ارزیابی اثر پیگمالیون در حمایت از سبز بودن محصولات مواد غذایی
الموضوعات :
مجید صبوری
1
,
حسین بوداقی خواجه نوبر
2
,
محمدرضا عبدلی
3
,
یعقوب علوی متین
4
,
مهدی زینالی
5
1 - دانشجوی دکتری، گروه مدیریت بازرگانی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران.
2 - استادیار، گروه مدیریت بازرگانی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران. *(مسوول مکاتبات)
3 - دانشیار، گروه حسابداری، واحد شاهرود، دانشگاه آزاد اسلامی، شاهرود، ایران.
4 - استادیار، گروه مدیریت صنعتی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران.
5 - استادیار، گروه حسابداری، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران.
تاريخ الإرسال : 06 الجمعة , جمادى الأولى, 1443
تاريخ التأكيد : 29 الأربعاء , رجب, 1443
تاريخ الإصدار : 18 الإثنين , شعبان, 1443
الکلمات المفتاحية:
اثر پیگمالیون,
حمایت از سبزبودن محصولات غذایی,
نظریه پیگمالیون,
ملخص المقالة :
زمینه و هدف: محصولات سبز به عنوان یکی از رویکردهای مصرف‌گرایی اجتماعی محسوب می‌شود که نیازمند وجود ادراک جمع‌گرایانه در جهت حمایت از آن در تحت شرایط زیست محیطی امروز می‌باشد. به عبارت دیگر ایجاد یک همگرایی ادراکی در بین مشتریان می‌تواند در توسعه پایدار ابعاد زیست محیطی از تولید محصول تا بازیافت را در برگیرد. در این پژوهش با بسط نظریه پیگمالیون، تلاش گردیده است تا مدلِ اثر پیگمالیون در حمایت از سبز بودن محصولات غذایی ارائه شود.روش بررسی: این پژوهش از نظر روش شناسی ترکیبی است، چراکه باتمرکز بر فرآیندهای تحلیل کیفی و کمی به دنبال ارائه مدل و سپس تبیین آن در سطح شرکت‌های دانش بنیان می‌باشد. شایان ذکر است که این مطالعه در بازه زمانی شش ماه انجام گرفت.یافته‌ها: نتایج در بخش کیفی از تاییدِ دو مولفه ی اصلی و ۱۴ گزاره ی نهایی برای سنجشِ مولفه‌های اصلی شناسایی شده حکایت دارد. نتایج در بخش کمی نیز نشان داد، هویت بخشیدن برند سبز به عنوانِ مضمونِ ادراک مبتنی بر توسعه پایدار تاثیرگذارترین مبنایِ اثر پیگمالیون در حمایت از سبز بودن محصولات غذایی در سطح شرکت‌های دانش بنیان می‌باشد.بحث و نتیجه گیری: این نتیجه نشان می‌دهد، شرکت‌های دانش بنیان که در عرصه ی محصولات غذایی سبز چه از نظر خودِ کالا و چه از نظر فرآیندهای تولید فعال هستند، می‌توانند به واسطه ای هویت بخشیدن به جایگاه برندِ محصولات سبز خود در این عرصه، ادراک منسجم تری در جهت حمایت‌های زیست محیطی نهادها و مشتریان به ویژه مشتریان عمده ی خود ایجاد نمایند.
المصادر:
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Madon, S., Guyll, M., Buller, A, A., Scherr, K, C. (2008). The mediation of mothers' self-fulfilling effects on their children's alcohol use: Self-verification, informational conformity, and modeling processes. Journal of Personality and Social Psychology, 95: 369–384. https://doi.org/10.1037/0022-3514.95.2.369
Rosenthal, R. (2012). Self-fulfilling prophecy. Encyclopedia of Human Behavior (Second Edition): 328–335.
Cheah, I., Phau, I. (2011). Attitudes towards environmentally friendly products: The influence of Eco literacy, interpersonal influence and value orientation. Marketing Intelligence & Planning. 29(5): 452-472
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Khare, A. (2019). Green Apparel Buying: Role of Past Behavior, Knowledge and Peer Influence in the Assessment of Green Apparel Perceived Benefits, Journal of International Consumer Marketing, https://doi.org/10.1080/08961530.2019.1635553
Singh, M. D., & Kant, R (2011). Knowledge management barriers: An interpretive structural modeling approach. International Journal of Management Science and Engineering Management, 3(2): 10-19.
