بررسی راهبرد مناسب ورود به بازار بین‌المللی محصولات کشاورزی ارگانیک

نوع مقاله : مقالات پژوهشی به زبان انگلیسی

نویسندگان

• حنانه آقاصفری ¹
• علیرضا کرباسی ¹
• حسین محمدی ¹
• رابرتو کلیستی ²

¹ گروه اقتصاد کشاورزی، دانشکده کشاورزی، دانشگاه فردوسی مشهد، مشهد، ایران

² دانشکده علوم کشاورزی، غذا و محیط زیست، دانشگاه پروجیا، ایتالیا

https://doi.org/10.22067/jead.2024.84095.1214

چکیده

افزایش نگرانی مصرف­کنندگان از کیفیت و ایمنی محصولات کشاورزی در سراسر جهان سبب شده است تا محصولات ارگانیک به یکی از محبوب­ترین گزینه­های مصرف سالم و پایدار تبدیل شوند. گرایش و مصرف روزافزون محصولات کشاورزی ارگانیک، رشد فزاینده بازار این محصولات را در دو دهه اخیر به همراه داشته است. به دلیل اهمیت ورود و کسب سهمی از این بازار رو به رشد، این مطالعه به بررسی عوامل مؤثر بر راهبرد ورود به بازار بین­المللی محصولات ارگانیک و تعیین راهبرد مناسب برای ورود به آن با استفاده مدل­سازی معادلات ساختاری می­پردازد. داده­های این مطالعه با جمع­آوری 90 پرسشنامه از تولیدکنندگان محصولات زعفران، پسته و کشمش ارگانیک در سال 1400 با روش نمونه­گیری در دسترس در استان خراسان رضوی به­دست آمده است. نتایج به‌دست آمده حاکی از آن است که متغیرهای ریسک و انگیزه ورود به بازار بین­المللی به طور مستقیم و متغیر مالکیت بر تولید و بازاریابی به­طور غیرمستقیم و از طریق اثرگذاری بر انگیزه ورود به بازار بین­المللی، بر راهبرد ورود به بازار بین­المللی اثر مثبت و معنادار دارند. ضمن این­که ریسک اثر کاهنده و معنادار بر انگیزه ورود به بازار بین­المللی محصولات ارگانیک دارد. بر این اساس، راهبرد مناسب برای ورود به بازار بین­المللی محصولات ارگانیک، راهبردهای غیرمستقیم، مشارکتی و غیرحضوری مانند صادرات غیرمستقیم، تولید قراردادی و سرمایه­گذاری مشترک به‌دست آمد. از این­رو، پیشنهاد می­شود دولت برای حضور مستقیم تولیدکنندگان محصولات ارگانیک در بازارهای بین­المللی، ریسک­های ناشی از تحریم و موانع انگیزه­ای برای ورود به بازار را رفع نموده یا کاهش دهد.

کلیدواژه‌ها

• انگیزه
• ریسک
• مالکیت بر تولید و بازاریابی
• محصولات ارگانیک
• ورود به بازار

موضوعات

• بازاریابی و تجارت محصولات کشاورزی

عنوان مقاله [English]

Investigating the Appropriate Strategy to Enter the International Market of Organic Agricultural Products

نویسندگان [English]

• Hanane Aghasafari ¹
• A. Karbasi ¹
• H. Mohammadi ¹
• R. Calisti ²

¹ Department of Agricultural Economics, Faculty of Agriculture, Ferdowsi University of Mashhad, Mashhad, Iran

² Department of Agricultural, Food and Environmental Sciences, Perugia University, Italy

چکیده [English]

The increasing concern of consumers about the quality and safety of agricultural products all over the world has caused organic products to become one of the most popular options for healthy. The increasing trend and consumption of organic agricultural products has led to the increasing growth of the market of these products in the last two decades. Due to the importance of entering and gaining a share of this growing market, this study investigates the factors affecting the international organic products market entry and determines the appropriate strategy for entering it using structural equation modeling. The data of this study was obtained by collecting 90 questionnaires from producers of organic saffron, pistachio, and raisin products in the year 2021 with available sampling method in Khorasan Razavi province. The obtained results indicate that the variables of risk and motivation to enter the international market directly and the production and marketing ownership indirectly and through influencing the motivation to enter the international market, influence the international market entry strategy. Based on this, the appropriate strategy for entering the international market of organic products, indirect, cooperative and non-attendance strategies such as indirect export, contract production and joint investment was obtained. Therefore, it is suggested that the government should remove or reduce the risks caused by sanctions and obstacles to enter the market for the direct presence of organic product producers in international markets.

کلیدواژه‌ها [English]

• Entry strategy
• Motivation
• Organic
• Ownership
• Risk

©2023 The author(s). This is an open access article distributed under Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source.

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