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
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