نوع مقاله : مقاله پژوهشی
نویسندگان
گروه اقتصاد کشاورزی، دانشگاه فردوسی مشهد
چکیده
زعفران به عنوان گیاه دارویی ارزشمند در ایران از اهمیت بالایی برخوردار است. گرایش جهانی مصرف کنندگان به مصرف محصولات پایدار، سبب حرکت به سمت تولید زعفران با برچسب های ارگانیک، طبیعی و سالم شده است. توسعه تولید زعفران با برچسب های ارگانیک، طبیعی و سالم مستلزم شناخت آگاهی و رفتار (ترجیح) مصرف کنندگان نسبت به این برچسب هاست. از این رو، این مطالعه سعی کرده است تا با خوشه بندی مصرف کنندگان بر اساس شاخص های آگاهی نسبت به این برچسب ها، به ارزیابی مؤلفه‌های اثرگذار بر ترجیح مصرف کنندگان به زعفران با برچسب های ارگانیک، طبیعی و سالم بپردازد. برای این منظور، از الگوریتم خوشه بندی K میانگین، الگوی لاجیت ترتیبی و داده های جمع آوری شـده از طریق مصاحبه با 144 نفر از بازدیدکنندگان نمایشگاه محصولات سالم و ارگانیک مشهد در اسفندماه سال 1397 استفاده شده است. نتایج بیانگر آن است که مصرف کنندگان با توجه به چهار شاخص مربوط به آگاهی، به دو خوشه آگاه و ناآگاه نسبت به برچسب های ارگانیک، طبیعی و سالم قابل دسته بندی هستند. نتایج حاصل از برآورد الگوی لاجیت ترتیبی حاکی از آن است که افزایش سطح تحصیلات، درآمد ماهانه خانواده و نگرش مثبت نسبت به ارزش غذایی زعفران برچسب دار در هر دو خوشه احتمال قرارگیری مصرف کنندگان در گروه با ترجیح مصرف زعفران با برچسب ارگانیک را نسبت به دو گروه ترجیح مصرف زعفران با برچسب های طبیعی و سالم افزایش می دهد. بر اساس نتایج بدست آمده، پیشنهاد می شود در مناطقی از شهر که خانواده های با درآمد بالا ساکن هستند، عرضه زعفران ارگانیک و به طور کلی تعداد فروشگاه های عرضه محصولات ارگانیک افزایش یابد.
کلیدواژه‌ها
Abegaz, T., Berhane, Y., Worku, A., Assrat, A., and Assefa, A., 2014. Effects of excessive speeding and falling asleep while driving on crashinjury severity in Ethiopia: A generalized ordered logit model analysis. Accident Anal. Prev. 71, 15-21.
Berki-Kiss, D., Menrad, K., and Lampert, P., 2018. Consumer preferences of sustainability labeled cut roses in Germany. 30th International Conference of Agricultural Economists, July 28-August 2, Vancouver, Canada.
Boroufar, A., Rezaian, A., and Shokohyar, S., 2017. Identifying the customer behavior model in life insurance Sector using data mining. Iran. J. Manag. Stud. 20(4), 65-94. [in Persian with English Summary].
Bryla, P., 2016. Organic food consumption in Poland: Motives and barriers. Appetite. 105, 737-746.
Calinski, T., and Harabasz, J., 1974. A dendrite method for cluster analysis. Commun. Stat. 3(1), 1-72.
Cochran, W.G., 1963. Sampling Technique. John Wiley and Sons Inc., New York.
Darnall, N., Ji, H., and Va´zquez-Brust, D.A., 2016. Third-Party certification, sponsorship, and consumers’ ecolabel use. J. Bus. Ethics. 150(4), 953-960.
Denver, S., and Jensen, J.D., 2014. Consumer preferences for organically and locally produced apples. Food Qual. Prefer. 31, 129-134.
Doorn, J.V., and Verhoef, P.C., 2015. Drivers of and barriers to organic purchase behavior. J. Retailing. 91(3), 436-450.
Erraach, Y., Sayadi, S., and Parra-López, C., 2017. Measuring preferences and willingness to pay for sustainability labels in olive oil: Evidence from Spanish consumers. European Association of Agricultural Economists Congress, August 29th- September 1st, Parma, Italy.
Ghorbani, M., Tohidi, A., and Alizadeh, P., 2019. Rating and investigating factors affecting consumer preferences for organic products in Mashhad city. J. Agric. Econ. Dev. 33(3), 239-250. [in Persian with English Summary].
Grunert, K.G., Hieke, S., and Wills, J., 2013. Sustainability labels on food products: Consumer motivation, understanding and use. Food Policy. 44, 177-189.
Hayati, B., Peshbahar, A., and Haghjou, M., 2012. Analyzing determinants of consumers' willingness to pay a premium for pesticide-free fruit and vegetables in Marand city. J. Agric. Econ. Dev. 25(4), 469-479. [in Persian With English Summary].
Hüttel, A., Ziesemer, F., Peyer, M., and Balderjahn, I., 2018. To purchase or not? Why consumers make economically (non-)sustainable consumption choices. J. Clean. Prod. 174, 827-836.
Inci, H., Karakaya, E., Sogut, B., and Sengul, T., 2014. Organic product consumption and customer preferences in urban sections of bingol province. TURKJANS. 1(2), 255-261.
Iran Organic Association., 2019. Khorasan Razavi Branch. Retrieved July 15, 2019, from http://www.organickhorasan.com. [in Persian].
