شناسایی عوامل موثر بر برند سبز و تاثیر آن بر ترجیح و وفاداری برند سبز (مورد مطالعه: صنعت لبنیات)
محورهای موضوعی :
مدیریت محیط زیست
رضا نوروزی اجیرلو
1
(دانشجوی دکتری مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران.)
میرزا حسن حسینی
2
(استاد، گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران. *(مسوول مکاتبات))
احسان جمالی
3
(استادیار، سازمان سنجش و آموزش کشور، ایران.)
فاطمه عیدی
4
(استادیار، گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران.)
تاریخ دریافت : 1400/12/01
تاریخ پذیرش : 1401/02/20
تاریخ انتشار : 1401/10/01
کلید واژه:
استراتژی زیست محیطی,
صنعت لبنیات,
برند سبز,
چکیده مقاله :
زمینه و هدف: با توجه به نقش تعیین‌کننده برند سبز در موفقیت و عملکرد سازمان ها در نیل به اهداف از پیش تعیین شده، این تحقیق با هدف بررسی اثر متغیرهای تاثیر گذار بر برند سبز از منظر شرکت، محصول و مشتریان و تاثیر آن بر ترجیح و وفاداری به برند سبز با نقش میانجی استراتژی های (بازاریابی سبز و زیست محیطی) انجام شد.
روش بررسی: این تحقیق از نظر هدف کاربردی و از لحاظ ماهیت و روش، توصیفی پیمایشی می باشد. برای جمع آوری داده ها از پرسشنامه و به منظور تجزیه و تحلیل داده ها و آزمون فرضیه های تحقیق از روش مدل یابی معادلات ساختاری توسط نرم افزار اسمارت پی ال اس استفاده شده است. در تحقیق حاضر برای جمع آوری داده های کمّی مورد نیاز، از دو نوع پرسشنامه ساختارمند با سوالات بسته یکی برای بررسی فعالیت های برند سازی سبز شرکت ها و دیگری برای سنجش برند سبز از دیدگاه مشتریان استفاده گردید.
یافته ها: نتایج تحقیق نشان می دهد که هر سه عامل شرکتی، محصول و مشتری با ایجاد برند سبز رابطه مثبت و معناداری دارد. همچنین بین برند سبز و استراتژی ها و نیز بین استراتژی ها و ترجیح و وفاداری به برند سبز رابطه مثبت و معناداری وجود دارد. میانجی گری استراتژی ها بین ایجاد برند سبز و پیامدها تائید شد.
بحث و نتیجه گیری: شرکت های لبنی بایستی اطلاعات مربوط به مسائل زیست محیطی مرتبط با فرآیندهای تولید را به شکل روشن در اختیار مشتریان خود قرار دهند. این شرکت ها می توانند با ایجاد برند سبز و پیوند بین استراتژی های زیست محیطی و بازاریابی محصولات لبنی سازگار با محیط زیست، به ترجیح محصولات لبنی سبز نسبت به محصولات لبنی معمولی کمک کنند.
چکیده انگلیسی:
Background and Objective: Considering the determining role of green brand in the success and performance of organizations in achieving predetermined goals, this study aims to investigate the effect of variables affecting green brand from the perspective of company, product and customers and its impact on Green brand preference and loyalty was mediated by strategies (green and environmental marketing).
Material and Methodology: This research is applied in terms of purpose and descriptive-survey in terms of nature and method. A questionnaire was used to collect data and in order to analyze the data and test the research hypotheses, the structural equation modeling method was used by Smart PLS software. In the present study, to collect the required quantitative data, two types of structured questionnaires with closed questions were used, one to examine the green branding activities of companies and the other to measure the green brand from the perspective of customers.
Findings: The results show that all three factors of company, product and customer have a positive and significant relationship with creating a green brand. There is also a positive and significant relationship between green brand and strategies and also between strategies and preference and loyalty to green brand. Mediation of strategies between green branding and outcomes was confirmed.
Discussion and Conclusion: Dairy companies should provide their customers with information on environmental issues related to production processes in a clear manner. By creating a green brand and linking environmental strategies and marketing environmentally friendly dairy products, these companies can help make green dairy products preferable to regular dairy products.
