تأثیرات مسئولیت اجتماعى شرکت و جهت گیرى زیست محیطى بر عملکرد بازاریابى درشرکتهای صنایع غذایی سلامت محور
محورهای موضوعی :
مدیریت ، برنامه ریزی و آموزش محیط زیست
لیلا آندرواژ
1
,
علیرضا رجبی پور میبدی
2
,
ایمان قاسمی همدانی
3
,
مارشا زربازو
4
1 - استادیار گروه مدیریت بازرگانی،واحد بین المللی خرمشهر،دانشگاه آزاد اسلامی،خرمشهر، ایران. *(مسوول مکاتبات)
2 - عضو هیئت علمی بخش مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد.
3 - دانشجوی دکتری بازاریابی، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل ایران.
4 - دانشجوی دکتری بازاریابی، گروه مدیریت بازرگانی، واحد رودهن، دانشگاه آزاد اسلامی، رودهن، ایران.
تاریخ دریافت : 1399/11/16
تاریخ پذیرش : 1400/02/11
تاریخ انتشار : 1400/08/01
کلید واژه:
بازاریابى سبز,
جهت گیرى زیست محیطى,
مسئولیت اجتماعى,
شرکتهای سلامت محور,
عملکرد بازاریابى,
چکیده مقاله :
زمینه و هدف: مسائل محیطی و حفظ محیط زیست که به عنوان یکی از شااخص های مسئولیت اجتماعی شرکت ها در نظر گرفته می شودکه مصرف کنندگان هنگام خرید آن را مدنظر قرار می‌دهند. در نتیجه این مسائل باعث شده است که مسائل محیطی وارد مفاهیم بازاریابی گردند و رویکردی به نامبازاریابی سبزپدیدار شود هدف از این تحقیق تبیین تاثیر متغیرهای مسئولیت پذیری اجتماعی شرکت ها و جهت گیری زیست محیطی بر عملکرد بازاریابی سبز(گرایش بازاریابی داخلی سبز، تاکتیک های بازاریابی سبز و جهت گیری استراتژیک بازاریابی سبز) مورد بررسی و سپس تاثیر این متغیرها بر عملکرد بازاریابی مورد بررسی قرار گرفت.
روش بررسی: این تحقیق از نظر هدف در زمره تحقیقات کاربردی قرار دارد و از نظر شیوه اجرا در زمره تحقیقات توصیفی -پیمایشی می باشد و ابزار گردآوری اطلاعات پرسشنامه ساختار یافته است. جامعه آماری کلیه شرکتهای سلامت محور در استان تهران می باشد (حدود 1120 شرکت) و درمقطع زمانی پاییز و زمستان1399 به انجام رسیده است. در این تحقیق روش نمونه گیری، روش تصادفی ساده بوده است و حجم نمونه با توجه به جامعه آماری 1120 تایی تعداد 286 شرکت بوده که طبق فرمول کوکران و در سطح خطای 5 درصد تعیین شده است.
یافته ها: بر اساس نتایج به دست آمده از این تحقیق تنها فرضیه تاثیر مسئولیت پذیری اجتماعی شرکت ها بر گرایش بازاریابی داخلی سبز مورد تایید قرار نگرفته است و سایر فرضیه ها مورد تایید قرار بوده اند.
بحث و نتیجه گیری: در فرضیه اول با توجه به اینکه آماره t برابر با 57/1بوده و این مقدار در بازه (96/1، 96/1-) قرار دارد، لذا معنادار نیست. از این رو مشخص می شود که در سطح اطمینان 95 درصد مسئولیت پذیری اجتماعی شرکت ها بر گرایش بازاریابی داخلی سبز تأثیری ندارد، .همچنین فرضیه چهارم با توجه به این که آماره t برابر با 25/13- بوده و این مقدار در بازه (96/1، 96/1-) قرار دارد، بنابراین می توان نتیجه گرفت که این فرضیه معنادارنیست-. از این رو مشخص می شود که جهت گیری زیست محیطی بر گرایش بازاریابی داخلی سبز تأثیرمنفی دارد.
