پیوندهای مفید
اخبار و اعلانات
آمار
| تعداد نشریات | 161 |
| تعداد شماره‌ها | 6,479 |
| تعداد مقالات | 70,032 |
| تعداد مشاهده مقاله | 123,013,924 |
| تعداد دریافت فایل اصل مقاله | 96,247,165 |
بررسی تأثیر دروغ سبز در مسئولیت اجتماعی شرکت بر قصد خرید محصول‌های سبز با میانجیگری رضایت سبز و ریسک ادراک‌شده سبز | ||
| مدیریت بازرگانی | ||
| مقاله 8، دوره 11، شماره 4، 1398، صفحه 850-868 اصل مقاله (462.86 K) | ||
| نوع مقاله: مقاله علمی پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/jibm.2018.268080.3294 | ||
| نویسندگان | ||
| زینب کریمی سارمه* 1؛ رضا اسماعیل‌پور2؛ رمضانعلی مباشر امینی3 | ||
| 1دانشگاه گیلان، رشت، ایران | ||
| 2دانشیار، گروه مدیریت، دانشکده علوم انسانی، دانشگاه گیلان، رشت، ایران. | ||
| 3مربی، گروه مدیریت، دانشکده علوم انسانی، دانشگاه گیلان، رشت، ایران. | ||
| چکیده | ||
| هدف: شرکت‌ها برای متمایز کردن محصول‌های خود از محصول‌های رقبا، دائم در پی روش‌های جدید هستند. امروزه مدیران برای ایجاد این تمایز، از بازاریابی سبز استفاده می‌کنند و مدعی هستند که خود را در قبال جامعه و محیط زیست مسئول می‌دانند. مشتریان نیز در جست‌وجوی محصول‌های سبزی هستند که با محیط زیست سازگار باشند، بنابراین شرکت‌ها باید راهبرد‌های بازاریابی خود را متناسب با نیازهای مشتری تغییر دهند و با ارائه ادعاهای صادقانه، مشتریان را به خرید محصول‌های سبز ترغیب کنند. از این رو، در پژوهش حاضر، تأثیر دروغ سبز بر مسئولیت اجتماعی شرکت، رضایت سبز، ریسک ادراک‌شده سبز و اعتماد سبز بر قصد خرید محصول‌های سبز بررسی شده است. روش: پژوهش حاضر از دسته پژوهشهای کاربردی محسوب می‌شود و از نظر ماهیت و روش، توصیفی ـ پیمایشی و علّی است. جامعه آماری پژوهش، شامل مشتریان شرکت‌های تولیدکننده مرغ سبز در استان گیلان است. یافته‌ها: یافته‌های پژوهش نشان داد که دروغ سبز در مسئولیت اجتماعی شرکت بر قصد خرید محصول‌های سبز، رضایت سبز، اعتماد سبز تأثیر منفی و بر ریسک ادراک‌شده سبز تأثیر مثبت دارد. همچنین رضایت سبز و ریسک ادراک‌شده سبز بر اعتماد سبز تأثیر مثبتی دارد و اعتماد سبز نیز بر قصد خرید محصول‌های سبز اثر مثبتی می‌گذارد. نتیجه‌گیری: از میان هفت فرضیه پژوهش، فقط فرضیه چهارم پژوهش که حاکی از تأثیر منفی دروغ سبز در مسئولیت اجتماعی شرکت بر اعتماد سبز است، تأیید نشد. | ||
| کلیدواژه‌ها | ||
| قصد خرید محصول‌های سبز؛ دروغ سبز در مسئولیت اجتماعی شرکت؛ اعتماد سبز؛ رضایت سبز؛ ریسک ادراک‌شده سبز | ||
| عنوان مقاله [English] | ||
| Investigating The Effect of Green wash in Corporate Social Responsibility on Purchasing Intention for Green Products: The Mediating Effects of Green Satisfaction and Green Perceived Risk. | ||
| نویسندگان [English] | ||
| zeinab karimi1؛ Reza Esmaeilpour2؛ Ramezanali Mobasher Amini3 | ||
| 1University of guilan/ Rasht/ Iran | ||
| 2Associate Prof Department of Management., Faculty of Literature & Humanities, University of Guilan, Rasht, Iran. | ||
| 3Instructor, Department of Management, Faculty of Literature & Humanities, University of Guilan, Rasht, Iran. | ||
| چکیده [English] | ||
| Objective Companies are constantly looking for new ways to distinguish their own products from their competitors. Managers, nowadays, use green marketing to differentiate their products and claim to be responsible for society and the environment. Customers are also looking for eco-friendly green products. So, companies have to change their marketing strategies to suit their customers' needs and encourage customers to buy green products through honest advertisement. Therefore, in this study, the effect of green wash on corporate social responsibility, green satisfaction, green perceived risk and green trust on intention to buy green products has been investigated. Methodology This study is applied in terms of purpose, and is descriptive and causal in terms of the nature and method of the research. The statistical population of this research includes the customers of green poultry producing companies in Gilan province, Iran. Using available sampling, the researchers attempted to create valid, accurate and generalizable samples. A sample of 84 customers was selected for this study considering the unlimited statistical population and the qualitative nature of the research variables. Library and internet resources such as books, dissertations, local and international accredited journals, and etc. were used to collect data regarding theoretical foundations in order to identify the variables as well as to collect research backgrounds. Data collection was done using field study and questionnaire distribution. Findings Research findings showed that green wash in corporate social responsibility has positive effects on perceived risk, but