سامانه پشتیبانی خدمات اطلاعات

  اخبار و اعلانات

 آمار

تعداد نشریات158
تعداد شماره‌ها6,232
تعداد مقالات67,790
تعداد مشاهده مقاله115,265,375
تعداد دریافت فایل اصل مقاله90,007,107
خلیفه, مجتبی, عباسی, عباس, کاظمی, معین, سمیع زاده, مهدی. (1398). مدل‌سازی نظری اثر تردید سبز مصرف‌کنندگان بر رفتار و قصد خرید سبز. , 11(4), 825-849. doi: 10.22059/jibm.2019.269852.3322
مجتبی خلیفه; عباس عباسی; معین کاظمی; مهدی سمیع زاده. "مدل‌سازی نظری اثر تردید سبز مصرف‌کنندگان بر رفتار و قصد خرید سبز". , 11, 4, 1398, 825-849. doi: 10.22059/jibm.2019.269852.3322
خلیفه, مجتبی, عباسی, عباس, کاظمی, معین, سمیع زاده, مهدی. (1398). 'مدل‌سازی نظری اثر تردید سبز مصرف‌کنندگان بر رفتار و قصد خرید سبز', , 11(4), pp. 825-849. doi: 10.22059/jibm.2019.269852.3322
خلیفه, مجتبی, عباسی, عباس, کاظمی, معین, سمیع زاده, مهدی. مدل‌سازی نظری اثر تردید سبز مصرف‌کنندگان بر رفتار و قصد خرید سبز. , 1398; 11(4): 825-849. doi: 10.22059/jibm.2019.269852.3322

مدل‌سازی نظری اثر تردید سبز مصرف‌کنندگان بر رفتار و قصد خرید سبز

مدیریت بازرگانی
مقاله 7، دوره 11، شماره 4، 1398، صفحه 825-849    اصل مقاله (507.3 K)
نوع مقاله: مقاله علمی پژوهشی
شناسه دیجیتال (DOI): 10.22059/jibm.2019.269852.3322
نویسندگان
مجتبی خلیفه* 1؛ عباس عباسی2؛ معین کاظمی3؛ مهدی سمیع زاده4
1دکتری، گروه مدیریت، دانشکده اقتصاد، مدیریت و علوم اجتماعی، دانشگاه شیراز، شیراز، ایران.
2دانشیار، گروه مدیریت، دانشکده اقتصاد، مدیریت و علوم اجتماعی، دانشگاه شیراز، شیراز، ایران.
3دانشجوی دکتری، گروه مدیریت، دانشکده اقتصاد، مدیریت و علوم اجتماعی، دانشگاه شیراز، شیراز، ایران.
4استادیار، گروه مدیریت، دانشکده علوم انسانی، دانشگاه علم و فرهنگ، تهران، ایران.
چکیده
هدف: هدف از اجرای این پژوهش، بررسی اثر تردید سبز بر رفتار و قصد خرید سبز (در قالب ساخت یک مدل نظری) با در نظر گرفتن نقش میانجی ملاحظات زیست‌محیطی، دانش زیست‌محیطی و نگرش‌های فردی و اجتماعی به محصول‌های سبز است.
روش: پژوهش پیش رو بر اساس هدف، کاربردی و از نظر ماهیت و روش، توصیفی ـ پیمایشی است. گردآوری داده‌ها از طریق توزیع 240 پرسش‌نامه در میان مصرف‌کنندگان شهر شیراز که با محصول‌های سبز آشنایی داشتند، صورت پذیرفت. تجزیه ‏و‏ تحلیل داده‌ها نیز به‌واسطه مدل‌سازی معادله‌های ساختاری و با کمک روش حداقل مربعات جزئی و به‏‌ارگیری نرم‌افزار PLS انجام ‏شده است.
یافته‌ها: نتایج این پژوهش نشان داد که سازه‌های مدل پژوهش از قابلیت اعتماد و پایایی مرکب مطلوبی برخوردارند. تردید سبز به‌صورت منفی و معناداری (مستقیم و غیر‏مستقیم) بر رفتار خرید سبز اثر می‌گذارد. در همین راستا، نقش ملاحظات محیطی بر نگرش‌های فردی و اجتماعی تأیید نشد.
نتیجه‌گیری: با توجه به اثر منفی تردید سبز بر قصد خرید سبز، نقش تردید سبز مشتریان بایستی در بازاریابی، تبلیغ‌ها و ادعاهای سبز شرکت‌ها در نظر گرفته شود، به‌گونه‌ای که مصرف‌کنندگان مردد، ادعاهای زیست‌محیطی شرکت‌ها را درک کرده و مشتریان را متقاعد کنند که این ادعاها پایدار، واقعی و معتبرند.
کلیدواژه‌ها
بازاریابی سبز؛ تردید سبز؛ دانش سبز؛ رفتار خرید سبز؛ گرایش به محصول‌های سبز
عنوان مقاله [English]
Theoretical Modeling of the Effect of Customers’ Green Skepticism on Green Purchase Behavior and Intension
نویسندگان [English]
Mojtaba Khalifeh1؛ Abbas Abbasi2؛ Moein Kazemi3؛ Mehdi Samizadeh4
1, Ph.D., Department of Management, Faculty of Management, Shiraz University, Shiraz, Iran.
2Associate Prof., Department of Management, Faculty of Management, Shiraz University, Shiraz, Iran.
3Ph.D. Candidate, Department of Management, Faculty of Management, Shiraz University, Shiraz, Iran.
4Assistant Prof., Department of Management, Faculty of Human Sciences, University of Science and Culture, Tehran, Iran.
چکیده [English]
Objective
Despite the increasing supply of green products and the repeated advertisements and claims made by the manufacturers towards producing environmental-friendly products, as well as positive individual and societal attitudes towards these products, there is considerable concern among consumers regarding the validity and truthfullness of the manufacturers’ claims. Consumers' uncertainty leads to negative judgment about the products, thereby reducing the intention to purchase green products. Green skepticism is therefore an important factor affecting green shopping, but only limited research (especially in Iran) has been conducted to investigate its effect on green shopping intention and shopping behavior. Hence, the purpose of this study is to investigate the effect of green skepticism on green purchase intention and green shopping behavior so as to examine the mediating role of influential variables in this process such as environmental considerations, objective knowledge, subjective knowledge, individual attitudes and social attitudes.
 
