مطالعه و ارزیابی رفتار مصرف کنندگان میگو در کشور بر اساس نظریه رفتار برنامه ریزی شده

نویسندگان
سهیل ریحانی پول 1
علیرضا عالیشاهی 2
افشین عادلی 3
عباس نرگسیان 4
سید مهدی اجاق 2
1 دانشجوی سال سوم دکتری دانشگاه علوم کشاورزی و منابع طبیعی گرگان
2 دانشیار دانشگاه علوم کشاورزی و منابع طبیعی گرگان
3 دانشیار دانشگاه علوم کشاورزی و منابع طبیعی ساری
4 استادیار دانشگاه تهران
چکیده
میگو با وجود ارزش غذایی کم ­نطیر، از سرانه مصرف بسیار کمی در کشور برخوردار است. بنابراین بررسی دلایل این کمبود و ارائه راهکارهایی جهت ارتقا سرانه مصرف به منظور حفظ سلامت جمعیت، امری مهم و ضروری به نظر می­رسد. برای رسیدن به این هدف در ابتدا باید رفتار مصرف­ کنندگان میگو در کشور مورد ارزیابی و بررسی دقیق قرار گیرد. مطالعه حاضر نیز با هدف بررسی جامع رفتار مصرف ­کنندگان میگو در ایران با استفاده از چارچوب کلی نظریه رفتار برنامه ­ریزی­ شده انجام گرفت. جامعه آماری تحقیق، کل کشور است که به صورت نمونه ­گیری تصادفی 10 شهر (مشهد مقدس، تهران، گرگان، بندرعباس، یزد، شیراز، کرمانشاه، ایلام، بیرجند و تبریز) انتخاب و تعداد 1000 پرسش نامه متناسب با جمعیت شهرهای منتخب تکمیل شد. تحلیل داده­ ها به کمک مدل معادلات ساختاری و توسط نرم افزار لیزرل انجام گرفت. نتایج نشان داد که سه سازه نگرش، هنجار ذهنی و کنترل رفتار درک­­شده به صورت مثبت و معنی ­داری بر تصمیم به مصرف میگو تاثیرگذارند. همچنین سازه کنترل رفتار درک­ شده نیز به همین صورت بر افزایش مصرف میگو موثر بود. در ادامه نتایج، تنها فرض ­های اثر معنی ­دار راحتی طبخ بر نگرش و اثر معنی ­دار درآمد بر هنجار ذهنی رد و بقیه فرضیات (اثر معنی ­دار کیفیت، بسته ­بندی و نوع عرضه و فراوری بر نگرش، اثر معنی­ دار قیمت و باورهای مثبت و منفی بر هنجار ذهنی، اثر معنی­ دار زمان مصرف، دسترسی و سوابق تجربی بر کنترل رفتار درک ­شده، اثر معنی­ دار تصمیم به مصرف بر افزایش مصرف میگو) تائید شدند.
کلیدواژه‌ها
میگو
نظریه رفتار برنامه ریزی شده
تصمیم به مصرف
نگرش

موضوعات

عنوان مقاله English

Study and assessment of the behavior of shrimp consumers in Iran based on the theory of planned behavior

نویسندگان English

Soheyl Reyhani Poul 1
Alireza Alishahi 2
Afshin Adeli 3
Abbas Nargesian 4
seyed mahdi Ojagh 2
1 PhD student of Gorgan University of Agricultural Sciences and Natural Resources
2 Associate Professor of Gorgan University of Agricultural Sciences and Natural Resources
3 Associate Professor of Gorgan University of Agricultural Sciences and Natural Resources,
4 Assistant Professor of Tehran University
چکیده English

Despite the high nutritional value of shrimp, its per capita consumption in the country is low. Therefore, it is necessary to investigate the reasons for this shortage and to propose ways to increase per capita consumption in order to maintain the health of the population. To this purpose, the behavior of shrimp consumers must first be evaluated. This study was conducted to evaluate the behavior of shrimp consumers in the country by using the general framework of the theory of planned behavior. The statistical population of the study was the whole country which selected 10 cities (Mashhad, Tehran, Gorgan, Bandar Abbas, Yazd, Shiraz, Kermanshah, Ilam, Birjand and Tabriz) by randomized sampling and completed 1000 questionnaires by citizens. Statistical analysis were performed using the Structural Equation Model and Liserl software. The results showed that attitude, subjective norm and perceived behavior control had a positive and significant effect on the intention to shrimp consumption. In addition, the perceived behavior control was also effective on increasing of shrimp consumption. It was found that only two assumptions about the significant effect of convenience of cooking on the attitude and the significant effect of income on the subjective norm were rejected and other assumptions (significant effect of quality, packaging and type of supply and processing on attitude, significant effect of price and positive and negative beliefs on subjective norm, significant effect of consumption time, availability and experimental records on perceived behavior control and significant effect of intention to consumption on increasing of shrimp consumption) were confirmed.

کلیدواژه‌ها English

Shrimp
Theory of planned behavior
Intention to consume
Attitude
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