علوم و فنون بسته‌بندی

علوم و فنون بسته‌بندی

شناسایی الگوهای ذهنی مصرف‌کنندگان نسبت به بسته‌بندی‌های هوشمند در صنعت مواد غذایی: کاربست روش کیو

نوع مقاله : مقاله پژوهشی

نویسنده
استادیار، گروه مدیریت بازرگانی، دانشکده ادبیات و علوم انسانی، دانشگاه ایلام، ایلام، ایران
چکیده
در سال‌های اخیر، مفهوم بسته‌بندی‌های هوشمند با گسترش فناوری‌های نوین، تغییر در الگوهای مصرف، افزایش دغدغه‌های سلامت و ایمنی مواد غذایی و ضرورت توجه به پایداری زیست‌محیطی از اهمیت ویژه‌ای برخوردار شده است. هدف از انجام این پژوهش، شناسایی الگوهای ذهنی مصرف‌کنندگان نسبت به بسته‌بندی‌های هوشمند در صنعت مواد غذایی می‌باشد. در انجام این پژوهش، از روش‌شناسی کیو به عنوان یکی از روش‌های آمیخته استفاده شد. مشارکت‌کنندگان این پژوهش (P-set) شامل ۱۲ نفر از مصرف‌کنندگان محصولات غذایی و خبرگان حوزه صنایع غذایی بودند که با موضوع تحقیق ارتباط مستقیم داشتند و اقدام به مرتّب‌سازی کارت‌های کیو نمودند. همچنین به‌منظور اعتبارسنجی و پالایش گزاره‌ها، از نظرات ۱۲ نفر از خبرگان دانشگاهی (گروه مستقل از P-set) استفاده شد. فضای گفتمان پژوهش حاضر از منابع گوناگونی (ادبیات پژوهش و مصاحبه‌ها) جمع‌آوری شد. پس از ارزیابی و جمع‌بندی فضای گفتمان، از میان گزاره‌های اولیه، در نهایت ۴۸ عبارت به عنوان نمونه عبارات کیو (دسته کیو)، پس از نظرسنجی از خبرگان انتخاب شد. پس از جمع‌آوری اطلاعات حاصل از مرتّب‌سازی کیو، این داده‌ها با روش تحلیل عاملی کیو مورد تحلیل قرار گرفتند. تحلیل داده‌ها نشان داد که می‌توان تعداد ۴ الگوی ذهنی متمایز را در میان مشارکت‌کنندگان تحقیق شناسایی کرد که در مجموع ۷۳ درصد از واریانس کل را تبیین کردند. این چهار الگوی ذهنی شناسایی‌شده به ترتیب با نام‌های «فن‌گرایان حامی سلامت»، «مرددان اقتصادی»، «مدافعان توسعه پایدار» و «فناوری‌‌گریزان» نام‌گذاری شدند. در نهایت، بر اساس دیدگاه‌های متمایز هر گروه، راهکارهای مدیریتی و کاربردی به تولیدکنندگان مواد غذایی و طراحان بسته‌بندی ارائه شد.
کلیدواژه‌ها
موضوعات

عنوان مقاله English

Identifying Consumers’ Mental Models Regarding Smart Packaging in the Food Industry: Application of Q-Methodology

نویسنده English

Zohre Mohamadyari
Assistant Prof., Department of Management, Faculty of Literature and Humanities, Ilam University , Ilam, Iran
چکیده English

In recent years, the concept of smart packaging has gained considerable prominence owing to advances in novel technologies, shifts in consumption patterns, growing concerns regarding food safety and health, and the imperative of environmental sustainability. This study aims to identify consumers’ mental models regarding smart packaging in the food industry. To this end, Q-methodology was employed as a mixed-methods approach. The participants of the study (P-set) comprised 12 food consumers and food-industry experts who were directly connected to the research topic and performed the Q-sorting task. In addition, to validate and refine the statements, the views of 12 academic experts (an independent panel from the P-set) were consulted. The concourse of the study was developed from multiple sources, including the research literature and interviews. Following the evaluation and synthesis of the concourse, 48 statements were finally selected as the Q-set after expert consultation. Upon collecting the data from the Q-sorting process, the dataset was analyzed using Q-factor analysis. The analysis revealed four distinct mental models among the participants, which together accounted for 73% of the total variance. These four mental models were labeled “Health-Supporting Technophiles,” “Economic Hesitants,” “Sustainable Development Advocates,” and “Technophobes.” Finally, drawing on the distinct viewpoints of each group, managerial and practical recommendations were offered to food manufacturers and packaging designers.

کلیدواژه‌ها English

Packaging
Smart Packaging
Consumer Mindset
Q-Methodology

Smiley face

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دوره 17، شماره 65 - شماره پیاپی 65
شماره پیا پی 65 بهار 1405
بهار 1405
صفحه 87-109

  • تاریخ دریافت 06 مرداد 1405
  • تاریخ بازنگری 18 شهریور 1405
  • تاریخ پذیرش 28 شهریور 1405
  • تاریخ انتشار 30 خرداد 1405