Methodology
The present research is applied in terms of purpose and descriptive-survey in nature and in ternms of method. A library-study approach was used to collect data within the related literature and to review the background of the subject and a questionnaire was used to collect the required field data. Statistical population includes customers who are familiar with green products and have used them. The study was conducted in August 2018 and in Shiraz, Iran. In order to collect field data, 90 questionnaires (360 questionnaires in total) were distributed in each cluster (different regions of Shiraz) and finally 304 completed questionnaires were collected. From among the collected questionnaires, only 240 questionnaires were valid for data analysis.
 
Findings
The results of this study indicate that the research model constructs have high integrated reliability index. Green skepticism is reported to have significantly negative (directly and indirectly) effects on green shopping behaviors. In this regard, the role of environmental considerations on individual and social attitudes was not approved.
 
Conclusion
The results showed that if consumers' beliefs about green advertising and environmental claims of the producers of green products decline and they perceive that such advertising are misleading or only profitable for the producers, their willingness to buy such products will decrease. In addition, green skepticism has a negative effect on mental knowledge and mental knowledge directly affects green purchase intention. Since consumers tend to be overly self-confident and value their information and knowledge more than they really are, the higher their level of information and actual knowledge, the higher their self-esteem and appreciation of their true intelligence will be. Consumers' increasing concern for environmental issues will also increase their efforts to become more aware of the subject (as far as possible). Another research finding is the impact of objective environmental knowledge on environmental considerations. Consumers who have higher environmental mental knowledge have emotionally desirable personality and consider it as an advantage for themselves. On the other hand, they also feel more valued socially and they place a higher value and position for themselves in the community, making them more likely to adapt their purchasing attitudes to obtain more social approval by purchasing environmental-friendly products. Consumers who have high environmental concerns are pushing their consumer behavior towards green products as much as possible, preferring the purchase and consumption of green and organic products over other products, and even strive to develop environmental-friendly behaviors including the production of recycled products and the reduction of environmental pollution.
کلیدواژه‌ها [English]
Green marketing, Green skepticism, Environmental knowledge, Green purchase behavior, Attitude towards green products
مراجع

آقازاده، هاشم؛ آقامیری، احسان؛ شهرامی، فرینام (1395). بررسی تأثیر ارزش برند صنعتی بر مؤلفه‏های ارزش برند ترکیبی و قصد خرید مصرف‏کننده نهایی. مدیریت بازرگانی، 8(4)، 699-720.

