On the decision to buy green consumer products of Moghan agriculture and industry with the mediating variable crm
Subject Areas :
1 - Islamic Azad University, Ardabil branch
Keywords: green marketing purchase decision customer relationship management 7p marketing mix green marketing mix ,
Abstract :
The present study was conducted with the aim of investigating the attitude of consumers towards the image of the company and green marketing and its effect on the intention of consumers to purchase green products of Moghan agriculture and industry. Based on this, a sample of consumers of green products and experts of agriculture and industry of Mughan in Ardabil province has been selected and investigated.In the research, we investigated eight specific and defined criteria to investigate the decision to buy green products of Moghan agriculture and industry with the intermediary variable of CRM in Ardabil province. The statistical population is the consumers of the green products of Sanat Moghan and the experts of that company in Ardabil provinceThe sample size was calculated using Cochran's unlimited population formula of 384 people, and the data collection method was field-based, and the instrument used was a questionnaire, and spss software was used for the results of the findings. The results show that (product, price, location, promotion, human power, physical evidence, process) 7p and green product purchase decision and customer relationship (CRM) have a significant impact.
1 نیمیس.یوفص) 1397 یلیبدرا ققحم تاراشتنا زبس یبایرازاب تیریدم
2 نیمیس. یوفص) 1997 ناغم تعنصو تشک ناگدننک فرصم زبس لوصحم دیرخ یریگ میمصت رب رثوم لماوع یسررب
(3 ربکا ی ، س ،هط لآ ؛نسحم ید وپ ،روپ قداص ؛نسح یا ) 1394 سررب ،( ی ثات یر رازاب ی بای رخ دصق رب زبس ید رتشم ینا ا هساو شقن اب ی لوئسم یت عامتجا ی وصت و تکرش ی ر
سررب ،لوصحم ی اهی ناگرزاب ی ، هرامش 72 ، 40-30 .
4( یهلادسا . ،یلع 1384 شهب دیهش هاگشناد ،دشرا یسانشراک همان نایاپ ،یگناخ مزاول تلاوصحم دیرخ میمصت رد هدننک فرصم راتفر رب یراجت تاغیلبت ریثأت یسررب ، یت .
5( ینیما . لضف رویرهش ،للها 1379 ) راکو بسک یاههاگنب و ناریدم یعامتجا یاهتیلوئسم ( هرامش ،ریبدت ، 105 صص ، 27-22 .
6( ،روصنم ،ینمؤم و لداع ،رذآ 1388 ؛« تیریدم رد نآ دربراک و رامآ » اههاگشناد یناسنا مولع بتک نیودت و هعلاطم نامزاس ؛ ) تمس .(
7( یرکسعروپ . ،نیسحدمحم 1390 ،دشرا یسانشراک همان نایاپ ،نایوجشناد هاگدید زا یناریا ناگدننک فرصم دیرخ دصق راتفر رب یطیحم تسیز یاهریغتم ریثات یسررب ،
نامرک رنهاب هاگشناد .
8( ییاعد . ا بیبح ... مظاک یلع نایخیش ،یلع یحتف ، . 1385 ، ) هرامش ،مهدفه هرود ،ریبدت ،رادیاپ تباقر یوس هب یهار زبس یبایرازاب 173 .(
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