با همکاری مشترک دانشگاه پیام نور و انجمن جغرافیا و برنامه‌ریزی روستایی ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار، گروه مدیریت، دانشگاه شیراز، شیراز، ایران

2 دانشیار، گروه مدیریت، دانشگاه شیراز، شیراز، ایران

3 دانشجوی کارشناسی ارشد مدیریت بازاریابی، دانشگاه شیراز، شیراز، ایران

10.30473/ee.2023.65424.2567

چکیده

رفتار پایدار مصرف‌کننده می‌تواند از تخریب روزافزون محیط‌زیست، آلودگی، تغییرات آب‌وهوایی و هدر رفتن منابع تجدیدناپذیر جلوگیری کند. میوه و تره‌بار ازجمله کالاهایی هستند که به‌طور مستمر و در حجم بالا، توسط مصرف‌کنندگان خریداری می‌شوند، درحالی‌که می‌توانند به‌سرعت فاسد شده و در حجم بالا اتلاف ‌شوند. بر همین اساس تحلیل رفتار پایدار مصرف‌کننده در این بازار می‌تواند درک عمیق‌تری از این رفتار به بازاریابان و صاحبان کسب‌و‌کارها و مصرف‌کنندگان ارائه نماید. در همین راستا و به‌منظور شناسایی ابعاد رفتار پایدار مصرف‌کننده با تحلیل محتوای کیفی، ابعاد رفتار پایدار و عوامل مؤثر بر آن شناسایی شده است. در ادامه با استفاده از پیمایش میدانی از 384 نفر از مصرف‌کنندگان شهر تهران، عوامل مؤثر بر ابعاد رفتار پایدار مشخص‌شده و درنهایت با استفاده از آنتروپی شانون، این عوامل رتبه‌بندی شده‌اند. ابزار گردآوری داده‌ها در پیمایش میدانی، پرسش‌نامه محقق‌‌ساخته بوده که پایایی آن از طریق آلفای کرونباخ و روایی آن با شاخص‌های روایی همگرا و واگرا تعیین شده‌ است. یافته‌ها نشان می‌دهد که رفتار پایدار مصرف‌کننده در چهار مفهوم بازیافت، خرید مسئولانه، مسئولیت‌های اجتماعی و مصرف مسئولانه قابل‌تعریف است و عوامل مؤثر بر آن شامل ارزش‌های فردی، ویژگی‌های فردی، تجارب فرد، دانش محیط‌زیستی، رسانه، عادت‌های خرید، عادت‌های مصرف، فشارهای نهادی، نگرش محیط‌زیستی و ویژگی‌های کالا هستند که از بین آن‌ها دانش محیط‌زیستی، عادت‌های مصرفی، ویژگی‌های کالا، عادت‌های خرید، ویژگی‌های فردی، ارزش‌های فردی و نگرش محیط‌زیستی به ترتیب بیشترین اهمیت را دارند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Analysis of the Sustainable Behavior of Fruit and Vegetable Consumption in Tehran

نویسندگان [English]

  • Kazem Askarifar 1
  • Abolghasem Ebrahimi 2
  • Kamand Soleimani 3

1 Assistant Professor, Department of Management, Shiraz University, Shiraz, Iran

2 Associate Professor, Department of Management, Shiraz University, Shiraz, Iran

3 M.Sc. student of Marketing Management, Department of Management, Shiraz University, Shiraz, Iran

چکیده [English]

Sustainable consumer behavior can prevent the ever-increasing destruction of the environment, pollution, climate change, and the wastage of non-renewable resources. Fruits and vegetables are among the goods that are purchased continuously and in high volume by consumers, while they can spoil quickly and be wasted in high volume. Based on this, the analysis of sustainable consumer behavior in this market can provide a deeper understanding of this behavior to marketers, business owners, and consumers. In this regard, and to identify the dimensions of sustainable consumer behavior, the dimensions of sustainable behavior and factors affecting it have been identified through qualitative content analysis. Following this, using a field survey of 384 consumers in Tehran, the factors affecting the dimensions of sustainable behavior were identified, and finally, using Shannon's entropy, these factors were ranked. The data collection tool in the field survey was a researcher-made questionnaire, the reliability of which was determined through Cronbach's alpha and its validity with convergent and divergent validity indices. The findings show that sustainable consumer behavior can be defined in the four concepts of recycling, responsible shopping, social responsibilities, and responsible consumption, and the factors affecting it include individual values, individual characteristics, individual experiences, environmental knowledge, media, shopping habits, consumption habits, Institutional pressure, environmental attitude, and product characteristics, among which environmental knowledge, consumption habits, product characteristics, purchasing habits, individual characteristics, individual values, and environmental attitude are the most important respectively.

