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تمایل دانشجویان به خرید غذاهای ارگانیک: کاربرد تئوری توسعه‌یافته رفتار برنامه‌ریزی‌شده | ||
| فصلنامه علمی آموزش محیط زیست و توسعه پایدار | ||
| مقاله 4، دوره 7، شماره 1، مهر 1397، صفحه 49-62 اصل مقاله (6.37 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.30473/ee.2018.5058 | ||
| نویسندگان | ||
| سید محمدجواد سبحانی* 1؛ امید جمشیدی2؛ عباس نوروزی2 | ||
| 1دکتری ترویج و آموزش کشاورزی، دانشگاه تربیت مدرس | ||
| 2سازمان تحقیقات، آموزش و ترویج کشاورزی، موسسه علمی کاربردی جهاد، مرکز آموزش عالی امام خمینی (ره) | ||
| چکیده | ||
| هدف این پژوهش توسعه مدلی نظام‌مند در جهت ارزیابی تمایل دانشجویان به خرید غذاهای ارگانیک از طریق رهیافت تئوری رفتار برنامه‌ریزی‌شده بوده است. علاوه بر مؤلفه‌های تئوری رفتار برنامه‌ریزی‌شده، این پژوهش مؤلفه‌هایی مانند تگرش اخلاقی، انگیزه سلامت و نگرانی محیط‌زیستی را بر رفتار مصرف دانشجویان موردمطالعه قرار داده است. در این پژوهش اطلاعات موردنیاز از میان 420 دانشجوی رشته‌های کشاورزی به شیوه‌ی نمونه‌گیری در دسترس جمع‌آوری شد. ابزار پژوهش شامل پرسش‌نامه‌ای بود که روایی محتوای آن توسط گروهی از استادان دانشگاه تهران و تربیت مدرس تأیید گردید. پایایی پرسش‌نامه نیز با استفاده از شاخص‌های مربوطه در حد مطلوب به دست آمد. داده‌های به‌دست‌آمده به روش مدل‌سازی معادلات ساختاری تحلیل شد تا میزان رابطه علی بین مؤلفه‌های پژوهش مشخص شود. نتایج نشان دادند که تئوری توسعه‌یافته رفتار برنامه‌ریزی‌شده، تمایل به خرید غذای ارگانیک را در میان دانشجویان را در حد مطلوب تبیین می‌کند (629/0R2=). در میان مؤلفه‌های مدل توسعه‌یافته، دو مؤلفه اضافه‌شده شامل نگرش اخلاقی و انگیزه سلامت اثر مستقیم و معنی‌داری را بر تمایل به خرید غذای ارگانیک توسط دانشجویان داشته‌اند. همچنین نگرانی‌های محیط‌زیستی با اثر بر متغیر میانجی نگرش به‌صورت غیرمستقیم بر تمایل به خرید دانشجویان اثر گذاشته است. بنابراین پژوهش حاضر با افزودن مؤلفه‌ها و ساختار‌های جدید در مدل رفتار برنامه‌ریزی‌شده، قدرت پیش‌بینی چارچوب پیشنهادی را در تعیین تمایل دانشجویان برای رفتار خرید مواد غذایی ارگانیک بهبود داده است. | ||
| کلیدواژه‌ها | ||
| غذای ارگانیک؛ نگرانی‌های محیط‌زیستی؛ انگیزه سلامت؛ نگرش اخلاقی؛ تئوری رفتار برنامه‌ریزی‌شده | ||
| عنوان مقاله [English] | ||
| Students' Intention towards Organic Foods Purchase: Application of the Extended Theory of Planned Behavior | ||
| نویسندگان [English] | ||
| Seyyed Mohammad Javad Sobhani1؛ Omid Jamshidi2؛ Abbas Norouzi2 | ||
| 1Ph.D. of Agricultural Extension and Education, Tarbiat Modares University, Tehran, Iran | ||
| 2Agricultural Research,Education and Extension Organization (AREEO), Institute of Technical & Vocational Higher Education of jahad-e agriculture, Imam Khomeni Higher Education Center, Tehran, Iran | ||
| چکیده [English] | ||
| The purpose of this study was to develop a systematic model for assessing students’ intention towards organic food purchase through the application of Theory of Planned Behavior (TPB). In addition to the original components of the TPB, this study has explored constructs such as moral attitude, health consciousness and environmental concerns on students’ consumption behavior. In this research, information was collected from 420 agricultural students adopting the convenience sampling method. A research instrument was a questionnaire which its content validity was confirmed by a panel of experts at the University of Tehran and Tarbiat Modarres University. Also, its reliability, using related coefficients, met satisfied threshold value. Data were analyzed using structural equation modeling to determine the causal relationship between research components. The results showed that the developed TPB explains the willingness to purchase organic food among students (R2=0.629). Among the structures of the developed model, two added constructs including moral attitude and health consciousness have a direct and significant effect on the willingness to purchase organic food. Also, environmental concerns with affecting the moderating variable indirectly affect the student's willingness to purchase. Therefore, the present study, by adding new constructs and structures in the TPB, has improved the predictive power of the proposed framework in determining the students' intention for organic food purchase behavior. | ||
| کلیدواژه‌ها [English] | ||
| Organic Food, Environmental Concerns, Moral Attitude, Health Consciousness, Consumer Behavior | ||
| مراجع | ||
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