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.

کلیدواژه‌ها


Ajoodani, Z., & Mehdizadeh, H. (2009). Survey the development and promotion of organic farming in Kermanshah province from the viewpoint of agricultural experts. Research of Agricultural Extension and Education, 2(4), 65-73. (In Farsi).
Alexandre, T. D. S., Cordeiro, R. C., & Ramos, L. R. (2009). Factors associated to quality of life in active elderly. Revista de Saúde Pública43(4), 613-621.
Aryal, K. P., Chaudhary, P., Pandit, S., & Sharma, G. (2009). Consumers’ willingness to pay for organic products: a case from Kathmandu valley. Journal of Agriculture and Environment10, 15-26.
Bamberg, S., & Moser, G. )2007(. Twenty years after Hines, Hungerford, and Tomera: a new meta- analysis of psycho-social determinants of pro-environmental behaviour. Journal of Environmental Psychology, 27 (1), 14-25.
Bonomi, A. E., Patrick, D. L., Bushnell, D. M., & Martin, M. (2000). Validation of the United States' version of the World Health Organization Quality of Life (WHOQOL) instrument. Journal of Clinical Epidemiology53(1), 1-12.
Boxall, P. C., Cash, S. B., Wismer, W. V., Muralidharan, V., & Annett, L. E. (2007). The role of sensory experiences and information on the willingness to pay for organic wheat bread (No. 7712). Canada :Department of Resource Economics and Environmental Sociology, University of Alberta.
Carlsson, F., & Martinsson, P. (2001). Do Hypothetical and Actual Marginal Willingness to Pay Differ in Choice Experiments? Application to the Valuation of the Environment. Journal of Environmental Economics andManagement, 2, 179–192.
Chaychi, B. (2009). Organic agriculture: healthy soil, healthy plants, healthy humans. Journal of Livestock, Agro-Industry, 117, 48-56. (In Farsi).
Dipeolu, A. O., Philip, B. B., Aiyelaagbe, I. O. O., Akinbode, S. O., & Adedokun, T. A. (2009). Consumer awareness and willingness to pay for organic vegetables in SW Nigeria. Asian Journal of Food and Agro-Industry, 10(11), 57-65.
10. FAO yearbook. (2010-2012). Food and Agriculture Statistics, Food and Agriculture Organization of the United Nations, Rome. Retrieved from: www.faostat.fao.org
11. Fayers, P. M., & Machin, D. (2000). Quality of life assessment, Analysisand interpretation. New York: Jhon Willy. Inc., US.
12. FiBL/IFOM yearbook. (2016). The world of organic agriculture, Statistics and Emerging trend. Research Institute of Organic Agriculture FiBL. IFOAM- Organic International. Switzerland. Retrieved from: http://www. Fibl.org.
13. Folope, V., Chapelle, C., Grigioni, S., Coëffier, M., & Déchelotte, P. (2012). Impact of eating disorders and psychological distress on the quality of life of obese people. Nutrition28(7), 7-13.
14. Garsia, J. (2015). Willingness to pay for organic and fair trad certified yellow chili peppers. British Food Journal, 117(2): 929-942.
15. Ghasemi, V. (2013). Structural equation modeling in social preceding studies using Amos Graphic.Tehran: Sociologists. (In Farsi).
16. Guillemin, I., Marrel, A., Arnould, B., Capuron, L., Dupuy, A., Ginon, E., ... & Urdapilleta, I. (2016). How French subjects describe well-being from food and eating habits? Development, item reduction and scoring definition of the Well-Being related to Food Questionnaire. Appetite96, 333-346.
17. Hanley, N., Mourato, S., & Wright, R. E. (2001). Choice modelling approaches: a superior alternative for environmental valuatioin? Journal of economic surveys15(3), 435-462.
18. Hanley, N., Mourato, S., & Wright, R. E. (2001). Choice modelling approaches: a superior alternative for environmental valuatioin?. Journal of economic surveys15(3), 435-462.
19. Hanson, J. A., & Benedict, J. A. (2002). Use of the Health Belief Model to examine older adults' food-handling behaviors. Journal of Nutrition Education and Behavior34, S25-S30.
20. Hickson, M., & Frost, G. (2004). An investigation into the relationships between quality of life, nutritional status and physical function. Clinical Nutrition23(2), 213-221.
21. Hughner, R. S., McDonagh, P., Prothero, A., Shultz, C. J., & Stanton, J. (2007). Who are organic food consumers? A compilation and review of why people purchase organic food. Journal of Consumer Behaviour6(2‐3), 94-110.
22. Ministry of Jahad-e-Keshvarzi (2014). Iran Agricultural yearbook. Deputy of Planning and Development Management. Office of Budget and Planning, 84-85 PP. (In Farsi).
23. Kesse-Guyot, E., Baudry, J., Assmann, KE., Galan, P., Hercberg, S., & Lairon, D.(2017). Prospective association between consumption frequency of organic food and body weight change, risk of overweight or obesity: results from the NutriNet-Santé Study. The British Journal of Nutrition, 117(2), 325-334.
