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  • ارزیابی اثر پیگمالیون در حمایت از سبز بودن محصولات مواد غذایی

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کد مقاله : JEST-2112-5583 (R2) بازدید : 82 صفحه: 247 - 262

10.30495/jest.2022.64761.5583

نوع مقاله: پژوهشی

ارزیابی اثر پیگمالیون در حمایت از سبز بودن محصولات مواد غذایی

محورهای موضوعی : اقتصاد محیط زیست

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 آزاد اسلامی، تبریز، ایران.)
مهدی زینالی 5 (استادیار، گروه حسابداری، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران.)

تاریخ دریافت : 1400/09/19 تاریخ پذیرش : 1400/12/11 تاریخ انتشار : 1401/01/01

کلید واژه: اثر پیگمالیون, حمایت از سبزبودن محصولات غذایی, نظریه پیگمالیون,

چکیده مقاله :

زمینه و هدف: محصولات سبز به عنوان یکی از رویکردهای مصرف‌گرایی اجتماعی محسوب می‌شود که نیازمند وجود ادراک جمع‌گرایانه در جهت حمایت از آن در تحت شرایط زیست محیطی امروز می‌باشد. به عبارت دیگر ایجاد یک همگرایی ادراکی در بین مشتریان می‌تواند در توسعه پایدار ابعاد زیست محیطی از تولید محصول تا بازیافت را در برگیرد. در این پژوهش با بسط نظریه پیگمالیون، تلاش گردیده است تا مدلِ اثر پیگمالیون در حمایت از سبز بودن محصولات غذایی ارائه شود.روش بررسی: این پژوهش از نظر روش شناسی ترکیبی است، چراکه باتمرکز بر فرآیندهای تحلیل کیفی و کمی به دنبال ارائه مدل و سپس تبیین آن در سطح شرکت‌های دانش بنیان می‌باشد. شایان ذکر است که این مطالعه در بازه زمانی شش ماه انجام گرفت.یافته‌ها: نتایج در بخش کیفی از تاییدِ دو مولفه ی اصلی و ۱۴ گزاره ی نهایی برای سنجشِ مولفه‌های اصلی شناسایی شده حکایت دارد. نتایج در بخش کمی نیز نشان داد، هویت بخشیدن برند سبز به عنوانِ مضمونِ ادراک مبتنی بر توسعه پایدار تاثیرگذارترین مبنایِ اثر پیگمالیون در حمایت از سبز بودن محصولات غذایی در سطح شرکت‌های دانش بنیان می‌باشد.بحث و نتیجه گیری: این نتیجه نشان می‌دهد، شرکت‌های دانش بنیان که در عرصه ی محصولات غذایی سبز چه از نظر خودِ کالا و چه از نظر فرآیندهای تولید فعال هستند، می‌توانند به واسطه ای هویت بخشیدن به جایگاه برندِ محصولات سبز خود در این عرصه، ادراک منسجم تری در جهت حمایت‌های زیست محیطی نهادها و مشتریان به ویژه مشتریان عمده ی خود ایجاد نمایند.

چکیده انگلیسی:

Background and Objective: Green products are considered as one of the social consumerism approaches that need to have a collectivist perception in order to support it under today's environmental conditions. The purpose of this research is Effect Pygmalion in Support of Green Food Products.Material and Methodology: This research is combined in terms of methodology, because focusing on qualitative and quantitative analysis processes seeks to provide a model and then explain it at the level of knowledge-based companies in the field of oil industry. The statistical population of the study was in the qualitative part of academic experts and in the quantitative part the managers of knowledge-based companies in the food sector participated.Findings: The results in the quantitative part also showed that identifying the green brand as a theme of perception based on sustainable development is the most effective basis of perception based on the success of transcendentalism (Pygmalion) in supporting the greenness of food products at the level of knowledge-based companiesDisscotion & Conclusion: This result shows that knowledge-based companies that are active in the field of green food products and their derivatives, both in terms of the product itself and in terms of production processes, can identify the brand position of their green products in this field. Create a more coherent understanding of the environmental support of institutions and customers, especially their major customers.

منابع و مأخذ:


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  11. Khare, A. (2019). Green Apparel Buying: Role of Past Behavior, Knowledge and Peer Influence in the Assessment of Green Apparel Perceived Benefits, Journal of International Consumer Marketing, https://doi.org/10.1080/08961530.2019.1635553
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  22. Abasi, A., Yadolahi, Sh., Beygi, J. (2018). Investigating Consumer Intention to Buy Green Products Using Theory of Planned Behavior, Environmental Concerns and Environmental Knowledge, New Marketing Research, 8(4): 111-130. (In Persian)
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    24.

