ارزیابی اثرات ارزش نوع دوستانه، آگاهی زیست محیطی و رسانه اجتماعی بر رفتار خرید سبز با نقش میانجی هدف هنجاری و نگرانی زیست محیطی
محورهای موضوعی :
اقتصاد محیط زیست
فرشته محمد صالحی
1
(دانشجوی دکتری، گروه مدیریت بازرگانی، واحد بین الملل کیش، دانشگاه آزاد اسلامی، جزیره کیش، ایران.)
علیرضا روستا
2
(استادیار، گروه مدیریت بازرگانی، واحد شهرقدس، دانشگاه آزاد اسلامی، تهران، ایران. *(مسوول مکاتبات))
مجید احمدی
3
(دکتری تخصصی، گروه مدیریت بازرگانی، واحد شهرقدس، دانشگاه آزاد اسلامی، تهران، ایران.)
تاریخ دریافت : 1401/07/28
تاریخ پذیرش : 1401/12/13
تاریخ انتشار : 1402/03/01
کلید واژه:
نگرانی زیستمحیطی,
آگاهی زیست محیطی,
رفتار خرید سبز,
و محصولات غذایی ارگانیک,
ارزش نوعدوستانه,
چکیده مقاله :
زمینه و هدف: نگرانی‌ها در خصوص تخریب محیط‌زیست در چند دهه گذشته افزایش یافته است. در پاسخ به این نگرانی‌ها مصرف‌کنندگان با بروز رفتار خرید سبز و استفاده از محصولات سبز به حفظ محیط‌زیست کمک می‌کنند. مسائل محیطی و حفظ محیط‌زیست یکی از مهمترین معیارهایی است که مصرف‌کنندگان هنگام خرید باید آن را مدنظر قرار دهند. هدف پژوهش ارزیابی اثرات ارزش نوعدوستانه، آگاهی زیستمحیطی و رسانه اجتماعی بر رفتار خرید سبز با نقش میانجی هدف هنجاری و نگرانی زیستمحیطی است.
روش بررسی: روش تحقیق از نظر هدف، کاربردی و بر طبق شیوه جمع‌آوری داده ها، توصیفی از نوع پیمایشی است. جامعه آماری پژوهش، مشتریان محصولات غذایی ارگانیک در شهر تهران در سال 1401 می باشد. همچنین 415 پرسش‌نامه با استفاده از روش نمونه‌گیری در دسترس توزیع و تعداد 387 پرسش نامه جمع آوری گردیده است. پایایی پرسش نامه با ارزیابی ضریب آلفای کرونباخ مورد سنجش قرار گرفته که به میزان 919/0 بوده است. روایی ابزار تحقیق نیز با انجام تکنیک تحلیل عاملی تاییدی مورد تایید قرار گرفته است. همچنین جهت تجزیه‌و‌تحلیل اطلاعات از روش مدل‌یابی معادلات ساختاری استفاده شده است.
یافته ها: نتایج حاصل از بررسی فرضیه های پژوهش حاکی از آن است که اثربخشی درک شده مشتری، رسانه اجتماعی، آگاهی زیستمحیطی، و ارزش نوعدوستانه بر هدف هنجاری و نگرانی زیستمحیطی اثرگذار است. همچنین نقش هدف هنجاری و نگرانی زیستمحیطی بر رفتار خرید سبز نشان داده شده است.
بحث و نتیجه گیری: از دیدگاه مشتریان، بیشترین عامل اثرگذار بر نگرش زیستمحیطی، متغیر ارزش نوعدوستانه با آماره 363/13 و کمترین عامل اثرگذار بر هدف هنجاری، متغیر آگاهی زیستمحیطی با آماره 521/3 می‌باشد.
چکیده انگلیسی:
Background & Objective: Concerns about environmental degradation have increased in the past few decades. In response to these concerns, consumers help preserve the environment by adopting green purchasing behavior and using green products. Environmental issues and environmental protection are one of the most important criteria that consumers should consider when purchasing. The aim of the research is to evaluate the effects of altruistic value, environmental awareness and social media on green purchasing behavior with the mediating role of normative goal and environmental concern.
Material and Methodology: This study is considered as an applied research in terms of purpose and survey-descriptive research in terms data collection method. The statistical population of the research is the customers of organic food products in Tehran in 2022. Also, 415 questionnaires were distributed using available sampling method and 387 questionnaires were collected. The reliability of the questionnaire was evaluated by evaluating Cronbach's alpha coefficient, which was 0.919. Validity of the research tool has been confirmed by performing confirmatory factor analysis technique. Structural equation modeling has also been used to analyze the information.
Findings: According to the results of research hypotheses, the perceived effectiveness of the customer, social media, environmental awareness, and altruistic value have a significant effect on the normative goal and environmental concern. Also, the role of normative goal and environmental concern on green purchasing behavior has been shown.
