بررسی تأثیر بازاریابی سبز بر قصد خرید با نقش میانجی تصویر شرکت با رویکرد ارتقای بهره وری (مطالعه موردی: مشتریان شرکت شاتل )
محورهای موضوعی : مدیریت بازرگانیسید محمود هاشمی 1 , داود محمدی علویجه 2
1 - استادیارگروه مدیریت بازرگانی، واحدتهران شمال،دانشگاه آزاد اسلامی، تهران، ایران
2 - کارشناس ارشد گروه مدیریت بازرگانی ، واحد تهران شمال ،دانشگاه آزاد اسلامی،تهران،ایران
کلید واژه: مسؤولیت اجتماعی, آگاهی از بازاریابی سبز, تصویر شرکت, قصد خرید محصول,
چکیده مقاله :
در این پژوهش به تعیین میزان اثر بازاریابی سبز در ایجاد تصویر شرکت (مطالعه موردی: مشتریان شرکت شاتل) پرداخته شده است. جامعه آماری پژوهش مشتریان شرکت شاتل می باشند، که بر اساس جدول مورگان به تعداد 384 نفر از مصرف کنندگان به عنوان نمونه پژوهش، پرسش نامه مخصوص پژوهش را تکمیل کرده اند. در این پژوهش از روش نمونه گیری تصادفی استفاده شده است. نرم‌افزارهای مورد استفاده برای تجزیه و تحلیل داده ها در این پژوهش SPSS 22 و SMART PLS بوده است. آزمون های مورد استفاده در این پژوهش تحلیل عاملی تأییدی (CFA) و مدل یابی معادلات ساختاری (SEM) می باشد. نتایج این پژوهش نشان داد که بازاریابی سبز بر مسؤولیت اجتماعی، تصویر محصول و اعتبار شرکت تأثیر مثبت و معناداری دارد. همچنین نتایج نشان داد که مسؤولیت اجتماعی، تصویر محصول و اعتبار شرکت بر روی قصدخرید محصول تأثیر مثبت و معناداری دارد. نتایج این تحقیق برای تصمیم گیری درست و صحیح مدیران شرکت هایی که در زمینه بازاریابی سبز و همچنین بر قصد خرید محصولات از نظر مصرف کنندگان تمرکز دارند، مفید می باشد.
The purpose of the current study was to explore the extent to which green marketing might affect customers’ shopping intentions and corporate image at Shuttle Company. The research sample comprised 384 customers who were randomly selected from among the customers based on Morgan table. A researcher-made questionnaire was administered to the participants to collect the research data that were further analyzed using SPSS 22 version and SMART PLS software and Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM). The results verified the significant positive effect of green marketing awareness on social responsibility, product image and corporate credibility. Moreover, the findings indicated that social responsibility, product image and corporate credibility could in turn significantly and positively influence customers’ shopping intention. The findings offer implications for the managers of the firms focused on green marketing and are concerned with consumers’ shopping intentions.
Akbari, M., Ale Taha, S. H., & Sadeghpour, P. (2015), The Impact of Green Marketing is on Buying Customers with the Mediating Role of Corporate Social Responsibility and Product Image. Commercial Surveys, 73, 33-43, (In Persian).
Ardakani, S., & Jahanbazi, N. (2015), Effect of Store Image on Customers' Intent: Trust and Perceived Risk as Moderating Variables. Journal of Business Management Perspective, 17, 53-72, (In Persian).
Berens, G., Van Riel, C. B. M., & Van Bruggen, G. H. (2005), Corporate Associations and Consumer Product Responses: The Moderating Role of Corporate Brand Dominance. Journal of Marketing,69,35-48.
Carroll, A., & Shabana, K. (2010), The Business Case for Corporate Social Responsibility: A Review of Concepts, Researches and Practice. International Journal of Management Reviews.
Cian, L., & Sara Cervai, S. (2014), Under the Reputation Umbrella: An Integrative and Multidisciplinary Review for Corporate Image, Projected Image, Construed Image, Organizational Identity, and Organizational Culture. Corporate Communications: An International Journal, 19(2), 182-199.
