ناسایی پیشامدها و پیامدهای تردید سبز (مورد مطالعه: مصرف‌کنندگان شرکت الماس سبز خزر)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان

2 دانشجوی دکتری مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان

چکیده

مروزه به دلیل ادعاهای کاذب برخی شرکت­ها مبنی بر داشتن فعالیت­های سبز، اعتماد مصرف­کنندگان سبز به ادعاهای شرکت­ها و بالطبع خرید سبز آنها کاهش یافته است. بنابراین ضروری است هنگام بررسی رفتار مصرف­کنندگان سبز، تردید این مصرف­کنندگان نیز مورد بررسی قرار گیرد. بدین منظور، هدف از انجام پژوهش حاضر، بررسی تأثیر عوامل سازمانی بر تردید سبز، پیامدهای آن و نقش تعدیل­گری ارزش‏های مصرف سبز می‏باشد. جامعه آماری این پژوهش، مصرف­کنندگان مرغ سبز شرکت الماس سبز خزر هستند. برای تعیین حجم نمونه با استفاده از فرمول کوکران برای جامعه نامحدود، 384 نفر تعیین و با استفاده از قاعده 10 نیز، حجم نمونه 460 نفر تعیین شد اما به دلیل محاسبات صحیح­تر و امکان تعمیم بهتر نمونه به جامعه، در نهایت 467 پرسشنامه با روش نمونه­گیری دردسترس جمع­آوری شد. جهت جمع‌آوری اطلاعات از پرسشنامه مبتنی بر طیف لیکرت و برای تجزیه و تحلیل داده­ها از مدلسازی معادلات ساختاری استفاده شد. یافته­های این پژوهشنشان دادکه مسئولیت اجتماعی سازمان و آمیخته بازاریابی سبز بر تردید سبز مصرف­کنندگان تأثیر منفی و معناداری دارند اما بین تاریخچه سبز سازمان و تردید سبز رابطه معناداری یافت نشد. تردید سبز پیامدهای تبلیغات توصیه­ای سبز منفی و عدم قصد خرید سبز را به دنبال دارد. همچنین، ارزش­های مصرف­ سبز بر رابطه بین تردید سبز و تبلیغات توصیه­ای سبز منفی تأثیر معنادار دارد و رابطه بین تردید سبز و قصد خرید سبز را نیز تعدیل می­کند.

کلیدواژه‌ها

عنوان مقاله [English]

Identifying the Antecedents and Consequence of Green Skepticism (Case Study: Consumers of Almas Sabz Khazar Company)

نویسندگان [English]

  • Morteza Maleki Minbashrazgah 1
  • Maryam Varmaghani 2
1 Associate Prof, Faculty of Economic, Management and Administrative Sciences, Semnan University
2 Ph.D. Student of Business Management, Faculty of Economic, Management and Administrative Sciences, Semnan University
چکیده [English]

Nowadays, due to the false claims of some companies that they have green activities, green consumers' trust in the claims of companies and of course their green purchases has decreased. Therefore, it is necessary to consider the skepticism of these consumers when examining the behavior of green consumers. For this purpose, the aim of the present study, is to examine the impact of organizational factors on green skepticism, its consequences and moderating role of green consumption values. The statistical population of this study is green chicken consumers of Almas Sabz khazar Company. To determine the sample size using Cochran's formula for unlimited community, 384 people were determined and using "rule 10", the sample size was determined to be 460 people, but due to better calculations and the possibility of better generalization of the sample to the community, finally 467 questionnaires were collected with convenience sampling method. Likert-based questionnaire was used for data collection and Structural Equation Modeling (SEM) was used for data analysis. The findings of this study show that the CSR and the green marketing mix have a significant negative effect on the consumers' green skepticism but no significant relationship was found between the organization's green history and the green skepticism. Green skepticism has consequences such as negative green WOM and no Green purchase intentions. Also, green consumption values have a significant effect on the relationship between green skepticism and negative green WOM and moderates the relationship between green skepticism and green purchase intention.