24. Khaledi, M., Gray, R., Weseen, S., & Sawyer, E. (2007). Assessing the barriers to conversion to organic farming: An institutional analysis. Canada: Department of Agricultural Economics, University of Saskatchewan.
25. King, C. R., & Hinds, P. (1998). Overview of quality of life and controversial issuesQuality of Life from Nursing and Patient Perspective. Sudbury: Jones and Bartlett Press, 29-44.
26. Kuyken, W., Orley, J., Hudelson, P., & Sartorius, N. (1994). Quality of life assessment across cultures. International Journal of Mental Health23(2), 5-27.
27. Lind, N. (2016).  Legatum Prosperity Index.  In Encyclopedia of quality of life and well-being research (pp. 52). Springer Netherlands.Retrieved from: http:// www.prosperity.com.
28. Louviere, J. J., Hensher, D. A., & Swait, J. D. (2000). Stated choice methods: analysis and applications. Cambridge: University Press.
29. Mahmoudi, H., & Mahdavi Damghani, A. (2009). Organic agriculture in Iran. Enviromental Science Research Institute (ESRI). Shahid Beheshti University, Tehran, Iran. (In Farsi).
30. Mohammadian, M., & Bakhshandeh, GH. (2014). Factors affecting consumer attitudes and green purchase intention. Journal of Management Studies in Development & Evolution, 23 (75), 39-68. (In Farsi).
31. Merino, A. (2005). Eliciting consumers preferences using stated preference discrete choice models: contingentranking versus choice experiment.Working Papers, Research Center on Health and Economics705, Spain: Department of Economics and Business, University of Pompeu Fabra.
32. Nejat, S., Montazeri, A., Holakouie Naieni, K., Mohammad, K., & Majdzadeh S. (2006).  The World Health Organization quality of Life (WHOQOL- BREF) questionnaire: Translation and validation study of the Iranian version. Journal of School of Public Health & Institute of Public Health Research, 4 (4), 1-12. (In Farsi).
33. Pakiz, B., Flatt, S. W., Mills, K. C., Jordan, L. J., Carethers, J. M., & Rock, C. L. (2005). Quality of life and diet intervention in individuals at risk for recurrence of colorectal adenomas. PsychoOncology14(2), 85-93.
34. Papzan, A., & Shiri, N. (2012). Study of barriers toward development of organic farming. Journal of Space Economy and Rural Development, 1(1), 113-126. (In Farsi).
35. Rana, J., & Paul, J. (2017). Consumer behavior and purchase intention for organic food: A review and research agenda. Journal of Retailing and Consumer Services. 38 (2), 157–165
36. Razavi, S. H. (2016). The status of organic agriculture in Iran, compared to a few selected countries. Tehran: Ministry of Jahad-e-Keshvarzi, Deputy of Planning and Development Management. Office of Budget and Planning, Iran. (In Farsi).
37. Rehber, E., & Turhan, S. (2002). Prospects and challenges for developing countries in trade and production of organic food and fibres - The case of Turkey. British Food Journal, 104 (3/4/5), 371-390.
38. Sandoghi, A., Amini, A. M. and Yousefi, A. (2015). Determination of consumers' preferences for conventional, healthy and organic cucumbers in Isfahan city using choice experiment method. Journal of Agricultural Economics & Development. 29(2). 139-149. (In Farsi)
39. Tarkiainen, A., Sundqvist, S. )2005(. Subjective norms, attitudes and intentions of Finnish Consumers in buying organic food. British Food Journal. 107 (10-11), 808-822.
40. Tavakkoli, H., & Tabaian, R. (2015). Effects of Quality of life and environmental attitudes on the willingness of consumer and willingness to pay for green products: an experimental study in chain stores in Isfahan County. Proceedings of first Annual Conference on Management and Business Economics. 18 December 2015.: Iranian Consortium of National Content (ICNC), Tehran, Iran, pp 23-26. (In Farsi).
41. Waltz, E. (1999). Final results of the third national organic farmerssurvey. Germany: Organic Farming Research Foundation. 126pp. FiBL.
42. Whoqol Group. (1998). Development of the World Health Organization WHOQOL-BREF quality of life assessment. Psychological medicine28(3), 551-558.
43. World Health Organization. (1996). WHOQOL-BREF: introduction, administration, scoring and generic version of the assessment: field trial version, December 1996.
44. Yazdanpanah, M & Hasheminezhd, A. (2015). Comparison on Predicting Power of the Theory of Planned Behavior and Health Beliefs Model in Assessing Studentsí Intention toward use of Organic Foods. Iranian Journal of Agricultural Economics and Development Research. 46 (4), 811- 825. (In Farsi)
45. Yiridoe, E. K., Bonti-Ankomah, S., & Martin, R. C. (2005). Comparison of consumer perceptions and preference toward organic versus conventionally produced foods: a review and update of the literature. Renewable Agriculture and Food Systems20(04), 193-205.
Zielinska-Więczkowska, H., Kędziora-Kornatowska, K., & Ciemnoczołowski, W. (2011). Evaluation of quality of life (QoL) of students of the University of Third Age (U3A) on the basis of socio-demographic factors and health status. Archives of Gerontology and Geriatrics53(2), e198-e202.