بررسی تأثیر ارزش ادراک شده مصرف کننده از ویژگی‌های بازاریابی پایدار به تمایل به مشارکت در بازیافت ظروف بسته‌بندی
محورهای موضوعی : مدیریت بازرگانی
سعید لندران اصفهانی
1
(استادیار، گروه مدیریت، دانشگاه آزاد اسلامی واحد مبارکه، مبارکه، ایران.)
عبدالعزیز جمشیدی
2
(دانشجوی دکترای مدیریت بازرگانی، گروه مدیریت، دانشگاه آزاد اسلامی واحد مبارکه، مبارکه، ایران.)
الهام رزاقی
3
(دانشجوی دکترای مدیریت بازرگانی، گروه مدیریت، دانشگاه آزاد اسلامی واحد مبارکه، مبارکه، ایران.)
سیدامیرحسین افضل
4
(دانشجوی دکترای مدیریت بازرگانی، گروه مدیریت، دانشگاه آزاد اسلامی واحد مبارکه، مبارکه، ایران.)
کلید واژه: بازاریابی پایدار, ارزش ادراک شده مصرف کننده, مشارکت در بازیافت ظروف بسته‌بندی,
چکیده مقاله :
بازاریابی پایدار یکی از نوآوری‌های حوزه بازاریابی است که همزمان با حرکت‌های حمایت از محیط زیست شکوفا شد. پژوهش حاضر با هدف بررسی تأثیر ارزش ادراک شده مصرف کننده از ویژگی‌های بازاریابی پایدار (مزیت نسبی، سازگاری، پیچیدگی، آزمون‌پذیری) بر تمایل به مشارکت در بازیافت ظروف بسته‌بندی انجام شده است. این پژوهش بر اساس هدف کاربردی و از نظر شیوه جمع‌آوری داده‌ها، توصیفی و پیمایشی از نوع همبستگی می‌باشد. جامعه آماری شامل مشتریان تعدادی از فست فود شهر اصفهان می‌باشد که با استفاده از فرمول کوکران، حجم نمونه 384 نفر برآورد گردید. در این تحقیق از روش نمونه‌گیری در دسترس و جهت گردآوری داده‌ها از پرسشنامه محقق ساخته استفاده شد که روایی آن با محاسبه روایی همگرا و واگرا و پایایی آن از طریق شاخص آلفای کرونباخ مورد تأیید قرار گرفت. در تجزیه و تحلیل آماری، از رویکرد مدل‌سازی معادلات ساختاری و نرم‌افزار Smart-PLS استفاده شده است. نتایج نشان داد مزیت نسبی، پیچیدگی و آزمون‌پذیری بر ارزش ادراک‌شده مصرف‌کننده تأثیر معنادار دارد اما سازگاری بر ارزش ادراک‌شده مصرف‌کننده تأثیر معنادار ندارد. همچنین، ارزش ادراک شده مصرف‌کننده بر تمایل به مشارکت در بازیافت ظروف بسته‌بندی تأثیر معنادار دارد. مزیت نسبی، پیچیدگی و آزمون‌پذیری بر تمایل به مشارکت در بازیافت ظروف بسته‌بندی از طریق نقش میانجی ارزش ادراک‌شده مصرف‌کننده تأثیر معنادار دارد اما سازگاری بر تمایل به مشارکت در بازیافت ظروف بسته‌بندی از طریق نقش میانجی ارزش ادراک‌شده مصرف‌کننده تأثیر معنادار ندارد.
