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

Document Type : Original Article

Authors

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

Abstract

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.

Keywords

References

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Commercial Strategies
Volume 17, Issue 15
April 2020
Pages 205-227

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