تاثیر نگرش سبز بر رفتار خلاقانه سبز و علاقه به محیط زیست با نقش میانجی جهت‌گیری کارآفرینانه سبز در صنعت گردشگری استان مازندران
محورهای موضوعی : مدیریت محیط زیست
حسین رحیمی کلور
1
(دانشیار، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی،دانشگاه محقق اردبیلی، اردبیل، ایران. *(مسوول مکاتبات))
ایمان قاسمی همدانی
2
(دانشجوی دکتری مدیریت بازاریابی، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی،دانشگاه محقق اردبیلی، اردبیل، ایران. )
کلید واژه: نگرش سبز, رفتار خلاقانه سبز, جهت¬گیری کارآفرینانه سبز, علاقه زیست محیطی.,
چکیده مقاله :
زمینه و هدف: مطالعه حاضر با هدف تاثیر نگرش سبز بر رفتار خلاقانه سبز و علاقه به محیط زیست با در نظر گرفتن نقش میانجی جهت¬گیری کارآفرینانه سبز در صنعت گردشگری، انجام شده است. روش بررسی: این مطالعه از لحاظ هدف کاربردی است که از لحاظ روش اجرا در قالب یک پژوهش توصیفی-پیمایشی با رویکرد مقطعی انجام شده است. جامعه آماری پژوهش، کلیه کارکنان شرکت‌های گردشگری استان مازندران می‌باشند که از این میان، نمونه‌ای متشکل از 384 نفر با استفاده از فرمول کوکران انتخاب شده است. در این مطالعه برای جمع‌آوری اطلاعات جهت آزمون فرضیات از پرسشنامه محقق ساخته اقتباسی از مطالعه لو (2021) شامل 6 بعد و 32 سوال استفاده شده است که بر مبنای طیف لیکرت پنج درجه تدوین شده است. روایی پرسشنامه با استفاده از روش روایی محتوا مورد تایید قرار گرفت. برای ارزیابی پایایی پرسشنامه، ضریب آلفای کرونباخ محاسبه شد. ضریب آلفای کرونباخ بیش از 7/0 بدست آمد که نشان می‌دهد پرسشنامه از پایایی مطلوبی برخوردار است. برای آزمون فرضیات از تکنیک حداقل مربعات جزئی و نرم افزار اسمارت پی.ال.اس استفاده شده است. یافته¬ها: یافته¬های حاصل از آزمون فرضیه‌های تحقیق نشان داد که نگرش سبز تاثیر مثبت و معناداری بر جهت‌گیری کارآفرینانه سبز و رفتار خلاقانه سبز دارد؛ جهت‌گیری کارآفرینانه سبز تاثیر مثبت و معناداری بر علاقه زیست محیطی و رفتار خلاقانه سبز دارد. علاوه بر این، مشخص شد که جهت‌گیری کارآفرینانه سبز، رابطه بین نگرش سبز و رفتار خلاقانه سبز؛ و علاقه زیست محیطی رابطه بین جهت‌گیری کارآفرینانه سبز و رفتار خلاقانه سبز را میانجی¬گری می¬کند. بحث و نتیجه¬گیری: نتایج بدست آمده در این تحقیق حاکی از اهمیت و تاثیرگذاری نگرش و جهت‌گیری سبز سازمان در رفتارهای خلاقانه سبز کارکنان است. در این پژوهش از تئوری‌های رفتار برنامه‌ریزی شده و منابع مکمل برای ایجاد یک چارچوب مفهومی جدید استفاده شده است.
Background and Objective: The aim of this study was to investigate the effect of green attitude on creative green behavior and interest in the environment by considering the mediating role of green entrepreneurial orientation in the tourism industry. Material and Methodology: This study is an applied goal in terms of implementation method in the form of a descriptive-survey research with a cross-sectional approach. The statistical population of the study is all employees of tourism companies in Mazandaran province, of which a sample of 384 people has been selected using the Cochran's formula. In this study, to collect information to test the hypotheses, a researcher-made questionnaire adapted from Lou (2021) study, including 6 dimensions and 32 questions, was used, which was compiled based on a five-point Likert scale. The validity of the questionnaire was confirmed using the content validity method. To evaluate the reliability of the questionnaire, Cronbach's alpha coefficient was calculated. Cronbach's alpha coefficient was more than 0.7, which indicates that the questionnaire has good reliability. Findings: The findings of the research hypotheses test showed that green attitude has a positive and significant effect on green entrepreneurial orientation and green creative behavior; Green entrepreneurial orientation has a positive and significant effect on environmental interest and green creative behavior. In addition, it was found that green entrepreneurial orientation, the relationship between green attitude and green creative behavior; And environmental interest mediates the relationship between green entrepreneurial orientation and green creative behavior. Disscusion and Conclusion: The results obtained in this research indicate the importance and influence of the organization's green attitude and orientation in the employees' green creative behaviors. In this research, theories of planned behavior and complementary sources have been used to create a new conceptual framework.
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