Sustainable marketing is one of the marketing innovations that flourished at the same time as environmental protection movements. The present study was conducted with the aim of investigating the effect of the consumer's perceived value of sustainable marketing characteristics (relative advantage, compatibility, complexity, testability) on the willingness to participate in the recycling of packaging containers. This research is based on practical purpose and in terms of data collection method, it is descriptive and survey of correlation type. The statistical population includes the customers of a number of fast-food restaurants in Isfahan, and using Cochran's formula, the sample size was estimated to be 384 people. In this research, an available sampling method was used to collect data from a researcher-made questionnaire, whose validity was confirmed by calculating convergent and divergent validity and its reliability through Cronbach's alpha index. In statistical analysis, a structural equation modeling approach and Smart-PLS software have been used. The results showed that relative advantage, complexity, and testability have a significant effect on the perceived value of the consumer, but compatibility does not have a significant effect on the perceived value of the consumer. Also, the perceived value of the consumer has a significant effect on the willingness to participate in the recycling of packaging containers. Relative advantage, complexity, and testability have a significant effect on the willingness to participate in packaging container recycling through the mediating role of consumer perceived value, but compatibility does not have a significant effect on the willingness to participate in packaging container recycling through the mediating role of consumer perceived value.
Arnaud, B. (2017). Extended producer responsibility and green marketing: an application to packaging. Environ. Resour(67), 285–296.
Belz, F. M. (2016). Marketing in 21 Century. Business Strategy and the Environment, 15, 139-144.
Boonrod, K., Towprayoon, S., Bonnet, S., & Tripetchkul, S. (2015). Enhancing organic waste separation at the source behavior: A case study of the application of motivation mechanisms in communities in Thailand. Resources, Conservation and Recycling(95), 77-90.
Celli, H. (2011). Influence of social norms, perceived playfulness and online shopping anxiety on customers adoption of online retail shopping. International Journal of Retail and Distribution Management, 39(6), 390-413.
Chen, F., Chen, H., Yang, J., Long, R., & Li, W. (2019). Impact of regulatory focus on express packaging waste recycling behavior: moderating role of psychological empowerment perception. Environ. Sci. Pollut. Res.(26), 8862–8874.
Chin, W. W. (1998). The partial least squares approach for structural equation modeling. In G. A. Marcoulides. Modern methods for business research, 295–336.
Cole, C., Quddus, M., Wheatley, A., Osmani, M., & Kay, K. (2014). The impact of Local Authorities’ interventions on household waste collection: A case study approach using time series modelling. Waste Management, 34(2), 266-272.
Davari, A., & Rezazadeh, A. (2012). Structural equation modeling with Pls Smart software. Jihad Academic Publications, Tehran. (In Persian)
Demirgunescedil, B. K. (2015). Relative Importance of Perceived Value, Satisfaction and Perceived Risk on Willingness to Pay More. International Review of Management and Marketing, 5(4), 211-220.
Deneke, T. M. (2015). The influence of service quality on customer satisfaction, customer value and behavioral intentions in the hotel sector of Ethiopia. University of South Africa, Pretoria. http://hdl.handle.net/10500/22240
Fakour Thaghieh, A., & Sadeghi, F. (2015). The impact of internal marketing on performance with the mediating role of sustainable marketing and market orientation. Business Management, 8(3), 659-680. (In Persian)
Goworek, H. (2017). Sustainable marketing In The Business Student's Guide to Sustainable Management. . Routledge.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2 ed.). Sage Publications Inc., Thousand Oaks, CA.
Hao, Y., Liu, H., Chen, H., Sha, Y., Ji, H., & Fan, J. (2019). What affect consumers’ willingness to pay for green packaging? Evidence from China. Resour. Conserv. Recycl.(141), 21–29.
Harryani, S. (2017). Customer Relationship Management Influence on Customer Value, Product Quality And Service quality In Improving Customer Satisfaction And Its Implication On The Customer Loyalty. Journal of economi bussiness, 22(2), 160-165.
Henseler, J., & Fassott, G. (2010). Testing moderating effects in PLS path models: An illustration of available procedures. In Handbook of partial least squares (pp. 713-735). Springer
Kammerlander, N., Burger, D., Fust, A., & Fueglistaller, U. (2015). Exploration and exploitation in established small and medium-sized enterprises: the effect of CEOs’ regulatory focus. J. Bus. Ventur, 30, 582–602.