کلیدواژه‌ها [English]

  • Green Marketing
  • Green Marketing Mix
  • Green Skepticism
  • Corporate Social Responsibility
  • Green Consumption Values

مراجع

1-      فیعی رودپشتی، میثم؛ خداداد حسینی، سید حمید؛ کردنائیچ، اسداله؛ محمدیان، محمود. (1393). طراحـی مـدل تحقـق بازاریـابی پایـدار صنعت خودرو ایران. راهبردهای بازرگانی، 21(3)، 61-82.
2-       2- Jaiswal, D., & Kant, R. (2018). Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers. Journal of Retailing and Consumer Services, 41(1), 60-69.
3-       3- Leonidou, C. N., & Skarmeas, D. (2017). Gray shades of green: Causes and consequences of green skepticism. Journal of Business Ethics, 144(2), 401-415.
4- دل افروز، نرگس؛ گلی، آرمین؛ خسروی، محمدرضا. (1396). محرکهای مؤثر بر ارزش ویژه برند سبز. راهبردهای بازرگانی، 24(10)، 99-110.
5- Alhosseini Almodarresi, S. M., Tabataba'i-Nasab, S. M., Bagheri Garabollagh, H., & Mohammadi, F. (2019). Does citizenship behavior have a role in changing attitude toward green products?. International Journal of Management Science and Engineering Management, 14(4), 284-292
6-  امیدوار، رضا؛ سرداری، احمد؛ یزدانی، ناصر. (1394). تجزیه و تحلیل موانع مـدیریت زنجیـره تـــأمین ســـبز بـــا اســـتفاده از روش مدلسازی ساختاری- تفسیری ISM)) مطالعه موردی: شرکت پارس خودرو. راهبردهای بازرگانی، 22(5)، 29-38.
7- Joshi, Y., & Rahman, Z. (2015). Factors affecting green purchase behaviour and future research directions. International Strategic Management Review, 3(1–2), 128-143.
8- Sobhanifard, Y., & Balighi, G. A. (2018). Emotional modeling of the green purchase intention improvement using the viral marketing in the social networks. Social Network Analysis and Mining, 8(1), 1-8.
9- Groening, C., Sarkis, J., & Zhu, Q. (2018). Green marketing consumer-level theory review: A compendium of applied theories and further research directions. Journal of Cleaner Production, 172(1), 1848-1866.
10- Solaiman, M., Osman, A., & Halim, M. S. B. (2015). Green marketing: a marketing mix point of view. International Journal of Business and Technopreneurship, 5(1), 87-98.
11- Zarei, A., & Maleki, F. (2018). From decision to run: the moderating role of green skepticism. Journal of food products marketing, 24(1), 96-116.
12- Lai, C. K., & Cheng, E. W. (2016). Green purchase behavior of undergraduate students in Hong Kong. The Social Science Journal, 53(1), 67-76.
13- Kaufmann, H. R., Panni, M. F. A. K., & Orphanidou, Y. (2012). Factors affecting consumers' green purchasing behavior: An integrated conceptual framework. Amfiteatru Economic Journal, 14(31), 50-69.
14- Rejikumar, G. (2016). Antecedents of green purchase behaviour: an examination of moderating role of green wash fear. Global Business Review, 17(2), 332-350.
15- Carrol, A. B. (2015). Corporate social responsibility: The centerpiece of competing and complementary frameworks. Organizational Dynamics, 44(2), 87-96.
16- Andorfer, V. A., & Liebe, U. (2011). Research on Fair Trade Consumption - A Review. Journal of Business Ethics, 106(4), 415-435.
17- Eberle, D., Berens, G., & Li, T. (2013). The Impact of Interactive Corporate Social
Responsibility Communication on Corporate Reputation. Journal of Business Ethics, 118(4), 731-746.
18- Wagner, T., Lutz, R. J., & Weitz, B. A. (2009). Corporate hypocrisy: Overcoming the threat of inconsistent corporate social responsibility perceptions. Journal of Marketing, 73(6), 77-91.
19- Parguel, B., Benoı ˆt-Moreau, F., & Larceneux, F. (2011). How sustainability ratings might deter ‘‘greenwashing’’: A closer look at ethical corporate communication. Journal of Business Ethics, 102(1), 15-28.
20-  Elving, W. J. (2012). Scepticism and corporate social responsibility communications: the influence of fit and reputation. Journal of Marketing Communications, 19(4), 277-292.
21- Barone, M. J., Miyazaki, A. D., & Taylor, K. A. (2000). The influence of cause-related marketing on consumer choice: does one good turn deserve another?. Journal of the academy of marketing Science, 28(2), 248-262.
22- Chang, C. (2011). Feeling ambivalent about going green. Journal of Advertising, 40(4), 19-32. doi:10.2753/JOA0091-3367400402.
