تعیین قصد و رفتار مصرفی محصولات ارگانیک بر مبنای مدل بزنف

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشگاه تبریز

2 گروه اقتصادی کشاورزی دانشگاه تبریز

چکیده

اهداف: پژوهش حاضر با هدف تبیین قصد و رفتار مصرفی محصولات ارگانیک در میان دانشجویان کشاورزی دانشگاه تبریز انجام شد و به دنبال پاسخ به این سؤال بود که چه عواملی بر رفتار مصرفی مصرف‌کنندگان نسبت به محصولات ارگانیک تأثیر دارند؟
مواد و روش‌ها: تحقیق از نظر هدف کاربردی و از لحاظ نحوه گردآوری داده‌ها، از نوع توصیفی است. جامعه آماری تحقیق دانشجویان دانشکده کشاورزی دانشگاه تبریز به تعداد 2037 نفر بودند. حجم نمونه دانشجویان با روش نمونه-گیری تصادفی طبقه‌ای با انتساب متناسب با استفاده از فرمول کوکران به تعداد 268 نفر تعیین گردید.
یافته‌ها: یافته های تحقیق نشان داد که متغیر موثر در رابطه با وضعیت سازه نگرش، نبود اطلاعات لازم راجع به محصولات ارگانیک بود. موثرترین متغیر برای سازه هنجارهای ذهنی، کارکرد خانواده و گروه‌های مرجع است. از نظر سازه قادرکننده‌ها، فاکتور دانش و آگاهی و اندک بودن آن نسبت به محصولات ارگانیک مهم‌ترین متغیر می‌باشد. از نظر قصد رفتاری، پاسخگویان نسبت به ارزش و اهمیت استفاده از محصولات ارگانیک واقف هستند، ولی تا حدی نسبت به صحت و سقم ادعا راجع به ارگانیک بودن محصولات اطمینان خاطر ندارند. از نظر رفتار مصرفی، دانشجویان نگاه مثبتی نسبت به محصولات ارگانیک دارند و برای دسترسی به آن نیز تلقی مثبتی دارند. از نظر وزن و رابطه اجزای مدل به غیر از سازه قادرکننده‌ها، سازه‌های ( نگرش، هنجار ذهنی و قصد رفتاری) با همبستگی نسبتا بالا تائید شد.
نتیجه گیری: تاثیر هنجارهای ذهنی بر قصد رفتاری و نیز رابطه علی بین قصد رفتاری و رفتار مصرفی معنی‌دار است.

کلیدواژه‌ها

عنوان مقاله [English]

Determination of Intend and Consumer Behavior of Organic Products Based on BASNEF Model

نویسندگان [English]

  • Hossein Yadavar 1
  • Parisa Pakrooh 2
2 Department of Agricultural Economics, Faculty of Agriculture, University of Tabriz
چکیده [English]

Objective: the aim of this study was to determine the explaining the intention of consumer behavior of organic products among agricultural students of Tabriz University and is looking for answers to the question that what factors affect consumers' behavior toward organic products? This study was applied and a descriptive one in terms of data collection.
Materials and Methods: the population of the study consisted 2037 students. The sample (n=268) was selected using Stratified random sampling with proportional assignment method by Cochran's formula. Results: results of analysis showed that lack of information about organic products was the effective variable in relation to attitude component status. The most effective variable for the subjective norms component is functions of family and reference groups. In terms of empowering component, knowledge factor and its low awareness about organic products is the most important variable. In terms of behavioral intention, respondents are aware of the value and importance of using organic products but they are not confident about the being organic of the products. In terms of consumer behavior students have a positive view of organic products and access to it. In terms of weight and relationship of model components, apart from the empowering component, the components of attitude, subjective norm and behavioral intention were confirmed with relatively high correlation.
Conclusion: The effect of subjective norms on behavioral intention and causal relationship between behavioral intention and consumption behavior are significant.

کلیدواژه‌ها [English]

  • "Attitude"
  • "Consumer Behavior"
  • "Empowering"
  • "Intend"
  • "Organic Products"
  • "subjective norm"

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دانش کشاورزی وتولید پایدار
دوره 32، شماره 3
آبان 1401
صفحه 353-367

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