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  • تاثیر تئوری ارزش های مصرف بر رفتار خرید سبز با تاکید بر نقش میانجی نگرانی زیست محیطی (مورد مطالعه: مصرف کنندگان محصولات سبز شهر تهران)

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کد مقاله : JEST-1710-3981 (R2) بازدید : 206 صفحه: 127 - 140

10.22034/jest.2019.31549.3981

نوع مقاله: پژوهشی

تاثیر تئوری ارزش های مصرف بر رفتار خرید سبز با تاکید بر نقش میانجی نگرانی زیست محیطی (مورد مطالعه: مصرف کنندگان محصولات سبز شهر تهران)

محورهای موضوعی : ایمنی زیستی

میرزا حسن حسینی 1 , رضا نوروزی اجیرلو 2

1 - استاد، گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران
2 - مربی، گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران. * (مسوول مکاتبات)

تاریخ دریافت : 1396/08/07 تاریخ پذیرش : 1397/12/15 تاریخ انتشار : 1399/02/01

کلید واژه: مصرف کنندگان محصولات سبز, نگرانی زیست محیطی, رفتار خرید سبز, تئوری ارزش های مصرف,

چکیده مقاله :

زمینه و هدف: نگرانی ها در مورد تخریب محیط زیست در چند دهه گذشته افزایش یافته است در پاسخ به این نگرانی ها مصرف کنندگان با خرید و استفاده از محصولات سبز به حفظ محیط زیست کمک می کنند. این تحقیق با هدف بررسی تاثیر تئوری ارزش های مصرف بر رفتار خرید سبز با تاکید بر نقش میانجی نگرانی زیست محیطی مصرف کنندگان محصولات سبز فروشگاه های تحت نظارت انجمن ارگانیک ایران در شهر تهران انجام شد. روش بررسی: این تحقیق از نظر هدف کاربردی و از نظر روش شناسی از نوع تحقیقات همبستگی می باشد. جامعه آماری تحقیق حاضر را مشتریان فروشگاه های تحت نظارت انجمن ارگانیک ایران واقع در شهر تهران تشکیل می دهند. در مجموع 320 مشتری به عنوان نمونه تحقیق انتخاب شدند. گردآوری داده ها با استفاده از پرسش نامه های استاندارد و تحلیل داده ها با به کارگیری مدل سازی معادلات ساختاری و با کمک نرم افزار Smart-PLS انجام شد. یافته ها: نتایج تحقیق نشان می دهد که نگرانی زیست محیطی مصرف کنندگان محصولات سبز تاثیر تئوری ارزش های مصرف بر رفتار خرید سبز را میانجی گری می کند و بین تئوری ارزش های مصرف و نگرانی زیست محیطی مصرف کنندگان محصولات سبز در شهر تهران رابطه مثبت و معناداری وجود دارد. بحث و نتیجه گیری: به طور کلی، با توجه به نگرانی زیست محیطی مصرف کنندگان، خرید محصولات سبز تحت تاثیر ارزش های مصرف می باشد. مصرف کنندگان با نگرانی های زیست محیطی بیش تر، محصولات سبز بیش تری را پشتیبانی می کنند و آمادگی بیش تری برای انتخاب آن ها نشان می دهند.

چکیده انگلیسی:

Background and Objective: Concerns about environmental degradation have increased over the past decades. In response to these concerns, consumers are helping to protect the environment by purchasing and using green products. The purpose of this study was to investigate the effect of thetheory of consumption values on green purchasing behavior, with emphasis on the role of mediator of environmental concern of consumers of green products under the supervision of the Organic Society of Iran in Tehran. Method: This research is an applied and methodological research of correlation type. The statistical population of this research is customers of stores under the supervision of the Organic Society of Iran located in Tehran. A total of 320 customers were selected as the sample. Data were collected using standard questionnaires and data analysis using structural equation modeling with Smart-PLS software. Findings: The results of the research show that environmental concern of consumers of green products mediates the impact of consumption theory on green purchasing behavior, and there is a positive and significant relationship between the theory of consumption valuesand environmental concerns of green consumers in Tehran. Discussion and Conclusion: In general, considering the environmental concerns of consumers, buying green products is influenced by the value of consumption. Consumers with high environmental concern support green products more, and show greater readiness to choose them.

منابع و مأخذ:


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6.      Haghighi M.,and  Khalil M.,2011. Investigation of Green Marketing Position of in Consumer’s Buying behavior. Organizational culture management, 9(24),PP. 83-102. (In Persian)

8.      Chen YS, Chang CH., 2012. Enhance green purchase intentions: the roles of green perceived value, green perceived risk, and green trust. Manag Dec , 50(3), pp.502-20.

13.   Hosseini SY., and Ziaei A., 2013. Segmenting and Profiling Green Consumers with Use of Self Organizing Maps. Management research in Iran, 17(2),PP.43-68. (In Persian)

