نقش واسطه ای نگرش مصرف کننده در تأثیر مولفه های محیط زیستی بر ترجیح برند سبز
محورهای موضوعی : آلودگی های محیط زیست (آب، خاک و هوا)مسلم سلیمان پور 1 , رضا نوروزی اجیرلو 2 , صمد خباز باویل 3
1 - استادیار ،گروه مدیریت بازرگانی، دانشگاه پیامنور، تهران، ایران. *(مسوول مکاتبات)
2 - استادیار ،گروه مدیریت بازرگانی، دانشگاه پیامنور، تهران، ایران.
3 - استادیار ،گروه مدیریت بازرگانی، دانشگاه پیامنور، تهران، ایران.
کلید واژه: محیط زیست, ترجیح برند سبز, باطری های خورشیدی,
چکیده مقاله :
زمینه و هدف: امروزه، در نتیجه تولیدات صنعتی، جوامع درگیر مسائل و آلودگی های محیط زیستی زیادی شده است. هدف پژوهش حاضر بررسی تأثیر مولفه های محیط زیستی بر ترجیح برند سبز با نقش میانجی نگرش مصرف کننده می باشد.
روش بررسی: این پژوهش به لحاظ هدف کاربردی و از لحاظ ماهیت و روش، توصیفی -پیمایشی است. جهت گردآوری دادهها از پرسشنامه و مطالعات اسنادی-کتابخانهای بهرهگیری شده است. جامعه آماری پژوهش مصرف کنندگانی که تجربه خرید باطری های خورشیدی را در استان آذربایجان غربی داشتند بود. از روش نمونه گیری در دسترس به تعداد 320 پرسشنامه با همکاری فروشندگان باطری توزیع و درنهایت 284 پرسشنامه صحیح دریافت و مورد تجزیه و تحلیل قرار گرفت. ابزار جمع آوری داده ترکیبی از پرسش نامههای استاندارد و پرسشنامههای محقق ساخته ای بود که روایی صوری و محتوایی آن توسط گروهی از صاحب نظران مورد بررسی و تایید قرار گرفت. نتایج حاصل از آزمون توسط نرم افزار SMART-PLS و با استفاده از آزمون t و ضرایب مسیر نشان داده شد.
یافته ها: نتایج نشان داد که سازههای محیط زیستی رابطه مثبتی با ترجیح برند سبز دارند. علاوه بر این، رابطه مثبت بین سازههای محیط زیستی وترجیح برند سبز با نگرش مصرف کننده واسطه می شود. سازههای محیط زیستی با ضریب 793 /0 بر ترجیح برند سبز تاثیر دارد و 46% از اثر کل سازههای محیط زیست بر ترجیح برند سبز از طریق متغیرمیانجی نگرش مصرف کننده ایجاد می شود.
بحث و نتیجه گیری: با توجه به نتایج بدست آمده توصیه می شود مدیران شرکت های تولید کننده باطری های خورشیدی ضمن توجه به نگرانی های محیط زیستی مشتریان، ارائه راه حل های خلاقانه برای بهبود عملکرد محیط زیستی، تعهد همه اعضای سازمان نسبت به استراتژی محیط زیستی، انجام تبلیغات محیطی جهت آگاهی مشتریان در مورد باطری های خورشیدی، استفاده از برچسب سبز را سرلوحه کار خود قرار دهند.
Background and Objective: Today, as a result of industrial production, societies are involved in many environmental issues and pollution. The aim of this research is to investigate the effect of environmental structures on green brand preference with the mediating role of consumer attitude.
Material and Methodology: This research is applied in terms of purpose and descriptive-survey in terms of nature and method. In order to collect data, questionnaires and document-library studies have been used. The statistical population of the research was consumers who had the experience of buying solar batteries in West Azarbaijan province. From the available sampling method, 320 questionnaires were distributed with the cooperation of battery sellers, and finally 284 correct questionnaires were received and analyzed. The data collection tool was a combination of standard questionnaires and researcher-made questionnaires, whose formal and content validity was examined and confirmed by a group of experts. The test results were shown by SMART-PLS software using t-test and path coefficients.
Findings: The results showed that environmental structures have a positive relationship with green brand preference. In addition, the positive relationship between environmental constructs and green brand preference is mediated by consumer attitude. Environmental structures have an effect on green brand preference with a coefficient of 0.793, and 46% of the total effect of environmental structures on green brand preference is created through the mediating variable of consumer attitude.
Discussion and conclusion: According to the obtained results, it is recommended that the managers of companies producing solar batteries, while paying attention to the environmental concerns of customers, provide creative solutions to improve environmental performance, the commitment of all members of the organization to the environmental strategy. Environment, carry out environmental advertisements to inform customers about solar batteries, put the use of the green label at the top of their work.
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