منابع و مأخذ:
Chen, Y. Sh., 2010. The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust. Journal of Business Ethics, 93, 307-319.
Lin, J., Lobo, A., & Leckie, C., 2017. The role of benefits and transparency in shaping consumers’ green perceived value, self-brand connection and brand loyalty. Journal of Retailing and Consumer Services, 35, 133-141.
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Accounting: A Picture of Profits, Journal of Management Accounting
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Leonidas C. Leonidou, Constantion N. Hadjimarcou, John S., Irina, 2014. Assessing the greenness of environmental advertising claims made by multinational industrial firms, Industrial marketing management 43: 671-684.
Nanus, B., 1992. Visionary Leadership: Creating a Compelling Sense of Direction for Your Organization. Jossey-Bass Inc., 350 Sansome Street, San Francisco, CA 94104-1310.
Larwood, L., Falbe, C. M., Kriger, M. P., & Miesing, P., 1995. Structure and meaning of organizational vision. Academy of Management journal, 38(3), 740-769.
Chen, Y.S. and Chang, C.H., 2012. “Enhance green purchase intentions: the roles of green perceived value, green perceived risk and green trust”, Management Decision, Vol. 50 No. 3, pp. 502-520.
Yuan Jeng M. and Ming Yeh T., 2016. The effect of consumer values on the brand position of green restaurants by means-end chain and laddering interviews. Serv Bus 10:223–238 DOI :10.1007/s11628-015-0266-1.
Che Tu J., Wen Tu Y., Sian Jhangr Y., 2016. Analyzing Key Success Factors of Green Brands for Enterprises in Taiwan. Eurasia Journal of Mathematics, Science & Technology Education, 12(5), 1327-1346.
Polonsky,M. J. , & Rosenberger,P.J., 2001. Reevaluating Green Markrting:A Strategic Approach,Business Horizental.
Jensen, M. B., & Beckmann, S. C., 2009. Determinants of innovation and creativity in corporate branding: Findings from Denmark. Journal of Brand Management, 16(7), 468-479.
Chahal, Dangwal, & Raina., 2014. Antecedents and consequences of strategic green marketing orientation", Journal of Global Responsibility. https://www.researchgate.net/publication/268212097.
Zameer, H., Wang, Y., & Yasmeen, H., 2020. Reinforcing green competitive advantage through green production, creativity and green brand image: implications for cleaner production in China. Journal of cleaner production, 247, 119119. https://doi.org/10.1016/j.jclepro. 2019.119119.
Jain, S. K., & Kaur, G., 2006. Role of Socio-Demographics in Segmenting
and Profiling Green Consumers. Journal of International Consumer Marketing,
18(3), 107-146.
Garzella, S. and Fiorentino, R., 2014. An integrated framework to support the process of green management adoption, Business Process Management Journal, Vol. 20 No. 1, pp. 68-89. https://doi.org/10.1108/BPMJ-01-2013-0002.
Azzone, G., Noci, G., Manzini, R., Welford, R. and Young, W., 1996. Defining environmental performance indicators: an integrated framework, Business Strategy and the Environment, Vol. 5 No. 2, pp. 177-191.
Rahbar, E., & Wahid, N.A., 2011. Investigation of green marketing tools' effect on consumers' purchase behavior. Business Strategy Series,12(2),73-83.
Isa, S. M., & Yao, P. X., 2013. Investigating the preference for green packaging in consumer product choices: A choice-based conjoint approach. Business Management Dynamics, 3(2), 84.
Jasti, N., & Sharma, A., 2015. Development of a framework for green product development, Benchmarking: An International Journal, Vol. 22 Iss 3 pp. 426 – 445.
Fernando,v., Abeysekara, N., Samarasinghe, G., Kuruppu.G., 2017. The Impact of Green Attributes on Customer Loyalty of Supermarket Outlets in Sri Lanka . 978-1-5090-6491-5/17.
Ambec, S. and Lanoie, P., 2008. Does it pay to be green? A systematic overview, Academy of Management Perspectives, Vol. 22 No. 4, pp. 45-62.
