ارائه مدل علی تمایل به مصرف سبز بر اساس نیاز به بی همتایی و مزایای پافشاری بر ایده: نقش نوگرایی مصرف کننده
محورهای موضوعی : مطالعات توسعه اجتماعی ایران
احمد رستگار
1
(دانشیار، گروه علوم تربیتی، دانشگاه پیام نور، تهران، ایران)
محمد حسن صیف
2
(دانشیار، گروه علوم تربیتی، دانشگاه پیام نور، تهران، ایران.)
داوود رستاد
3
(دانشجوی کارشناسی ارشد، آموزش محیط زیست، دانشکده علوم تربیتی، دانشگاه پیام نور، تهران، ایران)
سیما علی زاده
4
(استادیار، گروه علوم تربیتی، دانشگاه پیام نور، تهران، ایران.)
کلید واژه: نوگرایی مصرف کننده, مزایای پافشاری در ایده, نیاز به بیهمتایی, محیط زیست, تمایل مصرف سبز,
چکیده مقاله :
هدف این تحقیق ارائه مدل علّی تمایل به مصرف سبز بر اساس نیاز به بی همتایی و مزایای پافشاری بر ایده با توجه به نقش نوگرایی مصرف کننده و عوامل روان شناختی در میان کارکنان شرکت ملی گاز پارس جنوبی می باشد. برای این منظور 291 نفر از کارکنان به روش نمونه گیری تصادفی ساده انتخاب و به پرسشنامه ای خودگزارشی شامل مقیاس های نیاز به بی همتایی (جیا و جانشاه، 2018)، مزایای پافشاری بر ایده(جیا و جانشاه، 2018)، نوگرایی مصرف کننده(رینی و ایرما، 2018)، نگرش مصرف سبز(چن و دنگ، 2016)، کنترل رفتاری درک شده(چانگ، 2019)، هنجار ذهنی (چانگ، 2019) و تمایل به مصرف سبز (کفولائو، 2014) پاسخ دادند. روش این پژوهش توصیفی از نوع همبستگی می باشد. نتایج تحلیل مسیر نشان داد که اثر غیر مستقیم نیاز به بی همتایی و پافشاری بر ایده بر تمایل به مصرف سبز از طریق نوگرایی مصرف کننده، نگرش سبز، هنجار ذهنی و کنترل رفتاری ادراک شده مثبت و معنی دار می باشد. نوگرایی مصرف کننده نیز از طریق واسطه گری نگرش سبز، کنترل رفتاری درک شده و هنجار ذهنی بر تمایل به مصرف سبز دارای اثر غیر مستقیم و مثبت می باشد.
In the recent years, the attention to the environmental issues has increased in our country. Greenconsumption desire increases awareness and sensitivity to the environmental conservation and consumption inproducts, and the results of this matter are optimally utilize of energy resources, reduce waste and wastegeneration, reuse reusable equipment and recycle. The goal of this research is to presenting a casual model ofthe Green consumption desire based on need for uniqueness and self- expressive benefi, considering the role ofconsumer innovativness and psychological factors among employees of South Pars National Gas Company.Forthis purpose, 291 students were selected by a random sampling method and anserwd to the self-reportquestionnaire including scales of need for uniqueness (Jia and Janshah, 2018), self- expressive benefit (Jia andJanshah, 2018), consumer innovativness ( Rainey and Irma, 2018), green consumption attitude (Chen and Deng,2016), perceived behavioral control (Chang, 2019), subjective norm (Chang, 2019) and willingness to greenconsumption (Kafulao, 2014). The research method is a descriptive of the correlation type. The results of thepath analysis showed that the indirect effect of the need for uniqueness and self- expressive benefit on thewillingness to green consumption through consumer innovativness, green attitude, subjective norm andperceived behavioral control is positive and significant. Also consumer innovativness has an indirect andpositive effect on willingness green consumption through the mediation of green attitude, perceived behavioralcontrol, and subjective norm
یعقوبی، رویا ؛ الهی، مجید ( ١٣٩٠ ). " معرفی ابزارهای سبز و تأثیر آنها بر رفتار خرید مصرف کننده "، مطالعات مدیریت بهبود و تحول، شماره ٦، ص 167-١٨٦.
