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影响有机食品购买意向的因素:来自发展中国家背景的证据
Marjan Bazhan1, Farnam Shafiei Sabet2, Nasrin Borumandnia3
1Department of Community Nutrition, Faculty of Nutrition Sciences and Food Technology National Nutrition and Food Technology Research Institute, Shahid Beheshti University of Medical Sciences Tehran Iran.
Food science & nutrition
|May 10, 2024
概括
在伊朗,消费者对有机食品的购买意图受到健康意识,主观规范和教育的影响. 这些因素,以及态度和环境问题,在很大程度上影响了对有机产品的购买决策.
科学领域:
- 农业经济学 农业经济学
- 消费者行为 消费者行为
- 环境心理学 环境心理学
背景情况:
- 全球有机食品行业呈现快速增长,但其在伊朗等发展中国家的采用正在芽.
- 伊朗拥有有机产品种植的巨大潜力,需要了解消费者驱动因素.
- 关于影响伊朗市场内有机食品购买意向的具体因素的研究有限.
研究的目的:
- 确定和分析伊朗有机食品消费者购买意向的主要直接和间接预测因素.
- 测试一个全面的模型,检查各种人口,心理和产品相关因素与有机食品购买行为之间的关系.
- 为伊朗有机食品行业的利益相关者提供可操作的见解.
主要方法:
- 一项涉及520名伊朗成年消费者的横截面研究.
- 多阶段采样技术,以确保样本的代表性.
- 使用路径分析来评估消费者购买意图的假设结构模型.
主要成果:
- 态度,对环境的关注和感官特征直接影响了有机食品购买意向 (p < .01).
- 健康意识,主观规范和教育对购买意图表现出最实质性的总体影响.
- 该模型解释了47%的购买意图和45%的态度差异,突出了多个因素的相互作用.
结论:
- 健康意识,主观规范和教育水平是伊朗有机食品购买意向的关键驱动因素.
- 心理因素 (态度,环境关注,健康意识) 和社会影响 (主观规范) 起着重要的作用.
- 调查结果为决策者,生产者和营销人员提供了有价值的指导,以加强伊朗的有机食品部门.
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