Gadenne, D., Sharma, B., Kerr, D. and Smith, T., 2011. The influence of consumers’ environmental beliefs and attitudes on energy saving behaviour, Energy Policy, Vol. 39 No. 12, pp. 7684-7694.
Mohd Suki, N., Mohd Suki, N., & Azman,N.S., 2016. Impacts of Corporate Social Responsibility on the Links Between Green Marketing. Procedia Economics and Finance ,37, 262- 268.
Mohsin Butt , M., Mushtaq,S., Afzal , A., KhongI , k., w., 2016. ntegrating Behavioural and Branding Perspectives to Maximize Green Brand Equity: A Holistic Approach. Business Strategy and the Environment Bus. DOI: 10.1002/bse.1933.
Cherian, J., & Jacob, J., 2012. Green Marketing: A Study of Consumers’ Attitude towards Environment Friendly Products. Asian Social Science (12), 117-126.
Hoseini, M., Norouzi ajirloo, R., 2020. Impact of the Theory of Consumption Values on Green Purchasing Behavior with Emphasis on Mediator Role of Environmental Concern (Case study: Consumers of green products in Tehran). Journal of Environmental Science and Technology, 22(2), 127-140. doi: 10.22034/jest.2019.31549.3981. (In Persian).
Chaudhary, R., 2018. Green buying behavior in India: an empirical analysis, Journal of Global Responsibility, https://doi.org/10.1108/JGR-12-2017-0058.
Shabbir, A., Kousar, S., Kousar, F., Adeel, A. and Jafar, R.A., 2019. Investigating the effect of governance on unemployment: a case of South Asian countries. International Journal of Management and Economics, 55(2), pp.160-181.
Namkung N. and Jang S., 2014. Are Consumers Willing to Pay More for Green Practices at Restaurants? Journal of Hospitality & Tourism Research , DOI: 10.1177/1096348014525632.
nodeh farahani, F., jafari, P., ghaffari, F., 2013. A study of green consumer behavior based on demographic and attitudinal variables, a case study in Tehran . Commercial Surveys, 11(61), 37-52. (In Persian).
Wu, H. C., Wei, C. F., Tseng, L. Y., & Cheng, C. C., 2018. What drives green brand switching behavior?. Marketing Intelligence & Planning.
Hartmann, P., Ibanes, V.Aand Sainz, F.J.F., 2005. Green branding effects on attitude: functional versus emotional positioning strategies, Marketing Intelligence & Planning, Vol. 23 No. 1, pp. 9-29.
Lymperopoulos, C., Chaniotakis, I. E., & Soureli, M., 2012. A model of green bank marketing. Journal of Financial Services Marketing, 17(2), 177-186.
Banerjee, S., Easwar S. Iyer, & Rajiv K. Kashyap, 2003. Corporate Environmentalism: Antecedents and Influence of Industry Type. Journal of Marketing Vol. 67, 106–122.
G., 2014. Green branding: An Analysis, Asia Pacific Journal of Marketing & Management Review. Vol.3 (1), Online available at indianresearchjournals.com
Solomon, M.R., 2006. Consumer Behaviour: Buying, Having, and Being. Prentice-Hall: Englewood Cliffs, NJ.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L., 2009. Brand experience: what is it? How is it measured? Does it affect loyalty?. Journal of marketing, 73(3), 52-68.
Norouzi Ajirloo, R., Hosseini, M.H., Jamali, E., & Eidi, F. (2022). Providing a Strategic Model for Green Branding: A Meta Synthesis- Study, Public Management Researches, 15 (55), 247-276. DOI:10.22111/JMR.2021.38257.5458. (In Persian)
Mourad, M., & Ahmed, Y. S. E., 2012. Perception of green brand in an emerging innovative market. European Journal of Innovation Management, 15(4), 12-20.
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Chen, Y. Sh., 2010. The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust. Journal of Business Ethics, 93, 307-319.
Lin, J., Lobo, A., & Leckie, C., 2017. The role of benefits and transparency in shaping consumers’ green perceived value, self-brand connection and brand loyalty. Journal of Retailing and Consumer Services, 35, 133-141.
