عوامل مؤثر بر سهم محصولات ارگانیک در سبد مصرفی آینده شهروندان تهرانی: مطالعه موردی سبد محصولات پروتئینی
آرشیو
چکیده
فرهنگ استفاده از محصولات ارگانیک، با توجه به فواید فراوان و مضرات کمتر آنها نسبت به محصولات غیرارگانیک، از اهمیت ویژه برخوردار بوده و در سال های اخیر، توجه به محصولات ارگانیک به عنوان گزینه ای سالم و پایدار در رژیم غذایی افراد افزایش یافته است. با توجه به اهمیت تغذیه سالم و تأثیر آن بر سلامت عمومی، بررسی عوامل مؤثر بر سهم محصولات ارگانیک در سبد مصرفی افراد می تواند به درک بهتر این پدیده کمک کند. از این رو، در مطالعه حاضر، به بررسی عوامل مؤثر بر سهم محصولات ارگانیک از سبد آینده غذایی مصرف کنندگان تهرانی در سال 1403 پرداخته شد؛ و محصولات منتخب مورد بررسی شامل گوشت مرغ، گوشت قرمز و گوشت ماهی بود و همچنین، از نظام معادلات رگرسیونی به ظاهر نامرتبط (SURE) برای تحلیل اطلاعات استفاده شد. نتایج پژوهش نشان داد که متغیرهای گروه درآمدی، دفعات مصرف محصولات ارگانیک در ماه و تمایل به اضافه پرداخت اثر معنی دار بر مصرف هر سه نوع محصول مورد بررسی دارند؛ همچنین، اثر متغیرهای سلامت گرایی، شاخص عدم اعتماد، میزان آگاهی از محصولات ارگانیک، تحصیلات، تأهل و سن بر دو محصول از سه محصول مورد بررسی معنی دار است. بر اساس یافته های مطالعه حاضر، پیشنهاد می شود که سیاست گذاران به ترویج نگرش سلامت گرایی در بین افراد جامعه به ویژه از طریق رسانه های گوناگون مانند صداو سیما، رسانه های نوشتاری و شبکه های اجتماعی مجازی توجه داشته باشند.Factors Affecting the Share of Organic Products in the Future Consumption Basket of Tehran Citizens: A Case Study of Protein Product Basket
Introduction: The high concern of consumers around the world about food safety and environmental protection in the food production process has created a growing demand for organic, sustainable and local foods. In developing countries, organic products constitute a niche market that is growing slowly, mainly due to the low purchasing power of the population and the fact that most organic food production is export-oriented. In Iran, most people do not routinely consume organic foods, because such foods are not regularly available and their prices are higher than conventional foods. Consumer behavior research has a significant impact on the type of attitude and analysis of programs of industrial and agricultural product designers. For this reason, accurate understanding of consumer behavior and trends can provide appropriate solutions for more accurate planning and more appropriate direction of long-term programs and provide a dynamic market. A review of past studies shows the lack of a study on the level of acceptance of organic protein products by Tehrani citizens in their future food basket and the factors affecting the share of organic products in this basket. Investigating this issue is important in several ways. Currently, no protein product with an organic label and certification is available on the market in Iran, and examining the level of consumer acceptance can play a practical role in advancing the formation and development of the organic products market from the perspective of the authorities. The results of this study can also be useful for protein product market producers in making decisions to move from non-organic to organic production and develop the market for these products. Therefore, the present study intended to investigate the share of organic products in the future basket of protein products (red meat, chicken meat, and fish meat) among Tehrani citizens. Materials and Methods: In order to investigate the factors affecting the share of organic products in the future consumption basket of protein products, the Seemingly Unrelated Regression (SUR) or Seemingly Unrelated Regression Equations (SURE) model was used. The SURE model could be considered as a simplified case of the general linear model in which some members of the coefficient vector are set to zero. In this system, each equation has its own dependent variable and can potentially include a different set of explanatory variables. Each equation in turn is a linear regression that can be estimated separately, which is why this set of equations is called seemingly unrelated. This is because it is assumed that there is a correlation between the error components of different equations. To estimate this model, if the simultaneous correlation (LM) test is significant, the SURE model should be used. Given the nature of the substitution of poultry, red meat, and fish products, these products were selected and examined. Independent variables, according to the studies mentioned in the research background, would be related to the variables that can affect the consumption of organic products, such as age, gender, occupation, education level, number of people in the household members in the studied subjects, number of consumption times per week, willingness to pay (WTP) extra, health orientation index, and consumer awareness level of organic products. Results and Discussion: In this study, 598 Tehrani citizens were interviewed about their WTP for healthy fish; and by collecting their social, cultural, and economic information, the factors affecting the choice of different levels of WTP were evaluated. A number of 272 people among the respondents were male and 326 people were female. By examining the observations, it was determined that the highest income level was related to the third level, that is, the people with an income level of 150 to 250 million IRI rials. The highest number of consumption times of organic products was related to the people with 5 consumptions and the lowest number was related to the people without consuming organic products. The average number of consumption times of organic products per week was twice. In addition, some 40 percent of the people disagreed that the price would be more important than the healthiness of the fish, and some 31 percent agreed with this issue, and 19 percent of the people were indifferent to this issue. On the other hand, some 43 percent of the respondents believed that the certificate issued by the Ministry of Health had more credibility than those of other organizations and their priority in choosing organic products was the products that had the health label of the Ministry of Health. Also, the respondents individually considered certain certificates as valid, including some 21 percent considered those of the Iranian Organic Association, 18 percent the Ministry of Agriculture-Jahad (MAJ), 13 percent the National Standards Organization, and 5 percent the certificates issued by leading universities such as the University of Tehran. Based on the results of the regression model, seemingly unrelated variables such as willingness to consume organic fish in the future, education, income group, consumer WTP, level of awareness of the importance of consuming organic products and its production conditions, frequency of consumption of organic products per month, and health orientation index have positive and significant effects on the desire to consume healthy fish, and the distrust index will also have a negative effect on the desire to consume this product in the future. In the case of organic chicken, the variables of age, marital status, education, income group, frequency of consumption of organic products per month, distrust index, and WTP extra money (price) have significant effects on the future consumption of organic chicken. Finally, the variables of age, marital status, income group, level of awareness, frequency of consumption of organic products per month, distrust index, and WTP extra price will have significant effects on the future consumption of organic red meat. Conclusion and Suggestions: Based on the results of the SUR model, the willingness to consume organic fish in the future, the variables of education, income group, consumer WTP, level of awareness of the importance of consuming organic products and its production conditions, frequency of consumption of organic products per month, and health orientation index have significantly positive effects on the willingness to consume healthy fish, and the distrust index will have a negative effect on the willingness to consume this product in the future. In the case of organic chicken, the variables of age, marital status, education, income group, frequency of consumption of organic products per month, distrust index, WTP extra will have significant effects on the future consumption of organic chicken; and finally, the variables of age, marital status, income group, level of awareness, frequency of consumption of organic products, distrust index, and WTP extra will have significant effects on the future consumption of organic red meat. It is recommended that policymakers provide the basis for the spread of health orientation attitudes among society through various media such as Iranian Broadcasting Corporation, written media, and media active in cyberspace. It is also suggested that measures such as education and advertising be taken to increase public awareness of the benefits of producing and consuming organic farmed fish and the obvious and hidden harms of conventional farmed fish, enacting laws to require the use of health labels on food, and efforts be made to reduce the price of organic products by providing health subsidies.
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