تأثیر نوجویی مصرف کننده بر رفتار مصرف سبز

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت، دانشگاه بین المللی امام رضا(ع)، مشهد، ایران

2 استادیار گروه مدیریت، دانشگاه فردوسی، مشهد، ایران

3 کارشناس ارشد مدیریت بازرگانی

چکیده

هدف بازاریابی سبز به عنوان زیرمجموعه­ای از علم بازاریابی، شناسایی و ارضای نیازها و خواسته‌های بشر از طریق روش‌هایی است که کم­ترین ضربه را به محیط زیست وارد می­کند و این نگرانی و نیاز عمومی را تا حدودی برطرف می­سازد. هدف از پژوهش حاضر، بررسی تاثیر نوجویی مصرف کننده بر رفتار مصرف سبز خریداران دستگاه‌‌های تهویه هوا در شهر  مشهد است. نوع پژوهش از نظر هدف، کاربردی و از نظر روش، توصیفی- پیمایشی از نوع همبستگی است. جامعه آماری پژوهش، خریداران دستگاه‌های تهویه هوا به عنوان یک محصول سبز در مشهد است. به علت نامعلوم بودن جامعه‌‌ی آماری از نمونه‌گیری خوشه‌ای دو مرحله‌ای و با حجم نمونه 384 استفاده شده است. داده­های پژوهش با استفاده از پرسشنامه اقتباس شده جمع‌آوری شده و با کمک نرم افزار لیزرل و آزمون مدل­یابی معادلات ساختاری تحلیل شده­اند. یافته­های پژوهش نشان می­دهند که نوجویی مصرف کننده بر نگرش مصرف سبز، هنجارهای ذهنی و کنترل رفتاری ادراک شده تاثیر مثبت و معناداری دارد. این عوامل نیز بر قصد مصرف سبز و رفتار مصرف سبز تأثیر معناداری دارند. همچنین با توجه به نتایج، می­توان بیان کرد که نوجویی مصرف کننده یک پیش­بینی­کننده برای رفتار مصرف سبز در زمینه استفاده از دستگاه­های تصفیه هوا می­باشد.

کلیدواژه‌ها


عنوان مقاله [English]

The effect of consumer innovativeness on green consumption behavior

نویسندگان [English]

  • Morteza Rojuee 1
  • Alireza Haddadian 2
  • Negar Arbabi Yazdi 3
1 Assistant Professor, Department of Management, Imam Reza International University, Mashhad, Iran
2 Assistant Professor, Department of Management, Ferdowsi University, Mashhad, Iran
3 Master of Business Administration
چکیده [English]

The goal of green marketing as a subset of marketing science is to identify and satisfy human needs and wants through the methods that cause the least harm to the environment, which partly relieves public environmental concerns. The purpose of this study was to investigate the effect of consumer innovativeness on the green consumption behavior of air conditioner buyers in Mashhad. The type of research is applied in terms of purpose and descriptive-survey in terms of method. It is based on correlations. The statistical population of the study consists of the buyers of green air conditioning devices in Mashhad. Because of the unlimited statistical society available, a two-stage cluster sampling method was used to select a sample size of 384. The data were collected using a standard questionnaire and analyzed using the LISREL software and the structural equation modeling test. The research findings show that consumer innovativeness has a positive and significant effect on the attitude of green consumption, subjective norms and perceived behavioral control. Also, according to the results, it can be argued that consumer novelty is a predictor of the green consumption behavior in the use of air conditioner devices.

کلیدواژه‌ها [English]

  • Consumer behavior
  • Consumer innovativeness
  • Green marketing
  • Green consumption
  • Perceived behavioral control
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