شناسایی عوامل مؤثر بر تمایل به خرید بسته بندی سبز

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکترا مدیریت بازرگانی، باشگاه پژوهشگران جوان و نخبگان، واحد اراک، دانشگاه آزاد اسلامی، اراک، ایران.

2 دانشیار مدیریت بازرگانی. دانشکده مدیریت. دانشگاه آزاد اسلامی واحد اراک. اراک. ایران.

3 استادیار دانشگاه آزاد اسلامی واحد بابل، بابل، ایران

4 عضو هیات علمی راه دانش بابل

چکیده

پژوهش حاضر به دنبال شناسایی و اولویت ­بندی عوامل مؤثر بر تمایل به خرید بسته ­بندی سبز است. پژوهش از نظر هدف، کاربردی و از لحاظ روش، پیمایشی- علّی می ­باشد. روش گردآوری اطّلاعات میدانی و ابزار گردآوری اطّلاعات پرسشنامه استاندارد است. اطّلاعات میدانی با استفاده از پرسشنامه 41 سؤالی از خریداران محصولات سبز در سال 1399 جمع ­آوری گردیده است. جامعه آماری این پژوهش را تمامی خریداران محصولات سبز(استان مرکزی) تشکیل می ­دهد و اندازه نمونه آماری که به روش در دسترس انتخاب شده برای مشتریان 384 نفر است. داده­ ها با استفاده از نرم­افزار لیزرل و آزمون معادلات ساختاری مورد تجزیه و تحلیل قرار گرفته است. نتایج در پایان حاکی از تأثیر مثبت متغیرهای (هنجارهای فردی، نگرانی ­های زیست محیطی و تمایل به پرداخت) بر تمایل به خرید محصولات سبز و همچنین تأثیر منفی متغیرهای (نگرش و کنترل رفتاری ادراک شده) بر تمایل به خرید محصولات سبز می­ باشد.

کلیدواژه‌ها


عنوان مقاله [English]

Identify the Factors Affecting the Desire to Buy Green Packaging

نویسندگان [English]

  • Maryam Ghiasabadi Farahani 1
  • Peyman Ghafari Ashtiani 2
  • Shahrbano Gholipour Fereydoni 3
  • Hooman Shababi 4
1 PhD student in Business Management, Young and Elite Researchers Club, Arak Branch, Islamic Azad University, Arak, Iran.
2 Associate Prof., Faculty of Business Management, Arak Branch, Islamic Azad University, Arak, Iran
3 Assistant Professor, Islamic Azad University, Babol Branch, Mazandaran, Iran
4 Faculty Member at Rahedanesh
چکیده [English]

The present study seeks to identify and prioritize the factors affecting the desire to buy green packaging. The research is applied in terms of purpose and causal in terms of method. The field data collection method and data collection tool was a researcher-made questionnaire. Field information was collected using a questionnaire of 41 questions from buyers of green products in 1399. The statistical population of this research consists of all buyers of green products (Markazi province) and the size of the statistical sample selected by the available method for customers is 384 people. Data were analyzed using LISREL software and structural equation testing. The results indicate the positive effect of variables (individual norms, environmental concerns and willingness to pay) on the willingness to buy green products and also the negative effect of variables (attitude and perceived behavioral control).

کلیدواژه‌ها [English]

  • Attitude
  • Environmental concerns
  • Willingness to pay
  • Willingness to buy
  • Individual norms
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