نقش ارزش ادراک‌ شده سبز بر نگرش به محصولات ‌سبز و قصد خرید مصرف‌کننده

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار گروه مدیریت، دانشگاه ایلام

2 دانش ‏آموخته کارشناسی ارشد مدیریت بازرگانی، دانشگاه ایلام

چکیده

افزایش نگرانی و توجه روز‌ افزون به سلامت عمومی و مسایل محیط‌زیست منجر به پیدایش و اهمیت مفهوم محصولات ‌سبز شده است. با توجه به اهمیت مسایل زیست محیطی در بین مصرف‌کنندگان، بررسی عوامل موثر بر نگرش و قصد ‌خرید آنها به محصولات‌ سبز ضروری است. قصد مصرف‌کنندگان به خرید ‌سبز به نگرش نسبت به محصولات ‌سبز برای رفع نیازهای محیط‌زیستی اشاره دارد؛ تحت تاثیر مولفه‌های ارزش ادراک‌‌ شده‌ سبز مصرف‌کنندگان است. پژوهش حاضر اقدام به تعیین میزان اثر مولفه ‌های ارزش ادراک ‌شده سبز بر نگرش نسبت به محصولات ‌سبز و تبیین شکل‌گیری قصد‌خرید مصرف‌کنندگان ‌سبز نموده است. این پژوهش از نظر هدف کاربردی و از نظر روش و بازه زمانی جمع‌آوری داده‌ها در زمره تحقیقات پیمایش مقطعی قرار دارد. مصرف‌کنندگان محصولات‌ سبز فروشگاه‌ های زنجیره‌ای شهر خرم‌آباد ( افق‌کوروش، اتکا، شهروند، رفاه، هفت) به عنوان جامعه آماری انتخاب شدند. نمونه‌گیری به روش خوشه‌ای چند مرحله‌ای در 4 نقطه اصلی شهر خرم‌آباد انجام گرفت که در نهایت 360 پرسشنامه تکمیل گردید. روایی پرسشنامه با نظر خبرگان و بارهای عاملی تاییدی، سنجیده شد و مقدار آلفای کرونباخ و پایایی ترکیبی تمامی ابعاد پرسشنامه بزرگتر از 7/0 بدست آمد، که مورد تایید واقع گردید. تجزیه و تحلیل داده‌ها در این پژوهش با نرم افزار آماری spss22 و smart pls3 انجام گرفت. یافته‌های پژوهش بیانگر تاثیر مثبت و معنادار مولفه ‌های ارزش ادراک ‌شده سبز شامل ارزش عملکردی، ارزش شرطی، ارزش اجتماعی و ارزش عاطفی بر نگرش نسبت به خرید محصولات ‌سبز و قصد خرید مصرف کنندگان ‌سبز می‌باشد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The role of Green perceived value on the attitude towards green products and the intention to buy the consumer

نویسندگان [English]

  • zeinab toulabi 1
  • Marjan Arvaneh 2
  • Pari Shojaeian 2
1 Associate Professor, Department of Management, Ilam University
2 Master Graduate of Business Administration, Ilam University
چکیده [English]

Increasing concern and increasing attention to public health and environmental issues have led to the emergence and importance of the concept of green products. Given the importance of environmental issues among consumers, it seems necessary to examine the factors affecting their attitudes and intentions to buy green products.Consumers' intention to buy refers to an attitude toward green products to meet the needs of the environment; Which is formed under the influence of perceived green value. Therefore, the present study has aimed at the general role of the value of perceived green in the attitude towards green products and explaining the formation of consumer intentions. This research is in the field of cross-sectional research in terms of practical purpose and in terms of method and time interval of data collection. Consumers of green products in Khorramabad's chain stores (Ofogh korosh, Etka, Shahrovand, Refah, Haft) were selected as the statistical population. Multi-stage cluster sampling was performed in 4 main points of Khorramabad city and finally 360 questionnaires were completed. The main research tool was a questionnaire whose validity was measured by a group of experts and confirmatory factor loads, and the reliability of its variables was confirmed by Cronbach's alpha coefficient (α> 0.7). Data analysis in this study was performed with spss22 and smart pls3 statistical software. The research findings indicate the positive and significant role of green perceived value and its components include functional value, conditional value, social value and emotional value in the attitude towards buying green products and the intention to buy the consumer.

کلیدواژه‌ها [English]

  • Green Perceived Value
  • Consumer Attitude
  • Purchase Intent
  • Green Products
  • Consumer

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فصلنامه علمی آموزش محیط زیست و توسعه پایدار
دوره 9، شماره 3
خرداد 1400
صفحه 81-98

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