پژوهش های محیط زیست

پژوهش های محیط زیست

اهمیت نسبی برچسب محیط‌زیستی بر مصرف فرآورده‌‌های لبنی مطالعه موردی: شهر نور

نوع مقاله : مقاله پژوهشی

نویسندگان
1 استاد گروه اقتصاد کشاورزی دانشگاه علوم کشاورزی و منابع‌طبیعی ساری، ایران
2 استادیار گروه اقتصاد کشاورزی دانشگاه علوم کشاورزی و منابع‌طبیعی ساری، ایران
3 دانش‌آموخته دکتری اقتصاد کشاورزی، دانشگاه علوم کشاورزی و منابع‌طبیعی ساری، ایران
10.22034/eiap.2025.229968
چکیده
بسته‌بندی یک محصول، ترکیبی از عناصر گوناگون است که هر یک از آن‌ها می‌توانند در رفتار خرید مصرف‌کننده مؤثر باشند. برچسب روی بسته‌بندی هویت کالا بوده و حاوی عناصر اطلاعاتی و تبلیغاتی است. در این پژوهش، تأثیر چها‌ر نوع برچسب، قانونی (اجباری)، بازاریابی، تغذیه‌ای و ‌محیط‌‌زیستی ‌بر مصرف فرآورده‌‌های لبنی (شیر، پنیر، ماست، کره، دوغ، خامه و کشک) مورد بررسی قرار گرفت. داده‌های مطالعه از طریق پرسشگری در شهر نور استان مازندران در سال 1400 مورد بررسی به‌دست آمد. تحقیق، به‌لحاظ هدف، تحقیقی کاربردی و به ‌لحاظ نحوه اجرای پژوهش، تحقیقی پیمایشی از نوع توصیفی- همبستگی است. ابزار جمع‌آوری داده‌ها، پرسش‌نامه محقق ساخته بود که به‌روش نمونه‌گیری در دسترس بین 384 نفر از مشتریان فروشگاه‌‌های مواد غذایی توزیع شد. به‌منظور بررسی اثرگذاری اطلاعات درج روی بسته‌بندی از روش شبکه عصبی مصنوعی استفاده شد. نتایج تحقیق نشان داد که براساس ضریب اهمیت نرمال شده که به‌صورت نسبی و برحسب درصد است، اطلاعات قانونی با اهمیت 100 درصد، اطلاعات بازاریابی 6/86 درصد، اطلاعات ‌محیط‌‌زیستی ‌4/67 درصد، اطلاعات تغذیه‌ای 9/35 درصد، سن 3/19 درصد و جنسیت 5/16 درصد بر مصرف محصولات لبنی پاسخگویان تأثیر دارند. بر اساس نتایج به‌دست آمده شرکت‌‌های تولیدکننده محصولات لبنی برای فروش بیشتر باید ضمن درج اطلاعات قانونی نظیر تاریخ تولید، انقضا، محل تولید و غیره به اضافه کردن اطلاعات بازاریابی اقدام کنند. اطلاعاتی مانند قیمت، نام تجاری، لوگوی شرکت از نظر خریداران مورد توجه قرار می‌گیرد. توجه کم خریداران به اطلاعات ‌محیط‌‌زیستی ‌بر روی بسته، می‌تواند در سطح کلان نگران‌کننده باشد. لازم است با عرضه برنامه‌‌های آموزشی در رسانه‌‌های اجتماعی حساسیت خریداران را به این موضوع افزایش داد.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

The Relative Importance of the Environmental Label in Dairy Products Consumption Case Study: Noor

نویسندگان English

Seyed Mojtaba Mojaverian 1
Foad Eshghi 2
Mahsa Taslimi 3
1 Professor in Agricultural Economics Department of Sari University of Agricultural Sciences and Natural Resources, Sari, Iran
2 Assistant professor, Department of Agricultural Economics, Sari University of Agricultural Sciences and Natural Resources, Sari, Iran
3 PhD in Agricultural Economics, Agricultural Economics Department of Sari University of Agricultural Sciences and Natural Resources, Sari, Iran.
چکیده English

The packaging of a product is a combination of various elements, each of which can be effective in the buying behavior of consumers. The label on the packaging is the identity of the product and contains informational and advertising elements. In this research, the effect of four types of labeling, including legal (compulsory), marketing, nutritional and environmental on consumption of dairy products (milk, cheese, yogurt, butter, cream and curd) was investigated. The data of the study was obtained through questioning in Noor city of Mazandaran province in the year 2021. This research, in terms of its purpose, is applied research and in terms of the way of conducting the research, it is survey research of descriptive-correlation type. The data collection tool was a researcher-made questionnaire, which was distributed among 384 customers of food stores artificial neural network method was used in order to investigate the effect of information on packaging. The findings of the research showed that based on the normalized importance coefficient, which is relative and in terms of percentage, legal information is 100% important, marketing information is 86.6%, environmental information is 67.4%, and nutritional information is 35.9%, age 19.3% and gender 16.5% have an effect on the consumption of dairy products. Based on this, customers pay less attention to the environmental label compared to other information on the packages of dairy products, but it can be effective in people's attitude towards the environment.
 

کلیدواژه‌ها English

Packaging information
Consumer behavior
Dairy products
Artificial Neural Network
Nour city
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