فهرست مطالب atie sandoghi

The future of organic farming, as one example of sustainable agricultural approaches, largely depends on the consumer demands and their incentive to pay higher prices for their products. Therefore, by using Sequential Exploratory Strategy, the present investigation aims to identify the driving factors behind the organic market development. In the qualitative part, by content analysis of the resources and data from semi-structured interviews with 16 organic market experts, 29 proponents were identified in six main groups. Then, in the quantitative part, second order confirmatory factor analysis method was applied to confirm the identified driving factors. The statistical population was Managers, experts, producers and sellers of organic products. Using the Cochran formula and a stratified sampling with proportional allocation, 68 participants were selected. The data were collected using a questionnaire based on the results of the qualitative section and analyzed using SPSS22 and Smart PLS3 Software. The mean value of the average extracted variance (AVE) for each of the model structures was more than 0.5 and the coefficients of composite reliability (CR) were more than 0.7, which indicates the proper performance of measurement section in the model. Based on the results, the factors of culture and advertising, strengthening channels of distribution and sale, financial and credit support, inspection and supervision, educational and promotional programs and certification facilities, logo and branding are respectively the most important driving factors for the development of the organic products market.

The present study examined the effects of the quality of life on the purchase intention of consumers in the city of Tabriz. A statistical sample of 224 individuals was chosen based on stratified random sampling and Cochran's formula. Data were gathered through field study and completing World Health Organization Quality of Life questionnaire (WHOQOL-BREF) in 2017. In order to understand the consumer’s preference for purchasing organic or conventional cucumbers, choice experiment method (CEM) was used and to examine the relationships between variables, the structural equation modeling was applied. Findings indicate that physical health, psychological health and environmental health variables are able to explain 52% of the variation in the behavioral intentions with regard to purchasing organic food. Also, social relationship variable had no significant effects on predicting the purchase intention of consumers. Consumer’s preferences showed 77.2% selected the organic cucumbers and 22.8% selected the conventional cucumbers as their first choice. Based on the t-test results, in the individuals that have selected the organic cucumbers as their first choice, the total average of quality of life is much more than those who selected the conventional cucumbers. Therefore, improving consumer's quality of life in three aspects of physical health, psychological health and environmental health is suggested to encourage them to purchase organic food.