مدلِ کیفی/تعاملی (IQA) مضامینِ ادراک مبتنی بر کامیابی فراخود در حمایت از محصولات سبز: مطالعه شرکت‌های دانش بنیان در حوزه مواد غذایی

محورهای موضوعی : امنیت غذایی

مجید صبوری ¹ ( دانشجوی دکتری، گروه مدیریت بازرگانی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران. )
حسین بوداقی خواجه نوبر ² ( استادیار، گروه مدیریت بازرگانی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران. * (مسوول مکاتبات) )
محمدرضا عبدلی ³ ( دانشیار، گروه حسابداری، واحد شاهرود، دانشگاه آزاد اسلامی، شاهرود، ایران. )
یعقوب علوی متین ⁴ ( استادیار، گروه مدیریت صنعتی، واحد تبریز، دانشگاه آزاداسلامی، تبریز، ایران. )
مهدی زینالی ⁵ ( استادیار، گروه حسابداری، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران. )

تاریخ دریافت : 1399/09/18 تاریخ پذیرش : 1399/11/19 تاریخ انتشار : 1400/09/01

کلید واژه: مضامینِ ادراک مبتنی بر کامیابی فراخود, حمایت از محصولات سبز, تحلیل کیفی/تعاملی (IQA),

چکیده مقاله :

زمینه و هدف: هدف این پژوهش ارائه مدلِ کیفی/تعاملی () مضامینِ ادراک مبتنی بر کامیابی فراخود در حمایت از محصولات سبز: مطالعه شرکت‌های دانش بنیان در حوزه مواد غذایی می‌باشد.روش بررسی: این پژوهش که در دو بخش کیفی و تعاملی صورت پذیرفت، ۱۵ نفر از متخصصان و خبرگان رشته بازاریابی در سطح دانشگاهی و ۲۰ نفر از مدیران در شرکت‌های دانش بنیان در این دو بخش مشارکت داشتند.یافته‌ها: نتایج در بخش کیفی از وجود سه مضمون اصلی حکایت داشت که براساس ۲۲ گزاره‌ی دارای حد کفایت نظری وارد فاز تحلیل بازنمایی سیستمی شد.بحث و نتیجه‌گیری: این نتایج نشان می‌دهد ارزش‌های اجتماعی در توسعه محصولات سبز نقش با اهمیتی دارد و سبب حمایت از تولید محصولات سبز می‌گردد.

چکیده انگلیسی:

Background and Objective: The Purpose of this research is The Model of Interactive/Qualitative Analysis (IQA) of Perceptual themes on the base of Self-Fulfilling Prophecy in Support of Green Products about of Knowledge-Based Companies in the Field of Food.Material and Methodology: In this study, which was conducted in two qualitative and interactive sections, 15 specialists and experts in the field of marketing at the university level and 20 managers in knowledge-based companies participated in these two sections.Findings: Results in the qualitative part of the existence of three main.Discussion and Conclusion: The results in the qualitative section also showed that the main driver of perceptual approaches in the aesthetics of green products is the proposition of using material design as an aesthetic ecosystem in capturing the minds of customers, which will have consequences such as brand identity of green products.It was also found that the main stimulus for perceptual approaches to green product health was the use of international logos and the insertion of special codes (USDA) into green product health, which led to the stimulation of customers' perceptions of the organic nature of green food products.

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