Do Paço, A. M. F., Raposo, M. L. B., & Filho, W. L. (2009), Identifying the Green Consumer: A Segmentation Study. Journal of Targeting, Measuring and Analysis for Marketing, 17(1), 17-25
Erfanifar, A., & Bagheri, M. A. (2010), Designing Conceptual Model of Components Affecting the Organizational Image of Imam Sadiq University (AS). Strategy Management Magazine, 4(2), 43-77, (In Persian).
Hamdi, K., Ghaffari, F., & Afsordegan, A. (2011), A Study on the Effective Factors on Young Consumer’s Green Willingness: Tehran Case Study. Marketing Management, 12, 21-43, (In Persian).
Hartmann, P., & Apaolaza-Ibáñez, V.(2009), Green Advertising Revisted: Conditioning Virtual Nature Experiences. International Journal of Advertising, 28(4), 715-739.
Hussain Shah, S. S. (2012), The Impact of Brands on Consumer Purchase Intentions . Asian Journal of Business Management , 4, 105-110.
Joireman, J., Smith, D., Liu, R. L., & Arthurs, J. (2015), It's All Good: Corporate Social Responsibility Reduces Negative and Promotes Positive Responses to Service Failures Among Value-Aligned Customers. American Marketing Association.
Kim, J. H. (2009),A Study on Green Consumptions Strategy to Make the Nature-Friendly Firm Image Positioning. Master Theses, Seoul: Sungkyunkwan Universiry.
Kim, M., & Chintagunta, P. K. (2012), Investigating Brand Preferences Across Social Groups and Consumption Contexts. Quantitative Marketing and Economics, 10(3), 305-333.
Misankova, M., & Chlebikova, D. (2013), Possibilities for Financing Innovation Activities in Slovak Republic. The 9th International Scientific Conference on Financial Management of Firms and Financial Institutions.
Polonsky, M. J. (2011), Transformative Green Marketing: Impediments and Opportunities. Journal of Business Research, 1-9.
Rahbar, E., & Abdul Wahid, N. (2011), Investigation of Green Marketing Tools' Effect on Consumers Purchase Behavior. Business Strategy Series, 12(2), 73-83.
Rastegar, A. A. (2013), Providing a Model for Explaining the Effect of Customer Image of a Customer's Chain Stores on Loyalty of Customers in these Stores. Journal of Business Management Perspective, 13, 103-122, (In Persian).
Shirkhodaie, M., Nouripour, A. H., Shariati, F. (2014), Measuring the Effect of Customer-Based Brand Equity on Purchase Intention of Halal Foods in the Key Markets of Europe. Marketing Management Research, 1, 33-49, (In Persian).
Solomon Olajide, F.(2014), Corporate Social Responsibility (CSR) Practices and Stakeholders Expectations: The Nigerian Perspectives. Research in Business and Management, 1(2), 13-31.
Tan, B. C. & Lau, T. C. (2010), Attitude Towards the Environment and Green Products: Consumers’ Perspective. Management Science and Engineering, 4, 27-39.
Tran, M. A., Nguyen, B., Melewar T. C., & Bodoh, J. (2015), Exploring the Corporate Image Formatin Process. Qualitative Market Research: An International Journal, 18(1), 86-114.
Turker, D. (2009), Measuring Corporate Social Responsibility: A Scale Development Study. Journal of Business Ethics, 85(4), 411-427.
Turker, D. (2015), An Analysis of Corporate Social Responsibility in the Turkish Business Context. Corporate Social Responsibility in Europe, 483-499.
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Akbari, M., Ale Taha, S. H., & Sadeghpour, P. (2015), The Impact of Green Marketing is on Buying Customers with the Mediating Role of Corporate Social Responsibility and Product Image. Commercial Surveys, 73, 33-43, (In Persian).
Ardakani, S., & Jahanbazi, N. (2015), Effect of Store Image on Customers' Intent: Trust and Perceived Risk as Moderating Variables. Journal of Business Management Perspective, 17, 53-72, (In Persian).
