مدلِ کیفی/تعاملی (IQA) مضامینِ ادراک مبتنی بر کامیابی فراخود در حمایت از محصولات سبز: مطالعه شرکت‌های دانش بنیان در حوزه مواد غذایی

محورهای موضوعی : امنیت غذایی

مجید صبوری ¹ , حسین بوداقی خواجه نوبر ² , محمدرضا عبدلی ³ , یعقوب علوی متین ⁴ , مهدی زینالی ⁵

1 - دانشجوی دکتری، گروه مدیریت بازرگانی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران.
2 - استادیار، گروه مدیریت بازرگانی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران. * (مسوول مکاتبات)
3 - دانشیار، گروه حسابداری، واحد شاهرود، دانشگاه آزاد اسلامی، شاهرود، ایران.
4 - استادیار، گروه مدیریت صنعتی، واحد تبریز، دانشگاه آزاداسلامی، تبریز، ایران.
5 - استادیار، گروه حسابداری، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران.

تاریخ دریافت : 1399/09/18 تاریخ پذیرش : 1399/11/19 تاریخ انتشار : 1400/09/01

کلید واژه: مضامینِ ادراک مبتنی بر کامیابی فراخود, حمایت از محصولات سبز, تحلیل کیفی/تعاملی (IQA),

چکیده مقاله :

زمینه و هدف: هدف این پژوهش ارائه مدلِ کیفی/تعاملی () مضامینِ ادراک مبتنی بر کامیابی فراخود در حمایت از محصولات سبز: مطالعه شرکت‌های دانش بنیان در حوزه مواد غذایی می‌باشد.روش بررسی: این پژوهش که در دو بخش کیفی و تعاملی صورت پذیرفت، ۱۵ نفر از متخصصان و خبرگان رشته بازاریابی در سطح دانشگاهی و ۲۰ نفر از مدیران در شرکت‌های دانش بنیان در این دو بخش مشارکت داشتند.یافته‌ها: نتایج در بخش کیفی از وجود سه مضمون اصلی حکایت داشت که براساس ۲۲ گزاره‌ی دارای حد کفایت نظری وارد فاز تحلیل بازنمایی سیستمی شد.بحث و نتیجه‌گیری: این نتایج نشان می‌دهد ارزش‌های اجتماعی در توسعه محصولات سبز نقش با اهمیتی دارد و سبب حمایت از تولید محصولات سبز می‌گردد.

چکیده انگلیسی:

Background and Objective: The Purpose of this research is The Model of Interactive/Qualitative Analysis (IQA) of Perceptual themes on the base of Self-Fulfilling Prophecy in Support of Green Products about of Knowledge-Based Companies in the Field of Food.Material and Methodology: In this study, which was conducted in two qualitative and interactive sections, 15 specialists and experts in the field of marketing at the university level and 20 managers in knowledge-based companies participated in these two sections.Findings: Results in the qualitative part of the existence of three main.Discussion and Conclusion: The results in the qualitative section also showed that the main driver of perceptual approaches in the aesthetics of green products is the proposition of using material design as an aesthetic ecosystem in capturing the minds of customers, which will have consequences such as brand identity of green products.It was also found that the main stimulus for perceptual approaches to green product health was the use of international logos and the insertion of special codes (USDA) into green product health, which led to the stimulation of customers' perceptions of the organic nature of green food products.

منابع و مأخذ:

1. Lemke, F., Luzio, J, P. (2014). Exploring Green Consumers’ Mind‐Set toward Green Product Design and Life Cycle Assessment, Journal of Industrial Ecology, 18(5): 619-630. https://doi.org/10.1111/jiec.12123


2. Talary, M., Dehghani Ghahnavieye, A. (2019). The effect of empirical values on customer co-creation attitude and customer value co-creation behaviors in the tourism industry, Isfahan tourist study, modern marketing research, 9(3): 1-18. (In Persian)


3. Spangenberg, E, R., Greenwald, A, G. (1999). Social Influence by Requesting Self-Prophecy, Journal of Consumer Psychology, 8(1): 61-89. https://doi.org/10.1207/s15327663jcp0801_03


