طراحی و سنجش پیشایندها و پیامدهای رفتار خرید مصرف‌کنندگان در انتخاب بسته‌بندی‌های سازگار با محیط‌زیست با رویکرد آمیخته

محورهای موضوعی : مدیریت بازاریابی

سیده فاطمه علوی فومنی ¹ , علی قلی پورسلیمانی ² , حمیدرضا رضائی کلیدبری ³

1 - دانشجوی دکتری مدیریت بازرگانی، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران
2 - استادیار، گروه مدیریت بازرگانی، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران
3 - استادیار، گروه مدیریت دولتی، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران

تاریخ دریافت : 1401/04/30 تاریخ پذیرش : 1401/08/30 تاریخ انتشار : 1402/01/01

کلید واژه: بسته‌بندی سبز, پلاستیک, رفتار خرید, پیامد, آمیخته,

چکیده مقاله :

مقدمه: وضعیت زیست‌محیطی حاکی از آن است که جهان بحران آلودگی پلاستیکی دارد، از آنجایی‌که صنعت بسته‌بندی ارتباط نزدیکی با حفاظت از محیط‌زیست و توسعه پایدار دارد بسته‌بندی سبز یک روش جدید مصرف‌کنندگان برای دستیابی به تعادل بین رشد اقتصادی و توسعه زیست‌محیطی است، هدف پژوهش حاضر بررسی پیشایندها و پیامدهای رفتار خرید مصرف‌کنندگان در انتخاب بسته‌بندی‌های سازگار با محیط‌زیست است. روش پژوهش: پارادایم انجام پژوهش تفسیری، رویکرد آن با اﺳﺘﻔﺎده از روش‌های آمیخته و طرح پژوهش کیفی - کمی متوالی است. جامعه آماری بخش کیفی، پژوهش‌گران دانشگاه و فعالان محیط‌زیست هستند که نمونه‌گیری به روش هدفمند از طریق مصاحبه نیمه ساختاریافته با 13 نفر از خبرگان بود، کدگذاری داده‌ها با نرم‌افزار مکس کیو دا در سه مرحله انجام شد. در بخش کمی نمونه‌گیری به روش غیر احتمالی در دسترس و داده‌ها از بین 369 نفر از مصرف‌کنندگان با نمونه‌گیری از هایپرمارکت‌ها و فروشگاه‌های بزرگ در سطح شهر رشت گردآوری شده است. آلفای کرونباخ و پایایی ترکیبی برای همه‌ی سازه‌ها بالای 7/0 است، روایی همگرا شاخص میانگین واریانس استخراج شده از 0/5 بزرگ‌تر است. مدل با استفاده از مدل‌سازی معادلات ساختاری با نرم‌افزار PLS مورد آزمون قرار گرفت. یافته‌ها: نتایج کدگذاری داده‌ها در بخش کیفی به شناسایی 259 کد اولیه منجر شد که با توجه به نظریه داده بنیاد، مدل پارادایمی پژوهش شکل گرفت. مقوله‌های باور زیست‌محیطی، دغدغه سلامتی، نگرش سبز و هنجار ذهنی در زمره مقوله‌های علی بر ایجاد رفتار خرید سبز مصرف‌کنندگان تأثیرگذار هستند که منجر به پیامدهایی نظیر افزایش سطح سلامتی، توسعه و رشد عملکرد سازمان، سبک زندگی سبز، ترجیح خرید و افزایش تکرار خرید محصولات دارای بسته‌بندی سبز می‌گردند. در بخش کمی سنجش فرضیه‌ها نشان داد که باور زیست‌محیطی به میزان 0/308، دغدغه سلامتی به میزان 0/164، نگرش سبز به میزان 0/168 و هنجار ذهنی به میزان 0/614 بر رفتار خرید سبز مصرف‌کنندگان تأثیرگذار هستند. تأثیر رفتار خرید سبز مصرف‌کنندگان برافزایش سطح سلامتی به میزان 0/550، توسعه و رشد عملکرد سازمان به میزان 0/578، سبک زندگی سبز به میزان 0/576، ترجیح خرید به میزان 0/236 و افزایش تکرار خرید محصولات دارای بسته‌بندی سبز به میزان 0/348 مورد تأیید قرار گرفت. نتیجه‌گیری: پیشنهاد می‌گردد دولت، سازمان‌های فعال در حوزه محیط‌زیست و مدیران کسب‌وکار با فراهم‌سازی راهکارهایی جهت تقویت پیشایندهای تأثیرگذار بر رفتار خرید محصولات دارای بسته‌بندی سبز زمینه را برای ارتقای پیامدهای حاصل از آن ایجاد نمایند.