حبیبی، لیلا؛ صمدی، منصور(١٣94)، " تأثیر فعالیتهای بازرایابی بر تصمیمگیری خرید محصولات سبز "، چهارمین کنفرانس بین المللی مدیریت بازاریابی ص 11-23.
حسینی، میرزاحسن و نوروزی اجیرلو، محمدرضا (1399).تأثیر تئوریهای ارزشهای مصـرف بر رفتار خرید سـبز با تأکید بر نقش میانجی نگرانی زیسـت محیطی .مورد مطالعه: مصـرف کنندگان محصولات سبز شهر تهران. علوم و تکنولوژی محیط زیست. (22)2، 127-140.
دارابی، مسعود(1402). تبیین جامعه شناختی تاثیر سرمایه اجتماعی بر توسعهی پایدار شهری (مطالعهی موردی:شهروندان شهر تهران(.مجله مطالعات توسعه اجتماعی ایران، سال پانزدهم/ شماره دوم/ بهار 1402
محمدیان، محمود؛ ختائی، امیر(1390)، " رابطه میان عوامل روانی، اجتماعی و رفتار مصرف کننده سبز (حامی محیط زیست) " مجله مدیریت بازرگانی، دوره 6، شماره 7، بهار 1390، ص 130
مروری،محمد حسین؛شجاعی باغینی،گلنار(1399). بررسی نگرشهای مصرف کنندگان نسبت به ارتباطات بازاریابی سبز در جامعه. پژوهشهای جامعه شناختی، سال چهاردهم/شماره سوم / پاییز 1399
نادری راد، امیر؛ صابری، حسن و محترم،رحیم. (1400). بررسی نقش شفافیت سبز بر ارزش ادراک شدهی سبز مصرف کننده، ارتباط خود-برند و وفاداری به برند. پنجمین کنفرانس علمی دستاوردهای نوین در مطالعات علوم مدیریت، حسابداری و اقتصاد ایران، ایلام.
یعقوبی، نورمحمد و شاکری، رویا. (1387). «مقایسه تحلیلی مدلهای پذیرش فناوری با تاکید بر پذیرش بانکداری اینترنتی». فصلنامه علوم مدیریت ایران، شماره 11، ص22-44.
Aldao, A. & Nolen- Hoksema, S. (2010). Specificity of cognitive emotion regulation strategies: A transdiagnostic examination. Behavior Research and Therapy, 48, 974-983.
Ajzen, I. & Fishbein, M, (1980), “Understanding attitudes and predicting social behavior”, Englewood
Akdogan,S., Uyar k., Gullu, k.(2018). “PROFILES OF CONSUMER INNOVATIVENESS IN TURKEY” Journal of Management, Marketing and Logistics -JMML (2018), Vol.5 (3). pp.236-245.
Alam, S. S. & Sayuti, N. M. (2011). “Applying the Theory of Planned Behavior (TPB) in halal food purchasing”, International Journal of Commerce, 21, pp. 8-20.
Bartels, J & Reinders, M J. (2010), "Consumer Innovativeness and Its Correlates: A Propositional Inventory for Future Research", Journal of Business Research, Philosophy Dissertation, Texas A&M University.
Batool, Saba, Ahmed, Mirza Ashfaq, Umer, Muhammad, Zahid, Zahra (2015) “Impact of Consumer innovativeness on shopping styles; A Case of Pakistan” International Journal of Business and Management Invention, Volume 4 Issue 2, January. 2015, PP.19-28
Cai H, Zou X, Feng Y, Liu Y and Jing Y (2018) “Increasing Need for Uniqueness in Contemporary China: Empirical Evidence.” Front. Psychol. 9:554. doi: 10.3389/fpsyg.2018.0055.
Cao, X. (2011), “Does It Pay Green”, An Integrated view of environmental marketing with evidence from the forest products industry china. March 2014, DOI: 10.5267/j.msl.2014.1.03
Chen Kai, Deng Ting, (2016) “Research on the Green Purchase Intentions from the Perspective of Product Knowledge” MDPI Switzerland Journal of Sustainability 2016, 8, 943, pp. 1-16
Chen, Kai; Deng, Tian (2016). “Research on the Green Purchase Intentions from the Perspective of Product Knowledge” MDPI, Basel Switzerland, Sustainability 2016, 8(9), 943, EISSN 2071-1050
Chen, M. F. & Lu, T. Y. (2011). Modeling e-coupon proneness as a mediator in the extended TPB model to predict consumers’ usage intentions, Internet Research, 21(5): 508-526.