کلیدواژه‌ها [English]

  • Sustainability
  • Education
  • Conscious Shopping
  • Responsible Consumption
  • Green Supply Chain
Aguilar‐Luzón, M. D. C., García‐Martínez, J. M. Á., Calvo‐Salguero, A., & Salinas, J. M. (2012). “Comparative Study Between the Theory of Planned Behavior and the Value–Belief–Norm Model Regarding the Environment, on Spanish Housewives' Recycling Behavior”. Journal of Applied Social Psychology, 42(11), 2797-2833.
Ajzen, I. (2011). “The theory of planned behaviour: Reactions and reflections”. Psychology & health, 26(9), 1113-1127.
Azizkhani, F., Eivazi, M. R., Mokhtarianpour M., & Esmaili Givi, M. R. (2022). “Alternative futures of food consumption in Tehran metropolis”. JGS, 21(63), 217-232. [In Persian]
Calderon-Monge, E., Pastor-Sanz, I., & Garcia, F. J. S. (2020). “Analysis of sustainable consumer behavior as a business opportunity”. Journal of Business Research, 120, 74-81.
Centobelli, P., Cerchione, R., & Singh, R. (2019). “The impact of leanness and innovativeness on environmental and financial performance: Insights from Indian SMEs”. International Journal of Production Economics, 212, 111-124.
Chan, L., & Bishop, B. (2013). “A moral basis for recycling: Extending the theory of planned behaviour”. Journal of Environmental Psychology, 36, 96-102.
Coderoni, S., & Perito, M. A. (2020). “Sustainable consumption in the circular economy. An analysis of consumers’ purchase intentions for waste-to-value food”. Journal of Cleaner Production, 252, 119870.
Conner, S. L. (2010). “Sustainability Stock Indices: Are Companies Missing Marketing Opportunities?” Society for Marketing Advances Proceedings, 4, 173-176.
De Canio, F., & Martinelli, E. (2021). “EU quality label vs Organic food products: A multigroup structural equation modeling to assess consumers’ intention to buy in light of sustainable motives”. Food Research International, 139, 109846.
Diddi, S., Yan, R. N., Bloodhart, B., Bajtelsmit, V., & McShane, K. (2019). “Exploring young adult consumers’ sustainable clothing consumption intention-behavior gap: A Behavioral Reasoning Theory perspective”. Sustainable Production and Consumption, 18, 200-209.
Forati, H., Khalag, O., Noor Mosavi, M. (2019). “Factors Affecting Green Consumption Based on the Planned Behavior Theory (Case Study: Citizens of Qazvin)”. Environmental Education and Sustainable Development, 7(3), 59-70. [In Persian]
Ghorbanian Gazafroudi, M. S., Kheiri, B., Esmaeilpour, H., & Aligholi, M. (2019). “Identifying the components of mindful consumption using the qualitative approach of Grounded Theory”. Journal of Strategic Management Studies, 9(36), 129-147. [In Persian]
Grebitus, C., Roscoe, R. D., Van Loo, E. J., & Kula, I. (2020). “Sustainable bottled water: How nudging and Internet Search affect consumers’ choices”. Journal of Cleaner Production, 267, 121-930.
Hajian, M., Jangchi Kashani, S. (2021). Evolution of the concept of sustainability. From Brundtland Report to sustainable development goals, Editor(s): Chaudhery Mustansar Hussain, Juan F. Velasco-Muñoz, Sustainable Resource Management, Elsevier 1-24.
Hidalgo-Crespo, J., Coello-Pisco, S., Reyes-Venegas, H., Bermeo-Garay, M., Amaya, J. L., Soto, M., & Hidalgo-Crespo, A. (2022). “Understanding citizens’ environmental concern and their pro-environmental behaviours and attitudes and their influence on energy use”. Energy Reports, 8, 103-109.
Hosseinbor, M., Safaei Qadikolaei, A., & Madhooshi, M. (2017). “Structural Relationship of Sustainable Manufacturing Divers and Incentives”. Advances in Industrial Engineering, 51(2), 133-146. [In Persian]
Hosta, M., & Zabkar, V. (2020). “Antecedents of Environmentally and Socially Responsible Sustainable Consumer Behavior”. Journal of Business Ethics, 171, 273-293.
