تأثیر قصد خرید محصولات سبز بر خرید واقعی محصولات با تعدیلگی درآمد | ||
| کاوش‌های مدیریت بازرگانی | ||
| مقاله 3، دوره 12، شماره 24، اسفند 1399، صفحه 49-75 اصل مقاله (857.28 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22034/jbar.2021.1573 | ||
| نویسندگان | ||
| فرشته قویدل* 1؛ علی قلی پورسلیمانی2 | ||
| 1دانشجوی دکتری، مدیریت بازرگانی، گرایش بازاریابی، دانشکده مدیریت و حسابداری، دانشگاه آزاد اسلامی واحد رشت، رشت، ایران | ||
| 2استادیار گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه آزاد اسلامی واحد رشت، رشت، ایران | ||
| چکیده | ||
| هدف این پژوهش، بررسی عوامل انگیزشی مؤثر بر قصد خرید و خرید واقعی محصولات سبز و تبیین نقش تعدیلگری درآمد در این رابطه است. پرسش اصلی پژوهش حاضر این است که عوامل انگیزشی چه تأثیر مثبت بر قصد خرید و خرید واقعی مصرفکنندگان محصولات سبز دارند؟ متغیر درآمد چه نقشی در تعدیل این رابطه دارد؟ پژوهش حاضر از نوع توصیفی- پیمایشی میباشد و به لحاظ هدف کاربردی است. جامعه آماری این پژوهش مصرفکنندگان محصولات سبز در شهر رشت بوده که تعداد 384 پرسشنامه به روش نمونهگیری در دسترس و گلولهبرفی تکمیل گردید. بررسی و تحلیل دادهها با استفاده از مدل‌سازی معادلات ساختاری و با توجه به نرمال نبودن توزیع متغیرهای پژوهش به روش حداقل مربعات جزیی و با کمک نرم افزار "اس.پی.اس.اس" و "اسمارت پی.ال.اس" انجام گردید. نتایج این مطالعه نشان داد که کیفیت زندگی، آگاهی زیستمحیطی، کیفیت و قیمت، اطلاعات و دانش، زمینه اجتماعی و شرکت‌های سبز تأثیر مثبتی بر قصد خرید محصولات سبز دارند. همچنین قصد خرید تأثیر مثبت بر خرید واقعی دارد. علاوه بر این نتایج نشان داد که درآمد فقط نقش تعدیلگر در رابطه بین کیفیت زندگی و همچنین دانش و اطلاعات محصول سبز با قصد خرید دارد. | ||
| کلیدواژه‌ها | ||
| عوامل انگیزشی مصرف سبز؛ قصد خرید محصولات سبز؛ خرید واقعی محصولات سبز؛ محصولات سبز | ||
| عنوان مقاله [English] | ||
| The Impact of Purchase Intention of Green Products on the Actual Purchase of products with Moderating of the Income | ||
| نویسندگان [English] | ||
| Fereshteh Ghavidel1؛ Ali Gholipour Soleimani2 | ||
| 1PhD Student, Business Management, Marketing Orientation, Faculty of Management and Accounting, Islamic Azad University, Rasht Branch, Rasht, Iran | ||
| 2Assistant Professor, Department of Business Management, Faculty of Management and Accounting, | ||
| چکیده [English] | ||
| The purpose of this study is to investigate the motivational factors affecting the intention to buy and buy real green products and explain the role of income moderat in this regard. The main question of the present study is that what positive effect do motivational factors have on the actual purchase and purchase intention of consumers of green products? What role does the income variable play in adjusting this relationship? The present study is a descriptive-survey type and is applied in terms of purpose. The statistical population of this research is Green Consumers in Rasht city. 384 questionnaires were completed by available and snowball methods Data analysis was done by structural equation modeling method and considering the non-normal distribution of the research variables, by Partial Least Squares, and the "SPSS" and "Smart PLS" software. The results of this study showed that quality of life, environmental awareness, quality and price, information and knowledge, social context and green companies have a positive effect on the intention to buy green products. Purchasing intent also has a positive effect on actual purchasing. In addition, based on results, income has only a moderating role in the relationship between quality of life as well as knowledge and information of the green product with the intention to buy. | ||
| کلیدواژه‌ها [English] | ||
| Green Products, Motivational Factors of the Green Products, Purchase Intention of the Green Products and Actual Purchase of the Green Products | ||
| مراجع | ||
|
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision, 50(2), 179-211.
Aman, A.H., Harun, A., & Hussein, Z. (2012). The Influence of Environmental Knowledge and Concern on Green Purchase Intention the Role of Attitude as a Mediating Variable. British Journal of Arts and Social Sciences, Vol.7, No. II, 145-167.
Asgharian, R., Salehi, M., Hojabri, R., & Nikkheslat, M. (2012). Green product quality, green customer satisfaction, and green customer loyalty. International Journal of Research in Management & Technology, Vol. 2, No. 5.
Chen Yu-Sh., & Chang, Ch. (2013). Towards green trust, Management Decision, Vol. 51, 63 – 82.
Dangelico, R. M., & Pujari, D. (2010), Mainstreaming green product innovation: Why and how companies integrate environmental sustainability. Journal of Business Ethics, 95(3), 471-486.
Dehghanan, H., & Bakhshandeh, Gh. (2014). The impact of green perceived value and green perceived risk on green purchase behavior of Iranian consumers. International Journal of Management and Humanity Sciences, Vol 3 (2), 1349-1357.
