ارزیابی مدل تجارت عادلانه با تأکید بر حفظ توسعه پایدار محیط زیست در صادرات صنایع غذایی
محورهای موضوعی : اقتصاد محیط زیستسمیرا مرزبان 1 , لیلا آندرواژ 2 * , شادان وهاب زاده 3 , حمیدرضا سعیدنیا 4
1 - دانشجوی دکترا،گروه مدیریت بازرگانی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران.
2 - استادیار گروه مدیریت بازرگانی، واحد بین المللی خرمشهر، دانشگاه آزاد اسلامی، خرمشهر، ایران. *(مسوول مکاتبات)
3 - استادیار ،گروه مدیریت بازرگانی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران.
4 - دانشیار گروه مدیریت بازرگانی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران.
کلید واژه: تجارت عادلانه, توسعه پایدار محیط زیست, مزیت رقابتی, صادرات.,
چکیده مقاله :
زمینه و هدف: رشد قابل توجه تجارت عادلانه در دهه‌های گذشته توجه کسب و کارها را به خود جلب کرده است. تجارت عادلانه، منجر به بهبود معیشت تولیدکنندگان در کشورهای در حال توسعه و ارتقای مسئولیت‌های اجتماعی آنان در قبال توسعه پایدار زیست محیطی را می‌گردد.
روش بررسی: هدف پژوهش حاضر ارزیابی مدل تجارت عادلانه با تأکید بر حفظ توسعه پایدار محیط زیست در بازاریابی بین‌المللی شرکت‌های صادرکننده موادغذایی می‌باشد. مطالعه حاضر از لحاظ هدف کاربردی و از لحاظ روش از نوع کمی بوده است.
یافتهها: این مطالعه بر حسب هدف کاربردی و بر اساس گردآوری داده‌ها و اطلاعات توصیفی_پیمایشی می باشد. جامعه آماری پژوهش، فعالان بازاریابی بین‌الملل (مدیران و کارشناسان شرکت‌های فعال صادرکننده) بوده است. با توجه به عدم دسترسی به آمار دقیق تعداد مدیران شرکت‌های فعال صادرکننده این جامعه نامعلوم فرض گردیده است. برای تعیین حجم نمونه نیز از فرمول کوکران استفاده شده و 385 نفر مورد نظرسنجی قرار گرفتند. ابزار گردآوری داده‌ها پرسشنامه محقق ساخته بوده است که برای جمع‌آوری داده‌ها بکار گرفته شد. تحلیل داده‌ها نیز از طریق مدل معادلات ساختاری و نرم‌افزار PLS صورت پذیرفت.
بحث و نتیجه گیری: یافته‌های این مطالعه نشان داد با توجه به مقدار آماره t و همچنین p-value از بیست مسیر مطرح شده، ادعای بیان شده برای همه مسیرهای اصلی مورد تأیید قرار گرفت و 20 مقوله به عنوان شاخص‌های اصلی مدل تجارت عادلانه با تأکید بر حفظ توسعه پایدار محیط زیست در بازاریابی بین‌المللی شرکت‌های فعال حوزه صادرات صنایع غذایی شناسایی شدند که در بستری دانشی اثربخشی و کارآمد هستند.
Background and Objective: The significant growth of fair trade in the past decades has attracted the attention of businesses. Fair trade leads to improving the livelihood of producers in developing countries and enhancing their social responsibilities for sustainable environmental development.
Material and Methodology: The purpose of the current research is to evaluate the fair trade model with an emphasis on maintaining the sustainable development of the environment in the international marketing of food exporting companies. The current study was applied in terms of purpose and quantitative in terms of method.
Findings: This study is applied in terms of purpose and based on the collection of descriptive-survey data and information. The statistical population of the research was international marketing activists (managers and experts of active exporting companies). Due to the lack of access to accurate statistics, the number of managers of active exporting companies in this community is assumed to be unknown. To determine the sample size, Cochran's formula was used and 385 people were surveyed. The data collection tool was a researcher-made questionnaire that was used to collect data. Data analysis was done through structural equation model and PLS software.
Discussion and Conclusion: The findings of this study showed that according to the value of t-statistic and also p-value of the 20 proposed paths, the stated claim was confirmed for all the main paths and 20 categories as the main indicators of the fair trade model with emphasis On maintaining the sustainable development of the environment in international marketing, active companies in the field of food industry exports were identified as being effective and efficient in a knowledge base.
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