ارائه مدل رفتاری خریداران واقعی محصولات ارگانیک در استان گیلان
Subject Areas : Strategic planning
رویا شریفی
1
,
بهرام خیری
2
,
یلدا رحمتی غفرانی
3
1 - دانشجوی دکتری مدیریت بازرگانی، دانشگاه آزاد اسلامی، واحد رشت
2 - دانشیار گروه مدیریت، دانشگاه آزاد اسلامی، واحد تهران مرکزی، تهران، ایران
3 - گروه مدیریت بازرگانی، دانشگاه آزاد اسلامی، واحد رشت، رشت، ایران
Keywords: نگرش مصرف کننده, محصولات ارگانیک, قصد خرید, رفتار واقعى خرید,
Abstract :
هدف از این پژوهش بررسی عوامل تاثیرگذار بر رفتار واقعی خریداران محصولات ارگانیک میباشد. ابزار پژوهش، نیز پرسشنامه بوده است. جامعه آماری این تحقیق شامل مصرفکنندگان محصولات ارگانیک در استان گیلان میباشد که با توجه به نامحدود بودن نمونهگیری انجام شد و تعداد نمونه 384 به دست آمد. از روش نمونه گیری تصادفی در دسترس برای توزیع پرسشنامه ها استفاده شد. ارزیابی مدل و آزمون فرضیه‌ها از مدل‌سازی معادلات ساختاری با استفاده از نرم افزار اسمارت پی ال اس انجام گردید. نتایج حاصل از آزمون فرضیه‌ها نشان داد که قیمت درک شده، آگاهی سلامتی، در دسترس بودن، دانش ارگانیک و هنجار ذهنی بر نگرش مصرفکننده تاثیرگذار بوده است. هم چنین نگرش مصرف کننده بر قصد خرید و قصد خرید بر رفتار واقعی خرید تاثیرگذار هستند. همچنین مشخص گردید که چنانچه اطلاعرسانی درخصوص محصولات ارگانیگ و همچنین معرفی مزیتهای آنها و اهمیت محیطزیستی این محصولات بیشتر گردد، مصرفکنندگان تمایل بیشتری برای قصد خرید خواهند داشت. علاوه بر این نتایج نشان داد که، تهیه بروشور معرفی محصولات ارگانیک و در اختیار قراردادن نتایج بررسیهای انجام شده روی محصولات ارگانیک به خریداران و تشکیل گروهها و انجمنهای دوستدار محیطزیست میتواند نگرش خریداران را متحول سازد.
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