بررسی تأثیر ابعاد مدل رفتار برنامه‌ریزی‌شده بر قصد خرید مواد غذایی محلی (نمونه پژوهش: محصول عسل)

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دکتری، گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران. ایران.

2 کارشناس ارشد، گروه مدیریت اجرایی، دانشگاه البرز، قزوین، ایران

چکیده

هدف: در سال‎های اخیر علاقه مصرف‎کنندگان سراسر جهان به مواد غذایی که از منابع محلی به‎دست می‎آیند، افزایش یافته است. با وجود افزایش توجه مصرف مواد غذایی محلی، رفتار مصرف‎کنندگان در موضوع مواد غذایی محلی، به‌ویژه در کشورهای در حال توسعه هنوز به‌خوبی درک نشده است. هدف این پژوهش بررسی قصد خرید مصرف‎کنندگان مواد غذایی محلی با استفاده از مدل ‎رفتار برنامه‎ریزی‌شده است.
روش: در این پژوهش، متغیرهای قوم‎گرایی، خود‎تفسیری و حساسیت‎ قیمتی به‌عنوان تعدیل‎کننده به مدل اصلی اضافه شده است.پژوهش حاضر از نظر هدف، کاربردی و از نظر نحوه گردآوری داده‎ها توصیفی، از نوع پیمایشی است. جامعه هدف این پژوهش را همه شهروندان شهر قزوین تشکیل می‎دهند. تعداد نمونه آماری با استفاده از فرمول کوکران برای جامعه نامحدود 384 نفر به دست آمد. برای جمع‎آوری داده‎ها از پرسش‌نامه استفاده شده و روش تحلیل داده‎ها مدل‎سازی معادلات ساختاری با استفاده از نرم‎افزار SmartPLS3.2.6 بوده است.
یافته‎ها: نتایج پژوهش نشان می‎دهد که ابعاد مدل رفتار برنامه‎ریزی‎شده (نگرش، هنجار ‎‎ذهنی و کنترل‎ رفتار‎ درک‎شده) بر قصد خرید تأثیر مثبت می‎گذارند. همچنین، حساسیت‎ قیمتی بر رابطه میان نگرش بر قصد خرید، نقش تعدیل‎کننده دارد؛ بدین معنا که به افزایش رابطه این دو منجر می‎شود. علاوه ‎بر این، بر اساس نتایج قوم‎گرایی بر رابطه هنجار‎ ذهنی بر قصد خرید، خودتفسیری بر رابطه کنترل ‎رفتار درک‎شده بر قصد خرید و حساسیت ‎قیمتی بر رابطه هنجار ذ‎هنی و کنترل رفتار درک‎‎شده بر قصد خرید نقش تعدیل‎کننده‎ای ندارند.
نتیجه‎گیری: یافته‎های پژوهش حاکی از آن است که ابعاد مدل، رفتار برنامه‎ریزی‎شده و حساسیت­ قیمتی پیش­بینی­کننده قصد خرید هستند. بنا­براین، نتایج این یافته­ها می­تواند به تولیدکنندگان، بازاریاب­ها و فروشندگان مواد غذایی محلی در تصمیم­گیری­ برای سرمایه­گذاری، تبلیغات و فروش کمک کند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Investigating the Effect of Planned Behavior Model Dimensions on the Intention of Local Food Purchase (Case: Honey Product)

نویسندگان [English]

  • Esmaeil Shahtahmasbi 1
  • Alireza Bagheri Rooch 2
1 Tarbiat Modares UniversityPh.D., Department of Business Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran
2 MSc., Department of EMBA, Alborz University, Qazvin, Iran
چکیده [English]

Objective
Although the demand for local food is increasing, there is little research on the preferences of local food consumption in developing countries. In addition, the behavior of local food consumers has not been well understood in these countries. Therefore, this study aims to investigate the factors affecting the intention to purchase local food. In this research, a model of planned behavior was used as the theoretical framework. Moreover, the scientific literature suggests that other peripheral factors can be added to the main model of planned behavior. Therefore, the variables of ethnicity, self-transformation and price sensitivity were added as moderators to the main model. This research particularly examines the factors affecting the intention to buy local honey in Qazvin.
 
