شناسایی سازه های تبیین کننده قصد خرید محصولات سبز: مورد مطالعه کارکنان حوزه سلامت شهر یاسوج

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار، گروه مدیریت توسعه روستایی، دانشکده کشاورزی، دانشگاه یاسوج

2 گروه مدیریت توسعه روستایی، دانشکده کشاورزی، دانشگاه یاسوج، یاسوج، ایران

3 دانشجوی دکتری توسعه کشاورزی، گروه مدیریت توسعه روستایی، دانشکده کشاورزی، دانشگاه یاسوج، ایران

چکیده

با زوال مستمر محیط طبیعی و افزایش روزافزون انتقادات و اقدامات گروه های دوستدار محیط-زیست، توجه به مصرف محصولات سبز در تصمیمات خرید مصرف‌کنندگان اهمیت بسیاری یافته است. لذا، این پژوهش با هدف شناسایی تعیین‌کننده‌های قصد خرید محصولات سبز در میان کارکنان حوزه سلامت شهر یاسوج به منظور ارائه راهکارهای مؤثر برای توسعه این رفتار انجام شد. روش تحقیق توصیفی- تحلیلی است و به روش پیمایشی انجام شد. جامعه آماری پژوهش شامل تمامی پرستاران رسمی، پیمانی، و طرحی بیمارستان شهید بهشتی شهر یاسوج به تعداد 267 نفر بود که از بین آن‌ها 196 نفر با استفاده از روش نمونه‌گیری تصادفی ساده به-عنوان نمونه انتخاب شدند. ابزار گردآوری داده‌ها پرسشنامه‌ای محقق ساخته بود. روایی پرسشنامه با استفاده از نظرات متخصصان و پایایی پرسشنامه با انجام مطالعه راهنما و محاسبه ضرایب آلفای کرونباخ (91/0-70/0) تأیید شد. پس از جمع‌آوری داده‌ها، تحلیل آماری با استفاده از روش‌های آماری در نرم‌افزار 22SPSS انجام شد. بر اساس یافته‌ها، اکثر پاسخگویان قصد خرید محصولات سبز را داشتند. نتایج حاصل از تحلیل مسیر نشان داد که هنجارهای مرتبط با محصولات سبز قوی‌ترین پیش‌بینی‌کننده قصد خرید این محصولات بوده و به دنبال آن ارزش‌های درک شده، کنترل رفتار درک شده در خصوص خرید محصولات سبز و در نهایت، نگرش به محصولات سبز قرار داشتند. از آنجا که هنجارها قوی‌ترین تأثیر را بر قصد خرید محصولات سبز می‌گذارند، برنامه‌ریزان و بازاریابان می‌توانند از کانال‌های ارتباطی مناسب برای ترویج مصرف سبز و رفتار حامی محیط زیست استفاده کنند. علاوه بر این، دولت باید سیاست-های تشویقی و اجباری برای تشویق تولیدکنندگان و مصرف کنندگان مصرف محصولات سبز تدوین کند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Identifying the Factors Affecting the Intention to Purchase Green Products: A Case Study of Healthcare Workers in Yasouj City

نویسندگان [English]

  • Maryam Sharifzadeh 1
  • Zabihollah Aziz Habibabad 2
  • vida Aliyari 3
1 Associate Prof., Department of Rural Development Management, Faculty of Agriculture, Yasouj University, Yasouj, Iran
2 Department of Rural Development Management, Faculty of Agriculture, Yasouj University, Yasouj, Iran
3 Ph.D. Student of Agricultural Development, Faculty of Agriculture, Yasouj University, Yasouj, Iran
چکیده [English]

The gradual deterioration of the natural environment and increasing criticism and actions by environmental activists highlight that consumers' purchasing decisions are becoming increasingly important in the consumption of green products. Thus, this research aimed to identify the determinants of green product purchase intention among healthcare workers in Yasouj City to provide effective strategies for promoting this behavior. The research method is descriptive-analytical and was conducted through a survey. The statistical population consisted of all permanent, fixed-contract, and temporary nurses of Shahid Beheshti Hospital in Yasouj City, totaling 267 individuals. A sample of 196 participants was selected using simple random sampling. The data collection tool was a researcher-developed questionnaire. Its validity was confirmed by expert evaluations, and reliability was established through a pilot study and calculation of Cronbach’s alpha coefficients (0.70-0.91). After data collection, statistical analysis was performed using SPSS 22.0 software. Based on the findings, the majority of respondents intended to purchase green products. The results of the path analysis showed that norms regarding green products were the strongest predictors of purchase intention, followed by perceived values, perceived behavioral control over purchasing green products, and attitudes toward purchasing green products. Since norms have the greatest impact on the intention to purchase green products, planners and marketers can utilize appropriate communication channels to promote green consumption and pro-environmental behaviors. Additionally, the government should develop incentives and regulatory policies to encourage both producers and consumers to engage in green product consumption.

کلیدواژه‌ها [English]

  • Environmental Protection
  • Green Consumption
  • Consumers
  • Healthcare Workers
  • Green Products Purchasing Intention

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فصلنامه علمی آموزش محیط زیست و توسعه پایدار
دوره 13، شماره 2
1404
صفحه 67-82

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