The effect of co-creation experience on green behavior with the mediating role of quality of life and moderating green attitude in the tourism industry of Mazandaran province
Subject Areas : Sustainable Developmentmohammad bashokouh ajirlo, 1 , iman ghasemi hamedani 2
1 - Professor, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran. *(Corresponding Author)
2 - PhD Student in Marketing, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.
Keywords: co-creation experience, green behavior, quality of life, green attitude.,
Abstract :
Background and Objective: The present study was conducted with the aim of the effect of co-creation experience on green behavior with the mediating role of quality of life and normalization of green attitude.
Material and Methodology: This study is applied in terms of its purpose, which was carried out in the form of a descriptive-survey research with a cross-sectional approach. The statistical population of the research is all employees of tourism companies in Mazandaran province, from which a sample of 384 people was selected using Cochran's formula. In this study, to collect information to test hypotheses, a researcher-made questionnaire adapted from Luo's study (2021) including 4 dimensions and 33 questions was used, which was developed based on a five-point Likert scale. The validity of the questionnaire was confirmed using the content validity method. Cronbach's alpha coefficient was calculated to evaluate the reliability of the questionnaire. Cronbach's alpha coefficient was more than 0.7, which shows that the questionnaire has good reliability. Partial least squares technique and SmartPLS software were used to test the hypotheses.
Findings: The results of the research hypotheses test showed that the experience of co-creation has a positive and significant effect on green behavior and quality of life; Quality of life has a positive and significant effect on green behavior.
Discussion and Conclusion: In addition, it was found that quality of life mediates the relationship between co-creation experience and green behavior; And green attitude mediates the relationship between co-creation experience and green behavior.
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