حاجی حسنی، فرزانه؛ صادق‏پور، علی اصغر؛ علوی، سیدمسلم (1397). تأثیر ابعاد رنگ پوشاک بر قصد خرید آن با تحلیلی بر تفاوت‏های جنسیتی مشتریان. مدیریت بازرگانی، 10(3)، 659-672.

رحیم‏نیا، فریبرز؛ نوروزی‏نیک، یاسمن؛ یوسف‏پور، افسانه (1395). بررسی تأثیر دانش درک‌شده از محصول سبز بر تمایل به خرید به‏واسطه دل‌بستگی به فروشگاه. مدیریت بازرگانی، 8(3)، 569-586.

عباسی، عباس؛ زندی‏لک، مسعود؛ خلیفه، مجتبی (1394). تأثیر مسئولیت اجتماعی شرکت بر اعتماد به برند و ترجیح برند با نقش میانجی کیفیت ادراک‏شده و ارزش برند. چشم‏انداز مدیریت بازرگانی، 24، 31-44.

عباسی، عباس؛ منصورآبادی، زهرا؛ محمودشاهی، شهرزاد (1395). تأثیر مسئولیت اجتماعی شرکت بر اعتماد مشتریان و قصد خرید با تأکید بر نقش میانجی رضایت مشتریان. مدیریت بازرگانی، 8(4)، 883-900.

فیض‏آبادی، حمیده؛ زنگانه، مهدی؛ شجاعی، سامره؛ مهرانی، هرمز (1397). بررسی تأثیر موسیقی پس ‏زمینه بر قصد خرید به‏واسطه برانگیختگی، لذت، اعتماد و تعدیل‏کنندگی طبقه محصول. مدیریت بازرگانی، 10(4)، 761-776.

محمدیان، محمود؛ ختائی، امیر (1390). رابطه میان عوامل روانی، اجتماعی و رفتار مصرف‏کننده سبز (حامی محیط ‌زیست). مدیریت بازرگانی، 3(7)، 143-160.

محمدیان، محمود؛ بخشنده، قاسم (1393). بررسی عوامل مؤثر بر نگرش و قصد خرید سبز مصرف‌کنندگان. مطالعات مدیریت (بهبود و تحول)، 75، 39-68.

یزدانی، ناصر؛ گلی، فاطمه (1397). تأثیر دین در تحقق بازاریابی سبز. فصل‌نامه مدیریت کسب‏وکار، 38، 169-184.

 

References

Abbasi, A., Mansourabadi, Z. & Mahmoud Shahi, Sh. (2016). The effect of corporate social responsibility on consumer’s trust and purchasing intention by emphasizing the mediating role of consumer satisfaction. Journal of Business Management, 8(4), 883-900.
(in Persion)

Abbasi, A., Zandilak, M., & Khalifeh, M. (2016). The effect of corporate social responsibility on brand trust and brand preference with the mediating role of perceived quality and brand value. Business Management Perspective, 24, 31-44. (in Persion)

Aertsens, J., Mondelaers, K., Verbeke, W., Buysse, J., & Van Huylenbroeck, G. (2011). The influence of subjective and objective knowledge on attitude, motivations and consumption of organic food. British Food Journal, 113(11), 1353-1378.

Aghazadeh, H., Aghamiri, E. & Shahrami, F. (2016). Investigating the effect of industrial brand value on the components of the combined brand value and the purchase intension of the final consumer. Journal of Business Management, 8(4), 699-720. (in Persion)

Akehurst, G., Afonso, C., & Gonçalves, H. M. (2012). Reexamining green purchase behavior and the green consumer profile: new evidences. Management Decision, 50(5), 972-988.

