولیدکنندگان و عرضه­کنندگان محصولات ارگانیک توصیه می­شود از تبلیغات برای اطلاع­رسانی مصرف­کنندگان استفاده کنند.

کلیدواژه‌ها

عنوان مقاله [English]

The Effect of Awareness of Organic Products Characteristics on Household’s Willingness to Consume Organic Saffron in Future in Mashhad County of Iran

نویسندگان [English]

  • Mohammad Ghorbani 1
  • P. Alizadeh 2
  • A. Tohidi 2
1 Professor, Faculty of Agriculture, Ferdowsi University of Mashhad, Mashhad, Iran
2 PhD Student in Agricultural Economics, Faculty of Agriculture, Ferdowsi University of Mashhad, Mashhad, Iran
چکیده [English]

This study was performed using data from 165 households in 13 areas of Mashhad County of Iran. A stratified sampling method was used to determine the sample size. Firstly, factors affecting the consumer's awareness of organic products were analyzed by using the Probit model in propensity score matching method. Then, the effect of consumers’ awareness on their willingness to consume the organic saffron in future was evaluated by estimating the average treatment effect on treatment group. The results from Probit model showed that education, attitude toward quality of organic product labels, environmental concerns and attitude toward price of organic products had positive effects on awareness of the organic products. After matching, the difference in average between treatment and control groups decreased for education, attitude toward price of organic products, environmental concerns and attitude toward quality of organic product labels. The results from estimating the average treatment effect on treatment group showed that the organic saffron future consumption among units of treatment group was 66 percent greater than those in control group. So, awareness of organic products had stimulus and positive effect on the willingness to consume the organic saffron in future. Therefore, in order to stimulate demand and increase sales, it was recommended to producers and suppliers of the organic products to use advertisements to inform consumers.

کلیدواژه‌ها [English]

  • Consumer Attitude
  • Willingness to consume
  • Matching
  • Propensity Score
  • Mashhad (County)

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