has negative effects on intention to purchase green products, green satisfaction, and green trust. In addition, green satisfaction and green perceived risk have a positive effect on green trust, and green trust has a positive effect on the intention to buy green products. Conclusion “The negative effect of green wash in corporate social responsibility on green trust” is the only research hypothesis that was not confirmed. The research results show that, to succeed in today's marketing environment as well as long-term survival, green chicken producing companies need to take into account their customers’ needs and attempt to satisfy the costumers, build trust and reduce customer risks. The results also confirm the negative impact of green wash in corporate social responsibility on the intention to purchase green products. Customer satisfaction is an important factor influencing the intention of customers to buy. The more pervasive the green wash in the market, the more the consumers will become skeptical about the corporate products. As a result, increase in customer skepticism leads to greater risk perception. Green wash in corporate social responsibility do not directly affect green trust, so the relationship between these two variables is explained through other mediating variables such as green satisfaction and green perceived risk. Companies need to make every effort to gain the trust of their customers, in order for the customers to ensure that these companies are sincere and honest. | ||
| کلیدواژه‌ها [English] | ||
| Green purchase intention, Green wash in corporate social responsibility, Green trust, Green satisfaction, Green perceived risk | ||
| مراجع | ||
|
دشتی، مهدی؛ صنایعی، علی (1397). عوامل تأثیرگذار بر قصد خرید اجتماعی مصرف‌کنندگان در تجارت اجتماعی. مدیریت بازرگانی، 10 (1)، 97-120. 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. رستگار، عباسعلی؛ شهریاری، مهری (1397). از تصویر مرکز خرید تا تمایل به خرید با ارزش خرید ادراک‌شده، رضایت مشتریان و ترجیح مشتریان (مطالعه موردی: مراکز خرید شهر سمنان). مدیریت بازرگانی، 10(3) ، 643-658. زارعی، عظیم؛ سیاه سرانی کجوری، محمد علی؛ فارسی زاده، حسین (1393). بررسی تـأثیر دروغ سبز بر قصد خرید محصولات سبز. پژوهشهای مدیریت عمومی، 7 (24)، 67-85. 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.
References Abbasi, A., Mansouri, Z., & Mahmoud Shahi., SH. (2016). The influence of corporate social responsibility on customers’ satisfaction and purchase intention: The mediation effect of customers’ satisfaction. Journal of Business Management, 8 (4), 883-900. (in Persian) Ali, A., & Ahmad, I. (2012). Environment friendly products: factors that influence the green purchase intentions of Pakistani consumers. PJETS, 2(1), 84-117. Chan, R.Y.K., & Lau, L.B.Y. (2000). Antecedent of green purchases: A survey in china. Journal of Consumer Marketing, 17 (4), 357-338. Chang, C.H. (2011). The influence of corporate environmental ethics on competitive advantage: The mediation role of green innovation. Journal of Business Ethics, 104(3), 361-370. Chang, H.H. & Chen, S.W. (2008). The impact of online store environment cues on purchase intention: Trust and perceived risk as a mediator. Online Information Review, 32 (6), 818-841. Chaudhuri, A. (1997). Consumption emotion and perceived risk: A macro-analytic approach. Journal of Business Research, 39(2), 81-92. Chen, Y. S. (2008). The driver of green innovation and green image – green core competence, Journal of Business Ethics, 81(3), 531- 543. Chen, Y. S., Lin, C. L., & Chang, C. H. (2014). The influence of green wash on green word – of – mouth (green WOM): The mediation effects of green perceived quality and green satisfaction .Quality and Quantity, 48 (5), 2411 – 2425. Chen, Y.S. (2010). The drivers of green brand equity: green brand image, green satisfaction, and green trust. Journal of business ethics, 93(2), 307-319. Chen, Y.S., & Chang, C.H. