بررسی عوامل مؤثر بر خرید سبز (مطالعه موردی: دانشجویان دانشگاه‌های پیام نور شهر تهران)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه علوم اقتصادی، دانشگاه پیام نور، تهران، ایران

2 استادیار گروه مدیریت، دانشگاه پیام نور، تهران، ایران

3 کارشناس ارشد مدیریت، دانشگاه پیام نور، تهران، ایران

4 دکتری بهداشت مواد غذایی، دانشگاه علوم پزشکی و خدمات بهداشتی درمانی مازندران، مازندران، ایران

10.30473/ee.2020.6762

چکیده

هدف اصلی این پژوهش تحلیل جایگاه خرید سبز بین دانشجویان دانشگاه‌های پیام نور شهر تهران و درعین‌حال بررسی یک مدل توسعه‌یافته مفهومی از عوامل مؤثر بر نگرش و قصد خرید محصولات سبز نزد این قشر از مصرف‌کنندگان بود. روش انجام تحقیق حاضر از نوع توصیفی - پیمایشی بوده و در این راستا از پرسش‌نامه 5 گزینه‌ای لیکرت استفاده شد. برای توصیف داده‌ها از آمار توصیفی و به‌منظور تجزیه‌وتحلیل آنها و آزمون فرضیه‌های تحقیق از آمار استنباطی شامل: مدل معادلات ساختاری (SEM)، تحلیل عاملی تأییدی (CFA)، رگرسیون سلسله مراتبی و آزمون t با دو نمونه مستقل بهره گرفته شد. بر اساس نتایج حاصله از تحلیل این داده‌ها، متغیرهای «نگرش‌های محیط‌زیستی»، «اثرات میان فردی»، «دانش محیط‌زیستی» و «تمایل به جمع‌گرایی» تأثیر مثبت و معنی‌داری بر نوع «نگرش به محصولات سبز» داشتند. ضمن اینکه نتایج تحقیق نشان داد که تأثیر «توجه به سلامتی» بر نگرش به محصولات سبز معنی‌دار نمی‌باشد. در این رابطه همچنین نتایج آزمون نشان داد که «نگرش به محصولات سبز» بر «قصد خرید محصولات سبز» تأثیر مثبت و معنی‌داری دارد و متغیرهای «تمایل به پرداخت» و «ضرورت درک شده محصول» خود را به ترتیب به‌عنوان متغیرهای میانجی و تعدیل گر نمایان کردند.

کلیدواژه‌ها


عنوان مقاله [English]

Study of the Effective Factors on Green Shopping(Case Study: Students at Payame Noor University in Tehran)

نویسندگان [English]

  • Mohammad Reza Babaei Semiromi 1
  • Hamed Fazeli Kebrya 2
  • Farhad Kadivar 3
  • Mohtaram Ramezanpour 4
1 Assistant Professor of Economic Department, Payame Noor University, Tehran, Iran
2 Assistant Professor of Management Department, Payame Noor University, Tehran, Iran
3 M.A. of Management, Payame Noor University, Tehran, Iran
4 Ph.D. of Food Hygiene, Mazandaran University of Medical Science, Mazandaran, Iran
چکیده [English]

The main purpose of this research was to analyze the state of green purchasing among the Payame Noor University (PNU) students in Tehran city and to evaluate a progressed conceptual model of variables affecting attitude toward green products and green purchasing intention by these consumers. The method used in this research is descriptive-survey and for this purpose, the five-choice questionnaire Form from Likert is used. For a description of the data, the descriptive statistics, and for analyzing and the examination of the research hypothesis, the perceptional statistics including Structural Equation Modeling (SEM), Certified Factor Analysis (CFA), Stepped Regression Analysis and t-test with two independent samples were used. According to the results gained by the analysis, factors like; “Ecological attitudes”, “Ecological knowledge”, “interpersonal influences”, and “collectiveness” have a positive and significant effect on the factor of “attitude toward green products”. Also, the results of the test showed that the effect of “Health consciousness” on “attitudes toward green products” is not significant. The experience also proved that the factor of “attitudes toward green products” on green purchasing intention is positive and significant. Also the factors like “willingness to pay” and “product perceived necessity” appeared to be as a mediator and equilibrating variables.

کلیدواژه‌ها [English]

  • Green Purchase
  • Marketing Attitudes
  • Payame Noor University
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