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ارائه مدل شکل‌گیری پدیده سبزشویی برند با استفاده از رویکرد ساختاری تفسیری | ||
| مدیریت بازرگانی | ||
| مقاله 5، دوره 15، شماره 3، 1402، صفحه 554-576 اصل مقاله (1007.87 K) | ||
| نوع مقاله: مقاله علمی پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/jibm.2022.345801.4412 | ||
| نویسنده | ||
| سید نجم الدین موسوی* | ||
| دانشیار، گروه مدیریت بازرگانی، دانشکده اقتصاد و مدیریت، دانشگاه لرستان، خرم‌آباد، ایران | ||
| چکیده | ||
| هدف: پژوهش حاضر با هدف ترسیم مدل شکل‌گیری پدیده سبزشویی برند و با استفاده از رویکرد ساختاری تفسیری اجرا شد. این پژوهش از نوع پژوهش‌های آمیخته با رویکرد کیفی و کمّی است. پارادایم آن استقرایی، از نظر هدف کاربردی و از نظر ماهیت و روش اکتشافی متوالی است. روش: جامعه آماری پژوهش، استادان مدیریت بازاریابی دانشگاه‌های کشور بودند که بر اساس اصل کفایت نظری و با استفاده از روش نمونه‌گیری هدفمند، 15 نفر از آن‌ها برای مصاحبه و کسب داده‌های لازم برای پژوهش انتخاب شد. در بخش کیفی، برای جمع‌آوری داده‌ها، از مصاحبه نیمه‌ساختاریافته استفاده شد که روایی و پایایی آن با استفاده از ضریب CVR و آزمون کاپا کوهن به تأیید رسید. داده‌های به‌دست‌آمده از مصاحبه با استفاده از نرم‌افزار اطلس تی کدگذاری، دسته‌بندی و تجزیه‌وتحلیل شدند و بدین ترتیب، مؤلفه‌های سبزشویی برند شناسایی شد. در بخش کمّی از پرسش‌نامه مقایسه زوجی و رویکرد ساختاری تفسیری، برای جمع‌آوری داده‌ها استفاده شد که روایی و پایایی آن از طریق روایی محتوایی و بازآزمایی به تأیید رسید و با استفاده از روش ساختاری تفسیری، مدل سبزشویی برند ترسیم شد. یافته‌ها: از آنجا که پژوهش حاضر از نوع اکتشافی متوالی است، پس از مصاحبه با خبرگان و تحلیل آن‌ها، مؤلفه‌های سبزشویی شناسایی شد. در ادامه، این مؤلفه‌ها در قالب پرسش‌نامه خبره که برای رویکرد ساختاری تفسیری به‌کار می‌رود، در میان اعضای نمونه توزیع شد و خبرگان با پاسخ به آن، ارتباط میان شاخص‌ها و مؤلفه‌های سبزشویی برند را مشخص کردند و در نهایت، مدل شکل‌گیری پدیده سبزشویی برند خلق شد. نتیجه‌گیری: نتایج حاکی از آن است که شرکتها به‌منظور دستیابی به منابع مالی (سودآوری)، برای متقاعدکردن ذی‌نفعان خود، از رویکرد سبزشویی برند بهره می‌برند. این شرکتها با هدف جلب توجه ذی‌نفعان مختلف و همچنین، رسیدن به منافع بالقوه ناشی از عملکرد مالی و کسب شهرت در میان عموم، خود را به‌عنوان شرکتهای سبز معرفی می‌کنند، در صورتی که در عمل، مسائل زیست‌محیطی را رعایت نمی‌کنند. در واقع، شرکتها تلاش می‌کنند که با استفاده از سبزشویی و نمایش اَعمال نمادین با ذی‌نفعان روابط قابل اعتمادی برقرار کنند تا با کسب شهرت، به هدف اصلی خود که همان به‌دست‌آوردن سود بیشتر است، نائل شوند. به‌نوعی کسب سود، مهم‌ترین آرمان و هدف آن‌هاست و برای دستیابی به آن، اَعمال فریبکارانه را به‌راحتی انجام می‌دهند. شایان ذکر است که در نهایت، به‌کمک رویکرد ساختاری تفسیری، شاخص‌ها و مؤلفه‌های سبزشویی برند، در قالب یک مدل پنج‌سطحی ترسیم شد. نتایج نشان داد که شست‌وشوی برند در درازمدت، در نهایت به عملکرد ضعیف و کاهش ارزش شرکت منجر خواهد شد. | ||
| کلیدواژه‌ها | ||
| سبزشویی؛ بازاریابی سبز؛ ادعای سبز؛ فریبکاری؛ ارتباطات بازاریابی | ||
| عنوان مقاله [English] | ||
| Brand Greenwashing Formation Model: An Interpretative Structural Approach | ||
| نویسندگان [English] | ||
| Seyednajmoudin Mousavi | ||
| Associate Prof., Department of Business Management, Faculty of Economics and Management, University of Lorestan, Khorramabad, Iran | ||
| چکیده [English] | ||
| Objective Numerous environmental challenges and issues have emerged, including the exacerbation of environmental pollution, particulate matter concerns, and problems related to water and air pollution. These challenges also extend to jeopardizing food security and pollution resulting from electronic waste disposal. In response to these issues, along with the intensifying pressure of public regulations and competition among a wide range of organizations, there is a growing need to prioritize environmental matters and consumer health. Organizations are increasingly recognizing the importance of balancing these concerns with their traditional focus on profit and sales. Along with the companies that are determined to provide environmentally friendly products and consider this to be their duty and social responsibility, some companies try to deceive customers by claiming to produce