4. Eden, D. (2007). Industrialization as a Self-Fulfilling Prophecy: The Role of Expectations in Development, International Journal of Psychology, 25(3/6):871-886. https://doi.org/10.1080/00207599008247933


5. Joshi, Y., & Rahman, Z. (2015). Factors affecting green purchase behaviour and future research directions. International Strategic Management Review, 3(1-2): 128-143


6. Wei, Sh., Ang, T., Jancenelle, V, E. (2018). Willingness to pay more for green products: The interplay of consumer characteristics and customer participation, Journal of Retailing and Consumer Services 45(2): 230-238


7. Chen, T.B. & Chai, L.T. (2010). Attitude towards the Environment and Green Products: Consumers’ Perspective. Management Science and Engineering. 4(2): 27-39.


8. Du, L., Wu, A., Liu, G., Li, H., Yu, B., Zhen, H., Wang, X. (2020). Green auto fluorescence eleocytes from earthworm as a tool for detecting environmental iron pollution, Ecological Indicators, 108(3): 105-155. https://doi.org/10.1016/j.ecolind.2019.105695


9. Mohamadiyan, M., Bakhshandeh, Gh. (2014). Investigating the factors affecting consumers' attitudes and intentions to buy green, management studies (improvement and transformation),23(75): 39-68. (In Persian)


10. Ayoobian, N., Mousarezaei, R. (2018). The Role of Nuclear Power in the Reduction of Environmental Pollutants and Climate Changes Compared to other Power Plants in Iran. Journal of Nuclear Science and Technology (JonSat), 39(84), 49-60. (In Persian)


11. Matinez-Sanchis, P., Aragón-Amonarriz, C., Iturrioz-Landart, C. (2020). How the Pygmalion Effect operates in intra-family succession: Shared expectations in family SMEs, European Management Journal, https://doi.org/10.1016/j.emj.2020.04.005


12. Merton, R, K. (1948). The Self-fulfilling prophecy, Antioch Review Journal, 8(2): 193-210


13. Rosenthal, R. (2012). Self-fulfilling prophecy. Encyclopedia of Human Behavior (Second Edition): 328–335.


14. Lilius, J. M., M, C. Worline, S. Maitlis, J. Kanov, J, E. Dutton, and P. Frost. (2008), “The contours and consequences of compassion at work”, Journal of Organizational Behavior, 29(2): 193-218


15. Dangelico, R. M, Pontrandolfo, P. (2009). Form green product definitions and classifications to the green option matrix. Journal of cleaner production. 1608-


16. Rizwan, M., Ubair Ahmad, SH., Mehboob, N. (2013). Enhancing the Green Purchase Intention Based on Green Marketing: An Empirical Study from Pakistan, Asian Journal of Empirical Research, 3(2): 208-219


17. Tiwari, S., Tripathi, D., Srivastava, U., Yadav, P, K. (2011). Green Marketing- Emerging Dimensions, Journal of Business Excellence, 2(3): 18-23


18. Cheah, I., Phau, I. (2011). Attitudes towards environmentally friendly products: The influence of Eco literacy, interpersonal influence and value orientation. Marketing Intelligence & Planning. 29(5): 452-472


19. Wang, D., Walker, T. and Barabanov, S. (2020). A psychological approach to regaining consumer trust after greenwashing: the case of Chinese green consumers, Journal of Consumer Marketing, https://doi.org/10.1108/JCM-06-2019-3257


20. Seif, M., Mazloumian, S., Rastegar, A., Amrollahi Jalal Abadi, M. (2016). Environmental and Psychological factors on Green Purchasing Willingness among Employees of Sarcheshmeh Copper Complex. Environmental Education and Sustainable Development, 4(2), 19-29. (In Persian)


21. Khare, A. (2019). Green Apparel Buying: Role of Past Behavior, Knowledge and Peer Influence in the Assessment of Green Apparel Perceived Benefits, Journal of International Consumer Marketing, https://doi.org/10.1080/08961530.2019.1635553


22. Guo, Sh., Choi, T, M., Shen, B. (2020). Green product development under competition: A study of the fashion apparel industry, European Journal of Operational Research, 280(2): 523-538. https://doi.org/10.1016/j.ejor.2019.07.050


23. He, Q., Duan, Y., Wang, R., Fu, Z. (2019). Factors affecting consumers’ purchase intention of eco‐friendly food in China: The evidence from respondents in Beijing, International Journal of Consumer Studies, 43(5): 457-470.


