عوامل مؤثر بر مصرف سبز بر اساس نظریه رفتار برنامه‌ریزی‌شده ( مورد مطالعه: شهروندان شهر قزوین)

نوع مقاله : مقاله پژوهشی

نویسندگان

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

2 دانشجوی کارشناسی ارشد مدیریت اجرایی، دانشگاه پیام نور، تهران، ایران

چکیده

 
هدف این پژوهش، بررسی رفتار مصرف سبز بر اساس نظریه رفتار برنامه‌ریزی‌شده می‌باشد. پژوهش حاضر ازنظر هدف، کاربردی و ازنظر جمع‌آوری داده‌ها، توصیفی- پیمایشی است. جامعه آماری این پژوهش مدیران، مربیان و والدین کودکان مهدکودک‌های شهر قزوین می‌باشد که با توجه به نامحدود بودن جامعه آماری، نمونه آماری 384 نفر بوده است. ابراز پژوهش پرسشنامه بوده که روایی آن از نوع محتوایی و صوری است که توسط متخصصان در این زمینه و پایایی آن با استفاده از ضریب آلفای کرونباخ به تأیید رسید. داده‌های به‌دست‌آمده با استفاده از معادلات ساختاری مورد تجزیه‌وتحلیل قرار گرفت. نتایج نشان می‌دهد که سودمندی ادراک‌شده بر نگرش مصرف‌کننده تأثیر مثبت و معنادار و ریسک ادراک‌شده بر نگرش مصرف‌کننده تأثیر منفی و معناداری دارد. همچنین تعهد اخلاقی بر هنجار ذهنی مصرف‌کننده، قدرت کنترل بر کنترل رفتاری مصرف‌کننده، باور کنترل بر کنترل رفتاری مصرف‌کننده، نگرش مصرف‌کننده بر نیات مصرف‌کننده، هنجار ذهنی بر نیات مصرف‌کننده، کنترل رفتاری بر نیات مصرف‌کننده و نیات رفتاری بر رفتار واقعی مصرف‌کننده تأثیر معناداری دارد.

کلیدواژه‌ها


عنوان مقاله [English]

Factors Affecting Green Consumption Based on the Planned Behavior Theory (Case Study: Citizens of Qazvin)

نویسندگان [English]

  • Hassan Forati 1
  • Omid Khalag 2
  • Mahdi Noor Mosavi 2
1 Department of Management, Payame Noor University, Tehran, Iran
2 M.A Student of Executive Management, Payame Noor University, Tehran, Iran
چکیده [English]

The purpose of this research was to study the behavior of green consumption based on the theory of planned behavior. This research was a descriptive-survey based on the purpose of the applied research and according to the method of data collection. The population of the research was managers, educators and parents of kindergartens in Qazvin, which according to the unlimited statistical population (384 people).The expression of the research was a questionnaire whose validity was of a kind of content and formality, which was confirmed by experts in this field and its reliability was confirmed using Cronbach's alpha coefficient. The obtained data were analyzed using structural equations. The results show that perceived usefulness has a positive and significant positive effect on consumer attitude and perceived risk has a negative and significant effect on consumer attitude. Also, ethical commitment to consumer's subjective norm, power control over consumer behavior control, belief in controlling consumer behavioral control, consumer attitude towards consumer intentions, subjective norm on consumer intentions, behavioral control over consumer intentions and behavioral intentions have a significant effect on actual consumer behavior.

کلیدواژه‌ها [English]

  • Green Consumption Behavior
  • Planned Behavioral Theory
  • consumer attitude
  • Behavioral Needs
  • Real Behavior
Ajzen, I., & Fishbein, M. (1975). “Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research”. USA: Addison-Wesley.
Alizadeh, A., & Rajabzadeh, M. (2017). “Investigating the Factors Affecting Customer Online Shopping Behavior Using Theory of Planned Behavior”. New Approaches to Management and Accounting, 1(3), 13-32. [In Persian]
Chin, J., Jiang, B., Mufidah, E., Persada, S., & Noer, B. (2018). “The Investigation of Consumers’ Behavior Intention in Using Green Skincare Products: A Pro-Environmental Behavior Model Approach”. Journal of Sustainability, 10, 1-15.
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), 584-596. [In Persian]
Khairi, B., & Fathi, F. (2015). “An overview of the support of prominent figures and their impact on consumer behavior”. Gilan: The first international conference on accounting, business management and innovation, the Institute of Pointegrators of New Thoughts and the Municipality of Mona Sara. [In Persian]
Kim, M., Wong, S., Chang, Y., & Park, J. (2016). “Determinants of customer loyalty in the Korean smartphone market: Moderating effects of usage characteristics”. Journal of Telematics and Informatics, 33(4), 936-949.
Kwan, M., Cairney, J., Hay, J., & Faught, B. (2013). “Understanding physical activity and motivations for children with Developmental Coordination Disorder: An investigation using the Theory of Planned Behavior”. Journal of Research in Developmental Disabilities, 34, 3691-3698.
Li, X., & Wei, W. (2007). “Research on Green Supply Chain Management”. China: School of Management Zhongyuan University of Technology.
Maichum, K., Parichatnon, S & Peng, C. (2016). “Application of the extended theory of planned behavior model to investigate purchase intention of green products among Thai consumers”.Journal of Sustainability, 8(10), 1077- 2016.
Maichum, K., Parichatnon, S., & Peng, K. (2017). “Factors Affecting on Purchase Intention towards Green Products: A Case Study of Young Consumers in Thailand”. International Journal of Social Science and Humanity, 7(5), 330-335.
Niknejad, B., & Ebrahimi, A. (2015). “Investigating the Effects of Selected Green Shopping on Green Shopping (Case Study: Green Chicken)”. Malayer: National Conference on Management and Education,.
Perkins, M. B., Jensen, P. S., Jaccard, J., Gollwitzer, P., Oettingen, G., & Pappadopulos E. (2007). “Applying theory-driven approaches to understanding and modifying clinicians' behavior: What do we know?”. Journal of Psychiatr Serv, 58(3), 342-8.
Shen, Y.P. (2017). “Consumption Intentions toward green restaurants: Application of theory of planned behavior and altruism”. International Journal of Management, Economics and Social Sciences (IJMESS), International Publishers, 6(3), 121-143.
Sobhani, M.J., Jamshidi, O. & Norouzi, A. (2017). “Students' Intention towards Organic Foods Purchase: Application of the Extended Theory of Planned Behavior”. Quarterly Journal of Environmental Education and Sustainable Development, 7(1), 49-62.
Stone, R. N. & Gronhaug, K. (1993). “Perceived risk: further considerations for the marketing Discipline”. European Journal of Marketing, 27(3), 30-50.
Taylor, S. & Todd, P. (1995). “Assessing IT usage the role of prior experience”. MIS Quart, 19(4), 561–70.
Tseng, S. & Wang, C. (2016). “Perceived risk influence on dual-route information adoption processes on travel websites”. Journal of Business Research, 69, 2289-2296.
Wu, S., & Chen, J. (2014). “A Model of Green Consumption Behavior Constructed by the Theory of Planned Behavior”. International Journal of Marketing Studies, 6(5), 119-132.