green products. Some companies have used methods such as greenwashing to mislead consumers to benefit from the benefits of this claim by claiming to pay attention to environmental issues. The present research was conducted to present a model of the formation of the phenomenon of brand greenwashing in Iranian organizations. This study utilizes a mixed-method approach, combining both qualitative and quantitative methods within the inductive paradigm. In terms of its purpose, it adopts an inductive approach, while in its nature and method, it follows a sequential exploratory design. Methodology The research's statistical population consisted of 15 marketing management professors from Iranian universities, all of whom specialized in the field of marketing and had published articles related to social marketing. The selection of participants followed the principle of theoretical adequacy, employing a purposeful sampling method. In the qualitative part, a semi-structured interview was used to collect data, the validity and reliability of which was confirmed using the CVR coefficient and the Kappa-Cohen test, and the data obtained from the interview were analyzed using the Atlas.ti software. The theme was analyzed based on coding. The indicators and components of brand greenwashing were identified from the codes obtained from these interviews. In the quantitative part, a pairwise comparison questionnaire of the interpretive structural approach was used to collect data, and its validity and reliability were confirmed using content validity and retesting, presented using the interpretive structural method of the greenwashing brand model. Findings The study's findings reveal the indicators and components of brand greenwashing and propose a five-level model to describe brand greenwashing. In the proposed model, the fifth level encompasses weaknesses or the absence of transparent laws, the presence of ambiguous regulations, pressures from both internal and external stakeholders, stringent standards, and a general lack of transparency. In the research model, the fourth level encompasses the creation of space for extensive media claims, the emergence of negative word-of-mouth advertising, legal restrictions for non-green products or practices, the imperative of documenting green claims, and strategies aimed at undermining competitors. The lack of mechanisms for evaluating green claims, covering the real weaknesses of green, superficiality and ignorance of customers about green activities, and brand deception form the third level of the developed model. magnifying and exaggerating the performance, creating an atmosphere of green mistrust, the short-term horizon of the brand, and taking advantage of the benefits of being green constitute the second level of the model. At the first level of the model, factors such as changes in customers' consumption patterns, the utilization of green laws for financial gain, the reduction of the company's long-term value, and the brand's weak performance are recognized. Conclusion The results indicate that companies are trying to convince their stakeholders to obtain financial resources (profitability) with the help of the greenwashing approach. Also, the results show that brand washing will ultimately lead to poor performance and a decrease in the value of the company in the long run. Based on the recorded findings, the obtained model suggests that the fifth level termed the foundational level, exerts the most significant influence on the subsequent levels of the model: the fourth, third, and second levels. These levels interact with their preceding ones and impact the following ones. Ultimately, the first level, known as the outcome level, is recognized as the most influential within the model. | ||
| کلیدواژه‌ها [English] | ||
| Greenwashing, Green marketing, Green claims, Fraud, Marketing communications | ||
| مراجع | ||
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آمار تعداد مشاهده مقاله: 299 تعداد دریافت فایل اصل مقاله: 196 |
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