Alba, J. W, & Hutchinson, J. W. (2000). Knowledge calibration: What consumers know and what they think they know. Journal of Consumer Research, 27, 123–156.

Bamberg, S. (2003). How does environmental concern influence specific environmentally related behaviors? A new answer to an old question. Journal of Environmental Psychology, 23, 21-32.

Bang, H.K., Ellinger, A.E., Hadjimarcou, J., & Traichal, P. A. (2000). Consumer concern, knowledge, belief, and attitude toward renewable energy: An application of the reasoned action theory. Psychology & Marketing, 17(6), 449-468.

Barber, N. A., Bishop, M., & Gruen, T. (2014). Who pays more (or less) for pro-environmental consumer goods? Using the auction method to assess actual willingness-to-pay. Journal of Environmental Psychology, 40, 218-227.

Biswas, A., & Mousumi, R. (2015). Green products: an exploratory study on the consumer behaviour in emerging economies of the East. Journal of Cleaner Production, 87, 463-468.

Boush, D. M., Friestad, M., & Rose, G.M. (1994). Adolescent skepticism toward TV advertising and knowledge of advertiser tactics. Journal of consumer research, 21(1), 165-175.

Brucks, M. (1985). The effects of product class knowledge on information search behavior. Journal of Consumer Research, 12(1), 1–16.

Chan, R.Y. K. (2001). Determinants of Chinese consumers' green purchase behavior. Psychology & Marketing, 18(4), 389-413.

Cheah, I. & Phau, I. (2011). Attitudes towards environmentally friendly products: The influence of ecoliteracy, interpersonal influence and value orientation. Marketing Intelligence & Planning, 29(5), 452-472.

Chen, K., & Deng, T. (2016). Research on the Green Purchase Intentions from the Perspective of Product Knowledge. Sustainability, 8, 943-958.

Chen, Ch. Ch., Chen, Ch. W., & Tung, Y. Ch. (2018). Exploring the Consumer Behavior of Intention to Purchase Green Products in Belt and Road Countries: An Empirical Analysis. Sustainability, 10, 854- 871.

Chun Lin, P., & Huang, Y. H. (2012). The influence factors on choice behavior regarding green products based on the theory of consumption values. Journal of Cleaner Production, 22, 11-18.

Crane, A. (2000). Marketing and the natural environment: what role for morality? Journal of Macromarketing, 20(2), 144-54.

Do Paco, A., & Raposo, M. (2009). “Green” segmentation: an application to the Portuguese consumer market. Marketing Intelligence & Planning, 27(3), 364-379.

Ebrahimi, A., Abbasi, A., Khalifeh, M., Samizadeh, M., & Abkhiz, F. (2016). Role of consumption emotions mediate perceived service fairness to the service satisfaction and its impact on customers’ behavioral intentions. Asean Marketing Journal, 8(1), 54-65.

Elving, W.J.L. (2013). Scepticism and corporate social responsibility communications: the influence of fit and reputation. Journal of Marketing Communications, 19(4), 277-292.

Faizabadi, H., Zanganeh, M., Shojaee, S. & Mehrani, H. (2019). Investigating the effect of background music on the intention to buy through stimulation, joy, trust and moderating product level. Journal of Business Management, 10(4), 761-776. (in Persion)

Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Boston, MA.

Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.

Gallup Organization Analytical report (2009). Europeans’ attitudes towards the issue of sustainable consumption and production. Retrieved from: http://ec.europa.eu/public_ opinion/flash/fl_256_en.pdf.

Haji Hassani, F., Sadeghpour, A. A. & Alavi, S. M. (2018). Investigating the effect of apparel color dimensions on consumer purchase intension: An Analysis on consumer gender differences. Journal of Business Management, 10(3), 659-672. (in Persion)

Hartmann, P., & Apaolaza-Ibanez, V. (2010). Beyond savanna: An evolutionary and environmental psychology approach to behavioural effects of nature scenery in green advertising. Journal of Environmental Psychology, 30(1), 119-128.

