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بررسی تأثیر دانش درک شده از محصول سبز بر تمایل به خرید بهواسطۀ دلبستگی به فروشگاه | ||
مدیریت بازرگانی | ||
مقاله 6، دوره 8، شماره 3، 1395، صفحه 569-586 اصل مقاله (391.49 K) | ||
نوع مقاله: مقاله علمی پژوهشی | ||
شناسه دیجیتال (DOI): 10.22059/jibm.2016.60628 | ||
نویسندگان | ||
فریبرز رحیم نیا* 1؛ یاسمن نوروزی نیک2؛ افسانه یوسف پور3 | ||
1استاد گروه مدیریت دانشکده علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد، ایران | ||
2دانشجوی کارشناسی ارشد مدیریت اجرایی، دانشکدۀ علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد، ایران | ||
3دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشکدۀ علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد، ایران | ||
چکیده | ||
توجه روزافزون به محیط زیست در دهههای اخیر، به پیدایش مفهوم «بازاریابی سبز» منجر شده است. تمایل به خرید سبز به تمایل رفتاری مصرفکنندگان برای خرید محصول خاص برای رفع نیازهای زیستمحیطی اشاره دارد که تحت تأثیر آگاهیهای زیستمحیطی افراد شکل میگیرد. پژوهش حاضر با هدف بررسی تأثیر دانش درکشده از محصولات سبز بر تمایل به خرید بهواسطۀ دلبستگی به فروشگاه صورت گرفته است. جامعۀ آماری پژوهش مشتریان فروشگاه پرومای مشهد هستند که با استفاده از فرمول کوکران، نمونهای مشتمل بر 267 نفر بهروش غیرتصادفی در دسترس انتخاب شد. دادهها از طریق توزیع پرسشنامه گردآوری شدند. تجزیه و تحلیل دادهها نیز با استفاده از الگوی مدلیابی معادلات ساختاری صورت گرفت. یافتههای پژوهش تأثیر دانش درکشده از محصول سبز را بر تمایل به خرید و همچنین دلبستگی به فروشگاه تأیید میکنند. بهعلاوه، دلبستگی به فروشگاه نیز بر تمایل به خرید افراد تأثیر دارد و در نهایت، نقش میانجیگری دلبستگی به فروشگاه در رابطۀ بین دانش درکشده از محصول سبز و تمایل به خرید سبز به تأیید رسید. | ||
کلیدواژهها | ||
بازاریابی سبز؛ دانش درک شده از محصول سبز؛ تمایل به خرید؛ دلبستگی به فروشگاه | ||
عنوان مقاله [English] | ||
Study of the effects of perceived knowledge of Green products on purchase intention in terms of attachment to this hypermarket | ||
نویسندگان [English] | ||
Fariborz Rahimnia1؛ Yasaman Noruzi Nik2؛ Afsaneh Yoosofpour3 | ||
1Ferdowsi university of Mashhad-Administrative and Economics Faculty | ||
2MSc.Studen of Executive Administration, Faculty of Economic and Administrative Sciences, Ferdowsi University of Mashhad | ||
3Msc. Student of Business Administration, Faculty of Economic and Administrative Sciences, Ferdowsi University of Mashhad | ||
چکیده [English] | ||
Increasing attention to environment in recent decades has led to advent of "Green Marketing" concept. "Green purchase Intention" refers to behavioral tendency of consumers for buying a special product to meet environmental needs. It shapes under the influence of a person's environmental knowledge. The aim of current research is study of the effect of perceived knowledge of Green products on purchase intention in terms of attachment to this hypermarket. Statistical population of this research is customers of Proma hypermarket in Mashhad. By use of Cochran formula a sample of 267 people were chosen non-randomly. To gather data we use a questionnaire. Analysis of data is done by use of structural equation modeling model. Findings of this research approve the effect of perceived knowledge of Green products on purchase intention and also attachment of customers to this hypermarket. Meanwhile, attachment to this hypermarket effects on people's purchase intention. Finally, findings show the mediator role of attachment to this hypermarket in relationship between perceived knowledge of Green products and Green purchase intention. | ||
کلیدواژهها [English] | ||
Attachment to hypermarket, Green marketing, Perceived knowledge of Green products, Purchase intention | ||
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