Olsen, K. J.; K. K. Dworkis; and S. M. Young, 2014. CEO Narcissism and
Accounting: A Picture of Profits, Journal of Management Accounting
Research, 26: 243-267.
Armstrong, G. & Kotler, P., 2009. Marketing: An Introduction (9th Ed.). United States of America: Pearson Prentice Hall.
Chang, T. W., 2020. Corporate Sustainable Development Strategy: Effect of Green Shared Vision on Organization Members’ Behavior. nt. J. Environ. Res. Public Health , 17, 2446; doi:10.3390/ijerph17072446.
Ottman, J. A., 1992. Green Marketing. NTC Business Books: Chicago, USA.
Peattie, K., and Crane, A., 2005. Green marketing: Legend, myth, farce or prophesy? Qualitative Market Research: An International Journal, 8(4), 357-370.
Leonidas C. Leonidou, Constantion N. Hadjimarcou, John S., Irina, 2014. Assessing the greenness of environmental advertising claims made by multinational industrial firms, Industrial marketing management 43: 671-684.
Nanus, B., 1992. Visionary Leadership: Creating a Compelling Sense of Direction for Your Organization. Jossey-Bass Inc., 350 Sansome Street, San Francisco, CA 94104-1310.
Larwood, L., Falbe, C. M., Kriger, M. P., & Miesing, P., 1995. Structure and meaning of organizational vision. Academy of Management journal, 38(3), 740-769.
Chen, Y.S. and Chang, C.H., 2012. “Enhance green purchase intentions: the roles of green perceived value, green perceived risk and green trust”, Management Decision, Vol. 50 No. 3, pp. 502-520.
Yuan Jeng M. and Ming Yeh T., 2016. The effect of consumer values on the brand position of green restaurants by means-end chain and laddering interviews. Serv Bus 10:223–238 DOI :10.1007/s11628-015-0266-1.
Che Tu J., Wen Tu Y., Sian Jhangr Y., 2016. Analyzing Key Success Factors of Green Brands for Enterprises in Taiwan. Eurasia Journal of Mathematics, Science & Technology Education, 12(5), 1327-1346.
Polonsky,M. J. , & Rosenberger,P.J., 2001. Reevaluating Green Markrting:A Strategic Approach,Business Horizental.
Jensen, M. B., & Beckmann, S. C., 2009. Determinants of innovation and creativity in corporate branding: Findings from Denmark. Journal of Brand Management, 16(7), 468-479.
Chahal, Dangwal, & Raina., 2014. Antecedents and consequences of strategic green marketing orientation", Journal of Global Responsibility. https://www.researchgate.net/publication/268212097.
Zameer, H., Wang, Y., & Yasmeen, H., 2020. Reinforcing green competitive advantage through green production, creativity and green brand image: implications for cleaner production in China. Journal of cleaner production, 247, 119119. https://doi.org/10.1016/j.jclepro. 2019.119119.
Jain, S. K., & Kaur, G., 2006. Role of Socio-Demographics in Segmenting
and Profiling Green Consumers. Journal of International Consumer Marketing,
18(3), 107-146.
Garzella, S. and Fiorentino, R., 2014. An integrated framework to support the process of green management adoption, Business Process Management Journal, Vol. 20 No. 1, pp. 68-89. https://doi.org/10.1108/BPMJ-01-2013-0002.
Azzone, G., Noci, G., Manzini, R., Welford, R. and Young, W., 1996. Defining environmental performance indicators: an integrated framework, Business Strategy and the Environment, Vol. 5 No. 2, pp. 177-191.
Rahbar, E., & Wahid, N.A., 2011. Investigation of green marketing tools' effect on consumers' purchase behavior. Business Strategy Series,12(2),73-83.
Isa, S. M., & Yao, P. X., 2013. Investigating the preference for green packaging in consumer product choices: A choice-based conjoint approach. Business Management Dynamics, 3(2), 84.
Jasti, N., & Sharma, A., 2015. Development of a framework for green product development, Benchmarking: An International Journal, Vol. 22 Iss 3 pp. 426 – 445.
