بررسی تأثیر تعهد به مسئولیت اجتماعی و بازاریابی سبز بر عملکرد محیط‌زیستی شرکت‌ها

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت و اقتصاد، دانشگاه محقق اردبیلی

2 کارشناس ارشد مدیریت منابع انسانی، دانشکده مدیریت، دانشگاه تهران

3 کارشناس ارشد مدیریت اجرایی، موسسه آموزش عالی نوین اردبیل

10.30473/ee.2020.7229

چکیده

بروز مسائل و مشکلات زیست‌محیطی در میان شرکت­های تولیدی ازجمله شرکت آرتاویل تایر اردبیل، ضرورت توجه به مسئولیت اجتماعی سازمان‌ها را  فراتر از ارائه خدمات و تهیه کالا می‌داند. ازاین‌رو این مقاله با هدف بررسی ادبیات مربوط به مسئولیت اجتماعی شرکتی و بازاریابی سبز و تجزیه و تحلیل نقش این دو عامل در عملکرد محیط‌زیستی انجام شده است که به تبیین روابط بین مسئولیت اجتماعی شرکتی و  بازاریابی سبز با عملکرد محیط‌زیستی می‌پردازد. این تحقیق با استفاده از روش معادل‌سازی ساختاری و اطلاعات به‌دست‌آمده از پرسشنامه توزیع‌شده میان 39 نفر از کارکنان آرتاویل تایر اردبیل، اجرا شده است. یافته‌های پژوهش نشان داد، رابطه مثبت و معناداری بین تعهد به مسئولیت اجتماعی شرکت و عملکرد محیط‌زیستی شرکت­ آرتاویل وجود دارد (531/0=β). بر مبنای بخش دیگر یافته‌ها، بازاریابی سبز تأثیر مثبت و معنی­داری  بر عملکرد محیط‌زیستی دارد (128/0=β) و با افزایش توجه به بازاریابی سبز، عملکرد محیط‌زیستی نیز بیشتر می شود. ازاین‌رو، ارتباط بین تعهد به مسئولیت اجتماعی، بازاریابی سبز و عملکرد محیط‌زیستی شرکت‌ها مثبت و معنادار بوده و قدرت اثرگذاری تعهد به مسئولیت اجتماعی بر عملکرد محیط‌زیستی بیشتر از بازاریابی سبز است.

کلیدواژه‌ها


عنوان مقاله [English]

The Relationship between Commitment to Corporate Social Responsibility and Green Marketing with Environmental Performance in Companies

نویسندگان [English]

  • Zahra Fotourehchi 1
  • Zahra Pooramini 2
  • Leila Salmanzadeh 3
1 Assistant Professor of Management and Economics, University of Mohaghegh Ardabili, Ardabil, Iran
2 M.A. of Human Resource Management, Faculty of Management, University of Tehran, Iran
3 M.A. of Executive Management, Novin Institute of Higher Education, Ardabil, Iran
چکیده [English]

The environmental issue and problems among manufacturing companies including Artavil Tire, requires paying more attention to social responsibility compared with providing goods and services. Therefore, the paper aims to study the literature on Corporate Social Responsibility and green marketing and analyses the two factors that will influence the performance Environmental Performance. This research was carried out using Structural modeling method and the information based on a questionnaire was used to collect data from 39 employees of Artavil Tires of Ardabil. The results of this study indicate that there is a positive and significant relationship between commitment to corporate social responsibility and environmental performance in Artavil Tires (β = 0.531). Also, based on the other results, Green marketing has a positive and significant effect on environmental performance (β = 0.128), and with increasing attention to green marketing, environmental performance is also increased, therefore, the relationship between corporate social responsibility and green marketing with environmental performance is positive and significant, and the effect of corporate social responsibility on environmental performance is more than green marketing.

کلیدواژه‌ها [English]