Chung-Te Ting; Chi-Ming Hsieh; Hsiao-Ping Chang; Han-Shen Chen,(2019) “Environmental Consciousness and Green Customer Behavior: The Moderating Roles of Incentive Mechanisms "Sustainability 2019, Vol11, Issue3, 819
Claudy, M. C.; Garcia, R.; O’Driscoll, (2015), “A Consumer resistance to innovation-A behavioral reasoning perspective”. J. Acad. Mark. Sci. 2015, 43, pp. 528–544.
Connolly, J & Prothero,A. (2008), “Green Consumption: Life-politics, risk and contradictions”, Journal of Consumer Culture, Volume 8, issue 1, PP. 117-145.
Desirée Schmuck, Jörg Matthes, Brigitte Naderer & Maren Beaufort (2018) The Effects of Environmental Brand Attributes and Nature Imagery in Green Advertising, Environmental Communication, 12:3, 414-429, DOI: 10.1080/17524032.2017.1308401
Do Paco. Arminda, and Raposo. Mario. (2009). "Green segmentation: An application to the Portuguese consumer market", Marketing intelligence & planning, 27, (3), pp 36-79.
Ezlika, M. Ghazali; Bang, Nguyen; Dilip S. Mutum; Su-Fei, Yap(2019) Pro-Environmental Behaviours and Value-Belief-Norm Theory: Assessing Unobserved Heterogeneity of Two Ethnic Groups, Sustainability 2019, 11, 3237; doi:10.3390/su11123237
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Francisca, Reni; Retno, Anggraini, (2016) “The Role of Perceived Behavioral Control and Subjective Norms to Internal Auditors’ Intention in Conveying Unethical Behavior: A Case Study in Indonesia” Review of Integrative Business and Economics Research, Vol. 5, no. 2, pp.141-150, April 2016
Han-Shen, Chen; Bi-Kun, Tsai; Chi-Ming, Hsieh(2018), ” The Effects of Perceived Barriers on Innovation Resistance of Hydrogen-Electric Motorcycles” Sustainability 2018, Vol 10, Issue 6, 1933
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Jansson, J. Agneta, M. Annika N. (2010). Green consumer behavior: determinants of curtailment and eco‐innovation adoption, Journal of Consumer Marketing, 27(4):358 – 370.
Jia feng Jian; Afshar Jahnshahi,(2018), “Purchasing Green Products as a Means of Expressing Consumers’ Uniqueness: Empirical Evidence from Peru and Bangladesh” Sustainability 2018, Vol 10, Issue11, 4062
Johe, M.H.; Bhullar, N. (2016)”To buy or not to buy: The roles of self-identity, attitudes, perceived behavioral control and norms in organic consumerism”. Ecol. Econ. 2016, 128, 99–105.
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_||_یعقوبی، رویا ؛ الهی، مجید ( ١٣٩٠ ). " معرفی ابزارهای سبز و تأثیر آنها بر رفتار خرید مصرف کننده "، مطالعات مدیریت بهبود و تحول، شماره ٦، ص 167-١٨٦.
حبیبی، لیلا؛ صمدی، منصور(١٣94)، " تأثیر فعالیتهای بازرایابی بر تصمیمگیری خرید محصولات سبز "، چهارمین کنفرانس بین المللی مدیریت بازاریابی ص 11-23.
حسینی، میرزاحسن و نوروزی اجیرلو، محمدرضا (1399).تأثیر تئوریهای ارزشهای مصـرف بر رفتار خرید سـبز با تأکید بر نقش میانجی نگرانی زیسـت محیطی .مورد مطالعه: مصـرف کنندگان محصولات سبز شهر تهران. علوم و تکنولوژی محیط زیست. (22)2، 127-140.