چکیده انگلیسی:
Background and Objective: The purpose of this study was to explain the impact of corporate social responsibility and environmental orientation variables on green marketing performance (green internal marketing orientation, green marketing tactics and strategic green marketing orientation) and then the impact of these variables on Marketing performance was examined.
Material and Methodology: This research is in the category of applied research in terms of purpose and is in the category of descriptive-survey research in terms of implementation method and the data collection tool is a structured questionnaire. The statistical population of all health-oriented companies in Tehran province is about 1120 companies. In this research, the sampling method was a simple random method and the sample size according to the statistical population of 1120 was 286 companies, which was determined according to the Cochran's formula and at an error level of 5%.
Findings: Based on the results of this study, only the hypothesis of the impact of corporate social responsibility on the trend of green internal marketing has not been confirmed and other hypotheses have been confirmed.
Discussion and Conclusion: In the first hypothesis, considering that the t-statistic is equal to 1.57 and this value is in the range (1.96, -1.96), so it is not significant. Therefore, it is clear that at the level of 95% confidence of corporate social responsibility has no effect on the trend of green internal marketing. -) is so it can be concluded that this hypothesis is not significant -13.45. Therefore, it is clear that environmental orientation has no effect on green internal marketing orientation.
منابع و مأخذ:
Hashemi, S. M., Mohammadi Alavijeh, d. (1398). Investigating the effect of green marketing on purchasing intention with the mediating role of the company's image with a productivity promotion approach (Case study: Shuttle customers). Productivity Management, 13(2)(49) Summer, 145-167. (In Persian)
Molina. M (2010)" The Corporate Role in a Changing Society: A Model of Sensemaking and of Firm Characterization", PHD Thesis, Business School. Universitat Ramon Llull.
Babazadeh, H., Kheiri, B., (2015), The Impact of Green Marketing and Marketing Performance on Competitive Advantage in Tabarak Company, The Second International Conference on Management and Development Culture, Tehran, Mobin Cultural Ambassadors Institute. (In Persian)
Eusebio, R., Andreu, J., & Belbeze, M (2006). Measures of marketing performance: a comparative study from Spain. International Journal ofContemporary Hospitality Management, 18 ( 2), 145-155.
Papadas, K., Avlontis, G., Garrigan, M., (2017), Green marketing orientation: Conceptualization, scale development andValidation, Journal of Business Research, 145, 112-132.
6.Askari, S., Shirkhodaei, M., Aligoli, M., Shirkhodai, M., (2013), The effect of marketing performance on the financial performance of Parsian Bank, New Marketing, Volume 3, Number 3, 107-118. (In Persian).
Haji Heidari, N., Kimasi, M., Amoui, A., (2014), Development of a comprehensive framework for evaluating marketing performance using a meta-combined approach: A study in the Iranian banking industry, Business Management, Volume 6, Number 2, 271-290. (In Persian)
Fuentes, C. (2015). How green marketing works: Practices, materialities and images. Scandinavian Journal of Management, 31(2), 192–205.
Latan,H., Jabbour,C., Jabbour,A., Wamba,S., Shahbaz,M, (2018), Effects of environmental strategy, environmental uncertainty and top management’s commitment on corporate environmental performance: The role of environmental management accounting, Journal of Cleaner Production 180 , 297-306.
Amir Hosseini, Z. Ghobadi, M., (2016), Social Responsibility Reporting, Financial Performance and Institutional Ownership, Management Accounting Quarterly, Year 9, No. 28.(In Persian)
Rahimian, Nizamuddin; Tavakolnia, Ismail and Zeinab Asadi (2012). Social responsibilities and corporate sustainability. Certified Public Accountant, No. 29, pp. 4-32.(In Persian)
Najm Roshan, S, Nasrollahi, Z, Tabatabai Nasab, S M. (2011). Identify and rank the factors affecting the reputation of home appliance companies. Business Management Explorations.3(6), 75-104. (In Persian)
Kotler,P., & Armstrong, G. (2010). Principles of marketing: Pearson education.
