شناسایی و اولویت بندی عوامل موثر بر رفتار خرید سبز (موردمطالعه: دانشجویان دانشگاه آزاد اسلامی واحد قشم)
الموضوعات :مرضیه دهقانی 1 , اسماعیل حسن پور 2 , سیف اله رهنما 3
1 - گروه مدیریت، دانشکده مدیریت، دانشگاه آزاد اسلامی، قشم، ایران
2 - گروه مدیریت ، دانشکده مدیریت، دانشگاه آزاد اسلامی، قشم ، ایران
3 - گروه مدیریت، دانشکده مدیریت، دانشگاه آزاد اسلامی، قشم، ایران
الکلمات المفتاحية: رفتار خرید سبز, عوامل فرهنگی, عوامل موقعیتی,
ملخص المقالة :
پژوهش حاضر با هدف شناسایی و اولویت بندی عوامل موثر بر رفتار خرید سبز انجام گرفت. جامعه آماری تحقیق حاضر شامل 496 نفر از دانشجویان مقطع کارشناسی ارشد و دکترای دانشگاه آزاد اسلامی واحد قشم می باشد. با استفاده از فرمول کوکران حجم نمونه 216 نفر محاسبه گردید و از روش نمونه گیری تصادفی طبقه بندی استفاده شد. پایایی پرسشنامه با استفاده از آلفای کرونباخ 933/0 بدست آمد، برای تجزیه و تحلیل داده‌ها از شاخص های آمار توصیفی و آزمون کولموگروف اسمیرنوف جهت مشخص نمودن نرمال بودن توزیع داده‌ها و جهت بررسی سئوال های تحقیق از آزمون t تک نمونه ای و فریدمن با نرم افزار SPSS استفاده شد. نتایج حاصل از بررسی سئوال های تحقیق نشان می دهد که عوامل موقعیتی، آمیخته بازاریابی، تجربیات قبلی، دانش زیست محیطی، نگرش زیست محیطی، نگرانی زیست محیطی، عوامل روانشناختی و عوامل فرهنگی بر رفتار خرید سبز دانشجویان دانشگاه آزاد اسلامی واحد قشم موثر است. همچنین نتیجه رتبه بندی این عوامل حاکی از این بود که عوامل فرهنگی و عوامل موقعیتی اولویت بیشتری در رفتار خرید سبز دانشجویان دارد
Abbasi, j, Enayati, A, Rahbari, M, Investigating the Factors Affecting the Green Shopping Behavior of Iranian Students.Case Study: Students of Islamic Azad University of Qazvin. Management Quarterly. Ninth year.No.27
Agyeman, C.M., 2014, CONSUMERS' BUYING BEHAVIOR TOWARDS GREEN PRODUCTS: AN EXPLORATORY STUDY,International Journal Of Management Research And Business Strategy, Vol. 3, No. 1.
Anvar, M, Venter, M, 2014, Attitudes and Purchase Behaviour of Green Products among Generation Y Consumers in South Africa, Mediterranean Journal of Social Sciences, Vol 5 No 21.
Askarzadeh, Hasan, 1392, Effective factors(green marketing mix, soco-demographic, variables and psychometric variables ) on green purchasing behavior.MA Thesis. Islamic Azad University, central Tehran branch.
Babaei,M, 1392, The study of the effect of demographic and psychological factors on the behavior of green car purchases. MA Thesis, Islamic Azad University of Central Tehran.
Bahreynizade, M, Rezaee, B, 1395, Meta-anaiysis and identiflcation of factors influencing consumers’ purchasing decision-making behavior. Quarterly journal of humanities (Management Research in Iran), Twentieth century, No.2
Chegini asli, r, Salehi Ardestani, A, Measuring the impact of green marketing tools on consumer purchasing behavior. Case Study: West Tehran, Journal of Management Studies and Accounting, volume1, No.2
Chen, L, 2013, A Study of Green Purchase Intention Comparing with Collectivistic (Chinese) and Individualistic (American) Consumers in Shanghai, China, Information Management and Business Review, Vol. 5, No. 7
Dorudi, H, Jahangiriyan, s, 1392. The role of green advertising on customer behavior.(Case Study Tehran) International Management Conference, Challenges and Solutions.