Ramesh, A., Banwet, D.K., Shankar, R (2010). Modeling the Barriers of Supply Chain Collaboration, Journal of Modelling in Management, 5(2): 176–193.
Attri, R., Dev, N., Sharma, V. (2013). Interpretive Structural Modelling (ISM) approach: An Overview. Research Journal of Management Sciences, 2(2): 6-19.
Yue, B., Sheng, G., She, Sh., Xu, J. (2020). Impact of Consumer Environmental Responsibility on Green Consumption Behavior in China: The Role of Environmental Concern and Price Sensitivity, Sustainability, 12(2): 1-16. https://doi.org/10.3390/su12052074
Deliana, Y., Adiyatma Rum, I. (2019). How does perception on green environment across generations affect consumer behaviour? A neural network process, International Journal of Consumer Studies, 43(4): 358-367. https://doi.org/10.1111/ijcs.12515
Ottenbacher, M. C., Kuechle, G., Harrington, R.J. and Kim, W.-H. (2019). QSR customer sustainable behaviors and brand practice perceptions on willingness to pay a premium, International Hospitality Review, 33(2): 106-125. https://doi.org/10.1108/IHR-03-2019-0006
Wei, Sh., Ang, T., Jancenelle, V, E. (2018). Willingness to pay more for green products: The interplay of consumer characteristics and customer participation, Journal of Retailing and Consumer Services, 45(2): 230-238. https://doi.org/10.1016/j.jretconser.2018.08.015
Wang, D., Walker, T. and Barabanov, S. (2020). A psychological approach to regaining consumer trust after greenwashing: the case of Chinese green consumers, Journal of Consumer Marketing, https://doi.org/10.1108/JCM-06-2019-3257
Hasangholi pour Yasouri, T., Mosayebi, A., Najafi Siyahroodi, M., Alavi, S, M. (2019). Investigating the Factors Affecting Customers' Attitudes Towards Green Packaging and Their Intention to Buy, Print World Monthly, 164(10): 87-66. (In Persian).
Khalifeh, M., Abasi, A., Kazemi, M., Samiezadeh, M. (2019). Theoretical modeling of the effect of green consumers' skepticism on green buying behavior and intention, business management, 11(4): 825-849. (In Persain)
Abasi, A., Yadolahi, Sh., Beygi, J. (2018). Investigating Consumer Intention to Buy Green Products Using Theory of Planned Behavior, Environmental Concerns and Environmental Knowledge, New Marketing Research, 8(4): 111-130. (In Persian)
Andelib, D., Moghtadri, A, A. (2018). Investigation and analysis of factors affecting green product development in the tile industry of Yazd province, modern marketing research, 8(3): 59-78. (In Persian)
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Spangenberg, E, R., Greenwald, A, G. (1999). Social Influence by Requesting Self-Prophecy, Journal of Consumer Psychology, 8(1): 61-89. https://doi.org/10.1207/s15327663jcp0801_03
Joshi, Y., & Rahman, Z. (2015). Factors affecting green purchase behaviour and future research directions. International Strategic Management Review, 3(1-2): 128-143
Ayoobian, N., Mousarezaei, R. (2018). The Role of Nuclear Power in the Reduction of Environmental Pollutants and Climate Changes Compared to other Power Plants in Iran. Journal of Nuclear Science and Technology (JonSat), 39(2): 49-60. (In Persian)
Matinez-Sanchis, P., Aragón-Amonarriz, C., Iturrioz-Landart, C. (2020). How the Pygmalion Effect operates in intra-family succession: Shared expectations in family SMEs, European Management Journal, https://doi.org/10.1016/j.emj.2020.04.005
Merton, R, K. (1948). The Self-fulfilling prophecy, Antioch Review Journal, 8(2): 193-210
Madon, S., Guyll, M., Buller, A, A., Scherr, K, C. (2008). The mediation of mothers' self-fulfilling effects on their children's alcohol use: Self-verification, informational conformity, and modeling processes. Journal of Personality and Social Psychology, 95: 369–384. https://doi.org/10.1037/0022-3514.95.2.369
Rosenthal, R. (2012). Self-fulfilling prophecy. Encyclopedia of Human Behavior (Second Edition): 328–335.