24. Wei, Sh., Ang, T., Jancenelle, V, E. (2018). Willingness to pay more for green products: The interplay of consumer characteristics and customer participation, Journal of Retailing and Consumer Services, 45(2): 230-238. https://doi.org/10.1016/j.jretconser.2018.08.015


25. Karimi Sarmeh, Z., Esmayeelpour, R., Mobasheri Amini, R, A. (2019). Investigating the effect of green lie on corporate social responsibility on the intention to buy green products mediated by green satisfaction and perceived green risk, business management, 11(4): 850-868. (In Persian)


26. Khalifeh, M., Abasi, A., Kazemi, M., Samiezadeh, M. (2019). Theoretical modeling of the effect of green consumers' skepticism on green buying behavior and intention, business management, 11(4): 825-849. (In Persain)


27. Northcutt, N. McCoy, D. (2004). Interactive Qualitative Analysis: A Systems Method for Qualitative Research, US: Sage.


28. Lawshe CH. (1990). A quantitative approach to content validity. Personnel Psych, 28: 563-75


29. Yue, B., Sheng, G., She, Sh., Xu, J. (2020). Impact of Consumer Environmental Responsibility on Green Consumption Behavior in China: The Role of Environmental Concern and Price Sensitivity, Sustainability, 12(2): 1-16. https://doi.org/10.3390/su12052074


30. Deliana, Y., Adiyatma Rum, I. (2019). How does perception on green environment across generations affect consumer behaviour? A neural network process, International Journal of Consumer Studies, 43(4): 358-367. https://doi.org/10.1111/ijcs.12515


31. Ottenbacher, M. C., Kuechle, G., Harrington, R.J. and Kim, W.-H. (2019). QSR customer sustainable behaviors and brand practice perceptions on willingness to pay a premium, International Hospitality Review, 33(2): 106-125. https://doi.org/10.1108/IHR-03-2019-0006


32. Wang, Y., Huscroft, J, R., Hazen, B, T., Zhang, M. (2017). Green information, green certification and consumer perceptions of remanufctured automobile parts, Resources, Conservation and Recycling, 138(2): 187-196. https://doi.org/10.1016/j.resconrec.2016.07.015


33. Passaro, P., Perchinunno, P., Schirone, D, A. (2015). Green Marketing and Sustainable Development: A Statistical Survey on Ikea Customers’ Perception, International Conference on Computational Science and Its Applications, https://doi.org/10.1007/978-3-319-21470-210


34. Hasangholi pour Yasouri, T., Mosayebi, A., Najafi Siyahroodi, M., Alavi, S, M. (2019). Investigating the Factors Affecting Customers' Attitudes Towards Green Packaging and Their Intention to Buy, Print World Monthly, 164(10): 87-66. (In Persian)


35. Abasi, A., Yadolahi, Sh., Beygi, J. (2018). Investigating Consumer Intention to Buy Green Products Using Theory of Planned Behavior, Environmental Concerns and Environmental Knowledge, New Marketing Research, 8(4): 111-130. (In Persian)


36. Andelib, D., Moghtadri, A, A. (2018). Investigation and analysis of factors affecting green product development in the tile industry of Yazd province, modern marketing research, 8(3): 59-78. (In Persian)


37. Soltaninejad, N., Mesbahi, M., Rah, H., Soltaninejad, A. (2016). The effect of perceived green quality and perceived green risk on green trust with regard to the role of green satisfaction, Quarterly Journal of Modern Marketing Research, 6(1): 113-126. (In Persian)