Gleim, M.R., Smith, J., Andrews, D., & Cronin Jr., J.J. (2013). Against the green: a multimethod examination of the barriers to green consumption. Journal of Retail, 89 (1), 44-61.
Haghighinasab, M., Yazdani, H. R.,& Davar Panah Kaysarei, F. (2016). The Effect of Senior Management Support of Environmental Action on Green Marketing Strategy and Environmental Performance of Industrial Businesses in Iran. Journal of Research in New Marketing Research, 6, No. 1, Series 20, 23-38.
Higgins, P., & Campanera, J. (2011). (Sustainable) quality of life in English city locations.Cities, 28, 290-299.
Hosseinpour, M., Mohamed, Z., Rezai, G., Shamsudin. M & AbdLatif, Ismail. (2015). How Go Green Campaign Effects on Malaysian Intention towards Green Behaviour. Journal of Applied Sciences, 15 (6), 929-933.
Joshi, Y & Rahman, Z. (2015). Factors Affecting Green Purchase Behaviour and Future Research Directions. International Strategic Management Review, 3 , 128–143
Kanchanapibul, Maturos. Lacka, E., Wang, Xiaojun & Kai Chan, H. (2014). An empirical investigation of green purchase behaviour among the young generation. Journal of Cleaner Production, 66, 528-536.
Karunanayake R.K. Th., & Wanninayake, B. (2015). Impact of Key Purchasing Determinants on Purchase Intention of Hybrid Vehicle Brands in Sri Lanka, an Empirical Study. Journal of Marketing Management, Vol. 3, No 1, 40-52.
Kotler, Ph., & Armstrong, G. (2016). Principles of Marketing, sixteenth edition.
Ling, C, Y (2013). Consumers’ purchase intention of green products: an investigation of the drivers and moderating variable, Marketing Management, 57A, 14503-14509.
Mohammadian, M.,& Bakhshande, GH. (2014). Investigating the Effective Factors on Attitudes and Intent of Green Consumers. Journal of Management Studies (Improvement and Evolution), 23, No. 75, 39-68.
Moser, A. K. (2015). Thinking green, buying green? Drivers of pro-environmental purchasing behavior. Journal of Consumer Marketing, 32(3), 167-175.
Nakhaee, A.,& Kheiri, B. (2012). Investigating the Effects of Selected Factors on the Intent to Purchase Green Products, Journal of Marketing Management, No. 15, 105-130.
Nedra, B.A., Sharma, S., & Dakhli, A. (2015). Perception and motivation to purchase organic products in Mediterranean countries. Journal of Research in Marketing and Entrepreneurship, Vol. 17, 67 - 90.
Noor, M., Masuod, M., Abu Said, A., Amaruzaman, I., & Mustafa. M. (2016). Understanding consumers and green product purchase decision in Malaysia: A Structural Equation Modeling - Partial Least Square (SEM-PLS) Approach. Asian Social Science, Vol. 12, No. 9, 51-68.
Norazah, M.S., & Norbayah, M.S. (2015). Consumers environmental behavior towards staying at a green hotel. Management of Environmental Quality: An International Journal, Vol. 26 No. 1, 103-117.
Ranjbar Shams, H., & Omidi Najaf Abadi, M. (2014). Factors affecting on the Attitude of consumption of Organic Agricultural Products in Tehran. Agricultural Extension and Educational Studies, Vol. 2, No. 26, 26-51.
Ritter, A., Borchardt, M., L.R. Vaccaro, G., M. Pereira, G.,& 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. 507-520.
Sa'ida Ardakani, S., Asadi, S.M.M., Maghsoudinejad, H., Hashemizadeh, B.,& Asgarzadeh, M. H. (2016). Investigating the role of senior managers in the development of standards for green Purchase using Equation model (Case study: Tiling industries of Yazd). two exploration Quarterly Journal of Business Management, No. 16, 59-78.
Samee Zafar Ghandi,A., Nayebzadeh, Sh.,& Dehghan Dehnavi, H. (2014) Investigating the Effect of Value, Effectiveness and Perceived Risk by Consumers on Intention to Purchase Green Products (Case Study: Students of Islamic Azad University of Science and Research Branch of Tehran). Business Management Magazine, No. 27, 79- 100.
Shahnaei, Sh. (2012). The Impact of Individual Differences on Green Purchasing of Malaysian Consumers. International Journal of Business and Social Science, Vol. 3, No. 16, 132-140.
Sharma, A.,& Iyer, G. R. (2012). Resource-constrained product development: Implications for green marketing and green supply chains. Industrial Marketing Management, 41(4), 599-608.
Spangenberg, J.H., Fuad-Luke, A.,& Blincoe, K. (2010). Design for Sustainability (DfS): the interface of sustainable production and consumption. Journal of Cleaner Production, 18, 1485-1493.
Vitell, S.J. (2015). A case for consumer social responsibility (CnSR): including a selected review of consumer ethics/social responsibility research. Journal of Business Ethics, Vol. 130. 767-774.
Wang, P., Liu, Q., & Qi, Y. (2013). Factors influencing sustainable consumption behaviors: a survey of the rural residents in China. Journal of Cleaner Production, 1-14.
Wee, Ch., Bin Md. Ariff, M., Zakuan, N., & Tajudin, M. (2014). Consumers Perception, Purchase Intention and Actual Purchase Behavior of Organic Food Products. Integrative business & Economics, Vol 3(2), 378-397. | ||
|
آمار تعداد مشاهده مقاله: 1,083 تعداد دریافت فایل اصل مقاله: 742 |
||