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision, 50(3), 502-520. Chen, Y.S., Chang, C.H. (2013). Greenwash and Green trust: The mediation effects of green consumer confusion and green perceived risk. Journal of Business Ethics, 114(3), 489 – 500. Chen, Y.S., Lin, C. Y., & weng, C.S. (2015). The influence of environmental friendliness on green trust: The mediation effects of green satisfaction and green perceived quality. Journal of sustainability, 7(8), 10135 – 10152. Creyer, E. H., & Ross, W. T. (1997). The influence of firm behavior on purchase intention: do consumers really care about business ethics? Journal of Consumer Marketing, 14(6), 421- 432. Dashtee, M., Sanayei, A. (2018). The effective factors on the customers’ social purchase intention in social business. Journal of Business Management, 10 (1), 97-120. Garbarino, E., & Johnson, M.S. (1999). The different roles of satisfaction, trust, and commitment in concumer relationships. Journal of Marketing, 63(2), 70- 87. Horiuchi, R., & Schuchard, R. (2009). Understanding and preventing greenwash: A business guide. London. Futerra sustainability communications. Kalafatis, S.P., & Pollard, M. (1999). Green marketing and Ajzen’s theory of planned behaviour: a cross-market examination. Journal of Consumer Marketing, 16(5), 441-460. Lyon, T. P., & Maxwell, J. W. (2006). Green wash: corporate environmental disclosure under threat of audit. Journal of Economics & Management Strategy, 20 (1), 3- 41. McLure Wasko, M., & Faraj, S. (2005). Why should I share? Examining social capital and knowledge contribution in electronic networks of practice. MIS Quarterly, 29 (1), 35-57. Mishra, P., & Sharma, P. (2014). Green marketing: Challenges and Opportunities for Business. BVIMR Management Edge, 7(1), 78 – 86. Mitchell, V.W. (1999). Consumer perceived risk: Conceptualisations and models. European Journal of Marketing, 33(1/2), 163-195. Ottman, J.A., Stafford, E.R., & Hartman, C.L. (2006). Avoiding green marketing myopia. Environment, 48(5), 22-36. Parguel, B., Benoit – Morean, F., & Larceneux, F. (2011). How sustainability ratings might deter 'green wash': A closer look at ethical corporate communication. Journal of Business Ethics, 102(1), 15- 28. Peter, J. P., & Ryan, M. J. (1976). An investigation of perceived risk at the brand level. Journal of Marketing Research, 13(2), 184 – 189. Rahimnia, F., Nooroozi Nik, Y., Yousefpour, A. (2016). Investigating the influence of perceived knowledge of green product on purchase intention: The mediation effect of storeattachment. Journal of Business Management, 8(3), 569-586. (in Persian) Ramus, C.A., & Montiel, I. (2005). When are corporate environmental policies a form of greenwashing? Business and Society, 44(4), 377 – 414. Rao, S. S., Truong, D., Senecal, S., & Le, T.T. (2007). How buyers' expected benefits, perceived risks,and e-business readiness influence their e-Market place usage. Industrial Marketing Management, 36(8), 1035-1045. Rastgar, A., & Shahriari, M. (2018). From shopping centers’ image to purchase intention with perceived value, consumer satisfaction and consumer preference (Case study: shopping centers in Semnan). Journal of Business Management, 10(3), 643-658. (in Persian) Ravald, A., & Gronroos, C. (1996). The value concept and relationship marketing. European Journal of Marketing, 30, 19 – 30. Schlosser, A.E., White, T.B., & Lioyd, S.M. (2006). Converting web site visitors into buyers: How web site investment increases consumer trusting beliefs and on line purchase intentions. Journal of Marketing, 70 (2), 133-148. Self , R. M., Self , D. R ., & Bell – Haynes , J . (2010). Marketing tourism in the Galapagos Island: Ecotourism or greenwashing? International Business & Economics Research Journal , 9(6), 111- 125. Shen, B., Wang, Y., Lo, C.K.Y., & Shum, M. (2012). The impact of ethical fashion on consumer purchase behavior. Journal of Fashion Marketin Management Interantional Journal, 16(2), 234- 245. Siano, A., Vollero, A., Conte, F., & Amabile, S. (2017). More than words”: Expanding the taxonomy of greenwashing after the volkswagen scandal. Journal of Business Research, 71 (7), 27-37. Sweeney, J.C., Soutar, G.N., & Johnson, L. W. (1999). The role of perceived risk in the quality-value relationship: A study in a retail environment. Journal of Retailing, 75(1), 77 -105. Townsend, A.O. (2017). Green marketing effects on the consumer. Honors Theses. 482. The University of Southern Mississippi. Van der Heijden, H., Verhagen, T., & Creemers, M. (2003). Understanding online purchase intentions: Contributions from technology and trust perspectives. European Journal of Information Systems, 12(1), 41-48. Zarei, A., Siyah Sarani Kajooree, M.A., & Farsizadeh, H. (2014). The influence of green wash on green products’ purchase intention (Case study: The customers of press informations’e-shopping. Journal of Management Researches, 7(24), 67-85. (in Persian) | ||
|
آمار تعداد مشاهده مقاله: 1,479 تعداد دریافت فایل اصل مقاله: 1,377 |
||