بررسی تأثیر کیفیت زندگی مصرف‌کنندگان بر قصد خرید خیار ارگانیک در شهر تبریز

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار گروه ترویج و توسعه روستایی، دانشکده کشاورزی، دانشگاه تبریز

2 دانشجوی دکتری توسعه کشاورزی، گروه ترویج و توسعه روستایی، دانشکده کشاورزی، دانشگاه تبریز

چکیده

تحقیق حاضر به بررسی تأثیر ابعاد کیفیت زندگی بر قصد خرید محصولات ارگانیک در میان مصرف­کنندگان شهر تبریز پرداخت. با استفاده از روش نمونه­گیری طبقه­ای و با کمک فرمول کوکران، 224 نفر از مصرف­کنندگان به­عنوان نمونه آماری انتخاب شدند. داده­ها و اطلاعات مورد نیاز در سال 1396 از طریق پیمایش­های میدانی و تکمیل پرسش­نامه استاندارد کیفیت زندگی سازمان سلامت جهانی (WHOQOL-BREF) جمع­آوری شد. به­منظور دست­یابی به ترجیح مصرف­کننده در خرید خیار ارگانیک یا معمولی از روش انتخاب تجربی و برای بررسی روابط علّی بین متغیرها، از مدل معادلات ساختاری استفاده گردید. یافته­ها حاکی از آن است که متغیرهای سلامت جسمانی، سلامت روان و سلامت محیط قادرند 52 درصد از تغییرات قصد مصرف­کنندگان نسبت به خرید محصولات ارگانیک را تبیین کنند. متغیر روابط اجتماعی تأثیر معناداری بر پیش­بینی قصد مصرف­کنندگان نداشت. ترجیحات مصرف­کنندگان نشان داد که به­ترتیب 2/77 درصد خیار ارگانیک و 8/22 درصد خیار معمولی را انتخاب نخست خود می­دانند و بر اساس نتایج آزمون t، میانگین کل کیفیت زندگی در افرادی که خیار ارگانیک در اولویت خرید آنان بوده است، بیشتر از افرادی است که خیار معمولی را انتخاب کرده­اند. لذا، ارتقای کیفیت زندگی مصرف­کنندگان در سه بعد سلامت جسمانی، روانی و محیط به­منظور تشویق آنان به خرید محصولات ارگانیک پیشنهاد می­شود.

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