Cheah, I., Phau, I. (2011). Attitudes towards environmentally friendly products: The influence of Eco literacy, interpersonal influence and value orientation. Marketing Intelligence & Planning. 29(5): 452-472
Wang, D., Walker, T. and Barabanov, S. (2020). A psychological approach to regaining consumer trust after greenwashing: the case of Chinese green consumers, Journal of Consumer Marketing, https://doi.org/10.1108/JCM-06-2019-3257
Seif, M., Mazloumian, S., Rastegar, A., Amrollahi Jalal Abadi, M. (2016). Environmental and Psychological factors on Green Purchasing Willingness among Employees of Sarcheshmeh Copper Complex. Environmental Education and Sustainable Development, 4(2): 19-29. (In Persian)
Khare, A. (2019). Green Apparel Buying: Role of Past Behavior, Knowledge and Peer Influence in the Assessment of Green Apparel Perceived Benefits, Journal of International Consumer Marketing, https://doi.org/10.1080/08961530.2019.1635553
Singh, M. D., & Kant, R (2011). Knowledge management barriers: An interpretive structural modeling approach. International Journal of Management Science and Engineering Management, 3(2): 10-19.
Ramesh, A., Banwet, D.K., Shankar, R (2010). Modeling the Barriers of Supply Chain Collaboration, Journal of Modelling in Management, 5(2): 176–193.
Attri, R., Dev, N., Sharma, V. (2013). Interpretive Structural Modelling (ISM) approach: An Overview. Research Journal of Management Sciences, 2(2): 6-19.
Yue, B., Sheng, G., She, Sh., Xu, J. (2020). Impact of Consumer Environmental Responsibility on Green Consumption Behavior in China: The Role of Environmental Concern and Price Sensitivity, Sustainability, 12(2): 1-16. https://doi.org/10.3390/su12052074
Deliana, Y., Adiyatma Rum, I. (2019). How does perception on green environment across generations affect consumer behaviour? A neural network process, International Journal of Consumer Studies, 43(4): 358-367. https://doi.org/10.1111/ijcs.12515
Ottenbacher, M. C., Kuechle, G., Harrington, R.J. and Kim, W.-H. (2019). QSR customer sustainable behaviors and brand practice perceptions on willingness to pay a premium, International Hospitality Review, 33(2): 106-125. https://doi.org/10.1108/IHR-03-2019-0006
Wei, Sh., Ang, T., Jancenelle, V, E. (2018). Willingness to pay more for green products: The interplay of consumer characteristics and customer participation, Journal of Retailing and Consumer Services, 45(2): 230-238. https://doi.org/10.1016/j.jretconser.2018.08.015
Wang, D., Walker, T. and Barabanov, S. (2020). A psychological approach to regaining consumer trust after greenwashing: the case of Chinese green consumers, Journal of Consumer Marketing, https://doi.org/10.1108/JCM-06-2019-3257
Hasangholi pour Yasouri, T., Mosayebi, A., Najafi Siyahroodi, M., Alavi, S, M. (2019). Investigating the Factors Affecting Customers' Attitudes Towards Green Packaging and Their Intention to Buy, Print World Monthly, 164(10): 87-66. (In Persian).
Khalifeh, M., Abasi, A., Kazemi, M., Samiezadeh, M. (2019). Theoretical modeling of the effect of green consumers' skepticism on green buying behavior and intention, business management, 11(4): 825-849. (In Persain)
Abasi, A., Yadolahi, Sh., Beygi, J. (2018). Investigating Consumer Intention to Buy Green Products Using Theory of Planned Behavior, Environmental Concerns and Environmental Knowledge, New Marketing Research, 8(4): 111-130. (In Persian)
Andelib, D., Moghtadri, A, A. (2018). Investigation and analysis of factors affecting green product development in the tile industry of Yazd province, modern marketing research, 8(3): 59-78. (In Persian)