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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  1. Chamorro, A. & Banegil, T. M., 2006. Green marketing philosophy: a study of Spanish firms with eco lables. Corporate Social Responsibility and Environmental Management. 13.pp. 11-24.
    2.
  2. Lee, K., 2009. Gender differences in Hong Kong adolescent consumers’ green purchasing behavior. Journal of Consumer Marketing, 26 (2) , pp. 87–96.
    3.
  3. Kilbourne W, Pickett G., 2008. How materialism affects environmental beliefs concern, and environmentally responsible behavior. J Bus Res,61(9), 885-93.
    4.
  4. Laroche M, Bergeron J, Barbaro-Forleo G., 2001. Targeting consumers who are willing to pay more for environmentally friendly products. J Consum Mark .18(6), pp. 503-20.
    5.
  5. Norazah MS., 2013. Young consumer ecological behavior: effects of environmental knowledge, healthy food, and healthy way of life with the moderation of gender and age. Manag Environ Qual Int J,24(6), pp.726-37.
    6.
  6. Raanaii H., and Allahyari A., 2013. Investigating the effect of consumer's environmental responsibility on their green purchase decision. Ethics in science and Technology. 8 (3), PP.32-42 . (In Persian)
    7.
  7. Lung S., 2010. Green consumerism the way to effectively differentiate your products in AsiaPacific Market. Retrieved from http://ezinearticles.com/?Green-onsumerism-TheWay-to-Effectively-Differentiate-Your-Products-in-Asia-Pacific.
    8.
  8. Tsay YY., 2009.The impact of economic crisis on green consumption in Taiwan. In: Paper presented at the Portland International Conference on Management of Engineering &Technology, pp. 2367-374.
    9.
  9. Suki NM., 2015. Consumer Environmental Concern and Green Product Purchase in  Malaysia: Structural Effects of Consumption Values, Journal of Cleaner Production.
    10.
  10. Papadopoulos, I., Karagouni, G., Trigkas, M. & Platogianni, E., 2010. Green marketing: The case of Greece in certified and sustainably managed timber products, Euro Med Journal of Business, 5 (2), pp. 166-190.
    11.
  11. Sheth, J., Newman, B. & Gross, B., 1991. Why we buy what we buy: A theory of consumption values, Journal of Business Research, 22 (2), pp. 159-170.
    12.
  12. Lin, P. C. A. & Huang, Y. H., 2012. The influence factors on choice behavior regarding green products based on the theory of consumption values. Journal of Cleaner production, 22 (1), pp.11-18.
    13.
  13. Bejou, D., Wray, B. & Ingram, T. N., 1996. Determinates of relationship quality: An artificial neural network analysis. Journal of Business Research, 36 (6), pp. 137-143.
    14.
  14. Anderson, E. W. & Sullivon, M. W., 1993. The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12 (2), pp.125-143.
    15.
  15. Chang, T. & Wildt, A. R., 1994. Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing science, 22 (1), pp. 16-27.
    16.
  16. McDougalt, G. & Levesque, T., 2000. Customer satisfaction with services: Putting perceived value into the equation. Journal of Services Marketing, 14 (5), pp. 392-410.
    17.
  17. Andreassen, T. & Lindestad, B., 1998. Customer loyalty and complex services. International Journal of service Industry Management, 9 (1), pp. 7-23.
    18.
  18. Biswas A., and Roy, M., 2015. Leveraging factors for sustained green consumption behaviour based on consumption value perceptions: testing the structural model. Journal of Cleaner production.95.332-40.
    19.
  19. Rahnama, H., 2017. Effect of Consumption Values on Women’s Choice Behavior Toward Organic Foods: The Case of Organic Yogurt in Iran. Journal of Food Products Marketing, 2(23), pp. 144-166.
    20.
  20. Jain, S.K., & Kaur, G., 2004. Green marketing: An attitudinal and behavioural analysis of Indian consumer. Global Business Review, 5(2), pp.187-205.
    21.
  21. Nath, V., Kumar, R., Agrawal, R., Gautam, A., & Sharma, V., 2013. Consumer adoption of green products: Modeling the enablers. Global Business Review, 14(3), 453-470.
    22.
  22. Follows, S. B., & Jobber, D., 2000. Environmentally responsible purchase behaviour:a test of a consumer model. European Journal of Marketing, 34(5/6), 723-746.
    23.
  23. Kim, Y., & Choi, S. M., 2005. Antecedents of green purchase behavior: An  examination of collectivism, environmental concern, and PCE. Advances in Consumer Research, 32, 592.
    24.
  24. Kaufman H., Panni M., Orphanidou Y., 2012. Factors affecting consumers green purchasing behavior: An integrated conceptual framework. Amfiteatru   Economic, 50-69.
    25.
  25. Wahid, N. A., Rahbar, E., & Shyan, T. S., 2011. Factors influencing the green purchase behavior of Penang environmental volunteers. International Business Management, 5(1), 38-49.
    26.
  26. Dagher, G. K., Itani, O., Kassar, A., 2015. The Impact of Environment Concern and Attitude on Green Purchasing Behavior: Gender as The Moderator.  Contemporary Management Research, Vol. 11, No. 2 , 179-206.
    27.
  27. Hulland, J.,1999. Use of partial least squares (PLS) in strategic management research: a review of four recent studies. Strategic Management Journal, (20)2, pp. 42-52.
    28.
  28. Werts, C., Linn, R. & Joreskog, K., 1974. Intra Class Reliability Estimates: Testing Structural Assumptions. Educational and Psychological Measurement, (34)1, pp. 25-33.
    29.

6.      Haghighi M.,and  Khalil M.,2011. Investigation of Green Marketing Position of in Consumer’s Buying behavior. Organizational culture management, 9(24),PP. 83-102. (In Persian)

8.      Chen YS, Chang CH., 2012. Enhance green purchase intentions: the roles of green perceived value, green perceived risk, and green trust. Manag Dec , 50(3), pp.502-20.

13.   Hosseini SY., and Ziaei A., 2013. Segmenting and Profiling Green Consumers with Use of Self Organizing Maps. Management research in Iran, 17(2),PP.43-68. (In Persian)

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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