Joshi, Y., & Rahman, Z. (2019). “Consumers' sustainable purchase behaviour: Modeling the impact of psychological factors”. Ecological economics, 159, 235-243.
Joshi, Y., & Rahman, Z. (2017). “Investigating the determinants of consumers’ sustainable purchase behaviour”. Sustainable Production and consumption, 10, 110-120.
Kumar, A., Prakash, G., & Kumar, G. (2021). “Does environmentally responsible purchase intention matter for consumers? A predictive sustainable model developed through an empirical study”. Journal of Retailing and Consumer Services, 58, 102-270.
Lago, N. C., Marcon, A., Ribeiro, J. L. D., de Medeiros, J. F., Brião, V. B., & Antoni, V. L. (2020). “Determinant attributes and the compensatory judgement rules applied by young consumers to purchase environmentally sustainable food products”. Sustainable Production and Consumption, 23, 256-273.
Lao, K. (2014). “Research on mechanism of consumer innovativeness influencing green consumption behavior”. Nankai Business Review International, 5(2), 211-224.
Lee, K. (2009). “Gender differences in Hong Kong adolescent consumers' green purchasing behavior”. Journal of consumer marketing, 26(2), 87-96.
Li, S, & Kallas Z. (2021). “Meta-analysis of consumers' willingness to pay for sustainable food products”. Appetite, 163, 105239.
Lind, H. B., Nordfjærn, T., Jørgensen, S. H., & Rundmo, T. (2015). “The value-belief-norm theory, personal norms and sustainable travel mode choice in urban areas”. Journal of Environmental Psychology, 44, 119-125.
Maichum, K., Parichatnon, S., & Peng, K. C. (2017). “Factors affecting on purchase intention towards green products: A case study of young consumers in Thailand”. Young, 16(5), 330-335.
Minton, E., Lee, C., Orth, U., Kim, C. H., & Kahle, L. (2012). “Sustainable marketing and social media: A cross-country analysis of motives for sustainable behaviors”. Journal of Advertising, 41(4), 69-84.
Momeni rad, A. (2013). Qualitative content analysis in research tradition: nature, stages and validity of the results. Quarterly of Educational Measurement, 4(14), 187-222. [In Persian]
Morales, M., Dapsens, P. Y., Giovinazzo, I., Witte, J., Mondelli, C., Papadokonstantakis, S., ... & Pérez-Ramírez, J. (2015). “Environmental and economic assessment of lactic acid production from glycerol using cascade bio-and chemocatalysis”. Energy & Environmental Science, 8(2), 558-567.
Oreg, S., & Katz-Gerro, T. (2006). “Predicting proenvironmental behavior cross-nationally: Values, the theory of planned behavior, and value-belief-norm theory”. Environment and behavior, 38(4), 462-483.
Orzan, G., Cruceru, A. F., Bălăceanu, C. T., & Chivu, R. G. (2018). “Consumers’ Behavior Concerning Sustainable Packaging: An Exploratory Study on Romanian Consumers”. Sustainability, 10(6), 1787.
Park, C. (2015). Influencing factors for sustainable design implementation in the front-end of new product development process within the Fast-MovingConsumer-Goods sector. Available at: http://dspace.lib.cranfield.ac.uk/handle/1826/9267, Last retrieved 2022.14.02.
Peschel, A. O., Grebitus, C., Steiner, B., & Veeman, M. (2016). “How does consumer knowledge affect environmentally sustainable choices? Evidence from a cross-country latent class analysis of food labels”. Appetite, 106, 78-91.
Peterson, M., Minton, E. A., Liu, R. L., & Bartholomew, D. E. (2021). “Sustainable Marketing and Consumer Support for Sustainable Businsses”. Sustainable Production and Consumption, 27, 157-168.
Piligrimienė, Ž., Žukauskaitė, A., Korzilius, H., Banytė, J., & Dovalienė, A. (2020). “Internal and external determinants of consumer engagement in sustainable consumption”. Sustainability, 12(4), 1349.
