Present and Test the Corporate Social Responsibility Model in the Field of Green Marketing with Emphasis on Brand Affiliation from the Perspective of Organic Products' Consumers

محورهای موضوعی : Environmental policy and management

روزا طاعتی ¹ (دانشجوی دکتری، گروه مدیریت بازرگانی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران)
عبدالحمید ابراهیمی ² (دانشیار، گروه مدیریت بازرگانی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران)
حمیدرضا سعیدنیا ³ (دانشیار، گروه مدیریت بازرگانی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران)
زهرا علیپور درویشی ⁴ (دانشیار، گروه مدیریت بازرگانی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران)
محمد طالقانی ⁵ (دانشیار، گروه مدیریت صنعتی، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران)

تاریخ دریافت : 1401/02/29 تاریخ پذیرش : 1401/06/09 تاریخ انتشار : 1401/12/10

کلید واژه: Green marketing, organic products, brand affiliation, Social Responsibility,

چکیده مقاله :

Organic products are important factors in the case of commitment to corporate social responsibility in the field of green marketing to develop the Commitment of business system to environmental issues. The study aimed at presenting and testing social responsibility of companies in the field of green marketing from the perspective of Consumers of organic products with an emphasis on brand dependence. The research was an applied research and it was of mixed and exploratory type. Statistical population of the qualitative consisted of an all customers of organic products in Tehran city which according to the Krejcie-Morgan table, 385 people were Surveyed. Data analysis was also done using structural equation modeling and PLS software According to the findings obtained in qualitative data coding, A total of 325 Concepts were extracted which were classified into 85 categories. According to the categories (22 main Categories) in the model, regarding database approach, the research model was presented. Also, quantitative analysis showed that causal conditions affect the main phenomenon, namely social responsibility in the field of green marketing of organic products. Social responsibility affects strategies in the field of green marketing, background conditions and intervener conditions. In addition, these strategies also affect the consequences of the model.

چکیده انگلیسی:

محصولات ارگانیک در توسعه پایبندی نظام بازرگانی به مسائل زیست­محیطی، عاملی مطرح جهت تعهد به مسئولیت اجتماعی شرکت‌ها در حوزه بازاریابی سبز می‌باشد. مطالعه با هدف ارائه و آزمون مدل مسئولیت اجتماعی شرکت‌ها در حوزه بازاریابی سبز از دیدگاه مصرف‌کنندگان محصولات ارگانیک با تأکید بر وابستگی به برند صورت پذیرفت. مطالعه کاربردی و از نوع آمیخته و اکتشافی بوده است. جامعه آماری بخش کمی کلیه مشتریان محصولات ارگانیک در شهر تهران بوده‌اند که با توجه به جدول کرجسی-مورگان 385 نفر مورد نظرسنجی قرار گرفتند. تحلیل داده‌های بخش کمی نیز از طریق مدل معادلات ساختاری و نرم‌افزار PLS صورت پذیرفت. طبق یافته‌های بدست آمده در کدگذاری داده‌های کیفی پژوهش در مجموع 335 مفهوم استخراج شده که در 83 مقوله دسته‌بندی شدند. با توجه به دسته‌بندی مقوله‌ها (26 مقوله اصلی) در ابعاد مدل طبق رویکرد داده‌بنیان، مدل پژوهش ارائه گردید. همچنین تحلیل‌های کمی نشان داد که شرایط علی بر پدیده اصلی یعنی مسئولیت اجتماعی در حوزه بازاریابی سبز محصولات ارگانیک تاثیرگذار است. مسئولیت اجتماعی در حوزه بازاریابی سبز، شرایط زمینه‌ای و شرایط مداخله‌گر بر روی راهبردها تاثیرگذار هستند. علاوه بر این راهبردها نیز بر پیامدهای مدل تاثیرگذارند. مسئولیت اجتماعی در حوزه بازاریابی سبز به پذیرش و سلامت جامعه بستگی دارد.

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