23- Albayrak, T., Caber, M., Moutinho, L., & Herstein, R. (2011). The influence of skepticism on green purchase behavior. International Journal of Business and Social Science, 2(13), 189-197.
24- Delmas, M. A., & Burbano, C. V. (2011). The drivers of greenwashing. California Management Review, 54(1), 64-87.
25- Goh, S. K., & Balaji, M. S. (2016). Linking green skepticism to green purchase behavior. Journal of Cleaner Production, 131(1), 629-638.
26- Yin, C. Y., Du, F., & Chen, Y. (2020). Types of green practices, hotel price image and consumers’ attitudes in China: The mediating role of consumer skepticism. Journal of Hospitality Marketing & Management, 29(3), 329-357.
27- Aji, H. M., & Sutikno, B. (2015). The extended consequence of greenwashing: Perceived consumer skepticism. International Journal of Business and Information, 10(4), 433-468.
28- Ottman, J. A., Stafford, E. R., & Hartman, C. L. (2006). Avoiding green marketing myopia: Ways to improve consumer appeal for environmentally preferable products. Environment: Science and Policy for Sustainable Development, 48(5), 22-36.
30- Kotler, P. T., & Keller, K. L. (2015). Marketing Management (15 edition). London: Pearson.
31- Su, L., & Swanson, S. R. (2019). Perceived corporate social responsibility's impact on the well-being and supportive green behaviors of hotel employees: The mediating role of the employee-corporate relationship. Tourism Management, 72(1), 437-450.
32- Kim, B., Lee, S., & Kang, K. H. (2018). The moderating role of CEO narcissism on the relationship between uncertainty avoidance and CSR. Tourism Management, 67(1), 203-213.
33- Vlachos, P. A., Tsamakos, A., Vrechopoulos, A. P., & Avramidis, P. K. (2009). Corporate social responsibility: attributions, loyalty, and the mediating role of trust. Journal of the Academy of Marketing Science, 37(2), 170-180.
34-  Vlachos, P. A., Epitropaki, O., Panagopoulos, N. G., & Rapp, A. A. (2013). Causal attributions and employee reactions to corporate social responsibility. Industrial and Organizational Psychology, 6(4), 334-337.
35- Fombrun, C., & Shanley, M. (1990). What's in a name? Reputation building and corporate strategy. Academy of management Journal, 33(2), 233-258.
36- Vanhamme, J., & Grobben, B. (2009). Too good to be true!. The effectiveness of CSR history in countering negative publicity. Journal of Business Ethics, 85(2), 273-283.
37- Charter, M. (2017). Greener marketing strategy: why and how to green the mix. In Greener Marketing (pp. 141-168). Routledge.
38- Mahmoud, T. O. (2019). Green Marketing: A Marketing Mix concept. International Journal of Electrical, Electronics and Computers, 4(1), 20-26.
39- Kalsi, P. S., & Singh, I. (2015). Impact of Green Marketing Mix on Consumers’ Purchase Behaviour: A Study in the Jalandhar Region of Punjab. International Journal of Engineering and Management Research (IJEMR), 5(1), 267-272.
40- Tsai, C. C. (2012). A research on selecting criteria for new green product development project: taking Taiwan consumer electronics products as an example. Journal of Cleaner Production, 25(1), 106-115.
41- Fan, H. & Zeng, L. (2011). Implementation of green marketing strategy in China: A study of the green food industry. M.Sc. Thesis, University of GAVLE, China.
42- Leonidou, C. N., Katsikeas, C. S., & Morgan, N. A. (2013). “Greening” the marketing mix: Do firms do it and does it pay off?. Journal of the Academy of Marketing Science, 41(2), 151-170.
43- حیدری، جعفر.، معماریان، امیر.، و بزرگی امیری، ‌علی. (1398). هماهنگی تصمیمات کیفیت زیست­محیطی و کیفیت عملکردی محصولات در زنجیره تأمین سبز دو سطحی. چشم­انداز مدیریت صنعتی، 9(33)، 87-114.
44- Shil, P. A. R. A. G. (2012). Evolution and future of environmental marketing. Asia Pacific Journal of Marketing & Management Review, 1(3), 74-81.
45- Cox, M. J. (2008). Sustainable Communication: A Study of Green Advertising and Audience Reception within the growing arena of Corporate Social Responsibility, Case Study: British Petroleum. Earth & E-nvironment, 3(1), 32-51.