چکیده انگلیسی:

Introduction: Environmental status indicates that the world is in a plastic pollution crisis. Since the packaging industry is closely linked to environmental protection and sustainable development, green packaging is a new way for consumers to achieve a balance between economic growth and environmental development. And the consequences of consumers' purchasing behavior in choosing environmentally friendly packaging. Research Method: The paradigm of conducting interpretive research, its approach is using mixed methods and sequential qualitative-quantitative research design. The statistical population of the qualitative section is university researchers and environmental activists, sampling was done in a targeted way through semi-structured interviews with 13 experts, data coding was done with Max Q.D.A software in three stages. In the quantitative part, non-probability sampling is available and data is collected from among 369 consumers by sampling from hypermarkets and large stores in Rasht city. Cronbach's alpha and composite reliability for all constructs are above 0.7, the convergent validity of the extracted average variance index is greater than 0.5. The model was tested using structural equation modeling with PLS software. Results: The results of coding the data in the qualitative part led to the identification of 259 primary codes, which formed the paradigm model of the research according to the foundational data theory. The categories of environmental belief, health concern, green attitude, and mental norm are among the causal categories that influence the creation of green purchasing behavior of consumers, which leads to consequences such as increasing the level of health, development and growth of the organization's performance, green lifestyle, purchasing preference, and increasing the repetition of purchasing products. They have green packaging. In the quantitative part, the hypothesis test showed that environmental belief at the rate of 0.308, health concern at the rate of 0.164, green attitude at the rate of 0.168 and mental norm at the rate of 0.614 have an effect on consumers' green purchasing behavior. The effect of consumers' green purchasing behavior on increasing the level of health by 0.550, development and growth of the organization's performance by 0.578, green lifestyle by 0.576, purchasing preference by 0.263 and increasing the frequency of purchasing products with green packaging to the rate of 0.348 was confirmed. Conclusion: It is suggested that the government, organizations active in the field of environment and business managers provide solutions to strengthen the antecedents influencing the purchasing behavior of products with green packaging to create the basis for improving the consequences of it.

منابع و مأخذ:

1. Babaei Semiromi Mr, Fazeli Kebrya H, Kadivar F, Ramezanpour M. “Study of the Effective Factors on Green Shopping (Case Study: Students at Payame Noor University in Tehran)”, Quarterly Journal of Environmental Education and Sustainable Development, 2020; 8(3): 37-52. [In Persian]

 

2. Soomro Rb., Mirani Ia, Sajid Am, Marvi S. “Exploring The Green Purchasing Behavior of Young Generation in Pakistan: Opportunities For Green Entrepreneurship”, Asia Pacific Journal of Innovation and Entrepreneurship, 2020;14(3): 289-302.

 

3. Hojnik J, Ruzzier M. “Sustainable Development: Predictors of Green Consumerism in Slovenia”, Corporate Social Responsibility and Environmental Management, 2020; 1–14. Doi: 10.1108/Apjie-12-2019-0093 Corpus Id: 229445951.

 

4. Nguyen TN, Lobo A, Greenland S. “Pro-Environmental Purchase Behaviour: The Role of Consumers' Biospheric Values”, Journal of Retailing and Consumer Services, 2016; 33: 98-108. Doi: 10.1016/J.Jretconser.2016.08.010.

 

5. Thirumaran, S. “An Overview of Green Marketing and Green Consumer Behavior”, Studies in Indian Place Names, 2020; 03: 4449-4455.

 

6. Pittayachawan S, Abareshi A, Kam B, Teo Lky. “Green Consumerism: A Study on the Prospect of Consumers Participation in Corporate Environmental Management Programs”, Conference: International Symposium on Logistics, 2014; 258-312.

 

7. Lindh H, Olsson A, Williams H. “Consumer Perceptions of Food Packaging: Contributing to or Counteracting Environmentally Sustainable Development?”, Packaging Technology and Science, 2016; 29(1): 3-23.

 

8. Steenis Nd, Herpen E, Der Jans IA, Ligthart TN, Trijp Hc. “Consumer Response to Packaging Design: The Role of Packaging Materials and Graphics in Sustainability Perceptions and Product Evaluations”, Journal of Cleaner Production, 2017; 162: 286-298. Doi: 10.1016/J.Jclepro.2017.06.036.