Khademi, A., & Mirzaee, V. (2021). Investigating the effect of perceived value on word-of-mouth marketing with the mediating role of customer satisfaction. Business Management Quarterly, 13(51), 382-404. (In Persian)
Khodayari, K., Daneshvar, F., & Saeidee, H. (2013). Virtual Social Networks’ Type and Extent of Usage A Case Study of Mash’had’s Azad University Students. Journal of Communication Research, 21(77), 167-192. (In Persian)
Lee, M., Choi, H., & Koo, Y. (2017). Inconvenience cost of waste disposal behavior in South Korea. Ecol. Econ. (140), 58–65.
Miao, Z., Sheng, J., Webber, M., Baleˇzentis, T., Geng, Y., & Zhou, W. (2018). Measuring water use performance in the cities along China’s South-North Water Transfer Project. Appl. Geogr.(98), 184–200.
Mostafayi, M. S. (2020). Investigating the effect of perceived quality, perceived value, perceived satisfaction and perceived differentiation on brand loyalty with the mediating role of brand trust. Bimonthly New Attitudes of Business Management, 1(3), 104-127. (In Persian)
Padidar, S., Haghighi, M., & Yasouri, T. (2022). Effective Factors On Sustainable Marketing - Case Study: Detergent Industry. Management Research of Iran, 26(1), 227-244. (In Persian)
Pogrebova, O. A., Konnikov, E. A., & Yuldasheva, O. U. (2017, 2017, May). Fuzzy model assessing the index of development of sustainable marketing of the company IEEE International Conference on Soft Computing and Measurements (SCM),
Rahi, S. (2016). Impact of Customer Value, Public Relations Perception and Brand Image on Customer Loyalty in Services Sector of Pakistan. Arabian Journal of Business and ar A Management Review, 1-6. https://doi.org/10.4172/2223-5833.S2-004
Razavian, F., Khoshmanesh, B., & Izdiyar, S. (2014). People's participation in the waste separation plan International Science and Engineering Conference, (In Persian)
Rogers, E. M. (2010). Diffusion of Innovations. Simon and Schuster.
Safavi, S., Piran, A., & Taherzadeh, F. (2021). Investigating the combined impact of sustainable marketing and consumer support for sustainable business development. Modern researches in entrepreneurship management and business development, 2, 289-309. (In Persian)
Salehi Sadekiani, G., Ghasemzadeh Gouri, F., & Bakhtiari, S. (2019). Investigating the effect of perceived brand value, consumer involvement and customer satisfaction on customer loyalty in the insurance industry. Business Management, 11(42), 143-168. (In Persian)
Saravanan, A. P., Mathimani, T., Deviram, G., Rajendran, K., & Pugazhendhi, A. (2018). Biofuel policy in India: a review of policy barriers in sustainable marketing of biofuel. Journal of Cleaner Production(193), 734-747.
Shariat, M. A., Rahmani, K., Farhamand, N., & Bafande, A. (2012). Sustainable production by moving from an industrial approach to an ecological approach. Geographical Information System in Planning(14), 23-35. (In Persian)
Stål, H. I., & Jansson, J. (2017). Sustainable consumption and value propositions: exploring product–service system practices among Swedish fashion firms. Sustain. Dev.(25), 546–558.
Su, M., Fang, M., Kim, J., & Park, K.-s. (2022). Sustainable marketing innovation and consumption: Evidence from cold chain food online retail. Journal of Cleaner Production, 340, 130806. https://doi.org/https://doi.org/10.1016/j.jclepro.2022.130806
Tavakoliniya, J., Saeidi, M., Kazemi, M., & Gharibi, M. (2016). Analysis of factors affecting the motivation of citizens to participate in waste management (case study: District 5 of Tehran Municipality). Quarterly Journal of Geography and Urban Planning, 9(33), 1-19. (In Persian)
Tuncer, İ., Unusan, C., & Cobanoglu, C. (2020). Service quality, perceived value and customer Satisfaction on behavioral intention in restaurants: An integrated structural model. Journal of Quality Assurance in Hospitality &Tourism, 22(4), 447-475.