Pourjamshidi, H., Mahdizadeh, H., Gholamrezaee, S., & Shir, N. (2016). “Effective Factors on Sustainable Consumption Behavior Tendency: The Case Study of Khorramabad”. Environmental Education and Sustainable Development, 4(4), 64-55. [In Persian]
Refaie Shirpak, K. H., Guruge, S., & Chinichian, M. (2010). “Meta-synthesis of qualitative research in health sciences”. Iranian Journal of Epidemiology, 6(1), 51-57.
Richetin, J., Perugini, M., Conner, M., Adjali, I., Hurling, R., Sengupta, A., & Greetham, D. (2012). “To reduce and not to reduce resource consumption? That is two questions”. Journal of Environmental Psychology, 32(2), 112-122.
Rutkauskas, A. V., & Lapinskaitė, I. (2012). Marketing as core instrument to implement sustainability strategy for a business world. The case of fast-moving consumer goods. In The 7th International Scientific Conference “Business and Management, 7 (11), 162-172.
Sachdeva, S., Jordan, J., & Mazar, N. (2015). “Green consumerism: moral motivations to a sustainable future”. Current Opinion in Psychology, 6, 60-65.
Sánchez-Bravo, P., Chambers, E., Noguera-Artiaga, L., Sendra, E., Chambers IV, E., & Carbonell-Barrachina, Á. A. (2021). “Consumer understanding of sustainability concept in agricultural products”. Food Quality and Preference, 89, 104-136.
Simeone, M., & Scarpato, D. (2020). “Sustainable consumption: How does social media affect food choices?” Journal of Cleaner Production, 277, 124036.
Stahel, W. R., & Clift, R. (2015). Stocks and flows in the performance economy. In Taking Stock of Industrial Ecology (pp. 137–158). Springer, Cham.
Stewart, R., & Niero, M. (2018). “Circular economy in corporate sustainability strategies: A review of corporate sustainability reports in the fast‐moving consumer goods sector”. Business Strategy and the Environment, 27(7), 1005-1022.
Su, D. N., Duong, T. H., Dinh, M. T. T., Nguyen-Phuoc, D. Q., & Johnson, L. W. (2021). “Behavior towards shopping at retailers practicing sustainable grocery packaging: The influences of intra-personal and retailer-based contextual factors”. Journal of Cleaner Production, 279, 123-683.
Tasnim (2018). The average purchase of fruits and vegetables of each family in Tehran was announced. Available at https://www.tasnimnews.com/. Retrieved on 2022.21.02. [in Persian]
Toussaint, M., Lorenzo, P. C., & Alvarado, T. E. G. (2021). “What about the consumer choice? The influence of social sustainability on consumer’s purchasing behavior in the Food Value Chain”. European Research on Management and Business Economics, 27(1), 32-42.
Tseng, M. L., Sujanto, R. Y., Iranmanesh, M., Tan, K., & Chiu, A. S. (2020). “Sustainable packaged food and beverage consumption transition in Indonesia: Persuasive communication to affect consumer behavior”. Resources, Conservation and Recycling, 161, 104-133.
Vantamay, N. (2018). “Investigation and recommendations on the promotion of sustainable consumption behavior among young consumers in Thailand”. Kasetsart Journal of Social Sciences, 39(1), 51-58.
Visser, M., Schoormans, J., & Vogtländer, J. (2018). “Consumer buying behaviour of sustainable vacuum Cleaners-Consequences for design and marketing”. Journal of Cleaner Production, 195, 664-673.
Wang, P., Liu, Q., & Qi, Y. (2014). “Factors influencing sustainable consumption behaviors: a survey of the rural residents in China”. Journal of Cleaner Production, 63, 152-165.
‎‎ Wu, C. S., Zhou, X. X., & Song, M. (2016). “Sustainable consumer behavior in China: an empirical analysis from the Midwest regions”. Journal of Cleaner Production, 134, 147-165.
Zand Hessami, H., & Yousefi, P. (2013). “Investigation of major factors influencing green purchasing behavior: Interactive approach”. European Online Journal of Natural and Social Sciences, 2(4), 575-584.