شناسایی عوامل تعیین‌کننده میزان تمایل به پرداخت شهروندان مشهد برای دمنوش‌های گیاهی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار گروه اقتصاد کشاورزی، دانشگاه پیام نور، تهران، ایران

2 فارغ‌التحصیل کارشناسی ارشد رشته علوم اقتصادی، گروه اقتصاد، دانشگاه پیام نور، تهران، ایران

چکیده

هدف از این مطالعه، شناسایی عوامل مؤثر بر تمایل به پرداخت شهروندان مشهد برای دمنوش‌های گیاهی بود. داده‌ها به روش پیمایشی و با تکمیل 368 پرسشنامه به روش نمونه‌گیری تصادفی ساده از میان شهروندان مشهد، در بهار و تابستان سال 1396 جمع‌آوری شد. به­منظور شناسایی عوامل مؤثر بر تمایل به پرداخت مصرف‌کنندگان، از روش ارزش‌گذاری مشروط و برآورد الگوی لاجیت ترتیبی استفاده شد. تحلیل داده‌ها نشان داد که 50 درصد مصرف‌کنندگان، تمایل به پرداخت 5 الی 25 درصد هزینه بیشتر برای خرید دمنوش‌های گیاهی داشته‌اند. نتایج برآورد الگو نشان داد که درآمد خانوار، آگاهی از خواص درمانی، بسته‌بندی، نداشتن اسانس، نحوه عرضه، داشتن برچسب اطلاعات، جنسیت زن و سطح تحصیلات مصرف‌کنندگان، اثر مثبت و معنی‌دار و سن، بعد خانوار، کیفیت، فرآوری و قیمت دمنوش‌ها اثر منفی و معنی‌دار بر تمایل به پرداخت داشته‌اند. بنا بر نتایج، با استفاده از برچسب اطلاعات درباره محصول، بسته‌بندی مناسب و همچنین، آگاهی‌بخشی درباره خواص و نحوه مصرف محصول، می‌توان احتمال تمایل به پرداخت بیش از 15 درصد هزینه اضافی برای دمنوش‌های گیاهی را به ترتیب به اندازه 71، 36 و 42 درصد افزایش داد. 

کلیدواژه‌ها

عنوان مقاله [English]

Identifying the Determinants of Mashhad Citizens' Willingness to Pay for Herbal Teas

نویسندگان [English]

  • Afsaneh Nikoukar 1
  • Elahe Fazeli Hagh panah 2
1 Associate Professor of Agricultural Economics, Agriculture Department, Payame Noor University, Tehran, Iran
2 Master Graduate of Economics, Economics Department, Payame Noor University, Tehran, Iran
چکیده [English]

The purpose of this study was identifying the factors affecting Mashhad Citizens’ willingness to pay for herbal teas. Data was gathered through a survey method and completing 368 questionnaires by simple random sampling among citizens of Mashhad in spring and summer of 2017. In order to identify the factors affecting consumers' willingness to pay, the Contingent Valuation Method and Ordered Logit Model were used. Data analysis showed that 50 percent of consumers were willing to purchase 5 to 25 percent additional cost for buying these products. The results of estimated model showed that household income, awareness about health benefits, packaging, lack of essence, supply type, existence of information labels, gender female and consumers’ education level, have positive and significant effects, and age, family size, quality, processing and price of herbal teas have had negative and significant effects on willingness to pay for herbal teas. About 23 percent of the respondents have known the lack of knowledge about the uses of herbal teas and 21 percent of them have known the lack of knowledge about the health benefits of herbal teas as the most important problems for the consumption of herbal teas. According to the results, considering appropriate supply and packaging with information label, and publication brochures to inform consumers about health benefits and uses of herbal teas, can increase willingness to pay and more correct consumption of herbal teas.

کلیدواژه‌ها [English]

  • herbal teas
  • willingness to Pay
  • Mashhad
  • Ordered Logit Model

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تحقیقات اقتصاد و توسعه کشاورزی ایران
دوره 51، شماره 3
مهر 1399
صفحه 487-498

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