 

9. Zhang G, Zhao Z. “Green Packaging Management of Logistics Enterprises”, International Conference on Applied Physics and Industrial Engineering Physics Procedia, 2012; 24: 900-905. Doi: Org/10.1016/J.Phpro.2012.02.135.

 

10. Geyer R, Jambeck Jr, Law Kl. “Production, Use, And Fate of All Plastics Ever Made”, Science Advances Research Article, 2017; 3(5). Https://Doi. Org/10.1126/Sciadv.1700782.

 

11. Xu J, Wu Z, Zhao Y, Yang J. “Analysis of the Correlation and Regional Distribution of Plastic Waste Pollution”, 8th International Conference on Environment Pollution and Prevention (Icepp 2020). E3s Web Conf, 2021; 241. Doi: 10.1051/E3sconf/202124103004.

 

 

12. Peyvasteh Y, Ansari Mh. “Investigation and Evaluation of Social Factors Affecting the Reduction of Per Capita Household Waste Production. Environmental Science and Technology, 2017; 19 (4): 219-236. [In Persian]

 

13. Rahimi M, Roudbari AA, Rahimi Z. “Reducing the Volume and Leachate of Waste through the Design and Construction of an Innovative Device for Mechanical Compaction of Household Waste” Quarterly Journal of Knowledge and Health, 2011; 4(6): 31-34. [In Persian]

 

14. Javidi Kermaninejad M, Forouzandeh Dehkordi L, Hosseini Mh. “Parhizgar Mm Identification and Extraction of Factors Affecting Green Shopping Behavior of Consumers Using the Meta-Combined Method”, Consumer Behavior Studies, 2020; 7(2): 48-73. [In Persian]

 

15. Javidi Zargar N, Mahmoudzadeh Vashan M. “The Impact of Green Consumption Values on Green Purchasing Intent with The Mediating Role of Green Viral Emotional Marketing (Cosmetic Products)”, 4th International and National Conference on Management. Accounting and Law Studies. Tehran.2021. Https: //Civilica.Com/Doc/1239174. [In Persian]

 

16. Hao Y, Liua H, Chen H, Sha Y, Jia H, Fan J. “What Affect Consumers’ Willingness to Pay for Green Packaging? Evidence from China. Resources”, Conservation & Recycling, 2019; 141: 21-29.

 

17. Maziriri Et. “Green Packaging and Green Advertising as Precursors of Competitive Advantage and Business Performance Among Manufacturing Small and Medium Enterprises in South Africa”, Cogent Business & Management, 2020; 7: 1. Doi.Org/10.1080/23311975.2020.1719586.

 

18. Semnarshad S, Babaei Mr, Pilevari, N. “Assessing the Relationship Between Green Packaging and Consumer Purchasing Behavior of Consumer Products”, Quarterly Journal of Packaging Science and Technology, 2017; 31: 75-70.

 

19. Kazemian M, Shafi'i Nikabadi M, Feyz D. “Future Research of Food Packaging Industry in Iran with a Scenario Approach in the Horizon of 2025”, Commercial Management, 2020; 12(4): 838-864. [In Persian]

 

20. Tan Ch. Ojo A. Thurasamy R. “Determinants Of Green Product Buying Decision Among Young Consumers in Malaysia”, Young Consumers, 2019; 20(2): 1-16.

 

21. Göçer A, Sevil Oflaç B. “Understanding Young Consumers' Tendencies Regarding Eco-Labelled Products”, Asia Pacific Journal of Marketing and Logistics, 2017; 29(1): 80-97.

 

22. Farasatkhah M. “Qualitative Research Method in Social Sciences with Emphasis on Grounded Theory (Grounded Theory, Gtm)”, Book. Tehran: Agah Publishing, 2016. [Book In Persian]

 

23. Strauss A, Corbin J. “Basics of Qualitative Research Techniques and Procedures for Developing Grounded Theory”, Ebrahim Afshar, Ney Publication, Tehran, 5th Edition, 2016 [Persian]

 

24. Maleki Minbashrazgah M, Maleki F, Torabi M. “Green Chicken Purchase Behavior: The Moderating Role of Price Transparency”, Management of Environmental Quality: An International Journal, 2017; 28(6): 902-916.


25. Olson, El. “The Rationalization and Persistence of Organic Food Beliefs in The Face of Contrary Evidence”, Journal of Cleaner Production, 2017; 140(1): 1007-1013.

 

26. Ahmadian D, Mansour H. “Sociological Analysis of The Role of Cultural Factors on Urban Environmental Behaviors Studied by The Citizens of Kermanshah”, Quarterly Journal of Urban Sociological Studies, 2015; 6(18): 76-51.

