فصلنامه علمی آموزش محیط زیست و توسعه پایدار

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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

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
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فصلنامه علمی آموزش محیط زیست و توسعه پایدار
دوره 9، شماره 1
آذر 1399
صفحه 95-108
فایل ها
هم رسانی
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