Fernando,v., Abeysekara, N., Samarasinghe, G., Kuruppu.G., 2017. The Impact of Green Attributes on Customer Loyalty of Supermarket Outlets in Sri Lanka . 978-1-5090-6491-5/17.
Ambec, S. and Lanoie, P., 2008. Does it pay to be green? A systematic overview, Academy of Management Perspectives, Vol. 22 No. 4, pp. 45-62.
Gadenne, D., Sharma, B., Kerr, D. and Smith, T., 2011. The influence of consumers’ environmental beliefs and attitudes on energy saving behaviour, Energy Policy, Vol. 39 No. 12, pp. 7684-7694.
Mohd Suki, N., Mohd Suki, N., & Azman,N.S., 2016. Impacts of Corporate Social Responsibility on the Links Between Green Marketing. Procedia Economics and Finance ,37, 262- 268.
Mohsin Butt , M., Mushtaq,S., Afzal , A., KhongI , k., w., 2016. ntegrating Behavioural and Branding Perspectives to Maximize Green Brand Equity: A Holistic Approach. Business Strategy and the Environment Bus. DOI: 10.1002/bse.1933.
Cherian, J., & Jacob, J., 2012. Green Marketing: A Study of Consumers’ Attitude towards Environment Friendly Products. Asian Social Science (12), 117-126.
Hoseini, M., Norouzi ajirloo, R., 2020. Impact of the Theory of Consumption Values on Green Purchasing Behavior with Emphasis on Mediator Role of Environmental Concern (Case study: Consumers of green products in Tehran). Journal of Environmental Science and Technology, 22(2), 127-140. doi: 10.22034/jest.2019.31549.3981. (In Persian).
Chaudhary, R., 2018. Green buying behavior in India: an empirical analysis, Journal of Global Responsibility, https://doi.org/10.1108/JGR-12-2017-0058.
Shabbir, A., Kousar, S., Kousar, F., Adeel, A. and Jafar, R.A., 2019. Investigating the effect of governance on unemployment: a case of South Asian countries. International Journal of Management and Economics, 55(2), pp.160-181.
Namkung N. and Jang S., 2014. Are Consumers Willing to Pay More for Green Practices at Restaurants? Journal of Hospitality & Tourism Research , DOI: 10.1177/1096348014525632.
nodeh farahani, F., jafari, P., ghaffari, F., 2013. A study of green consumer behavior based on demographic and attitudinal variables, a case study in Tehran . Commercial Surveys, 11(61), 37-52. (In Persian).
Wu, H. C., Wei, C. F., Tseng, L. Y., & Cheng, C. C., 2018. What drives green brand switching behavior?. Marketing Intelligence & Planning.
Hartmann, P., Ibanes, V.Aand Sainz, F.J.F., 2005. Green branding effects on attitude: functional versus emotional positioning strategies, Marketing Intelligence & Planning, Vol. 23 No. 1, pp. 9-29.
Lymperopoulos, C., Chaniotakis, I. E., & Soureli, M., 2012. A model of green bank marketing. Journal of Financial Services Marketing, 17(2), 177-186.
Banerjee, S., Easwar S. Iyer, & Rajiv K. Kashyap, 2003. Corporate Environmentalism: Antecedents and Influence of Industry Type. Journal of Marketing Vol. 67, 106–122.
G., 2014. Green branding: An Analysis, Asia Pacific Journal of Marketing & Management Review. Vol.3 (1), Online available at indianresearchjournals.com
Solomon, M.R., 2006. Consumer Behaviour: Buying, Having, and Being. Prentice-Hall: Englewood Cliffs, NJ.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L., 2009. Brand experience: what is it? How is it measured? Does it affect loyalty?. Journal of marketing, 73(3), 52-68.
Norouzi Ajirloo, R., Hosseini, M.H., Jamali, E., & Eidi, F. (2022). Providing a Strategic Model for Green Branding: A Meta Synthesis- Study, Public Management Researches, 15 (55), 247-276. DOI:10.22111/JMR.2021.38257.5458. (In Persian)
Mourad, M., & Ahmed, Y. S. E., 2012. Perception of green brand in an emerging innovative market. European Journal of Innovation Management, 15(4), 12-20.