Methodology
The present descriptive (analytical study type) survey research is applied in nature. The population of the research consists of all the citizens of Qazvin. The target sample size was calculated 384 according to the Cochrane formula. In this study, a standard questionnaire with the Likert scale of seven was used. To assess the fitting of the research model, the coefficient of determination (R2) and predictive power factor (Q2) were used. In order to determine the effect of moderating variables, with the help of Smart PLS, a multiplicative approach has been used and to determine the modulatory effect, the effect scale indicator was utilized.
 
Findings
In this research, the effect of attitude on the intention to buy local food; the effect of mental norms on consumer’s intention to buy; the influence of controlled perceived behavior on consumer’s intention to buy; and the effect of the price sensitivity moderating role on the relationship between attitude and intention to buy were all approved. However, the effect of ethnicity moderating role on the relationship between mental norm and intention to buy; the effect of self-reliant moderating role on the relationship between controlled perceived behavior and intention to buy; the effect of the price sensitivity moderating role on the relationship between mental norm and intention to buy and finally the effect of price sensitivity moderating role on the relationship between controlled perceived behavior and intention to buy were not confirmed.
 
Conclusion
The higher the attitude of local food consumers, the more their intention to buy will be. The research findings showed that consumers consider local honey as healthy, high quality, delicious and confident; therefore, producers, marketers and retailers can pay more attention to these benefits in advertising. Reference groups such as family members and friends can be influential on consumers’ mental norms. Therefore, some marketing plans are needed to target such groups of people. Lack of access is considered as one of the main obstacles. Therefore, local honey producers and sellers need to take some steps to reduce this barrier including participating in seasonal exhibitions and placing the address of local honey supply stores at the disposal of consumers. For consumers who are highly sensitive to price, the likelihood of local food purchases will increase with a higher positive attitude. Conversely, when price sensitivity is low it is only consumers’ attitudes that are a guide to buying. Therefore, local producers and marketers and local honey sellers should make good use of this group of consumers. Given the fact that Iran is a developing country and the quality of honey is important for the consumers, the effect of the moderation role of ethnicity has diminished. The findings of this study have also indicated that access is an important criterion for consumers. Accordingly, considering the importance of availability and other criteria, the impact of the aggregation characteristics of consumers has decreased. Social pressures have not made the price-conscious consumers unwilling to pay more for local honey. By the way, the tendency to pay higher prices has reduced the sensitivity of consumer toward prices.

کلیدواژه‌ها [English]

  • Planned behavior model
  • Purchase intention
  • Local food

مراجع

داوری، علی؛ رضازاده، آرش (1393). مدل‎سازی معادلات ساختاری بـا نـرم‎افـزار .PLS تهـران: سـازمان انتشارات جهاد دانشگاهی.
رنجبریان، بهرام؛ قلی‎زاده شغل‎آباد، رسول (1388). قوم‎گرایی در مصرف و رابطه آن با میهن‎پرستی و گرایشات جهان‎وطنی در بین دانشجویان دانشگاه اصفهان. نشریه مدیریت بازرگانی، 1(3)، 87-106.
زندحسامی، حسام؛ پروینچی، شیما (1393). به‎کارگیری نظریه رفتار برنامه‎ریزی شده در بررسی قصد خرید سبز مصرف‎کنندگان. مدیریت توسعه و تحول، 6(18)، 23-30.
شیرخدایی، میثم؛ قاسم همدانی، ایمان؛ حبیب‎نژاد لوجندی، سمیرا (1395). بررسی تأثیر ارزش جمع‎گرایی، اعتماد، کیفیت و ریسک درک شده در قصد مصرف‎کننده به خرید محصولات ارگانیک (مطالعه موردی: مصرف‎کنندگان محصولات ارگانیک استان هرمزگان). پژوهشنامه فرهنگی هرمزگان، 7(12)، 75-89.
غلامی، صفورا؛ محمدی، اسفندیار؛ پوراشرف، یاسان‎اله؛ سایه‎ میری کوروش (1393). عوامل پیش‎بینی‎کننده رفتار مصرف‎ میوه و سبزی بین مصرف‎کنندگان شهر ایلام بر اساس سازه‎های تئوری رفتار برنامه‎ریزی شده. مجله دانشکده علوم پزشکی نیشابور، 1(4)، 8-18.
ملاحسینی، علی؛ جبارزاده، بهرام (1390). بررسی تأثیر ریسک، ارزش و آگاهی قیمت بر تمایل به خرید کالاهای بازار خاکستری در استان کرمان. مجله تحقیقات بازاریابی نوین، 1(1)، 1-22.  
نوروزی، حسین؛ مهذبی، مهدی؛ توپا اسفندیاری، فاطمه (1393). بررسی تأثیر خودتفسیری بر رفتار شکایت‎آمیز مصرف‎کنندگان.  اولین کنفرانس ملی تحقیقات بازاریابی. تهران، مرکز همایش‎های بین‎المللی شهید بهشتی. 
هیر، جوزف؛ هالت، توماس ام؛ رینگل، کریستین ام؛ سارستد، مارکو (1395). مدل‎سازی معادلات ساختاری کمترین مربعـات جزئـی ( (PLS-SEM، ترجمه عادل آذر و رسول غلامزاده، تهران: انتشارات نگاه دانش.
 
