Изучение поведенческих и здоровьеориентированных факторов, определяющих устойчивые повторные покупки органических продуктов питания
DOI:
https://doi.org/10.31279/ABNC-2026-16-3-129Ключевые слова:
органические продукты питания, повторное покупательское намерение, поведенческий контроль, забота о здоровье, поколение ZАннотация
Введение. Повышенное внимание к качеству продовольствия, его безопасности и устойчивости агропроизводства стимулирует рост потребительского спроса на органическую продукцию. Вместе с тем остаётся недостаточно изученным вопрос о факторах, формирующих повторные покупательские намерения у представителей поколения Z в условиях городских рынков.
Цель. Изучить влияние воспринимаемого поведенческого контроля, субъективных норм и осознанности в отношении здоровья на намерение повторно приобретать органические продукты питания, а также их модераторские эффекты.
Материалы и методы. В работе применён количественный подход с использованием метода моделирования структурными уравнениями методом наименьших частных квадратов (PLS-SEM). Эмпирические данные собраны посредством анкетного опроса 120 респондентов из числа поколения Z, которые приобретали или употребляли органические продукты. Обработка данных выполнена с применением программного пакета SmartPLS.
Результаты. Установлено, что воспринимаемый поведенческий контроль (p = 0,001), субъективные нормы (p < 0,001) и озабоченность здоровьем (p = 0,005) оказывают статистически значимое положительное влияние на повторное покупательское намерение. При этом модераторские эффекты субъективных норм (p = 0,710) и озабоченности здоровьем (β = 0,046, p = 0,384) не достигают уровня значимости. Разработанная модель объясняет 69,9 % дисперсии зависимой переменной (скорректированный коэффициент детерминации R² = 0,699).
Заключение. Личностные возможности, социальное влияние и забота о здоровье выступают в качестве значимых драйверов устойчивого потребления органической продукции. Полученные выводы имеют практическую значимость для развития цепочек поставок органических продуктов, цифровых дистрибутивных платформ и продвижения экологически устойчивых агропродовольственных товаров.
Для цитирования: М. Кристиан, С. Вибово, О.М. Музаммиль, Х. Юлита, Г.Д. Рембулан. Изучение поведенческих и здоровьеориентированных факторов, определяющих устойчивые повторные покупки органических продуктов питания. Аграрный вестник Северного Кавказа. 2026;16(3). https://doi.org/10.31279/ABNC-2026-16-3-129 EDN UTGCMN
To cite: M. Christian, S. Wibowo, O. M. Muzammil, H. Yulita, G. D. Rembulan. Understanding sustainable organic food repurchase through behavioral and health factors. Agrarian Bulletin of the North Caucasus. 2026;16(3). https://doi.org/10.31279/ABNC-2026-16-3-129
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Copyright (c) 2026 Michael Christian, Suryo Wibowo, Oktafalia Marisa Muzammil, Henilia Yulita, Glisina Dwinoor Rembulan
Это произведение доступно по лицензии Creative Commons «Attribution» («Атрибуция») 4.0 Всемирная.