Discussion and conclusion: From the point of view of customers, the most influential factor on the environmental attitude is the altruistic value variable with the statistic of 13/363 and the least effective factor on the normative goal is the environmental awareness variable with a statistic of 3.521.
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Wang, Y., Li, Y., Zhang, J., & Su, X. 2019. How impacting factors affect Chinese green purchasing behavior based on Fuzzy cognitive maps. J. Clean. Prod, 240, 1–9. doi: 10.1016/j.jclepro.2019.118199
Hosta, M., & Zabkar, V. 2021. Antecedents of environmentally and socially responsible sustainable consumer behavior. J. Bus. Ethics, 171, 273–293. doi: 10.1007/s10551-019-04416-0
Ge, W., Sheng, G., & Zhang, H. 2020. How to solve the social norm conflict dilemma of green consumption: the moderating effect of self-affirmation. Front. Psychol, 11, 566571. doi: 10.3389/fpsyg.2020.566571
Chen, Y.S., Huang, A.F., Wang, T.Y., & Chen, Y.R. 2020. Greenwash and green purchase behaviour: the mediation of green brand image and green brand loyalty. Total Qual. Manag. Bus. 31, 194–209. doi: 10.1080/14783363.2018.1426450
Ahmadi, M., Faridchehr, E., & Ahmadi, M. 2019. Investigate the role of self- efficacy and social tendencies in green purchase intention and behavior (Case study: Ofogh Koorosh Chain Stores). Journal of Environmental Education & Development, 7(4), 143-159. (In Persian)
Yin, S., Li, B., Zhang, X., & Zhang, M. 2019. How to improve the quality and speed of green new product development?. Processes, 7(7), 443.
Mehraj, D., & Qureshi, I.H. 2020. Determinants of green marketing mix in developing economies: Conceptualisation and scale validation approach. Business Strategy & Development, 3(4), 522- 530. (In Persian)
Bahrainizadeh, M., Rezaei, B. 2015. Meta-analysis and identification of factors influencing consumers' green purchasing decision-making behavior. Management researches in Iran, vol. 20, no. 2, pp. 21-48. (In Persian)
Harryani, S. 2017. Customer Relationship Management Influence on Customer Value, Product Quality And Service quality In Improving Customer Satisfaction And Its Implication On The Customer Loyalty. Journal of economi bussiness, 22(2), 160-165.
Hays, S., Page, S.J., & Buhalis, D. 2013. Social Media as a Destination Marketing Tool: Its Use By National Tourism Organizations. Current Issues in Tourism, vol. 16, no. 3, pp. 211-239.
Rudez, H.N., & Vodeb, K. 2015. Students’ Use of Social Media during the Travel Process. Tourism and Hospitality Management, vol. 21, no. 2, pp. 179-190.
Li, Y. (2018). Study of the effect of environmental education on environmental awareness and environmental attitude based on environmental protection law of the People’s Republic of China. Eurasia Journal of Mathematics, Science and Technology Education, 14(6), 2277-2285.
Kaur, B., Gangwar, V.P., & Dash, G. 2022. Green Marketing Strategies, Environmental Attitude, and Green Buying Intention: A Multi-Group Analysis in an Emerging Economy Context. Sustainability, vol. 14, no. 10, p. 6107.
Joshi, Y., & Rahman, Z. 2019. Consumers' sustainable purchase behaviour: modeling the impact of psychological factors. Ecological economics, no. 159, pp. 235- 243.
Yadav, R., & Pathak, G.S. 2017. Determinants of Consumers' Green Purchase Behavior in a Developing Nation: Applying and Extending the Theory of Planned Behavior. Ecological Economics, 134, pp. 114-122.
Steg, L. 2014. An integrated framework for encouraging pro-environmental behaviour Steg, Emmalina; Bolderdijk, Jan; Keizer, Kees; Perlaviciute, Goda. Psychology, no. 38, pp. 104-115.
Feigin, S., Owens, G. & Goodyear-Smith, F. 2014. Theories of human altruism: A systematic review. Annals of Neuroscience and Psychology, Retrieved from http://www.vipoa.org/neuropsychol.
Abbasi, A., Yadollahi, Sh., Beygi, J. 2017. Investigating consumer intention to purchase green products using the theory of planned behavior, environmental concerns and environmental knowledge. Journal of Modern Marketing Research, vol. 8, no. 4, pp. 119-130. (In Persian)
Zare, A., Ahmadvand, M., Rigi, F. 2019. Factors explaining the environmental attitude and behavior of the students of Shahid Motahari Agricultural College, Shiraz. Scientific Quarterly of Environmental Education and Sustainable Development, vol. 8, no. 3, pp. 56-68. (In Persian)
Dost Hosseini, F., Rajabipour M., Alireza; Dua'i, Zohra, A.S. 2021. The effect of environmental attitude on green purchasing behavior. Scientific Journal of Business Management Explorations, vol. 13, no. 25, pp. 531-556. (In Persian)
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