Zarrin Joy Alvar, Soheila (2011). The role of women in green marketing. Women and Culture, Second Year, No. 8, 49-59. (In Persian)
Afarin Mohammadzadeh, M.; Hassanzadeh, R. (2018). Identification and ranking of effective factors in the implementation of green supply chain management by fuzzy AHP and fuzzy TOPSIS methods in the electricity industry. Journal of Decision Making and Operations Research, 3(3). Page 281-301. (In Persian)
Shirafkan Ghaziani, M., Nasimi, M. (2018) , The effect of green marketing on customers' purchasing intent with the mediating role of social responsibility and company image (Case study: Amlon Company), Fifth National Conference on Applied Research in Management and Accounting, Tehran, Iran Management Association. (In Persian)
Haghighi Nasab, Manijeh, Yazdani, Hamidreza, Davarpanah Kiasarai, Fatemeh(2016). The Impact of Senior Management Support on Environmental Measures on Green Marketing Strategy and Environmental Performance of Industrial Businesses in Iran. New Marketing Research, 6 (1): 23-38. (In Persian)
Zuhairah, H., & Noor Azman, A. (2015). The Impact of Green Marketing Strategy on the Firm's Performance in Malaysia. Procedia-Social and Behavioral Sciences, 172, 463-470.
Daryaei, A., Hashemnejad, Y., Talebian, M, (2013), Sustainable development of the consequences of green accounting and marketing and social responsibility with emphasis on corporate governance, the first national conference on accounting and management, Noor, Islamic Azad University, Noor Branch. (In Persian)
Nourbakhsh, E, Feyzabadi, Y, (2017), Investigating the effect of social responsibility on financial performance with the mediating role of competitive advantage, reputation and customer satisfaction (Case study: Bank Mellat branches in Sari), Fifth International Conference on Accounting and Management (In Persian)
Alizadeh, A., Sepahvand, R., Golestani, M., (2017), A Study of Factors Affecting Green Marketing Strategy and Financial and Marketing Performance in Parsian Insurance Company, 2nd International Conference on Management and Accounting, Tehran, Salehan Institute of Higher Education (In Persian)
Dalir, M., Dodangeh, S. and Afshar, P, (2017), Investigating the effect of green marketing mix on organizational performance and attracting green customers, Quarterly Journal of Management and Accounting Studies Volume 3, Number 2, Summer, 133-142. (In Persian)
Liu, S., Kasturiratne, D., & Moizer, J. (2012). A hub-and-spoke model for multi-dimensional integration of green marketing and sustainable supply chain management. Industrial Marketing Management, 41(4), 581-588.
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Hashemi, S. M., Mohammadi Alavijeh, d. (1398). Investigating the effect of green marketing on purchasing intention with the mediating role of the company's image with a productivity promotion approach (Case study: Shuttle customers). Productivity Management, 13(2)(49) Summer, 145-167. (In Persian)
Molina. M (2010)" The Corporate Role in a Changing Society: A Model of Sensemaking and of Firm Characterization", PHD Thesis, Business School. Universitat Ramon Llull.
Babazadeh, H., Kheiri, B., (2015), The Impact of Green Marketing and Marketing Performance on Competitive Advantage in Tabarak Company, The Second International Conference on Management and Development Culture, Tehran, Mobin Cultural Ambassadors Institute. (In Persian)
Eusebio, R., Andreu, J., & Belbeze, M (2006). Measures of marketing performance: a comparative study from Spain. International Journal ofContemporary Hospitality Management, 18 ( 2), 145-155.
Papadas, K., Avlontis, G., Garrigan, M., (2017), Green marketing orientation: Conceptualization, scale development andValidation, Journal of Business Research, 145, 112-132.
6.Askari, S., Shirkhodaei, M., Aligoli, M., Shirkhodai, M., (2013), The effect of marketing performance on the financial performance of Parsian Bank, New Marketing, Volume 3, Number 3, 107-118. (In Persian).