Hartmann, P., & Apaolaza-Ibanez, V. (2012). Consumer attitude and purchase intention toward green energy brands: the roles of psychological benefits and environmental concern. Jounal of Business Resarch, 65 (9), 1254–1263.

Hines, J. M., Hungerford, H.R., & Tomera, A. N. (1987). Analysis and synthesis of research on responsible environmental behaviour: A meta-analysis. Journal of environmental education, 18(2), 1-8.

Jaiswal, D., & Kant, R. (2018). Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers. Journal of Retailing and Consumer Services, 41, 60-69.

Joshi, Y., & Rahman, Z. (2015). Factors Affecting Green Purchase Behaviour and Future Research Directions. International Strategic Management Review, 3, 128-143.

Kim, Y., & Choi, S. M. (2005). Antecedents of green purchase behaviour: An examination of collectivism, environmental concern, and PCE. Advances in Consumer Research, 32, 592-599.

Kumar, B., Manrai, A. K., & Manrai, L. A. (2017). Purchasing behaviour for environmentally sustainable products: A conceptual framework and empirical study. Journal of Retailing and Consumer Services, 34, 1-9.

Kwong Goh, S., & Balaji, M.S. (2016). Linking green skepticism to green purchase behavior. Journal of Cleaner Production, 131, 629-638.

Lee, K. (2008). Opportunities for green marketing: young consumers. Marketing Intelligence and Planning, 26(6), 573–586.

Leonidou, L.C., Leonidou, C.N., & Kvasova, O. (2010). Antecedents and outcomes of consumer environemtnally friendly attitudes and behaviour. Journal of Marketing Management, 26, 1319-1344.

Limon, M. S., & Kazoleas, D. C. (2004). A comparison of exemplar and statistical evidence in reducing counter-arguments and responses to a message. Communication Research Reports, 21(3), 291-298.

Liobikien, G., & Bernatonien, J. (2017). Why determinants of green purchase cannot be treated equally? The case of green cosmetics: Literature review. Journal of Cleaner Production, 162, 109-120.

Liobikiene, G., Grinceviciene, S., & Bernatoniene, J. (2016). Environmentally friendly behaviour and green purchase in Austria and Lithuania. Journal of Cleaner Production, 142(4), 3789-3797.

Liu, H.B., McCarthy, B., & Chen, T. (2016). Green food consumption in China: Segmentation based on attitudes toward food safety. Journal of International Food & Agribusiness, 28(4), 346-362.

Liu, X., Wang, C., Shishime, T. & Fujitsuka, T. (2010). Sustainable Consumption: Green purchasing behaviors of urban residents in China. Sustainable Development, 20, 293-308.

Lizawati Aman, A.H., Harun, A. & Hussein, Z. (2012). The influence of environmental knowledge and concern on green purchase intention the role of attitude as a mediating variable. British Journal of Arts and Social Sciences, 7(2), 145-167.

De Magistris, T. & Azucena, G. (2008). The decision to buy organic food products in Southern Italy. British Food Journal, 110(9), 929-947.

Matthes, J., & Wonneberger, A. (2014). The skeptical green consumer revisited: Testing the relationship between green consumerism and skepticism toward advertising. Journal of Advertising, 43(2), 115-127.

Mohammadiyan, M., & Bakhshandeh, Gh. (2014). Investigating the Factors Affecting the Attitude and Intent of Green Consumers' Consumers. Management Studies, 75, 39-68.
(in Persian)

Mohammadiyan, M., & Khataei, A. (2011). The relationship between psychological, social and green consumer behavior (environmental advocate), Journal of Business Management, 7(3), 143-160. (In Persian)

Moisander, J. (2007). Motivational complexity of green consumerism. International Journal of Consumer Studies, 31(4), 404-409.

Morel, K.P.N., & Pruyn, A. T. H. (2003). Consumer skepticism toward new products. European Advances in Consumer Research, 6, 351-358.

Mostafa, M. M. (2006). Antecedents of Egyptian consumers' green purchase intentions: A hierarchical multivariate regression model. Journal of International Consumer Marketing, 19(2), 97-126.

Mostafa, M. M. (2007). Gender differences in Egyptian consumers' green purchase behaviour: the effects of environmental knowledge, concern and attitude. International Journal of Consumers Studies, 31 (3), 220–229.