Iran Organic Association., 2019. Organic agriculture definition. Retrieved July 15, 2019, from http://www.organickhorasan.com. [in Persian].
Kalyani, S., and Swarup, K.S., 2011. Particle swarm optimization based K-means clustering approach for security assessment in power systems. Expert Syst. Appl. 34(9), 14402-14439.
Kaushik, M., and Mathur, B., 2014. Comparative study of k-means and hierarchical clustering techniques. Int. J. Softw. Hardw. Res. Eng. 2(6), 93-98.
Khodaverdizadeh, M., 2017. Factors affecting consumers willingness to pay for organic cucumber in Urmia. J. Agric. Econ. Res. 9(35), 97-122. [in Persian with English Summary].
Kockelman, K.M., and Kweon, Y.J., 2002. Driver injury severity: An application of ordered probit models. J. Accid. Anal. Prev. 34(3), 313–321.
Koocheki, A., Mansori, H., Ghorbani, M., and Rajabzadeh, M., 2013. Evaluation of factors affecting willingness to use of organic products in Mashhad. J. Agric. Econ. Dev. 27(3), 188-194. [in Persian with English Summary].
Liu, R., Pieniak, Z., and Verbeke, W., 2013. Consumers’ attitudes and behaviour towards safe food in China: A review. Food Control. 33, 93-104.
Maddala, G.S., 1991. Introduction to econometrics. New York, Macmillan.
Malhotra, N.K., and Birks, D.F., 2007. Marketing research: An applied approach. Prentice Hall, Boston.
Nasir, V.A., and Karakaya, F., 2014. Consumer segments in organic foods market. J. Consum. Mark. 31(4), 263-277.
Noorhan Saffron Company., 2019. Knowledge of saffron. Retrieved September 15, 2019, from http://www.noorhan.net. [in Persian].
Norozi, F., and Kazemipoor, H., 2017. Clasification of custumers of internet services, using data mining algorithms. Roshd-E Fanavari. 13(49), 9-15. [in Persian With English Summary].
Organic Agriculture and Rural Development (IFOAM)., 2001. First draft of 2002 IFOAM basic standard, for organic production and processing. Retrieved July 5, 2019, from http://www.ifoam.bio.
Pai, C.W., and Saleh, W., 2008. Modeling motorcyclist injury severity by various crash types at T-junctions in the UK. Saf. Sci. 46, 1234–1247.
Pedersen, E.R., and Neergaard, P., 2006. Caveat emptor-Let the buyer beware! Environmental labelling and the limitations of ‘green’ consumerism. Bus. Strateg. Environ. 15(1), 15–29.
Rana, J., and Paul, J., 2017. Consumer behavior and purchase intention for organic food: A review and research agenda. J. Retail. Consum. Serv. 38, 157-165.
Redmond, S., and Heneghan, C., 2007. A method for initialising the K-means clustering algorithm using KD-trees. Pattern Recognit. Lett. 74(4), 923-929.
Rendón, E., Abundez, I., Arizmendi, A., and Quiroz, E.M., 2011. Internal versus external cluster validation indexes. Int. J. Comput. Commun. Control. 5(1), 27-34.
Rieger, J., Weible, D., and Anders, S., 2017. Why some consumers don't care: Heterogeneity in household responses to a food scandal. Appetite. 113, 200-214.
Rodrigues, D.B., Dalmarco, D.A.S., Aoqui, C., and Marinho, B.L., 2015. The meaning of the organic certification label for the consumer: A cluster analysis. REGE- Revista de Gestão. 23, 316–325.
Sandoghi, A., Amini, A., and Yousefi, A., 2015. Determination of consumers' preferences for conventional, healthy and organic cucumbers in Isfahan city using choice experiment method. J. Agric. Econ. Dev. 29(2), 139-149. [in Persian with English Summary].
Shahnoushi, N., Firoozzare, A., Jalerajabi, M., Danshvar, M., and Dehghaniyan, S. 2012. The use of the order logit model in an investigation of the effective factors on bread waste. J. Econ. Res. 46(3), 111-132. [in Persian with English Summary].
Shahpouri, A., Ghorbani, M., Dourandish, A., and Kohansal, M., 2014. Organic saffron position in the future household consumption basket and effective structures (Case study). J. Saffron Agron. & Technol. 2(2), 107-114. [in Persian with English Summary].
Sidali, K.L. Spiller, A., and von Meyer-Höfer, M., 2016. Consumer expectations regarding sustainable food: Insights from developed and emerging markets. Int. Food Agribus. Man. 19(3), 141-170.
Thompson, D.W., Anderson, R.C., Hansen, E.N., and Kahle, L.R., 2015. Green segmentation and environmental certifi cation: Insights from forest products. Bus. Strateg. Environ. 19, 319-334.
Verain, M.C.D., Bartels, J., Dagevos, H., Sijtsema, S.J., Onwezen, M.C., and Antonides, G., 2012. Segments of sustainable food consumers: a literature review. Int. J. Consum. Stud. 36, 123-132.
Wang, J., Tau, J., and Chu, M., 2020. Behind the label: Chinese consumers’ trust in food certification and the effect of perceived quality on purchase intention. Food Control. 108, 1-10.
Wedel, M., and Kamakura, W., 2002. Introduction to the special issue on market segmentation. Int. J. Res. Mark. 19, 181–183.
Zhang, X., 2005. Chinese consumers concerns about food safety: Case of Tianjin. J. Int. Food Agribusiness Mark. 17, 57-69.
)