Haji Heidari, N., Kimasi, M., Amoui, A., (2014), Development of a comprehensive framework for evaluating marketing performance using a meta-combined approach: A study in the Iranian banking industry, Business Management, Volume 6, Number 2, 271-290. (In Persian)
Fuentes, C. (2015). How green marketing works: Practices, materialities and images. Scandinavian Journal of Management, 31(2), 192–205.
Latan,H., Jabbour,C., Jabbour,A., Wamba,S., Shahbaz,M, (2018), Effects of environmental strategy, environmental uncertainty and top management’s commitment on corporate environmental performance: The role of environmental management accounting, Journal of Cleaner Production 180 , 297-306.
Amir Hosseini, Z. Ghobadi, M., (2016), Social Responsibility Reporting, Financial Performance and Institutional Ownership, Management Accounting Quarterly, Year 9, No. 28.(In Persian)
Rahimian, Nizamuddin; Tavakolnia, Ismail and Zeinab Asadi (2012). Social responsibilities and corporate sustainability. Certified Public Accountant, No. 29, pp. 4-32.(In Persian)
Najm Roshan, S, Nasrollahi, Z, Tabatabai Nasab, S M. (2011). Identify and rank the factors affecting the reputation of home appliance companies. Business Management Explorations.3(6), 75-104. (In Persian)
Kotler,P., & Armstrong, G. (2010). Principles of marketing: Pearson education.
Zarrin Joy Alvar, Soheila (2011). The role of women in green marketing. Women and Culture, Second Year, No. 8, 49-59. (In Persian)
Afarin Mohammadzadeh, M.; Hassanzadeh, R. (2018). Identification and ranking of effective factors in the implementation of green supply chain management by fuzzy AHP and fuzzy TOPSIS methods in the electricity industry. Journal of Decision Making and Operations Research, 3(3). Page 281-301. (In Persian)
Shirafkan Ghaziani, M., Nasimi, M. (2018) , The effect of green marketing on customers' purchasing intent with the mediating role of social responsibility and company image (Case study: Amlon Company), Fifth National Conference on Applied Research in Management and Accounting, Tehran, Iran Management Association. (In Persian)
Haghighi Nasab, Manijeh, Yazdani, Hamidreza, Davarpanah Kiasarai, Fatemeh(2016). The Impact of Senior Management Support on Environmental Measures on Green Marketing Strategy and Environmental Performance of Industrial Businesses in Iran. New Marketing Research, 6 (1): 23-38. (In Persian)
Zuhairah, H., & Noor Azman, A. (2015). The Impact of Green Marketing Strategy on the Firm's Performance in Malaysia. Procedia-Social and Behavioral Sciences, 172, 463-470.
Daryaei, A., Hashemnejad, Y., Talebian, M, (2013), Sustainable development of the consequences of green accounting and marketing and social responsibility with emphasis on corporate governance, the first national conference on accounting and management, Noor, Islamic Azad University, Noor Branch. (In Persian)
Nourbakhsh, E, Feyzabadi, Y, (2017), Investigating the effect of social responsibility on financial performance with the mediating role of competitive advantage, reputation and customer satisfaction (Case study: Bank Mellat branches in Sari), Fifth International Conference on Accounting and Management (In Persian)
Alizadeh, A., Sepahvand, R., Golestani, M., (2017), A Study of Factors Affecting Green Marketing Strategy and Financial and Marketing Performance in Parsian Insurance Company, 2nd International Conference on Management and Accounting, Tehran, Salehan Institute of Higher Education (In Persian)
Dalir, M., Dodangeh, S. and Afshar, P, (2017), Investigating the effect of green marketing mix on organizational performance and attracting green customers, Quarterly Journal of Management and Accounting Studies Volume 3, Number 2, Summer, 133-142. (In Persian)
Liu, S., Kasturiratne, D., & Moizer, J. (2012). A hub-and-spoke model for multi-dimensional integration of green marketing and sustainable supply chain management. Industrial Marketing Management, 41(4), 581-588.