References
Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In Action control (pp. 11-39). Springer Berlin Heidelberg.
Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
Ajzen, I. (2005). Attitudes, Personality and Behavior. Open University Press, McGraw-Hill Education.
Al-Swidi, A., Mohammed Rafiul Huque, S., Haroon Hafeez, M., & Noor Mohd Shariff, M. (2014). The role of subjective norms in theory of planned behavior in the context of organic food consumption. British Food Journal, 116(10), 1561-1580.
Aprile, M. C., Caputo,V., & Nayga Jr, R. M. (2016). Consumers’ preferences and attitudes toward local food products. Journal of food products marketing, 22(1), 19-42.
Arsil, P., Li, E., & Bruwer, J. (2014). Perspectives on consumer perceptions of local foods: a view from Indonesia. Journal of International Food & Agribusiness Marketing, 26(2), 107-124.
Bianchi, C. (2017). Exploring urban consumers’ attitudes and intentions to purchase local food in Chile. Journal of Food Products Marketing, 23(5), 553-569. 
Bianchi, C., & Mortimer, G. (2015). Drivers of local food consumption: a comparative study. British Food Journal, 117(9), 2282-2299.
Campbell, M. C. (2007). “Says who?!” How the source of price information and affect influence perceived price (un) fairness. Journal of Marketing Research, 44(2), 261-271.
Davari, A., & Rezazadeh, A. (2015). Structural equation modeling software with PLS. Scientific Information Database (SID), Tehran. (in Persian)
Fernández‐Ferrín, P., Bande, B., Calvo‐Turrientes, A., & Galán‐Ladero, M. M. (2017). The Choice of Local Food Products by Young Consumers: The Importance of Public and Private Attributes. Agribusiness, 33(1), 70-84.
Fernández-Ferrín, P., Calvo-Turrientes, A., Bande, B., Artaraz-Miñón, M., & Galán-Ladero, M. M. (2018). The valuation and purchase of food products that combine local, regional and traditional features: The influence of consumer ethnocentrism. Food Quality and Preference, 64, 138-147.
Fishbein, M., Ajzen. I. (2011). Predicting and changing Behavior: The Reasoned Action Approach. New York, Taylor & Francis Group. 
Gholami, S., Mohammadi, E., Pourashraf, Y. & Sayehmiri, K.(2015). Evaluating the predictors of fruit and vegetable consumption behavior in Ilam based on constructs of developed planned behavior theory. Journal of Neyshabur University of Medical Sciences, 1(4), 8-18. (in Persian)
Giampietri, E., Verneau, F., Del Giudice, T., Carfora, V., & Finco, A. (2018). A Theory of Planned behaviour perspective for investigating the role of trust in consumer purchasing decision related to short food supply chains. Food Quality and Preference, 64, 160-166.
Gracia, A., & Maza, M. T. (2015). Determinants of the intention to purchase an autochthonous local lamb breed: Spanish case study. Meat science, 110, 212-219.
Hair, J., Hult, G., Ringle, Sarstedt, M. (2016). A primer on partial least squares structural
equation modeling (PLS-SEM). Translated by A. Azar & Gholamzadeh, R. Tehran:
Negah-e- Danesh publication. (in Persian)
Hsu, C. L., Chang, C. Y., & Yansritakul, C. (2017). Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity. Journal of Retailing and Consumer Services, 34, 145-152.
Hu, W., Batte, M. T., Woods, T., & Ernst, S. (2011). Consumer preferences for local production and other value-added label claims for a processed food product. European Review of Agricultural Economics, 39(3), 489-510.
Kotler, PH., & Armstrong, G. (2016). Principles of Marketing. Sixteenth edition. Pearson.