46- Grimmer, M., & Woolley, M. (2014). Green marketing messages and consumers' purchase intentions: Promoting personal versus environmental benefits. Journal of Marketing Communications, 20(4), 231-250.
47- Abzari, M., Safari Shad, F., Abedi Sharbiyani, A. A., & Parvareshi Morad, A. (2013). Studying the effect of green marketing mix on market share increase. European Online Journal of Natural and Social Sciences: Proceedings, 2(3), 641-653.
48- Carlson, L., Grove, S. J., & Kangun, N. (1993). A content analysis of environmental advertising claims: A matrix method approach. Journal of advertising, 22(3), 27-39.
49- Wilson, A. E., Giebelhausen, M. D., & Brady, M. K. (2017). Negative word of mouth can be a positive for consumers connected to the brand. Journal of the Academy of Marketing Science, 45(4), 534-547.‏
50- Zhang, L., Li, D., Cao, C., & Huang, S. (2018). The influence of greenwashing perception on green purchasing intentions: The mediating role of green word-of-mouth and moderating role of green concern. Journal of Cleaner Production, 187(1), 740-750.
51- Chung, A., & Jiang, H. (2017). Handling negative publicity: the influence of employing CSR communication in apology statements in reducing anger and negative word-of-mouth (NWOM). Journal of Communication Management, 21(3), 267-286.
52- Morel, M., & Kwakye, F. (2012). Green marketing: Consumers Attitude towards Eco-friendly Products and Purchase Intention in the Fast Moving Consumer Goods (FMCG) sector. Master thesis. C. J. Patel College of Arts, Commerce & Science, Tirora.
53- Haws, K. L., Winterich, K. P., & Naylor, R. W. (2014). Seeing the world through GREEN‐tinted glasses: Green consumption values and responses to environmentally friendly products. Journal of Consumer Psychology, 24(3), 336-354.
54- Konuk, F. A., Rahman, S. U., & Salo, J. (2015). Antecedents of green behavioral intentions: a cross‐country study of Turkey, Finland and Pakistan. International journal of consumer studies, 39(6), 586-596.
55-  Hendriks, S., & van Nispen, K. (2017). Clever or risky: talking the talk, without walking the walk. Master’s Thesis, Faculty of Humanities, Tilburg University, Tilburg.
56- Skarmeas, D., & Leonidou, C. N. (2013). When consumers doubt, watch out! The role of CSR skepticism. Journal of business research, 66(10), 1831-1838.
57- Ferguson, J. L., Ellen, P. S., & Piscopo, G. H. (2011). Suspicion and perceptions of price fairness in times of crisis. Journal of Business Ethics, 98(2), 331-349.
58- Dangelico, R. M., & Pontrandolfo, P. (2010). From green product definitions and classifications to the Green Option Matrix. Journal of Cleaner Production, 18(16-17), 1608-1628.
59- Oni, A. A., Oni, S., Mbarika, V., & Ayo, C. K. (2017). Empirical study of user acceptance of online political participation: Integrating Civic Voluntarism Model and Theory of Reasoned Action. Government Information Quarterly, 34(2), 317-328.
60- Fleming, M. L., Driver, L., Sansgiry, S. S., Abughosh, S. M., Wanat, M., Sawant, R. V., ... & Todd, K. H. (2017). Physicians' intention to prescribe hydrocodone combination products after rescheduling: A theory of reasoned action approach. Research in Social and Administrative Pharmacy, 13(3), 503-512.
61-  Wu, J. H., Wu, C. W., Lee, C. T., & Lee, H. J. (2015). Green purchase intentions: An exploratory study of the Taiwanese electric motorcycle market. Journal of Business Research, 68(4), 829-833.
62- Newton, J. D., Tsarenko, Y., Ferraro, C., & Sands, S. (2015). Environmental concern and environmental purchase intentions: The mediating role of learning strategy. Journal of Business Research, 68(9), 1974-1981.
63- Wang, J., Wang, S., Xue, H., Wang, Y., & Li, J. (2018). Green image and consumers’ word-of-mouth intention in the green hotel industry: The moderating effect of Millennials. Journal of cleaner production, 181(1), 426-436.
64- خلیفه، مجتبی؛ عباسی، عباس؛ کاظمی، معین؛ سمیع­زاده، مهدی. (1398). مدلسازی نظری اثر تردید سبز مصرف­کنندگان بر رفتار و قصد خرید سبز. مدیریت بازرگانی، 11(4)، 825-849.
 
