ISSN 0976-2612, Online ISSN 2278–599X, Vol-7, Special Issue-Number2-April, 2016, pp566-571
http://www.bipublication.com
Case Report
Investigating attitudes and intentions of consumers to purchase
organic foods in Shiraz city
Noor Mohammad Dehghani1, Abbas Yazdanpanah2
Iravan Masoudi Asl3 and Sajad Dellavari4 1Master of Science, Department Of Healthcare Management,
Islamic Azad University of Marvdasht, Fars, Iran.
2Assistant Professor. Department ofHealthcare Management.
Marvdasht Branch. Islamic Azad University,Marvdasht, Iran
3PhD of Health Services Management, Associate Professor,
Majlis Research Center, Tehran, Iran
4PhD Student of Health Policy, Health Human Resources Research Center,
School of Management&Information Sciences, Shiraz University of Medical Sciences, Shiraz, Iran
ABSTRACT:
The present study aimed to assess the attitudes and intentions of consumers to purchase organic foods was conducted in the city of Shiraz. The study population was food consumers in Shirazaccording to the population, according to Morgan table was 384 samples, random sampling method selected and participated in the study. The reliability of the questionnaire was confirmed by Cranach’s alpha coefficient. ANOVA test to examine hypotheses and research questions were answered.In this study five main hypotheses was considered that the statistical analysis, the results showed that all the research hypotheses have been confirmed. The rating also factors affecting the choice of organic food Friedman test was used. Friedman test results showed that the average degree of environmental awareness has the highest priority among respondents are 2.91.
Keywords: consumer attitudes, consumers’ intention, organic foods
INTRODUCTION
Today, the importance of healthy foods, according to the advantages of this product over before the scientists, is governments and consumers evident (Rajabi et al, 2011). Organic farming is a form of agriculture that aims to create an integrated system of agricultural production, and systematic human that does not conflict with environmental and economic benefits. Farming can be in terms of environmental protection, preservation of non-renewable resources, improve food quality, reduction of surplus productivity and unnecessary
relation to the exploitation of renewable resources by the agricultural sector to the extent that is possible and capable of producing an acceptable amount of crops and livestock for human beings and also as protection against pests and diseases of plants and animals is afforded (Kim & Chung, 2011).Therefore, the goal of sustainability lies at the heart of the concept of organic farming. The main factor that makes organic farming practices are conventional, there codified standards to determine the exact criteria the difference between organic farming system and other cropping systems, particularly in relation to marketing purposes is used. After dealing with the effects of environmental, social, economic and agricultural industry, healthy and sustainable food production more than any other time of life, it seems (Pellegrini&Farinello, 2009).In developed countries for food production, organization and particular policies shaped.These organizations, organic agriculture as a solution to the problems of industrial agriculture have chosen.As defined by the International Federation of Organic Agriculture Movements, organic farming, an agricultural system in which aspects of biological, social, economic, sustainable production of food, clothing, wood products and so improve. In this system, soil fertility is considered as a successful producer. One of the most important factors affecting consumer demand is agricultural production developed countries by creating awareness and knowledge of health and environmental issues; have provided increasing consumer demand. But neglect consumers about the importance of organic foods has led to human health organic food has no nutritional status in the basket while in many cases buy cheap control of organic foods by developed countries and sell it for a high price in the global markets (Bagheri and Sahpasand, 2010).
In recent decades, most developed countries and developing food quality and public health by increasing public concern as well as the destruction of natural resources, organic agriculture is considered. In general, organic food
that without intervention or the use of pesticides, chemical fertilizers and is produced by genetically modified ingredients healthy food or where the drug is less dangerous than the amount specified, in recent years the attention of progressive experts and planners, producers and consumers are located. Farming is a very old farming techniques used by man over the centuries were familiar with, but rapid population growth, an increase in consumer culture and the imbalance between production and consumer led industrial agriculture is replacing traditional agriculture (Radman, 2005). As well as foods and organic farm, produce can affect health-related quality of life (Rad et al., 2015).
trends in organic foods and prioritize these factors can be transparent picture and complete the planners and policy makers to allow a comprehensive understanding of the level of demand. Moreover, factors affecting full scheduling support required implementing the policies required time and fully meeting the needs of producers and consumers have (Khurrami et al., 2015).
It has finally grown organic food production process and through appropriate marketing channel into the consumer market (Lea &Worsley, 2005).Due to the fact that social psychology experts, the attitude is considered vital to understanding social behavior determinant of behavior and changes in behavior and attitude as it requires a change in attitude as well. In addition, due to the fact there is no way the same way unique and that cannot set policy development for all societies demand and in different social and economic conditions of each community stakeholders and innovators who will have a key role in policy formulation.
Also, in order to better protect consumers from harmful substances in common products organic production of agricultural or forged and directed more towards organic farming, understanding consumer behavior are important for society. Thus, this study aims to consider the importance of organic foods in public health to review the plan and the attitude of consumers in the use of organic foods among Shiraz consumers.
METHOD
Research, applied research descriptive considered among consumers of food products in Shiraz. The study population are food consumers in Shiraz; unlimited with respect to the target population, according to Morgan table is intended sample size is 384 using the method simple random sampling were selected. Final data of the population of the study, using a questionnaire that is used to collect data in this study were collected.