Kumar, A., & Smith, S. (2018). Understanding Local Food Consumers: Theory of Planned Behavior and Segmentation Approach. Journal of Food Products Marketing, 24(2), 196-215.
Lang, M., Stanton, J., & Qu, Y. (2014). Consumers’ evolving definition and expectations for local foods. British Food Journal, 116(11), 1808-1820.
Lorenz, B. A., Hartmann, M., & Simons, J. (2015). Impacts from region-of-origin labeling on consumer product perception and purchasing intention–Causal relationships in a TPB based model. Food quality and preference, 45, 149-157.
Low, W. S., Lee, J. D., & Cheng, S. M. (2013). The link between customer satisfaction and price sensitivity: An investigation of retailing industry in Taiwan. Journal of Retailing and Consumer Services, 20(1), 1-10.
Lu Wang, C., & Xiong Chen, Z. (2004). Consumer ethnocentrism and willingness to buy domestic products in a developing country setting: testing moderating effects. Journal of Consumer Marketing, 21(6), 391-400.
Maher, A. A., & Mady, S. (2010). Animosity, subjective norms, and anticipated emotions during an international crisis. International Marketing Review, 27(6), 630-651.
Markus, H. R. & Kitayama, S. (1991). Culture and the self: Implications for cognition, emotion, and motivation. Psychological review, 98(2), 224.
Menozzi, D., Halawany-Darson, R., Mora, C., & Giraud, G. (2015). Motives towards traceable food choice: A comparison between French and Italian consumers. Food Control, 49, 40-48.
Mirosa, M., & Lawson, R. (2012). Revealing the lifestyles of local food consumers. British food journal, 114(6), 816-825.
Molla Hosseini, A., Jabbarzadeh, B. (2013). Investigating the Effect of Risk, Value, and Price Consciousness on Willingness to Purchase Gray Market Goods in Kerman Province. Journal New Marketing Research, 1(1), 1-22. (in Persian)
Moser, A. K. (2015). Thinking green, buying green? Drivers of pro-environmental purchasing behavior. Journal of Consumer Marketing, 32(3), 167-175.
Norouzi, H., Mohazabi, M., & Toopaesfandiari, S. (2015). Investigating self- construal effect on consumer complaints behavior. Marketing Research Conference. Tehran, Shahid Beheshti Conference Center. (in Persian)
Oberholtzer, L., Dimitri, C., & Jaenicke, E. C. (2014). Examining US food retailers’ decisions to procure local and organic produce from farmer direct-to-retail supply chains. Journal of Food Products Marketing, 20(4), 345-361.
Onozaka, Y., Nurse, G., & McFadden, D. T. (2010). Local food consumers: How motivations and perceptions translate to buying behavior. Choices, 25(1), 1-6.
Orth, U. R., & Firbasová, Z. (2003). The role of consumer ethnocentrism in food product evaluation. Agribusiness: An International Journal, 19(2), 137-153.
Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of Retailing and Consumer Services, 29, 123-134.
Penney, U., & Prior, C. (2014). Exploring the urban consumer's perception of local food. International Journal of Retail & Distribution Management, 42(7), 580-594.
Ranjbarian, B., & Gholizadeh Shoghl Abad, R. (2010). Consumer Ethnocentrism and Its Relation with Patriotism and Cosmopolitanism Characteristics among Students of University of Isfahan. Journal of Business Management, 1(3), 87-106. (in Persian)
Scarpa, R., Philippidis, G., & Spalatro, F. (2005). Product‐country images and preference heterogeneity for Mediterranean food products: a discrete choice framework. Agribusiness, 21(3), 329-349.