دارابی، مسعود(1402). تبیین جامعه شناختی تاثیر سرمایه اجتماعی بر توسعهی پایدار شهری (مطالعهی موردی:شهروندان شهر تهران(.مجله مطالعات توسعه اجتماعی ایران، سال پانزدهم/ شماره دوم/ بهار 1402
محمدیان، محمود؛ ختائی، امیر(1390)، " رابطه میان عوامل روانی، اجتماعی و رفتار مصرف کننده سبز (حامی محیط زیست) " مجله مدیریت بازرگانی، دوره 6، شماره 7، بهار 1390، ص 130
مروری،محمد حسین؛شجاعی باغینی،گلنار(1399). بررسی نگرشهای مصرف کنندگان نسبت به ارتباطات بازاریابی سبز در جامعه. پژوهشهای جامعه شناختی، سال چهاردهم/شماره سوم / پاییز 1399
نادری راد، امیر؛ صابری، حسن و محترم،رحیم. (1400). بررسی نقش شفافیت سبز بر ارزش ادراک شدهی سبز مصرف کننده، ارتباط خود-برند و وفاداری به برند. پنجمین کنفرانس علمی دستاوردهای نوین در مطالعات علوم مدیریت، حسابداری و اقتصاد ایران، ایلام.
یعقوبی، نورمحمد و شاکری، رویا. (1387). «مقایسه تحلیلی مدلهای پذیرش فناوری با تاکید بر پذیرش بانکداری اینترنتی». فصلنامه علوم مدیریت ایران، شماره 11، ص22-44.
Aldao, A. & Nolen- Hoksema, S. (2010). Specificity of cognitive emotion regulation strategies: A transdiagnostic examination. Behavior Research and Therapy, 48, 974-983.
Ajzen, I. & Fishbein, M, (1980), “Understanding attitudes and predicting social behavior”, Englewood
Akdogan,S., Uyar k., Gullu, k.(2018). “PROFILES OF CONSUMER INNOVATIVENESS IN TURKEY” Journal of Management, Marketing and Logistics -JMML (2018), Vol.5 (3). pp.236-245.
Alam, S. S. & Sayuti, N. M. (2011). “Applying the Theory of Planned Behavior (TPB) in halal food purchasing”, International Journal of Commerce, 21, pp. 8-20.
Bartels, J & Reinders, M J. (2010), "Consumer Innovativeness and Its Correlates: A Propositional Inventory for Future Research", Journal of Business Research, Philosophy Dissertation, Texas A&M University.
Batool, Saba, Ahmed, Mirza Ashfaq, Umer, Muhammad, Zahid, Zahra (2015) “Impact of Consumer innovativeness on shopping styles; A Case of Pakistan” International Journal of Business and Management Invention, Volume 4 Issue 2, January. 2015, PP.19-28
Cai H, Zou X, Feng Y, Liu Y and Jing Y (2018) “Increasing Need for Uniqueness in Contemporary China: Empirical Evidence.” Front. Psychol. 9:554. doi: 10.3389/fpsyg.2018.0055.
Cao, X. (2011), “Does It Pay Green”, An Integrated view of environmental marketing with evidence from the forest products industry china. March 2014, DOI: 10.5267/j.msl.2014.1.03
Chen Kai, Deng Ting, (2016) “Research on the Green Purchase Intentions from the Perspective of Product Knowledge” MDPI Switzerland Journal of Sustainability 2016, 8, 943, pp. 1-16
Chen, Kai; Deng, Tian (2016). “Research on the Green Purchase Intentions from the Perspective of Product Knowledge” MDPI, Basel Switzerland, Sustainability 2016, 8(9), 943, EISSN 2071-1050
Chen, M. F. & Lu, T. Y. (2011). Modeling e-coupon proneness as a mediator in the extended TPB model to predict consumers’ usage intentions, Internet Research, 21(5): 508-526.
Chung-Te Ting; Chi-Ming Hsieh; Hsiao-Ping Chang; Han-Shen Chen,(2019) “Environmental Consciousness and Green Customer Behavior: The Moderating Roles of Incentive Mechanisms "Sustainability 2019, Vol11, Issue3, 819
Claudy, M. C.; Garcia, R.; O’Driscoll, (2015), “A Consumer resistance to innovation-A behavioral reasoning perspective”. J. Acad. Mark. Sci. 2015, 43, pp. 528–544.