  • Green Marketing
  • corporate social responsibility
  • Environmental Performance
Akbari, Mohsen., Aletaha, Seyyed Hossein., and Sadegh Pour, Pooya. (2015). “The Affecting Green Marketing on Customers Purchase Intention With mediating role of corporate social responsibility and product image”. Commercial Surveys, 13(72), 31-42. (in Persian)
Aldenius, M., and Khan, J. (2017). “Strategic use of green public procurement in the bus sector: Challenges and opportunities”. Journal of Cleaner Production, 164, 250–257.
Angelia, Dessy., and Suryaningsih, Rosita. (2015). “The Effect of Environmental Performance And Corporate Social Responsibility Disclosure Towards Financial Performance (Case Study to Manufacture, Infrastructure, And Service Companies That Listed At Indonesia Stock Exchange)”. Social and Behavioral Sciences, 211, 348 – 355.
Banimahd, Bahman., Talebnia, Ghodrat Allah., and Azoji, Hossien. (2007). “Relationship between Environmental Responsibility and Financial Performance”. Financial Accounting and Audit Research, 1(3), 146-174. (in Persian)
Busch, Timo., and Friede, Gunnar. (2018). “The Robustness of the Corporate Social and Financial Performance Relation: A Second-Order Meta-Analysis Corporate”. Social Responsibility and Environmental Management, 25(4), 583-608.
Cherian, J., and Jacob, J. (2012). “Green Marketing: A Study of Consumer Attitude towards Environment Friendly Products”. Canadian Centre of Science and Education, 8(12)117-126.
Chou, Li-Chuan., Chang, Ta-Cheng., Darcy, John., and Chia Yan Chou,Yun. (2017). “The Impact of Social Responsibility on Corporate Performance: Evidence from Taiwan”. Accounting and Finance Research, 6(2), 181-189.
Chtourou, H., and Triki, M. (2017). “Commitment in corporate social responsibility and financial performance: a study in the Tunisian context”. Social Responsibility Journal, 13(2), 370-389.
Engardio, P., Capell, K., Carey, J., and Hall, K. (2015). “Beyond the Green Corporation: Imagine a World in Which Eco-Friendly and Socially Responsible Practices Actually Help a Company’s Bottom Line”. IT’S closer than You Think.
Ferenc, P., Varmus, M., and Vodak, J. (2017). “Stakeholders in the various field and relations between them, Procedia Eng”. 192, 166–170.
Fraj, E., Martínez, E., and Matute, J. (2011). “Green marketing strategy and the firm's performance: the moderating role of environmental culture”. Journal of Strategic Marketing, 19(4), 339-355.
Grimmer, M., and Woolley, M. (2014). “Green Marketing Messages and Consumers' Purchase Intentions: Promoting Personal Versus Environmental Benefits”. Journal of Marketing Communications, 20:4, 231-250.
Gu, H., Ryan, C., Bin, L., and Wei, G. (2013). “Political connections, guanxi and adoption of CSR policies in the Chinese hotel industry: Is there a link?”. Tourism Management, 34, 231-235.
Gupta, Ankita. (2017). “Purpose and challenges in the way of green marketing in India- A conceptual study”. International Journal of Applied Research, 3(3), 898-900.
Habibi, Navid., Vazifedoost, Hossein., and Jafari, Parivash. (2016). “Social Responsibility Promotion Alternatives Among Staff of Islamic Azad University”. Qurterly Journal ofResearchand Planing in Higher Education, 22(2), 125-145 [in Persian].
Haghighinasab, Manijeh., Yazdani, Hamid Reza., and Davar Panah, Fatemeh. (2016). “The Effect of Top Management Support on on Green Marketing Strategy and Environmental Performance in the Industrial Sector of Iran”. New Marketing Research Journal, 6(1), 23-38 [in Persian].
Hamdi, Karim., Ghafari, Farhad., and Afsordeghan, Araye. (2011). “A Study of Factors Affecting on Young Consumers’ Purchase Intentions of Buying Green Products(Case Study: City Of Tehran)”. Marketing Management, 6(12), 21-43 [in Persian].
Harjoto, Maretno A. (2011). “Corporate governance and CSR nexus”. Journal of Business Ethics, 100 (1), 45-67.
Ismail, Maimunah. (2009). “Corporate Social Responsibility and It's Role in Community Development: An international Perspective”. The Journal of International Social Research, 2(9), 199-209.
Iwata, Hiroki., and Okada, Keisuke. (2010). “How does environmental performance a_ect _nancial performance? Evidence from Japanese manufacturing rms, Faculty of Socio-Environmental Studies”. Fukuoka Institute of Technology, Japan, Graduate School of Economics, Kyoto University, Japan.
Johnson, Brian R., Connolly, Eric., and Carter, Timothy S. (2010). “Corporate social responsibility: The role of fortune 100 companies in domestic and international natural disasters”. Journal of Corporate SocialResponsibility and Environmental Management,18 (6), 352-369.