Berens, G., Van Riel, C. B. M., & Van Bruggen, G. H. (2005), Corporate Associations and Consumer Product Responses: The Moderating Role of Corporate Brand Dominance. Journal of Marketing,69,35-48.
Carroll, A., & Shabana, K. (2010), The Business Case for Corporate Social Responsibility: A Review of Concepts, Researches and Practice. International Journal of Management Reviews.
Cian, L., & Sara Cervai, S. (2014), Under the Reputation Umbrella: An Integrative and Multidisciplinary Review for Corporate Image, Projected Image, Construed Image, Organizational Identity, and Organizational Culture. Corporate Communications: An International Journal, 19(2), 182-199.
Do Paço, A. M. F., Raposo, M. L. B., & Filho, W. L. (2009), Identifying the Green Consumer: A Segmentation Study. Journal of Targeting, Measuring and Analysis for Marketing, 17(1), 17-25
Erfanifar, A., & Bagheri, M. A. (2010), Designing Conceptual Model of Components Affecting the Organizational Image of Imam Sadiq University (AS). Strategy Management Magazine, 4(2), 43-77, (In Persian).
Hamdi, K., Ghaffari, F., & Afsordegan, A. (2011), A Study on the Effective Factors on Young Consumer’s Green Willingness: Tehran Case Study. Marketing Management, 12, 21-43, (In Persian).
Hartmann, P., & Apaolaza-Ibáñez, V.(2009), Green Advertising Revisted: Conditioning Virtual Nature Experiences. International Journal of Advertising, 28(4), 715-739.
Hussain Shah, S. S. (2012), The Impact of Brands on Consumer Purchase Intentions . Asian Journal of Business Management , 4, 105-110.
Joireman, J., Smith, D., Liu, R. L., & Arthurs, J. (2015), It's All Good: Corporate Social Responsibility Reduces Negative and Promotes Positive Responses to Service Failures Among Value-Aligned Customers. American Marketing Association.
Kim, J. H. (2009),A Study on Green Consumptions Strategy to Make the Nature-Friendly Firm Image Positioning. Master Theses, Seoul: Sungkyunkwan Universiry.
Kim, M., & Chintagunta, P. K. (2012), Investigating Brand Preferences Across Social Groups and Consumption Contexts. Quantitative Marketing and Economics, 10(3), 305-333.
Misankova, M., & Chlebikova, D. (2013), Possibilities for Financing Innovation Activities in Slovak Republic. The 9th International Scientific Conference on Financial Management of Firms and Financial Institutions.
Polonsky, M. J. (2011), Transformative Green Marketing: Impediments and Opportunities. Journal of Business Research, 1-9.
Rahbar, E., & Abdul Wahid, N. (2011), Investigation of Green Marketing Tools' Effect on Consumers Purchase Behavior. Business Strategy Series, 12(2), 73-83.
Rastegar, A. A. (2013), Providing a Model for Explaining the Effect of Customer Image of a Customer's Chain Stores on Loyalty of Customers in these Stores. Journal of Business Management Perspective, 13, 103-122, (In Persian).
Shirkhodaie, M., Nouripour, A. H., Shariati, F. (2014), Measuring the Effect of Customer-Based Brand Equity on Purchase Intention of Halal Foods in the Key Markets of Europe. Marketing Management Research, 1, 33-49, (In Persian).
Solomon Olajide, F.(2014), Corporate Social Responsibility (CSR) Practices and Stakeholders Expectations: The Nigerian Perspectives. Research in Business and Management, 1(2), 13-31.
Tan, B. C. & Lau, T. C. (2010), Attitude Towards the Environment and Green Products: Consumers’ Perspective. Management Science and Engineering, 4, 27-39.
Tran, M. A., Nguyen, B., Melewar T. C., & Bodoh, J. (2015), Exploring the Corporate Image Formatin Process. Qualitative Market Research: An International Journal, 18(1), 86-114.
Turker, D. (2009), Measuring Corporate Social Responsibility: A Scale Development Study. Journal of Business Ethics, 85(4), 411-427.
Turker, D. (2015), An Analysis of Corporate Social Responsibility in the Turkish Business Context. Corporate Social Responsibility in Europe, 483-499.