Xie, X., Huo, J., & Zou, H. (2019). Green process innovation, green product innovation, and corporate financial performance: a content analysis method. J. Bus. Res.(101), 697–706.
Yuen, K. F., Wong, Y. D., Ma, F., & Wang, X. (2020). The determinants of public acceptance of autonomous vehicles: an innovation diffusion perspective. J. Clean. Prod.(270).
_||_Arnaud, B. (2017). Extended producer responsibility and green marketing: an application to packaging. Environ. Resour(67), 285–296.
Belz, F. M. (2016). Marketing in 21 Century. Business Strategy and the Environment, 15, 139-144.
Boonrod, K., Towprayoon, S., Bonnet, S., & Tripetchkul, S. (2015). Enhancing organic waste separation at the source behavior: A case study of the application of motivation mechanisms in communities in Thailand. Resources, Conservation and Recycling(95), 77-90.
Celli, H. (2011). Influence of social norms, perceived playfulness and online shopping anxiety on customers adoption of online retail shopping. International Journal of Retail and Distribution Management, 39(6), 390-413.
Chen, F., Chen, H., Yang, J., Long, R., & Li, W. (2019). Impact of regulatory focus on express packaging waste recycling behavior: moderating role of psychological empowerment perception. Environ. Sci. Pollut. Res.(26), 8862–8874.
Chin, W. W. (1998). The partial least squares approach for structural equation modeling. In G. A. Marcoulides. Modern methods for business research, 295–336.
Cole, C., Quddus, M., Wheatley, A., Osmani, M., & Kay, K. (2014). The impact of Local Authorities’ interventions on household waste collection: A case study approach using time series modelling. Waste Management, 34(2), 266-272.
Davari, A., & Rezazadeh, A. (2012). Structural equation modeling with Pls Smart software. Jihad Academic Publications, Tehran. (In Persian)
Demirgunescedil, B. K. (2015). Relative Importance of Perceived Value, Satisfaction and Perceived Risk on Willingness to Pay More. International Review of Management and Marketing, 5(4), 211-220.
Deneke, T. M. (2015). The influence of service quality on customer satisfaction, customer value and behavioral intentions in the hotel sector of Ethiopia. University of South Africa, Pretoria. http://hdl.handle.net/10500/22240
Fakour Thaghieh, A., & Sadeghi, F. (2015). The impact of internal marketing on performance with the mediating role of sustainable marketing and market orientation. Business Management, 8(3), 659-680. (In Persian)
Goworek, H. (2017). Sustainable marketing In The Business Student's Guide to Sustainable Management. . Routledge.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2 ed.). Sage Publications Inc., Thousand Oaks, CA.
Hao, Y., Liu, H., Chen, H., Sha, Y., Ji, H., & Fan, J. (2019). What affect consumers’ willingness to pay for green packaging? Evidence from China. Resour. Conserv. Recycl.(141), 21–29.
Harryani, S. (2017). Customer Relationship Management Influence on Customer Value, Product Quality And Service quality In Improving Customer Satisfaction And Its Implication On The Customer Loyalty. Journal of economi bussiness, 22(2), 160-165.
Henseler, J., & Fassott, G. (2010). Testing moderating effects in PLS path models: An illustration of available procedures. In Handbook of partial least squares (pp. 713-735). Springer
Kammerlander, N., Burger, D., Fust, A., & Fueglistaller, U. (2015). Exploration and exploitation in established small and medium-sized enterprises: the effect of CEOs’ regulatory focus. J. Bus. Ventur, 30, 582–602.
Khademi, A., & Mirzaee, V. (2021). Investigating the effect of perceived value on word-of-mouth marketing with the mediating role of customer satisfaction. Business Management Quarterly, 13(51), 382-404. (In Persian)
Khodayari, K., Daneshvar, F., & Saeidee, H. (2013). Virtual Social Networks’ Type and Extent of Usage A Case Study of Mash’had’s Azad University Students. Journal of Communication Research, 21(77), 167-192. (In Persian)
Lee, M., Choi, H., & Koo, Y. (2017). Inconvenience cost of waste disposal behavior in South Korea. Ecol. Econ. (140), 58–65.
