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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 | ||
عنوان مقاله [English] | ||
Identifying the Driving Factors the branding of healthy and organic agriculture in Tabriz County | ||
نویسندگان [English] | ||
Mohsen Aghayari Hir1؛ Hossein Asgharpur2؛ Soheyla Bakhtar1 | ||
1Department of Geography and Rural Planning, Faculty of Planning and Environmental Science, University of Tabriz, Tabriz, Iran. | ||
2Department of Economical Science, Faculty of Economics and Management, University of Tabriz, Tabriz, Iran. | ||
چکیده [English] | ||
Branding of organic agricultural products is an essential requirement that plays a vital role in the economic growth and development of societies. In the field of the creation and development of organic agricultural brands, there are many development and driving factors that require careful planning. The present research, has been conducted to identify the driving factors of organic agriculture branding in Tabriz County. This research is mixed and practical and based on the survey. First, based on the Foundations Data Approach, necessary qualitative content was collected, then quantitative data was collected based on survey strategy (questionnaire). The population was specialists and experts who were first using targeted sampling and then using the snowball method; a half structured interview was conducted with 17 people until theoretical saturation was reached. In this method, data analysis was done in three ways: open coding, central coding and selective coding. To check the reliability, transferability and verifiability and validity criteria, were used. Based on the analysis of the qualitative stage, the central and selective branding codes were identified, and a questionnaire was shown in the framework of the matrix of cross-effects between regulatory factors and to evaluate the influence and effectiveness of driving factors, the matrix of cross-effects was conducted, using MicMac software. Based on the results, 16 drivers were identified as the key drivers that had the most impact on branding, among which the media, single organization, financial and credit support, and public sector infrastructure play the most crucial role in branding organic agricultural products. | ||
کلیدواژهها [English] | ||
Branding, Economic Development, Foundation Data Theory, Organic Agriculture, Tabriz County | ||
مراجع | ||
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