Ebad Askari, M, Hagh Talab, H, Danaei,H, 1392, Investigating the Impact of Demographic Characteristics on Green Consumer Shopping Behavior.Case study: Consumers of paper towels in Torbat Jam City.Second National Conference on Modern Management Science.
Gan, C., Han, Y.W., Lucie, O., Tzu, H.K, 2008, Consumers’ purchasing behavior towards green products in New Zealand, Innovative Marketing, Volume 4, Issue 1.
Haji Ahmadi, A, Hakiminia, y, 1394, Ranking of the main factirs affecting the behavior of purchasing environmentally friendly products based on metropolises. International Conference on New Achievements in Accunting Research AHP Economic Techniques.
Hamdi,k, Ghafari, f, Afsordegan,A, 1390, Investigating factors influencing the behavior of purchasing green products in young people.Case Study: Tehran City, Marketing Management Magazine.No.12
Hossin pour, p, 1395, Investing the relationship between value”risk”green quality and green trust on consumers’green consumer shopping. MT Thesis, Chamran martyr of Ahwaz University.
Khorshidi, A, Hossin zade, A, 1391, Consumer behavior in the relation to the decision to purchase green goods. Quarterly Journal of Business Management perspectives.Volume11, No.12
Kim, H. Y. & Chung, J. E. C.,2011, Consumer purchase intention for organic personal care products, Journal of Consumer Marketing, 28 (1), pp. 40-47.
Mahmoudiyan, M, Bakhshande, Gh, 1393, Investigating the Factors Affecting the Attitude and Intent of green Consumers’shopping.Journal of Management Studies(Improvement and Development). 23rd year. No.75
Mehdipour, z, 1393, Investigating the impact of green marketing strategy on increasing the intention to buy home appliances. Case Study of Zanjan City. MA Thesis
Miran, N.َ A, 1392, Investigating the Factors Affecting the Intention of Purchasing Green Products for Hyper Star Store Customers. MA Thesis. Islamic Azad University, central Tehran branch.
Mojoudi,A, 1389, Investigating factors influencing green purchasing behavior.Case Study: Student of Shahid Chamran University of Ahvaz. First National Marketing Conference and Eco-Friendly Brands.
Nakhaei, A, Kheiri, B, 1391, Investigating the effect of selected factors on the intention to purchase green products. Marketing Management Magazine . Volume7, No.15
Niknezhad, B, Ebrahimi, A, 1394. Investigating the effect of selected Green Shopping on Green Shopping Behavior.Case study: Green Chicken. National Conference on Management and Education.
Papadopoulos, I., Karagouni, G., Trigkas, M., Platogianni, E.,2010, “Green marketing: The case of Greece in certified and sustainably managed timber products”, Euro Med Journal of Business, 5 (2), pp. 166-190.
Raanaei Kord Sholy, h, Allah yari Bozanjani, A,1391. Investigating the Effect of Green Marketing Mix on Green Consumer Shopping
Decision. Cace study: Dairy Consumers of Pegah Company in Shiraz. New Marketing Research.Volume2, No.2
Sandu, R.M., 2015,Psychographic Factors Influencing Green Purchase Intention, Academic Journal Of Research In Economics And Management, Vol. 3, No. 2.
Sarumathi, S, 2014, Green Purchase Behavior–A Conceptual Framework of Socially Conscious Consumer Behavior, Global Journal of Finance and Management, Volume 6, Number 8.
Seyed Salehi, s.a, Kazemi, m, 1394, Factors affecting consumer Choice in relation to green products based on consumption theory.Marketing Management Magazine.Volume 10, No.26
Yaghoubizade, z, 1393, Investigating Environmental Impact, Knowledge, and Environmental Concern on Green Purchasing Intention to Mediating the Role of Environmental Attitudes. Studied by Ahwazi citizens. MA Thesis. Chamran martyr of Ahwaz University.
Zaree, A, Siah Sarani Kajoori, M.A,Farsi zadeh, H, 1393, Investigating The Effect of Green Lies on Intent to Purchase Green Products.(Studying Customers Online Information Store) Journal of Public Management Research.Volume 7, No.24