65- Nguyen, T. T. H., Yang, Z., Nguyen, N., Johnson, L. W., & Cao, T. K. (2019). Greenwash and green purchase intention: The mediating role of green skepticism. Sustainability, 11(9), 1-16.
66- Ellen, P. S., Webb, D. J., & Mohr, L. A. (2006). Building corporate associations: Consumer attributions for corporate socially responsible programs. Journal of the academy of Marketing Science, 34(2), 147-157.
67- Ritter, A. M., Borchardt, M., Vaccaro, G. L., Pereira, G. M., & Almeida, F. (2015). Motivations for promoting the consumption of green products in an emerging country: exploring attitudes of Brazilian consumers. Journal of Cleaner Production, 106(1), 507-520.
68- Suki, N. M. (2016). Consumer environmental concern and green product purchase in Malaysia: structural effects of consumption values. Journal of Cleaner Production, 132(1), 204-214.
69- Lin, P. C., & Huang, Y. H. (2012). The influence factors on choice behavior regarding green products based on the theory of consumption values. Journal of Cleaner Production, 22(1), 11-18.
70- Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of business research, 22(2), 159-170.
71- Laaksonen, M. (1993). Retail patronage dynamics: learning about daily shopping behavior in contexts of changing retail structures. Journal of Business Research, 28(1-2), 3-174.
72- Biswas, A., & Roy, M. (2015). Green products: an exploratory study on the consumer behaviour in emerging economies of the East. Journal of Cleaner Production, 87(1), 463-468.
73-  هومن، حیدرعلی. (1397). مدل یابی معادلات ساختاری با کاربرد نرم افزار لیزرل (با اصلاحات(. تهران: سمت.
 
74- Mahmoud, T. O., Ibrahim, S. B., Ali, A. H., & Bleady, A. (2017). The influence of green marketing mix on purchase intention: the mediation role of environmental knowledge. International Journal of Scientific & Engineering Research, 8(9), 1040-1048.
75- آذر، عادل.، و مؤمنی، منصور. (1399). آمار و کاربرد آن در مدیریت. جلد اول. چاپ بیست و پنجم. تهران: سمت.
76-  آذر، عادل.، و غلامزاده، رسول. (مترجمان). (1395). مدلسازی معادلات ساختاری: کمترین مربعات جزئی. مؤلف: جوزف هیر و توماس هالت. تهران: نگاه دانش.
77- Yoon, D., & Chen, R. J. (2017). A Green Shadow: The Influence of Hotel Customers' Environmental Knowledge and Concern on Green Marketing Skepticism and Behavioral Intentions. Tourism Analysis, 22(3), 281-293.
نشریه علمی راهبردهای بازرگانی
دوره 17، شماره 15
شهریور 1399
صفحه 205-227

فایل ها

هم رسانی

ارجاع به این مقاله

آمار