 

27. Junior Sb, Martínez Mp, Correa Cm, Cox M-L, Rosamaria Cm-L, Da Silva D. “Greenwashing Effect, Attitudes, and Beliefs in Green Consumption”, Rausp Management Journal, 2019; 54(2): 226-241.

 

28. Nedra B-A, Sharma S, Dakhli A. “Perception and Motivation to Purchase Organic Products in Mediterranean Countries an Empirical Study in Tunisian Context”, Journal of Research In Marketing and Entrepreneurship, 2015; 17(1): 67-90.

 

29. Millock K, Wier M, Mroch Al. “Consumer Demand for Organic Foods-Attitudes, Values and Purchasing Behavior”, Selected Paper for Presentation at the 13 Annual Conference of European Association of Environmental and Resource Economics, Budapest, 2004; 25-28.

 

30. Durham Ca, Andraded. “Health Vs Environmental Motivation in Organic Preferences and Purchases”, Selected Paper 136128 Prepared of Presentation at The American Agricultural Economics Annual Meeting. Providence, RI, 2005; 24-27.

 

31. Jacobs K, Petersen L, Hörisch J, Battenfeld D. “Green Thinking But Thoughtless Buying? An Empirical Extension of the Value-Attitude-Behaviour Hierarchy in Sustainable Clothing”, Journal of Cleaner Production, 2018; 203: 1155-1169.

 

32. Mishal A, Ndubey R, Gupta O, Luo Z. “Dynamics Of Environmental Consciousness and Green Purchase Behaviour: An Empirical Study”, International Journal of Climate Change Strategies and Management, 2017; 9(5): 682-706.

 

33. Moser Ak. “Thinking Green, Buying Green? Drivers of Pro-Environmental Purchasing Behavior”, Journal of Consumer Marketing, 2015; 32(3): 167-175.

 

34. Hejazi Sy, Karami Darabkhani Roya, Hosseini Sm, Rezaei A. “Study of Factors Affecting the Environmental Behavior of Members of Environmental Ngos in Tehran”, Environmental Science, 2017; 43(1): 17-41.

 

35. Taufique Kh, Vaithianathan S. “A Fresh Look at Understanding Green Consumer Behavior among Young Urban Indian Consumers through the Lens of Theory of Planned Behavior”, Journal of Cleaner Production, 2018; 183: 46-55. Doi: 10.1016/J.Jclepro.2018.02.097.

 

36. Biswas A, Roy M. “Green Products: An Exploratory Study on The Consumer Behaviour in Emerging Economies of The East”, J. Clean. Prod, 2015; 87: 463-468.

 

37. Yadav, R, Pathak, G.S. “Young Consumers’ Intention Towards Buying Green Products in A Developing Nation: Extending the Theory of Planned Behavior”, Journal of Cleaner Production, 2016; 135: 732-739. Doi.Org/10.1016/J.Jclepro.2016.06.120.


38. Wang St. “Consumer Characteristics and Social Influence Factors on Green Purchasing Intentions”, Mark. Intell. Plan, 2014; 32(7): 738-753.

 

39. Molinillo S, Vidal-Branco M, Japutra A. “Understanding the Drivers of Organic Foods Purchasing of Millennials: Evidence from Brazil and Spain”, Journal of Retailing and Consumer Services, 2020; 52: 1-9.

 

40. Choi Sb, Min H, Joo Hy. “Examining the Inter-Relationship among Competitive Market Environments, Green Supply Chain Practices and Firm Performance”, the International Journal of Logistics Management, 2018; 29(3): 1025-1048.

 

41. Wang Y, Li Y, Zhang J, Su X. “How Impacting Factors Affect Chinese Green Purchasing Behavior Based on Fuzzy Cognitive Maps”, Journal of Cleaner Production, 2020; 240: 118-199.

 

42. Laikere S, Asikhia P, Adefulu A, Oajike E. “Consumer Shopping Behaviour Affectors and Service Quality of Selected Online Student -Buyersin Lagos State”, Nigeria 2020, 22: 40-46.

 

43. Abubakar A, Belwal Sh, Mohammed N, Mohammed Ud. “Sustainable Competitive Advantage through Corporate Social Responsibility (Csr) and Green Behavior Strategies”, Discrete Dynamics in Nature and Society, 2020; 1-8. Doi.Org/10.1155/2022/3734707.

 

44. Foroughi Aasl Mj, Karimi Alavijeh Mr. “Segmentation of Green Consumers Using Lifestyle Variables (Case Study: Consumers of Organic