The main variable in this study 6 as the most important and most influential factors in planning and consumer attitudes on the use of organic foods that have been considered include: health awareness, environmental awareness, food prices, general norms and attitudes purchase.
The questionnaire consisted of 42 questions.The questionnaire examined variables in the form of six components.Budgeting distribution of questions in the questionnaire are as follows: health awareness:This research has seven questions in the questionnaire and questions 1 to 7 are assigned to examine these variables.Environmental awareness:
This variable has seven questions in the questionnaire and questions 8 to 14 are assigned to examine these variables. Price of organic products: this variable has seven questions in the questionnaire are questions 15 to 21 are devoted to the study of this variable.
General norms: this variable has seven questions in the questionnaire are questions 22 to 28 are devoted to the study of this variable.Buy attitude: this variable has seven questions in the questionnaire and Questions 29 to 35 are assigned to examine these variables.
Want to buy: This variable has seven questions in the questionnaire and Questions 36 to 42 are assigned to examine these variables.Alpha coefficient of the questionnaire was 0.907. The instrument used in this study is to analyze the data using SPSS software.Data using the Kolmogorov-Smirnov test.
RESULTS
Table 1 Descriptive statistics questionnaire variables
Numbe r Minimum
amount Maximum
amount Average
Standard deviation Variables
384 1.60
3.60 2.5505
.47026 Health awareness
384 1.67
4.00 2.6953
.58760 Environmental awareness
384 1.33
3.67 2.5156
.55432 The price of organic products
384 1.50
3.75 2.5885
.46479 General norms
384 1.33
4.33 2.6094
.57171 Buy attitude
384 1.50
3.50 2.6947
.45095 Going to buy
According to the table above it is clear that the highest average of the variable environmental awareness and the lowest average price of organic products is variable. For the implementation of statistical methods and calculating the appropriate test and logical inference hypothesis about the operation before any action, select appropriate statistical methods for research to determine the distribution of data, priority is on automatically.
For the purpose of this study valid test Kolmogorov - Smirnov test for normality assumption survey research data is used. Kolmogorov-Smirnov test according to the table if the level of significance for all variables and greater dependence of the test (0.05) is a normal distribution of data. Kolmogorov-Smirnov test results are shown in Table 2.
Table 2. Results of Kolmogorov – Smirnov test
Health awareness Environmental awareness
Price Norms Attitude
Going to buy
Number 384 384 384 384 384 384
Average 2.5505 2.6953 2.5156 2.5885 2.6094 2.6947
Standard deviation .47026 .58760 .55432 .46479 .57171 .45095
Test .114 .129 .132 .117 .181 .148
Significant level .076c .087c .089c .080c .079c .109c Test results Normal Normal Normal Normal Normal Normal
According to Table 2, with respect to the 0.05 level of significance of all data is conclusion reached that all variables are normal and to prove the hypothesis can be used parametric tests such as linear regression. Regression results are presented in Table 3.
Table 3. The values of standardized coefficients
Model Non-standardized coefficients Standardized coefficients t significant level B standard deviation Beta
1
Constant 1.490 .150 9.904 .000
Health awareness about
organic foods .439 .058 .361 7.567 .000
2
Constant 1.464 .124 11.853 .000
Environmental awareness about organic
foods
.425 .045 .437 9.487 .000
3
Constant 2.125 .134 15.911 .000
The price of organic
products .193 .052 .187 3.717 .000
4
Constant .643 .130 4.937 .000
General norms
.760 .049 .618 15.352 .000
5 Constant 1.810 .097 18.595 .000
Table 4: Ranking of Factors Affecting want to buy organic products
Operating Name The mean degree Friedman
Health awareness 2.31
Environmental awareness 2.91
Price 2.24
Norms 2.54
CONCLUSION
The results indicated that the first hypothesis: the standard rate for variable health awareness about organic foods obtained 0.361 times and since the significance level of less than 0.05 is obtained is concluded that the impact is significant. The results showed that the second hypothesis: Standard rates for variable health awareness about organic foods obtained 0.437 times and since the significance level of less than 0.05 is obtained is concluded the impact is significant. The results indicated that the third hypothesis: the standardized coefficient of 0.187 was obtained for the variable price of organic products and since the significance level of less than 0.05 is obtained it is concluded that the impact is significant. The results showed that the fourth hypothesis: the standardized coefficient of 0.618 was obtained for the variable amount equal norms and since the significance level of less than 0.05 is obtained is concluded that the impact is significant.The results showed that the Fifth hypothesis: the standardized coefficient of 0.430 was obtained for changing attitudes buy and since the significance level of less than 0.05 is obtained is concluded the impact is significant.Finally, using the Friedman test variables were ranked on organic foods and the variable environmental awareness has won the highest rating average rating of 2.91. According to the study findings and approved by all hypotheses offered the following recommendations:Raise awareness and inform people of the benefits of organic foods of the most important steps organic food manufacturers should pay special attention to
or harmful use of food produced with pesticides and chemical drugs awareness is gained.
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