نشریه محیط زیست طبیعی

بررسی قصد مصرف کنندگان به خرید محصولات سبز کشاورزی در کرمان: با درنظر‌گرفتن ملاحظات زیست‌محیطی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 بخش اقتصاد کشاورزی

2 بخش اقتصاد کشاورزی دانشگاه شهید باهنر کرمان

چکیده

محدودیت‌های منابع طبیعی و بروز آلودگی‌های زیست‌محیطی به‌عنوان تهدیدی برای بشر در دهه اخیر افزایش یافته است. محصولات سبز کشاورزی ارتباط تنگاتنگی با محیط‌زیست و مصرف‌کننده دارد. از همین رو، توجه به عواملی که در فرآیند تصمیم -به خرید محصولات سبز توسط مشتری تأثیر می‌گذارد، از اهمیت خاصی برخوردار است. در مطالعه حاضر تلاش می شود قصد مصرف‌کننده به خرید محصولات سبز کشاورزی بررسی شود. در این راستا از تئوری رفتار برنامه‌ریزی‌شده (TBA) به‌عنوان چارچوب نظری استفاده، و سعی شده با ترکیب سازه های اضافی (نگرانی زیست محیطی و دانش زیست محیطی) در آن تئوری بسط داده شود. در این راستا پرسش‌نامه‌ای تنظیم و نمونه‌ای به روش خوشه‌ای تصادفی به حجم 384 نفر از مصرف‌کنندگان شهر کرمان گرفته و داده‌های مورد نیاز جمع‌آوری و با کمک مدل سازی معادلات ساختاری (SEM) تحلیل شد. یافته‌ها نشانگر مناسب بودن TPB در پیش بینی قصد مصرف کنندگان برای خرید محصولات سبز کشاورزی است. نتایج همچنین قابلیت استفاده از ساخت سازهای اضافی در TPB را پشتیبانی می‌کند، زیرا ابزار پیش بینی مدل پیشنهادی را بهبود بخشیده و اثر نگرانی زیست‌محیطی و دانش زیست‌محیطی بر قصد خرید محصولات سبز مثبت بوده است. در پایان به کاربرد نتایج برای سیاست‌گذاران پرداخته شده است. یکی از کاربردهای قابل‌توجه کمک به دولت، بخش خصوصی، کارفرمایان و بازاریابان است تا استراتژی‌های مناسبی را برای محصولات سبز و خرید آن‌ها تدوین کنند.

کلیدواژه‌ها

عنوان مقاله [English]

Consumer intention to buy green agricultural products in Kerman: Taking into account environmental considerations

نویسندگان [English]

  • Rooholah Pirayesh mayvan 1
  • Sedigheh Nabieyan 2
  • Elham Khajepour 1

1 Ag. Econ. Dept.

2 Ag. Econ. Dept.

چکیده [English]

The limitations of natural resources and the occurrence of environmental pollution as a threat to mankind have increased in the last decade. Green agricultural products are closely related to the environment and the consumer. Therefore, it is important to consider the factors affecting customer's intention towards buying green products. The present research attempts to understand the consumers' intention toward buying green agricultural products. The study has used the Theory of Planned Behavior (TPB) as its theoretical framework and further attempted to extend the TPB by incorporating additional constructs (environmental concern & environmental knowledge) in it. In this regard, a random cluster sample of 384 consumers was obtained in Kerman city, and the required data were collected and analyzed with the help of structural equation modeling (SEM). The finding reported the usefulness of TPB in predicting consumers' intention towards purchasing green agricultural products. The result also supported the applicability of including additional constructs in TPB, as it has improved the proposed model prediction tool. The effect of environmental concern and environmental knowledge on the intention towards buying green products has been positive too. At the end, the implications for policy makers have been discussed. One of the notable applications is helping the government, the private sector, employers and marketers to formulate appropriate strategies for green products and their purchase.

کلیدواژه‌ها [English]

  • Theory of Planed Behavior
  • Structural Equation Model
  • Environmental Concern
  • Environmental Knowledge
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نشریه محیط زیست طبیعی
دوره 73، شماره 2
مرداد 1399
صفحه 243-256