تاثیر حمایت‌های دولتی در توسعه بازاریابی مرغ سبز

مسئله غذا و امنیت غذایی یکی از اساسی‌ترین چالش‌های جمعیت رو به افزایش دنیاست. نگرانی از آثار مصرف آنتی بیوتیک در پرورش طیور رو به افزایش است و استفاده کمتر از آنتی بیوتیک‌ها و پرورش مرغ سبز می‌تواند نقش مهمی در ارتقاء سلامت جامعه ایفا کند. در نتیجه با افزایش فرهنگ استفاده از غذای سالم در جامعه و از طرف دیگر صرفه اقتصادی بلند مدت و کاهش هزینه‌های درمان برای دولت، توسعه بازاریابی آن امری ضروری به نظر می‌رسد. در این راستا هدف مقاله حاضر به دنبال آگاهی از تاثیر حمایت‌های دولت در توسعه بازاریابی مرغ سبز و میزان مشارکت دولت در برنامه‌های اجتماعی مرتبط با بازاریابی مرغ سبز می‌باشد. مطالعه حاضر از لحاظ هدف کاربردی و به شیوه کمی انجام شد. روش تحلیل مورد استفاده در این مطالعه، همبستگی می‌باشد. جامعه آماری این تحقیق 250 نفر از کسانی هستند که در زمینه بازاریابی مرغ سبز به طریقی اطلاعات و دخالت دارند که برمبنای فرمول کوکران، حجم نمونه 150 نفر برآورد شد. داده‌های تحقیق از طریق پرسشنامه جمع‌آوری گردید؛ در این راستا روایی محتوایی آن توسط اساتید و متخصصان تایید و پایایی آن با استفاده از پیش آزمون و محاسبه ضریب آلفای کرونباخ و تتای ترتیبی، مقدار 94٪ برآورد گردید. نتایج حاکی از آن است که حمایت‌های مالی دولت (0.75)، تسهیل صادرات و کنترل واردات (0.68) و اطلاع‌رسانی از طریق دولت (0.45) بر توسعه بازاریابی مرغ سبز تاثیر مثبت و معناداری داشته‌اند و حمایت‌های مالی دولت بیشترین تاثیر را در توسعه بازاریابی مرغ سبز داشته است. از این رو اقداماتی مانند تخصیص اعتبارات هدفمند، جذب سرمایه‌گذاران خارجی، حمایت از برندسازی این محصول، فرهنگ‌سازی از طریق تبلیغات و برگزاری برنامه‌های آموزشی در جهت بالا بردن توانایی کنشگران در تولید ارگانیک پیشنهاد شده است.

The Impact of Governmental Supports on Green Poultry Marketing Development

Introduction: With increasing the global population, food security is one of the most important and practical concepts which has been addressed in development documents today. Among the green products which are produced and have been considered by the authorities is green poultry. Governmental support can be a key factor in green poultry marketing development, thus green poultry producers who work for the health of the community should have governmental support. Based on studies on the key factors influencing the development of green marketing, the overall goal of this study is to investigate the role of the government in increasing and improving green poultry production, as well as the importance of governmental support in developing green poultry production programs. Therefore, the purpose of this study is to determine the impact of governmental support on green poultry marketing development. The objectives of this study are as follows:To describe some of the personal and professional characteristics of green poultry actors;To determine the impact of government financial support on green poultry marketing development;To determine the impact of product export facilitation and import control on green poultry marketing development;To determine the impact of awareness on green poultry marketing development.Materials and Methods: This is an applied study based on quantitative research, and the method of analysis used is correlation method. Information was informally obtained from experts, and the sample size in this study base on the Cochran formula was 150 people involved in the production, pricing, promotion, and distribution of green poultry. They are referred to as actors. The study was conducted as a census study because of the small size of the population of experts, finally 128 usable questionnaires were obtained from interviews with the actors. The main instrument used for data collection was a questionnaire that was designed as a Likert scale. This study contained two types of variables: 1) green poultry marketing development as dependent variable and 2) government financial support, export facilitation and import control and awareness as independent variables. The hypotheses were measured by studying the relationships between the variables and their direct and indirect effects. The hypotheses in this study are as follows: H1) Government financial support has a significant effect on green poultry marketing development; H2) export facilitation and import control have a significant impact on green poultry marketing development and H3) awareness has a significant effect on green poultry marketing development. Structural equation modeling (SEM) is a general approach to data analysis that can accommodate either observable or latent variables (or factors) within structural models. This study used descriptive statistics and SEM. Following data mining, descriptive statistics and SEM analysis were conducted by SPSS20 and AMOS20 software, respectively.Results and Discussion: The results showed that of the 128 respondents, 4 (3.1%) were female and 124 (96.9%) were male; the average age and average work experience of the respondents were 40 and 9 years, respectively. Of the actors, 35.2% had an associate’s degree. The actors’ knowledge of green marketing was measured by a test (correct or wrong answers); the results indicated that their average level of green marketing knowledge was moderate. According to the results: 1) Government financial support has a significant effect on green poultry marketing development, 2) Facilitating exports and controlling imports have a significant impact on green poultry marketing development , and 3) Awareness has a significant effect on green poultry marketing development.Conclusion: In Iran, due to the lack of specific government policies related to organic products, there is little potential for organic poultry production. Thus, government agencies and policy makers should consider specific policies such as the following: allocating funds to develop organic production infrastructures; undertaking preparations and providing governmental support to attract foreign investors; allocating targeted funds to construct modern slaughter houses by European standards; and increasing governmental support to increase the ability of actors to produce organic products.Policies that can be effective in solving the problems of exporters include the following: concluding bilateral or multilateral trade agreements with export destination countries to reduce tariffs on imports from Iran; supporting the branding of this product; and providing stability through effective and efficient export laws and export guarantees proposed to facilitate the export of green poultry. In the awareness variable, the items information through effective media and training of specialized poultry farmers were the most important. Therefore, building trust and culture through advertising and media can be useful for both consumers and producers. Additionally, to increase awareness, holding festivals, exhibitions, and conferences can lead to the development of green marketing.