Miao, Z., Sheng, J., Webber, M., Baleˇzentis, T., Geng, Y., & Zhou, W. (2018). Measuring water use performance in the cities along China’s South-North Water Transfer Project. Appl. Geogr.(98), 184–200.
Mostafayi, M. S. (2020). Investigating the effect of perceived quality, perceived value, perceived satisfaction and perceived differentiation on brand loyalty with the mediating role of brand trust. Bimonthly New Attitudes of Business Management, 1(3), 104-127. (In Persian)
Padidar, S., Haghighi, M., & Yasouri, T. (2022). Effective Factors On Sustainable Marketing - Case Study: Detergent Industry. Management Research of Iran, 26(1), 227-244. (In Persian)
Pogrebova, O. A., Konnikov, E. A., & Yuldasheva, O. U. (2017, 2017, May). Fuzzy model assessing the index of development of sustainable marketing of the company IEEE International Conference on Soft Computing and Measurements (SCM),
Rahi, S. (2016). Impact of Customer Value, Public Relations Perception and Brand Image on Customer Loyalty in Services Sector of Pakistan. Arabian Journal of Business and ar A Management Review, 1-6. https://doi.org/10.4172/2223-5833.S2-004
Razavian, F., Khoshmanesh, B., & Izdiyar, S. (2014). People's participation in the waste separation plan International Science and Engineering Conference, (In Persian)
Rogers, E. M. (2010). Diffusion of Innovations. Simon and Schuster.
Safavi, S., Piran, A., & Taherzadeh, F. (2021). Investigating the combined impact of sustainable marketing and consumer support for sustainable business development. Modern researches in entrepreneurship management and business development, 2, 289-309. (In Persian)
Salehi Sadekiani, G., Ghasemzadeh Gouri, F., & Bakhtiari, S. (2019). Investigating the effect of perceived brand value, consumer involvement and customer satisfaction on customer loyalty in the insurance industry. Business Management, 11(42), 143-168. (In Persian)
Saravanan, A. P., Mathimani, T., Deviram, G., Rajendran, K., & Pugazhendhi, A. (2018). Biofuel policy in India: a review of policy barriers in sustainable marketing of biofuel. Journal of Cleaner Production(193), 734-747.
Shariat, M. A., Rahmani, K., Farhamand, N., & Bafande, A. (2012). Sustainable production by moving from an industrial approach to an ecological approach. Geographical Information System in Planning(14), 23-35. (In Persian)
Stål, H. I., & Jansson, J. (2017). Sustainable consumption and value propositions: exploring product–service system practices among Swedish fashion firms. Sustain. Dev.(25), 546–558.
Su, M., Fang, M., Kim, J., & Park, K.-s. (2022). Sustainable marketing innovation and consumption: Evidence from cold chain food online retail. Journal of Cleaner Production, 340, 130806. https://doi.org/https://doi.org/10.1016/j.jclepro.2022.130806
Tavakoliniya, J., Saeidi, M., Kazemi, M., & Gharibi, M. (2016). Analysis of factors affecting the motivation of citizens to participate in waste management (case study: District 5 of Tehran Municipality). Quarterly Journal of Geography and Urban Planning, 9(33), 1-19. (In Persian)
Tuncer, İ., Unusan, C., & Cobanoglu, C. (2020). Service quality, perceived value and customer Satisfaction on behavioral intention in restaurants: An integrated structural model. Journal of Quality Assurance in Hospitality &Tourism, 22(4), 447-475.
Xie, X., Huo, J., & Zou, H. (2019). Green process innovation, green product innovation, and corporate financial performance: a content analysis method. J. Bus. Res.(101), 697–706.
Yuen, K. F., Wong, Y. D., Ma, F., & Wang, X. (2020). The determinants of public acceptance of autonomous vehicles: an innovation diffusion perspective. J. Clean. Prod.(270).