اثرات عوامل محیطی بر عملکرد بازاریابی سبز؛ مطالعه موردی: شرکت شیرین عسل

محورهای موضوعی : دو فصلنامه مدیریت زنجیره ارزش

رضا رستم زاده ¹ , اصغر علی محمدی سیابان ²

1 - استادیار گروه مدیریت، واحد ارومیه، دانشگاه آزاد اسلامی، ارومیه، ایران.
2 - دانشجوی کارشناسی ارشد، مدیریت بازرگانی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران.

تاریخ دریافت : 1395/01/29 تاریخ پذیرش : 1395/03/25 تاریخ انتشار : 1395/03/01

کلید واژه: کیفیت خدمات, عملکرد مالی, بازاریابی سبز, اثرات محیطی, تعهد منابع, عملکرد بازار,

چکیده مقاله :

درطولدهه‌های گذشته‌ نگرانی درموردمحیطنه‌ تنها یک موضوع عمومی مهم،بلکه به یک موضوع بحرانی درتحقیقاتدانشگاهی تبدیل‌ شده است وبا توجه به نگرانی به وجودآمده،بازارمحصولات اکولوژیک درسطح جهانی در حال رشداست.بدین منظورفعالیت‌های بازاریابی سبزدربسیاری ازبخش‌های جهان درحال افزایش است ومحصولاتی رابه مصرف‌کنندگان سبزارائه می‌دهند، مصرف‌کنندگانی که تصمیمات خرید خودراتاحدودی برمبنای معیارهای شخصی محیطی اتخاذ می‌کنند.این فعالیت‌ها اثرمهمی برافزایش دانش مصرف‌کنندهو تغییرنظرمصرف‌کنندگان به خریدمحصولات سبزدارند. به‌این‌ترتیب با توجه به اینکه صنعت مواد غذایی آیینه‌ای از توسعه اقتصادی و صنعتی یک کشور بوده و عملیات گسترده آن از تولید تا توزیع و مصرف، نقش به سزایی در به حرکت درآوردن چرخ اقتصاد هر کشور دارد، این پژوهش درصدد است تا تأثیر استراتژی زیست‌محیطی را بر عملکرد بازاریابی سبز در حوزه صنعت مواد غذایی شیرین عسل بررسی کند. روش معادلات ساختاری برای ارزیابی علی و بررسی پایایی و روایی مدل مورداستفاده قرار گرفت. مدل ارائه‌ شده و نتایج حاصل نشان می‌دهد که استراتژی زیست‌محیطی بر عملکرد مالی وعملکرد بازار و کیفیت خدمات تأثیر دارد.

چکیده انگلیسی:

During the recent decades, concern about environment has not only become a major public issue, but also a critical one in academic research, and, as a result, the ecological products market has been growing worldwide. Green marketing activities are thus expanding in many parts of the world offering products to green who make their purchase decisions, to some extent, based on their personal environmental criteria. These activities have a major impact on expanding consumers’ knowledge and changing their attitude towards purchasing green products. Food industry is one of the magnificent elements of the economic and has a major role in industrial development of a country, furthermore, its wide operations from production to distribution and consumption has the significant role in the economy of the countries .The aim of this dissertation is analyzing the effect of Ecological strategies on the performance of Green marketing in Shirin Asal Food Industry. This research uses Structural Equation Modeling (SEM) techniques as a tools for accessing the validity and reliability of measure. This model and the result show that ecological strategies affect the financial performance, market performance, and the quality of services to consumers.

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