توسعه مدل رفتار برنامه ریزی شده برای تبیین قصد تولید محصولات ارگانیک بین گلخانه داران خیار شهرستان اصفهان با متغیر هنجار اخلاقی

نوع مقاله : مقاله پژوهشی

نویسندگان

دانشگاه تبریز

چکیده

این تحقیق قصد رفتاری گلخانه داران در زمینه تولید خیار ارگانیک را در شهر اصفهان بررسی می کند و هدف آن شناسایی عواملی است که موجب برانگیختن تولید کننده در جهت تولید محصولات ارگانیک می شود. با استفاده از روش نمونه گیری طبقه ای و با کمک فرمول کوکران 114 نفر ازگلخانه داران شهر اصفهان، به عنوان نمونه آماری انتخاب شدند. داده ها و اطلاعات مورد نیاز در سال 1394 از طریق پیمایش های میدانی و تکمیل پرسش نامه جمع آوری شد. برای بررسی روابط علّی بین متغیرها، از مدل معادلات ساختاری و برای این منظور از تئوری رفتار برنامه ریزی شده (TPB) استفاده شد. برخی از یافته ها حاکی از آن است که متغیر نگرش در مدل TPB قادر است 37 درصد از تغییرات قصد گلخانه داران نسبت به تولید محصول ارگانیک را تبیین کند و بر اساس مدل تئوری رفتار برنامه ریزی شده توسعه یافته (ETPB) متغیرهای نگرش و هنجارهای اخلاقی قادرند 58 درصد از تغییرات قصد تولید محصولات ارگانیک را تبیین کنند. همچنین نتایج حاصل از هر دو مدل نشان داد که کنترل رفتاری درک شده (کنترل باورها) و هنجارهای ذهنی تاثیر معناداری بر پیش بینی قصد گلخانه داران نداشتند. نتیجه این مطالعه نشان می دهد هر دو تئوری پتانسیل پیش بینی کنندگی قصد گلخانه داران را دارند، اما اضافه کردن هنجارهای اخلاقی به مدل TPB بعنوان پیش بینی کننده اضافی بطور معناداری موجب افزایش قدرت پیش بینی مدل استاندارد شد. لذا طراحی برنامه های مداخله ای بر پایه ارتقاء نگرش و هنجارهای اخلاقی در گلخانه داران به منظور تشویق آنان به تولید محصولات ارگانیک توصیه می‌شود.

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