بررسی تأثیر تجربه و اطلاعات زیست‌محیطی بر نگرش و رفتار مصرف‌کنندگان آگاه به محیط‌زیست

الموضوعات :

مهدی فرمانی ¹ , محمد غفاری ² , مصطفی زندی نسب ³

1 - کارشناسی ارشد مدیریت بازرگانی، دانشکده مدیریت و حسابداری، پردیس فارابی، دانشگاه تهران، ایران.
2 - استادیار، دانشکده مدیریت و حسابداری، پردیس فارابی، دانشگاه تهران، ایران. *(مسوول مکاتبات)
3 - کارشناسی ارشد مدیریت بازرگانی، دانشکده مدیریت و حسابداری، پردیس فارابی، دانشگاه تهران، ایران.

تاريخ الإرسال : 06 الخميس , شعبان, 1440 تاريخ التأكيد : 04 الجمعة , شوال, 1440 تاريخ الإصدار : 07 الأربعاء , جمادى الثانية, 1442

الکلمات المفتاحية: نگرش محیط‌زیستی, اطلاعات زیست‌محیطی, طرفدار محیط‌زیست, رفتار مصرف‌کننده, تجربه زیست‌محیطی,

ملخص المقالة :

زمینه و هدف: در بازار رقابتی امروز، مسلماً شرکت هایی قادر به ایجاد مزیت رقابتی و سود بردن از آن در بلندمدت هستند که به مسائل زیست‌محیطی توجه بیشتری نشان دهند. بنابراین، هدف از انجام این پژوهش بررسی تأثیر اطلاعات زیست‌محیطی بر نگرش و رفتار مصرف‌کننده آگاه به محیط‌زیست بوده است. روش بررسی: این پژوهش از نظر هدف، کاربردی و از نظر نحوه گردآوری داده‌ها، توصیفی است. جامعه آماری پژوهش شامل کلیه مشتریان شرکت پگاه در سراسر کشور بوده است که در دوره جمع آوری داده های پژوهش در دی ماه 1397 از محصولات این شرکت استفاده کرده اند. به این منظور، تعداد 384 نمونه به روش نمونه‌گیری در دسترس انتخاب شد. برای تایید روایی پرسشنامه روایی محتوا، روایی سازه و روایی همگرا بررسی شد. جهت بررسی پایایی پرسشنامه از ضریب آلفای کرونباخ استفاده شد، که این ضریب برای کل پرسشنامه 911/0 به دست آمد. برای تجزیه و تحلیل داده‌ها از نرم‌افزارهای SPSS 22 و LISREL 8.8استفاده شده است. یافته‌ها: تمام فرضیه‌های پژوهش مورد تایید واقع شد و ضریب تعیین نگرش نسبت به محیط زیست و رفتار مصرف‌کننده آگاه به محیط زیست به ترتیب برابر 51/0 و 35/0 می‌باشد. بحث و نتیجه‌گیری: نتایج پژوهش نشان می دهد اطلاعات زیست‌محیطی عمومی و اطلاعات سازگار با محیط‌زیست بر نگرش نسبت به محیط‌زیست تأثیر معنادار دارد و تجربه زیست‌محیطی بر نگرش نسبت به محیط‌زیست و رفتار مصرف‌کننده آگاه بر محیط‌زیست تأثیر معنادار دارد. همچنین، نگرش نسبت به محیط‌زیست بر رفتار مصرف‌کننده آگاه بر محیط‌زیست تأثیر معنادار دارد.

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