عوامل مؤثر بر ادراک مصرف‌کننده از قابلیت استفاده مجدد بسته‌بندی محصول(موردمطالعه: مصرف‌کنندگان شهر بوشهر)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار، گروه مدیریت بازرگانی، دانشگاه خلیج‌فارس

2 دانشجوی کارشناسی ارشد، گروه مدیریت بازرگانی، دانشگاه خلیج‌فارس

چکیده

امروزه مصرف­ کنندگان بیشتر نگران تغییرات محیطی شده و در این راستا رفتار خریدشان را نیز تغییر داده­ اند. نگرانی برای محیط­زیست باعث شده که آنها در تصمیم‌گیری‌ خرید خود به قابلیت استفاده مجدد بسته‌بندی توجه کنند. هدف این پژوهش، بررسی اثر عوامل مؤثر بر ادراک مصرف­ کنندگان از قابلیت استفاده مجدد بسته ­بندی محصولات است. این پژوهش ازنظر هدف کاربردی و از منظر گردآوری داده‌ها یک پژوهش توصیفی-پیمایشی می‌باشد. جامعه آماری پژوهش مصرف‌کنندگان شهر بوشهر است. ابزار گردآوری داده‌ها پرسشنامه می‌باشد. داده­های پژوهش از طریق نمونه‌گیری در دسترس و متشکل از 385 نفر از مشتریان فروشگاه­های خرده‌فروشی بزرگ شهر بوشهر گردآوری شدند و سپس با استفاده از مدل‌سازی معادلات ساختاری برای آزمون مدل مفهومی و فرضیه­ های پژوهش مورد تجزیه‌وتحلیل قرار گرفتند. یافته­ های پژوهش نشان می ­دهد که تناسب جنس، شکل و رنگ بسته‌بندی بر ادراک مصرف‌کننده از قابلیت استفاده مجدد بسته‌بندی اثر مثبت و معناداری دارد. همچنین، یافته دیگر این پژوهش حاکی از آن است که نگرش محیط‌زیستی و حساسیت به قابل بازیافت بودن بسته‌بندی بر ادراک مصرف‌کننده از قابلیت استفاده مجدد بسته‌بندی اثر مثبت و معناداری دارد. درمجموع پنج عامل نگرش محیط‌زیستی مصرف‌کننده، حساسیت مصرف‌کننده به قابل بازیافت بودن بسته‌بندی، تناسب جنس (مواد)، شکل و رنگ بسته‌بندی محصول روی‌هم‌رفته توانسته‌اند 681/0 از واریانس متغیر ادراک مصرف‌کننده از قابلیت استفاده مجدد بسته‌بندی محصول را تبیین کنند.

کلیدواژه‌ها

عنوان مقاله [English]

Factors affecting consumer perception of reusability of product packaging Case study: consumers of Bushehr city

نویسندگان [English]

  • Majid Esmaeilpour 1
  • Azade Rajabi 2
1 Assistant Professor in Marketing Management, Department of Business Management, Persian Gulf University, Bushehr, Iran.
2 M.A student in Business Management, Persian Gulf University, Bushehr, Iran
چکیده [English]

Consumers are nowadays more concerned about environmental changes, and accordingly they have changed their purchasing behavior. Concerns on environment have made them to pay attention to reusability of product packaging in their decision-making process. The objective of this study was to investigate the impact of factors affecting consumers' perception of the reusability of product packaging. This study is applied in terms of objective and descriptive-survey in terms of data collection. The population of study included customers in Bushehr city. Questionnaire was used to collect the data. Data of study were collected among 385 customers of retail stores in Bushehr city using convenient sampling. Then, they were analyzed by structural equation modeling to test the conceptual model and hypotheses of study. Results of the study revealed that match between material, form, and color of the package have a positive and significant impact on consumer perception of reusability of packaging. In addition, results of this study suggest that environmental attitude and the sensitivity to recyclability of packaging have a positive and significant impact on consumer perception of the reusability of packaging. In general, five factors of environmental attitude of consumer, consumer sensitivity to recyclability of packaging, match between material, form, and color of product packaging in total could explain 0.681 of variance of consumer perception of reusability of product packaging.

کلیدواژه‌ها [English]

  • Environmental attitude
  • Packaging of product
  • Sensitivity to recyclability of packaging
  • Reusability of product packaging

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فصلنامه علمی آموزش محیط زیست و توسعه پایدار
دوره 7، شماره 3
خرداد 1398
صفحه 115-126

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