متغیرهای موثر بر ترجیح مصرف کنندگان به ماهی قزل‌‏آلای سالم با برچسب سلامت

با توجه به پایین‌بودن مصرف سرانه ماهی در ایران نسبت به میانگین جهانی و امکان افزایش مصرف سرانه با توجه بیشتر به سلامت ماهی و همچنین، لزوم توجه به مواد غذایی سالم و ارگانیک، در مطالعه حاضر، به بررسی عوامل موثر بر تمایل به اضافه پرداخت افراد برای خرید ماهی قزل‌آلای پرورشی سالم بین خانوارهای تهرانی در سال 1401 پرداخته و بدین منظور، با بررسی 398 نفر به‏ عنوان نمونه آماری، از الگوی لاجیت ترتیبی استفاده شد. نتایج بررسی نشان‌دهنده اثر مثبت و معنی‌‏دار متغیرهای جنسیت، تحصیلات، شغل کارمندی، سطح درآمد، میزان آگاهی، تعداد دفعات مصرف در هفته و اهمیت بیشتر کیفیت نسبت به قیمت بود؛ از سوی دیگر، متغیر شاخص اعتماد اثر منفی و معنی‌‏دار بر تمایل به پرداخت افراد جامعه داشت. این نتیجه اهمیت توجه به فرهنگ‌سازی در مورد محصولات ارگانیک و سالم در سطح جامعه و همچنین، ایجاد اعتماد میان مصرف‌کنندگان این محصولات را نشان می‏‌دهد. همچنین، با ترویج ذهنیت اهمیت بیشتر کیفیت و سلامت محصولات غذایی نسبت به قیمت آن در میان سایر افراد جامعه، می‌توان تقاضای این‏گونه محصولات و در نتیجه، سلامت کلی جامعه را بهبود بخشید.

variables affecting consumers’ preference for healthy salmon with health label

introduction: one of the important reasons for the low per capita consumption of fish, especially farmed fish, is the fear of fish being unhealthy due to the use of antibiotics, chemical poisons, chemical drugs and the low health of fish breeding ponds. so, an attention to organic fish production in iran can lead to an increase in consumption of such an organic product which would become a vital product by consumers. it should be noted that according to the information available in the iranian fisheries organization (ifo), no organic or healthy fish products are currently grown in iran, and this is an important reason for the low level of farmed fish consumption in the country; in addition, with the establishment of a healthy fish market, besides benefiting the consumer, the producer would also have a kind of competitive advantage, leading to an increase in demand for his healthy product and benefits in this way. therefore, this study aimed mainly at investigating the willingness of people to pay for healthy farmed salmon, and its innovation was the research on healthy fish while there were used to be conducted the research on consumer behavior in iran due to the lack of a market for this product. materials and methods: in this study, the conditional valuation method was used to determine the factors affecting the consumers’ willingness to overpay for organic salmon products compared to non-organic ones. this method tries to find out the willingness to pay by preparing a questionnaire and referring to people. considering that the type of dependent variable in this research was discrete and sequential and had an order in classes and actually showed different levels of consumers’ willingness to pay additional fees, to investigate the factors affecting consumers’ willingness to pay, the ordinal logit model was used. this type of model is frequently used in survey studies where respondent preferences are categorized as ratings. according to previous similar studies and the research literature, variables such as income, gender, job, marital status, education, awareness of organic products, price or quality preferences, history of consuming organic products, trust in the product health certificate and authorities issuing this certificate and the household’s monthly amount of fish consumption could affect people’s willingness to pay for the healthy fish. the statistical population studied in this research included tehran citizens, and cochran’s formula was used to select the sample size by the information collected through 30 preliminary questionnaires; and finally, the sample size was estimated to be 398 people who were interviewed using the clustered classification method and the desired model was estimated using stata 17 software.results and discussion: the study results indicated an average willingness to pay by 55 percent., so that the interviewed people were willing to pay 55 percent more than the price of normal fish for the organic/healthy fish. considering the 30 percent increase in the cost of producing the healthy fish compared to the normal fish, it would also result in good profitability for the producers. the final impact of the age index in the first three groups was positive. this meant that with the increase in age, the probability of people being placed in low groups of willingness to pay would increase; in other words, the credibility of these people’s presence in groups with a high willingness to pay would decrease.