Obermiller, C., & Spangenberg, E.R. (1998). Development of a scale to measure consumer skepticism toward advertising. Journal of consumer psychology, 7(2), 159-186.

Park, C.W., Mothersbaugh, D. L., & Feick, L. (1994). Consumer knowledge assessment. Journal of Consumer Research, 21(1), 71–82.

Patel, J.D., Gadhavi, D. D, & Shukla, Y. S. (2016). Consumers’ responses to cause related marketing: moderating influence of cause involvement and skepticism on attitude and purchase intention. International Review on Public and Nonprofit Marketing, 14(1), 1-18.

Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of retailing and Consumer Services, 29, 123-134.

Petty, R. E., Wells, G.L., & Brock, T.C. (1976). Distraction can enhance or reduce yielding to propaganda: Thought disruption versus effort justification. Journal of Personality and Social Psychology, 34(5), 874-884.

Pieniak, Z., Aertsens, J., & Verbeke, W. (2010). Subjective and objective knowledge as determinants of organic vegetables consumption. Food Quality and Preference, 21, 581-588.

Polonsky, M. J., Vocino, A., Grau, S. L., Garma, R., & Shahriar Ferdous, A. (2012). The impact of general and carbon-related environmental knowledge on attitudes and behavior of US consumers. Journal of Marketing Management, 28, 238-263.

Pomering, A., & Johnson, L. W. (2009). Advertising corporate social responsibility initiatives to communicate corporate image: Inhibiting scepticism to enhance persuasion. Corporate Communications: An International Journal, 14(4), 420-439.

Radecki Breitkopf, C., & Jaccard, J. (1995). Perceptions of knowledge, actual knowledge, and information search behavior. Journal of Experimental Social Psychology, 31(2), 107–138.

Rahimniya, F., Nourouzi Nik, Y., & Yousofi Pour, A. (2016). Investigating the effect of perceived knowledge of the green product on the desire to purchase due to the attachment to the store. Journal of Business Management, 8(3), 869-586. (in Persian)

Ramayah, T, Lee, J. W. Ch., & Mohamad, O. (2010). Green product purchase intention: Some insights from a developing country. Resources, Conservation and Recycling, 54(12), 1419-1427.

Rosenbaum, M. S., & Wong, I.A. (2015). Green marketing programs as strategic initiatives in hospitality. Journal of Services Marketing, 29(2), 81-92.

Selnes, F., & Gronhaug, K. (1986). Subjective and objective measures of product knowledge contrasted. Advances in Consumer Research, 13, 67–71.

Trivedi, H.R., Patel, J.D., & Acharya, N. (2018). Causality analysis of media influence on environmental attitude, intention and behaviors leading to green purchasing. Journal of Cleaner Production, 196, 11-22.

Vicente-Molina, M.A., Fernandez-Sainz, A., & Izagirre-Olaizola, J. (2013). Environmental knowledge and other variables affecting pro-environmental behaviour: comparison of university students from emerging and advanced countries. Journal of Cleaner Production, 61, 130-138.

Wu, C.Sh., Zhou, X.X. & Song, M. (2015). Sustainable Consumer Behavior in China: an Empirical Analysis from the Midwest Regions. Journal of Cleaner Production, 187, 740-750.

Yadav, R., & Pathak, G. S. (2016). Young consumers' intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of Cleaner Production, 135, 732-739.

Yazdani, N., & Goli, F. (2018). The impact of religion on the realization of green marketing.Business Management Quarterly, 38, 164-189. (in Persian)

Young, W., Hwang, K., McDonald, S., & Oates, C. J (2010). Sustainable consumption: green consumer behaviour when purchasing products. Sustainable Development, 18, 20-31.

Zhao, H.H., GAO, Q., Wu, Y.P., Wang, Y., & Zhu, X. D. (2014). What affects green consumer behaviour in China? A case study from Qingdao. Journal of Cleaner Production, 63, 143-151.

آمار
تعداد مشاهده مقاله: 1,436
تعداد دریافت فایل اصل مقاله: 1,288


سامانه مدیریت نشریات علمی. قدرت گرفته از سیناوب