تاثیر نگرش سبز بر رفتار خلاقانه سبز و علاقه به محیط زیست با نقش میانجی جهت‌گیری کارآفرینانه سبز در صنعت گردشگری استان مازندران
الموضوعات :حسین رحیمی کلور 1 , ایمان قاسمی همدانی 2
1 - دانشیار، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی،دانشگاه محقق اردبیلی، اردبیل، ایران. *(مسوول مکاتبات)
2 - دانشجوی دکتری مدیریت بازاریابی، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی،دانشگاه محقق اردبیلی، اردبیل، ایران.
الکلمات المفتاحية: نگرش سبز, رفتار خلاقانه سبز, جهت¬گیری کارآفرینانه سبز, علاقه زیست محیطی.,
ملخص المقالة :
زمینه و هدف: مطالعه حاضر با هدف تاثیر نگرش سبز بر رفتار خلاقانه سبز و علاقه به محیط زیست با در نظر گرفتن نقش میانجی جهت¬گیری کارآفرینانه سبز در صنعت گردشگری، انجام شده است. روش بررسی: این مطالعه از لحاظ هدف کاربردی است که از لحاظ روش اجرا در قالب یک پژوهش توصیفی-پیمایشی با رویکرد مقطعی انجام شده است. جامعه آماری پژوهش، کلیه کارکنان شرکت‌های گردشگری استان مازندران می‌باشند که از این میان، نمونه‌ای متشکل از 384 نفر با استفاده از فرمول کوکران انتخاب شده است. در این مطالعه برای جمع‌آوری اطلاعات جهت آزمون فرضیات از پرسشنامه محقق ساخته اقتباسی از مطالعه لو (2021) شامل 6 بعد و 32 سوال استفاده شده است که بر مبنای طیف لیکرت پنج درجه تدوین شده است. روایی پرسشنامه با استفاده از روش روایی محتوا مورد تایید قرار گرفت. برای ارزیابی پایایی پرسشنامه، ضریب آلفای کرونباخ محاسبه شد. ضریب آلفای کرونباخ بیش از 7/0 بدست آمد که نشان می‌دهد پرسشنامه از پایایی مطلوبی برخوردار است. برای آزمون فرضیات از تکنیک حداقل مربعات جزئی و نرم افزار اسمارت پی.ال.اس استفاده شده است. یافته¬ها: یافته¬های حاصل از آزمون فرضیه‌های تحقیق نشان داد که نگرش سبز تاثیر مثبت و معناداری بر جهت‌گیری کارآفرینانه سبز و رفتار خلاقانه سبز دارد؛ جهت‌گیری کارآفرینانه سبز تاثیر مثبت و معناداری بر علاقه زیست محیطی و رفتار خلاقانه سبز دارد. علاوه بر این، مشخص شد که جهت‌گیری کارآفرینانه سبز، رابطه بین نگرش سبز و رفتار خلاقانه سبز؛ و علاقه زیست محیطی رابطه بین جهت‌گیری کارآفرینانه سبز و رفتار خلاقانه سبز را میانجی¬گری می¬کند. بحث و نتیجه¬گیری: نتایج بدست آمده در این تحقیق حاکی از اهمیت و تاثیرگذاری نگرش و جهت‌گیری سبز سازمان در رفتارهای خلاقانه سبز کارکنان است. در این پژوهش از تئوری‌های رفتار برنامه‌ریزی شده و منابع مکمل برای ایجاد یک چارچوب مفهومی جدید استفاده شده است.
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