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شناسایی پیشرانهای تأثیرگذار بر برندسازی محصولات کشاورزی سالم و ارگانیک در شهرستان تبریز | ||
تحقیقات اقتصاد و توسعه کشاورزی ایران | ||
دوره 55، شماره 3، مهر 1403، صفحه 535-552 اصل مقاله (1.59 M) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22059/ijaedr.2023.351167.669191 | ||
نویسندگان | ||
محسن آقایاری هیر* 1؛ حسین اصغرپور2؛ سهیلا باختر1 | ||
1گروه جغرافیا و برنامه ریزی روستایی، دانشکده برنامه ریزی و علوم محیطی، دانشگاه تبریز، تبریز، ایران. | ||
2گروه علوم اقتصادی، دانشکده اقتصاد و مدیریت، دانشگاه تبریز، تبریز، ایران. | ||
چکیده | ||
برندسازی محصولات کشاورزی ارگانیک از الزاماتی است که نقش مهمی در رشد و توسعه اقتصادی جوامع دارد. در زمینه ایجاد برندهای محصولات کشاورزی ارگانیک، عوامل توسعه و پیشرانهای متعددی وجود دارد که توجه به آنها، نیازمند برنامهریزی دقیق میباشد. پژوهش حاضر با هدف شناسایی پیشرانهای برندسازی کشاورزی ارگانیک در شهرستان تبریز انجام شده است. این پژوهش به لحاظ هدف کابردی و بر اساس راهبرد، از نوع پژوهشهای آمیخته محسوب میشود. در آغاز، بر اساس رویکرد داده بنیاد، محتوای کیفی لازم و سپس بر اساس راهبرد پیمایشی (پرسشنامه) دادههای کمی مورد نیاز جمعآوری گردید. جامعه آماری پژوهش متخصصین و کارشناسان بودند که در ابتدا با استفاده از نمونهگیری هدفمند و سپس با استفاده از روش گلوله برفی، مصاحبه نیمه ساختاریافته با 17 نفر از ایشان تا رسیدن به اشباع نظری انجام گردید. در روش داده-بنیاد تجزیه و تحلیل دادهها به سه طریق کدگذاری باز، کدگذاری محوری و انتخابی، صورت گرفت. برای بررسی قابلیت اعتماد، از معیارهای انتقالپذیری و تأییدپذیری، اطمینانپذیری و اعتبارپذیری بهره گرفته شد. بر مبنای تحلیل کیفی صورت گرفته، کدهای محوری و انتخابی برندسازی شناسایی گردید و پرسشنامهای در چارچوب ماتریس اثرات متقاطع بین عوامل، تنظیم و جهت ارزیابی میزان تأثیرگذاری و تأثیرپذیری پیشرانها، با استفاده از نرمافزار MicMac تحلیل گردید. بر اساس نتایج، 16 پیشران بهعنوان پیشرانهای کلیدی دارای بیشترین تأثیرگذاری بر برندسازی شناسایی شد که از بین آنها رسانهها، سازمان واحد، حمایتهای مالی و اعتباری و بسترسازی بخش دولتی، بیشترین نقش را در برندسازی محصولات کشاورزی ارگانیک برعهده دارند. | ||
کلیدواژهها | ||
برندسازی؛ توسعه اقتصادی؛ شهرستان تبریز؛ تئوری داده بنیاد؛ کشاورزی ارگانیک | ||
مراجع | ||
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