Kennedy, J. F. (2008). "Cleanup for Broken CFLs: Our Problems Are Man-Made, Therefore They May Be Solved". Environmental Health Perspectives, 116(9), A378.
Kotab, M., & Helsen, K. (2004). “Global Marketing Management”. John Wiley & amp; Sons Inc, 144,157.
Kotler, P., and Armstrong, G (1999). “principles of marketing”. Prentice-Hall International Inc.
Lieskovska, V. (2010). “Zeleny Marketing; Ekonóm: Bratislava”. Slovakia, p. 157
Luo, X., and Bhattacharya, C. (2009). The debate over doing good: Corporate social performance, strategic marketing levers, and firm idiosyncratic risk”. Journal of Marketing, 6, 828-891.
Ma, Yuan., Yin, Qiyue., Pan, Yajun., Cui, Wei., Xin, Baogui., and Rao, Ziqian. (2018). “Green Product Innovation and Firm Performance: Assessing the Moderating Effect of Novelty-Centered and Efficiency-Centered Business Model Design”. Sustainability, 10(1843), 1-13.
Moravcikova, Dominika., Krizanova, Anna., Kliestikova, Jana., and Rypakova, Martina. (2017). “Green Marketing as the Source of the Competitive Advantage of the Business”. Sustainability, 1-13.
Mortazavi, Saeed., Naserpoor, Azad., Sadegh Moghaddam, M., and Amir Razavi, P. (2010). “The investigation of mediating role of soial responsibility on relationship between soial responsibility and organizational commitment”. Social sience Journal, 193-217.
Norouzi, Mohammad Reza., Danayi Fard, Hassan., Fani, Ali Asghar and Hasan Zadeh, Ali Reza. (2014). “Theoretical Processing of Social Responsibility Based on Foundation Data Theory”. Management Improvement, 8(4), 5-34. [in Persian].
Nyirenda, Gibson., Ngwakwe, Collins C., and Ambe, Cosmas M. (2013). “Environmental Management Practices and Firm Performance in a South African Mining Firm”. Managing Global Transitions, 11 (3), 243–260.
Omer Mahmoud, Thoria. (2018). “Impact of green marketing mix on purchase intention International”. Journal of Advanced and Applied Sciences, 5(2), 127-135.
Papadasa, Karolos-Konstantinos., Avlonitisb, George J., Carriganc, Marylyn. (2017). “Green marketing orientation: Conceptualization, Scale development and Validation”. Journal of Business Research 80, 236–246.
Pathak, Dhanjit. (2017). “Role of Green Marketing in Satisfying the Customers and Its Impact on Environmental Safety”. International Research Journal of Interdisciplinary & Multidisciplinary Studies (IRJIMS), 2(12), 17-29.
Polonsky, M., and Rosenberger, P. (2001). “Reevaluating Green Marketing: a Strategic approach”. Journal of Business, 21-30.
Punitha, S., and Rasdi, R. M. (2013). “Corporate Social Responsibility: Adoption of Green Marketing by Hotel Industry”. Asian Social Science, 9(17), p.79.
Qian, W., Junsheng, D., Shenghua, S. (2016). “A Meta-analytic review of corporate social responsibility and corporate financial performance: The moderating effect of contextual factors”. Business & Society, 55(8), 1083–1121.
Rahbar, E., and Wahid, N. A. (2011). “Investigation of green marketing tools effect on consumers purchase behavior”. Business Strategy Series, 12(2), 73-83.
Reza Ali, Saeedeh. (2017). “Impact of Lean Manufacturing on Environmental and Competitive Performance with Focus on the role of mediator of environmental social responsibility, Environmental measures and Green intellectual capital”. Thesis is approved for the degree of M.A, Islamic Azad University of Ghods [in Persian].
Rost, K., and Ehrmann, T. (2015). “Reporting biases in empirical management research: The example of win-win corporate, social responsibility”. Business & Society, 56, 1–49.
Salehi, Mohammad Reza., Mokhtaran, Mahrokh. (2015). “Investigating the Effect of Corporate Social Responsibility on Green Marketing Mix in Pegah Dairy Product Company”. Second International Conference on Information and Communication Technology and Management, Tehran, Superior Service Company [in Persian].
Seth, Salil., and Khan, M. S. (2015). “Green Marketing: Solving Dual Purpose of Marketing and Corporate Social Responsibility”. Management Studies and Economic Systems (MSES), 1(3), 181-188.
Shirsavar, HA., and Fashkhamy, F. (2013). “Green marketing: A new paradigm to gain competitive advantage in contemporary business”. Trends in Advanced Science and Engineering, 7(1), 12-18.
Singh, Prakash J., Sethuraman, Kannan., Lam, Jocelin Y. (2017). “Impact of Corporate Social Responsibility Dimensions on Firm Value: Some Evidence from Hong Kong and China”. Sustainability, 9(1532), 1-24.
Thakur, Shivani. (2018). “Impact of Green Marketing on Environment and Firms Performance”. Indian Journal of Applied Research, 8(2)