بررسی تأثیر تجربه و اطلاعات زیست‌محیطی بر نگرش و رفتار مصرف‌کنندگان آگاه به محیط‌زیست

محورهای موضوعی : مدیریت ، برنامه ریزی و آموزش محیط زیست

مهدی فرمانی ¹ , محمد غفاری ² , مصطفی زندی نسب ³

1 - کارشناسی ارشد مدیریت بازرگانی، دانشکده مدیریت و حسابداری، پردیس فارابی، دانشگاه تهران، ایران.
2 - استادیار، دانشکده مدیریت و حسابداری، پردیس فارابی، دانشگاه تهران، ایران. *(مسوول مکاتبات)
3 - کارشناسی ارشد مدیریت بازرگانی، دانشکده مدیریت و حسابداری، پردیس فارابی، دانشگاه تهران، ایران.

تاریخ دریافت : 1398/01/22 تاریخ پذیرش : 1398/03/17 تاریخ انتشار : 1399/11/01

کلید واژه: نگرش محیط‌زیستی, اطلاعات زیست‌محیطی, طرفدار محیط‌زیست, رفتار مصرف‌کننده, تجربه زیست‌محیطی,

چکیده مقاله :

زمینه و هدف: در بازار رقابتی امروز، مسلماً شرکت هایی قادر به ایجاد مزیت رقابتی و سود بردن از آن در بلندمدت هستند که به مسائل زیست‌محیطی توجه بیشتری نشان دهند. بنابراین، هدف از انجام این پژوهش بررسی تأثیر اطلاعات زیست‌محیطی بر نگرش و رفتار مصرف‌کننده آگاه به محیط‌زیست بوده است. روش بررسی: این پژوهش از نظر هدف، کاربردی و از نظر نحوه گردآوری داده‌ها، توصیفی است. جامعه آماری پژوهش شامل کلیه مشتریان شرکت پگاه در سراسر کشور بوده است که در دوره جمع آوری داده های پژوهش در دی ماه 1397 از محصولات این شرکت استفاده کرده اند. به این منظور، تعداد 384 نمونه به روش نمونه‌گیری در دسترس انتخاب شد. برای تایید روایی پرسشنامه روایی محتوا، روایی سازه و روایی همگرا بررسی شد. جهت بررسی پایایی پرسشنامه از ضریب آلفای کرونباخ استفاده شد، که این ضریب برای کل پرسشنامه 911/0 به دست آمد. برای تجزیه و تحلیل داده‌ها از نرم‌افزارهای SPSS 22 و LISREL 8.8استفاده شده است. یافته‌ها: تمام فرضیه‌های پژوهش مورد تایید واقع شد و ضریب تعیین نگرش نسبت به محیط زیست و رفتار مصرف‌کننده آگاه به محیط زیست به ترتیب برابر 51/0 و 35/0 می‌باشد. بحث و نتیجه‌گیری: نتایج پژوهش نشان می دهد اطلاعات زیست‌محیطی عمومی و اطلاعات سازگار با محیط‌زیست بر نگرش نسبت به محیط‌زیست تأثیر معنادار دارد و تجربه زیست‌محیطی بر نگرش نسبت به محیط‌زیست و رفتار مصرف‌کننده آگاه بر محیط‌زیست تأثیر معنادار دارد. همچنین، نگرش نسبت به محیط‌زیست بر رفتار مصرف‌کننده آگاه بر محیط‌زیست تأثیر معنادار دارد.

چکیده انگلیسی:

Background and Objective: In today's competitive market, companies are surely able to make competitive advantage and benefit from it in the long run, paying more attention to environmental issues. Therefore, the purpose of this research is to investigate the impact of environmental knowledge on attitudes and behaviors of consumers’ conscious of the environment. Method: This research, is applied in terms of purpose and descriptive in terms of research method. The statistical population of this research includes all customers of Pegah Company throughout the country in January 2019. To this end, 384 samples were selected using available sampling method. In order to confirm the validity of the questionnaire, content validity, construct validity and convergent validity were examined. To assess the reliability of the questionnaire, Cronbach's alpha coefficient was used. Data was analyzed using SPSS 22 and LISREL 8.8 software. Finding: All research hypotheses were approved and the coefficient of determination of attitudes toward the environment and behavior of consumers’ conscious of the environment is 0/51 and 0/35. Discussion and Conclusion: The results of the research show that general environmental knowledge and Eco-friendly knowledge has a significant impact on attitudes toward the environment and environmental experience has a significant impact on attitudes and behaviors of conscious consumers toward environment. Also, attitudes toward environment has a significant impact on behavior of consumers’ conscious of the environment.

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