 

 

_||_

  1. Spangenberg, E, R., Greenwald, A, G. (1999). Social Influence by Requesting Self-Prophecy, Journal of Consumer Psychology, 8(1): 61-89. https://doi.org/10.1207/s15327663jcp0801_03
    2.
  2. Joshi, Y., & Rahman, Z. (2015). Factors affecting green purchase behaviour and future research directions. International Strategic Management Review, 3(1-2): 128-143
    3.
  3. Ayoobian, N., Mousarezaei, R. (2018). The Role of Nuclear Power in the Reduction of Environmental Pollutants and Climate Changes Compared to other Power Plants in Iran. Journal of Nuclear Science and Technology (JonSat), 39(2): 49-60. (In Persian)
    4.
  4. Matinez-Sanchis, P., Aragón-Amonarriz, C., Iturrioz-Landart, C. (2020). How the Pygmalion Effect operates in intra-family succession: Shared expectations in family SMEs, European Management Journal, https://doi.org/10.1016/j.emj.2020.04.005
    5.
  5. Merton, R, K. (1948). The Self-fulfilling prophecy, Antioch Review Journal, 8(2): 193-210
    6.
  6. Madon, S., Guyll, M., Buller, A, A., Scherr, K, C. (2008). The mediation of mothers' self-fulfilling effects on their children's alcohol use: Self-verification, informational conformity, and modeling processes. Journal of Personality and Social Psychology, 95: 369–384. https://doi.org/10.1037/0022-3514.95.2.369
    7.
  7. Rosenthal, R. (2012). Self-fulfilling prophecy. Encyclopedia of Human Behavior (Second Edition): 328–335.
    8.
  8. Cheah, I., Phau, I. (2011). Attitudes towards environmentally friendly products: The influence of Eco literacy, interpersonal influence and value orientation. Marketing Intelligence & Planning. 29(5): 452-472
    9.
  9. Wang, D., Walker, T. and Barabanov, S. (2020). A psychological approach to regaining consumer trust after greenwashing: the case of Chinese green consumers, Journal of Consumer Marketing, https://doi.org/10.1108/JCM-06-2019-3257
    10.
  10. Seif, M., Mazloumian, S., Rastegar, A., Amrollahi Jalal Abadi, M. (2016). Environmental and Psychological factors on Green Purchasing Willingness among Employees of Sarcheshmeh Copper Complex. Environmental Education and Sustainable Development, 4(2): 19-29. (In Persian)
    11.
  11. Khare, A. (2019). Green Apparel Buying: Role of Past Behavior, Knowledge and Peer Influence in the Assessment of Green Apparel Perceived Benefits, Journal of International Consumer Marketing, https://doi.org/10.1080/08961530.2019.1635553
    12.
  12. Singh, M. D., & Kant, R (2011). Knowledge management barriers: An interpretive structural modeling approach. International Journal of Management Science and Engineering Management, 3(2): 10-19.
    13.
  13. Ramesh, A., Banwet, D.K., Shankar, R (2010). Modeling the Barriers of Supply Chain Collaboration, Journal of Modelling in Management, 5(2): 176–193.
    14.
  14. Attri, R., Dev, N., Sharma, V. (2013). Interpretive Structural Modelling (ISM) approach: An Overview. Research Journal of Management Sciences, 2(2): 6-19.
    15.
  15. Yue, B., Sheng, G., She, Sh., Xu, J. (2020). Impact of Consumer Environmental Responsibility on Green Consumption Behavior in China: The Role of Environmental Concern and Price Sensitivity, Sustainability, 12(2): 1-16. https://doi.org/10.3390/su12052074
    16.
  16. Deliana, Y., Adiyatma Rum, I. (2019). How does perception on green environment across generations affect consumer behaviour? A neural network process, International Journal of Consumer Studies, 43(4): 358-367. https://doi.org/10.1111/ijcs.12515
    17.
  17. Ottenbacher, M. C., Kuechle, G., Harrington, R.J. and Kim, W.-H. (2019). QSR customer sustainable behaviors and brand practice perceptions on willingness to pay a premium, International Hospitality Review, 33(2): 106-125. https://doi.org/10.1108/IHR-03-2019-0006
    18.
  18. Wei, Sh., Ang, T., Jancenelle, V, E. (2018). Willingness to pay more for green products: The interplay of consumer characteristics and customer participation, Journal of Retailing and Consumer Services, 45(2): 230-238. https://doi.org/10.1016/j.jretconser.2018.08.015
    19.
  19. Wang, D., Walker, T. and Barabanov, S. (2020). A psychological approach to regaining consumer trust after greenwashing: the case of Chinese green consumers, Journal of Consumer Marketing, https://doi.org/10.1108/JCM-06-2019-3257
    20.
  20. Hasangholi pour Yasouri, T., Mosayebi, A., Najafi Siyahroodi, M., Alavi, S, M. (2019). Investigating the Factors Affecting Customers' Attitudes Towards Green Packaging and Their Intention to Buy, Print World Monthly, 164(10): 87-66. (In Persian).
    21.
  21. Khalifeh, M., Abasi, A., Kazemi, M., Samiezadeh, M. (2019). Theoretical modeling of the effect of green consumers' skepticism on green buying behavior and intention, business management, 11(4): 825-849. (In Persain)
    22.
  22. Abasi, A., Yadolahi, Sh., Beygi, J. (2018). Investigating Consumer Intention to Buy Green Products Using Theory of Planned Behavior, Environmental Concerns and Environmental Knowledge, New Marketing Research, 8(4): 111-130. (In Persian)
    23.
  23. Andelib, D., Moghtadri, A, A. (2018). Investigation and analysis of factors affecting green product development in the tile industry of Yazd province, modern marketing research, 8(3): 59-78. (In Persian)
    24.

 

 

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