فهرست مطالب نازی حیدری

Rice is a strategic crop with a strong presence in Iranian household food basket. This study aimed at investigating the consumers' preferences for rice using the choice experiment method and conditional logit model in Rasht city of Iran. The required data were collected through the 149 questionnaires completed from households in 2016. Six attributes of rice and their related levels were considered to describe the changes in rice, including size of rice grain, types of rice packaging, taste of rice, rice producing country, food safety and price attribute. The study results indicated that consumers had the most willingness to pay for local rice, so that each household in Rasht city was willing to pay 61000 IR rials per kg for the local rice. Accordingly, improving the level of education and enhancing the public awareness and knowledge of the rice attributes through the media (particularly, information on organic products and their benefits, the consequences of the use of fertilizers and chemical pesticides as well as the consumption consequences of imported rice) may contribute to support the organic and local rice while to meeting the demand and consumer preferences as well.

The importance of realization the food security, the exigency to supporting of national production and increasing competitive space that are reflected in politics of resilient economy make essential the study of the sustainability of the important products. Subject to importance of rice in basket of Iranian households, this study assesses consumer’s preferences of this crop by applying a Choice Experiment approach and with an emphasis on national production. The data were collected by simple random sampling method in 1395 through a field survey of 165 households through Cochran formula in Gorgan. The results of the study show that consumers in Gorgan are willing to pay significant amounts to improve the characteristics of rice, which, the most willingness to pay is to improve the characteristic of producing country with assuming the constant of other conditions. Also, the characteristics like taste, nutritional health, the improvement of the rice grain size and bulk packaging are important at the next level that consumers are willingness to pay 4800, 3900, 1500 and 750 Tomans per kg, to improve each one.