Connolly, J & Prothero,A. (2008), “Green Consumption: Life-politics, risk and contradictions”, Journal of Consumer Culture, Volume 8, issue 1, PP. 117-145.
Desirée Schmuck, Jörg Matthes, Brigitte Naderer & Maren Beaufort (2018) The Effects of Environmental Brand Attributes and Nature Imagery in Green Advertising, Environmental Communication, 12:3, 414-429, DOI: 10.1080/17524032.2017.1308401
Do Paco. Arminda, and Raposo. Mario. (2009). "Green segmentation: An application to the Portuguese consumer market", Marketing intelligence & planning, 27, (3), pp 36-79.
Ezlika, M. Ghazali; Bang, Nguyen; Dilip S. Mutum; Su-Fei, Yap(2019) Pro-Environmental Behaviours and Value-Belief-Norm Theory: Assessing Unobserved Heterogeneity of Two Ethnic Groups, Sustainability 2019, 11, 3237; doi:10.3390/su11123237
Faghihzadeh, F., Mahmudi, S. (2015). The Effect of Consumer Modernism on Attitude toward Product Innovation, Second International Management and Entrepreneurship Conference, Tehran.
Fraj, E.; Martinez, E. (1997),”Ecological consumer behavior: An empirical analysis”. Int. J. Consum. Stud. 2007, 31, pp. 26–33
Frances, Hardin-Fanning; Ricks, JaNelle M., (2017) “Attitudes, social norms, and perceived behavioral control factors influencing participation in a cooking skills program in rural Central Appalachia”, Glob Health Promote Journal. 2017 Dec; 24(4): pp. 43–52.
Francisca, Reni; Retno, Anggraini, (2016) “The Role of Perceived Behavioral Control and Subjective Norms to Internal Auditors’ Intention in Conveying Unethical Behavior: A Case Study in Indonesia” Review of Integrative Business and Economics Research, Vol. 5, no. 2, pp.141-150, April 2016
Han-Shen, Chen; Bi-Kun, Tsai; Chi-Ming, Hsieh(2018), ” The Effects of Perceived Barriers on Innovation Resistance of Hydrogen-Electric Motorcycles” Sustainability 2018, Vol 10, Issue 6, 1933
Hartmann, P.; Apaolaza-Ibáñez, V. (2012), “Consumer attitude and purchase intention toward green energy brands: The roles of psychological benefits and environmental concern”. J. Bus. Res. 2012, 65, pp. 1254–1263.
Hirschman, E C (2010), "Experience Seeking: A Subjectivist Perspective of Consumption", Journal of Business Research, Vol. 12, No. 1, pp.115-136
Jansson, J. Agneta, M. Annika N. (2010). Green consumer behavior: determinants of curtailment and eco‐innovation adoption, Journal of Consumer Marketing, 27(4):358 – 370.
Jia feng Jian; Afshar Jahnshahi,(2018), “Purchasing Green Products as a Means of Expressing Consumers’ Uniqueness: Empirical Evidence from Peru and Bangladesh” Sustainability 2018, Vol 10, Issue11, 4062
Johe, M.H.; Bhullar, N. (2016)”To buy or not to buy: The roles of self-identity, attitudes, perceived behavioral control and norms in organic consumerism”. Ecol. Econ. 2016, 128, 99–105.
Kefu Lao, (2014),"Research on mechanism of consumer innovativeness influencing green consumption behavior", Nankai Business Review International, Vol. 5 Iss 2 pp. 211 – 224
Kelly, Tepper; Tian William O. Bearden; Gary L. Hunter” (2001), Consumers' Need for Uniqueness: Scale Development and Validation” Journal of Consumer Research, Volume 28, Issue 1, June 2001, Pages 50–66.
Kim, H. Y. & Chung, J. E. C. (2011). “Consumer purchase intention for organic personal care products”, Journal of Consumer Marketing, 28 (1), pp. 40-47.
Lao, K. (2014), Research on mechanism of consumer innovativeness influencing green consumption behavior, Nankai Business Review International, 5(2): 211 – 224.
Litvine, D.; Wüstenhagen, R. helping “light green” consumers walk the talk: Results of a behavioural intervention survey in the Swiss electricity market. Ecol. Econ. 2011, 70, 462–474.
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