تأثیر ترجیح‌های زمانی مصرف‌کنندگان بر انتخاب برنج ارگانیک در شهر شیراز

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار اقتصاد کشاورزی، دانشکده کشاورزی و منابع طبیعی داراب، دانشگاه شیراز

2 دانش‌آموخته کارشناسی ارشد، دانشکده کشاورزی دانشگاه شیراز

3 استاد اقتصاد کشاورزی دانشگاه شیراز

چکیده

این پژوهش با هدف بررسی تأثیر ترجیحات زمانی خانوارهای شیرازی بر تمایل به پرداخت اضافه آنان برای برنج ارگانیک نسبت به برنج معمولی انجام شد. برای استخراخ ترجیحات زمانی افراد از مقیاس سنجش عواقب آینده چهارده گویه‌ای استفاده شد. تمایل به پرداخت مازاد پاسخگویان براساس روش ارزشگذاری مشروط با سؤال‌های دوگانه یک طرفه استخراج شد. طراحی بردار پیشنهاد قیمت و تخصیص حجم نمونه بین مقادیر مختلف این بردار بر اساس معیار کمینه‌کردن واریانس تمایل به پرداخت و بر اساس روش کوپر انجام شد. داده‌های مورد نیاز در خرداد ماه 1397 با تکمیل 536 پرسشنامه از شهروندان شیرازی جمع‌‌آوری شد. تحلیل داده‌ها با استفاده از تخمین مدل رگرسیون نرمال سانسور شده انجام شد. بر اساس نتایج، تأثیر متغیر ترجیحات زمانی مصرف‌کنندگان بر تمایل به پرداخت اضافه آنان برای مصرف برنج ارگانیک نسبت به معمولی مثبت و معنی‌دار برآورد شد، به طوری که آن‌ها حاضر به پرداخت مبلغی اضافه برای خرید برنج ارگانیک هستند. اثر متقابل متغیرهای سطح تحصیلات و ترجیحات زمانی در سطح یک درصد با تأثیر مثبت معنی‌دار شد. این امر حاکی از آن است که با ثابت در نظر گرفتن ترجیحات زمانی افراد، مصرف‌کنندگان با تحصیلات دانشگاهی حاضرند که درصد بیشتری اضافه پرداخت نسبت به افراد بدون تحصیلات دانشگاهی داشته باشند. لذا با فرض این که تحصیلات دانشگاهی منجر به افزایش بینش زیست محیطی افراد شده است، افزایش سواد عمومی جامعه نسبت به حفظ محیط زیست از طریق رسانه‌های عمومی با هدف تحریک تقاضا برای محصولات ارگانیک و طرفدار محیط زیست، از طرف سیاستگذار مد نظر قرار گیرد.

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