Seitz, C. C., & Roosen, J. (2015). Does consumer ethnocentrism influence product knowledge? Food quality and preference, 43, 113-121.
Seyfang, G. (2006). Ecological citizenship and sustainable consumption: Examining local organic food networks. Journal of rural studies, 22(4), 383-395.
Shah Alam, S., & Mohamed Sayuti, N. (2011). Applying the Theory of Planned Behavior (TPB) in halal food purchasing. International journal of Commerce and Management, 21(1), 8-20.
Sharma, P. (2011). Country of origin effects in developed and emerging markets: Exploring the contrasting roles of materialism and value consciousness. Journal of International Business Studies, 42(2), 285-306.
Sharma, P. (2015). Consumer ethnocentrism: Reconceptualization and cross-cultural validation. Journal of International Business Studies, 46(3), 381-389.
Shimp, T. A., & Sharma, S. (1987). Consumer ethnocentrism: Construction and validation of the CETSCALE. Journal of marketing research, 280-289.
Shin, Y. H., & Hancer, M. (2016). The role of attitude, subjective norm, perceived behavioral control, and moral norm in the intention to purchase local food products. Journal of foodservice business research, 19(4), 338-351.
Shirkhodaie, M., Ghasemi, I., & Habibnejad, S. (2017).The effect of the value of pluralism, trust, quality and risk perception in the consumer's intention to purchase organic products (Case study: consumers of organic products Hormozgan Province). Journal of Hormozgan Cultural Research Review, 7 (12), 75-89. (in Persian)
Singelis, T. M. (1994). The measurement of independent and interdependent self-construals. Personality and social psychology bulletin, 20(5), 580-591.
Sumner, W. G. (1906). Folkways: A study of the sociological importance of usage, manners, customs, mores, and morals.
Tomić, M., & Alfnes, F. (2018). Effect of Normative and Affective Aspects on Willingness to Pay for Domestic Food Products— A Multiple Price List Experiment. Journal of Food Products Marketing, 24(6), 681-696.
Vabø, M., & Hansen, H. (2016). Purchase intentions for domestic food: a moderated TPB-explanation. British Food Journal, 118(10), 2372-2387.
Verbeke, W., & Poquiviqui López, G. (2005). Ethnic food attitudes and behaviour among Belgians and Hispanics living in Belgium. British Food Journal, 107(11), 823-840.
Yadav, R., & Pathak, G. S. (2016). Intention to purchase organic food among young consumers: Evidences from a developing nation. Appetite, 96, 122-128.
Yadav, R., & Pathak, G. S. (2017). Determinants of Consumers' Green Purchase Behavior in a Developing Nation: Applying and Extending the Theory of Planned Behavior. Ecological Economics, 134, 114-122. 
Yang, B., Nan, X., & Zhao, X. (2017). Persuasiveness of anti-smoking messages: self-construal and message focus. Health Education, 117(4), 398-413.
Yang, H. T., & Yen, G. F. (2018). Consumer responses to corporate cause-related marketing: A serial multiple mediator model of self-construal, empathy and moral identity. European Journal of Marketing, 52(9/10), 2105-2127.
Yazdanpanah, M., & Forouzani, M. (2015). Application of the Theory of Planned Behaviour to predict Iranian students' intention to purchase organic food. Journal of Cleaner Production, 107, 342-352.
Zand Hessami, H., & Parvinchi, SH. (2014). Application of the Theory of Planned Behavior to examine consumer’s green purchase intention. Journal of Development Evolution Management, 18, 23-30. (in Persian)
 
مدیریت بازرگانی
دوره 11، شماره 2
1398
صفحه 415-436

فایل ها

هم رسانی

ارجاع به این مقاله

آمار