تأثیر قصد خرید محصولات سبز بر خرید واقعی محصولات با تعدیلگی درآمد

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری، مدیریت بازرگانی، گرایش بازاریابی، دانشکده مدیریت و ‏حسابداری، دانشگاه آزاد اسلامی واحد رشت، رشت، ایران

2 استادیار گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه آزاد ‏اسلامی واحد رشت، رشت، ایران

چکیده

هدف این پژوهش، بررسی عوامل انگیزشی مؤثر بر قصد خرید و خرید واقعی محصولات سبز و تبیین نقش تعدیلگری درآمد در این رابطه است. پرسش اصلی پژوهش حاضر این است که عوامل انگیزشی چه تأثیر مثبت بر قصد خرید و خرید واقعی مصرف­کنندگان محصولات سبز دارند؟ متغیر درآمد چه نقشی در تعدیل این رابطه دارد؟ پژوهش حاضر از نوع توصیفی- پیمایشی می­باشد و به لحاظ هدف کاربردی است. جامعه آماری این پژوهش مصرف­کنندگان محصولات سبز در شهر رشت بوده که تعداد  384 پرسشنامه به روش نمونه­گیری در دسترس و گلوله­برفی تکمیل گردید. بررسی و تحلیل داده­ها با استفاده از مدل‌سازی معادلات ساختاری و با توجه به نرمال نبودن توزیع متغیرهای پژوهش  به روش حداقل مربعات جزیی و با کمک نرم افزار "اس.پی.اس.اس" و "اسمارت پی.ال.اس" انجام گردید. نتایج این مطالعه نشان داد که کیفیت زندگی، آگاهی زیست­محیطی، کیفیت و قیمت، اطلاعات و دانش، زمینه اجتماعی و شرکت‌های سبز تأثیر مثبتی بر قصد خرید محصولات سبز دارند. همچنین قصد خرید تأثیر مثبت بر خرید واقعی دارد. علاوه بر این نتایج نشان داد که درآمد فقط نقش تعدیلگر در رابطه بین کیفیت زندگی و همچنین دانش و اطلاعات محصول سبز با قصد خرید دارد.

کلیدواژه‌ها

عنوان مقاله [English]

The Impact of Purchase Intention of Green Products on the Actual Purchase of products with Moderating of the Income

نویسندگان [English]

  • Fereshteh Ghavidel 1
  • Ali Gholipour Soleimani 2
1 PhD Student, Business Management, Marketing Orientation, Faculty of Management and Accounting, Islamic Azad University, Rasht Branch, Rasht, Iran
2 Assistant Professor, Department of Business Management, Faculty of Management and Accounting,
چکیده [English]

The purpose of this study is to investigate the motivational factors affecting the intention to buy and buy real green products and explain the role of income moderat in this regard. The main question of the present study is that what positive effect do motivational factors have on the actual purchase and purchase intention of consumers of green products? What role does the income variable play in adjusting this relationship? The present study is a descriptive-survey type and is applied in terms of purpose.
The statistical population of this research is Green Consumers in Rasht city. 384 questionnaires were completed by available and snowball methods Data analysis was done by structural equation modeling method and considering the non-normal distribution of the research variables, by Partial Least Squares, and the "SPSS" and "Smart PLS" software. The results of this study showed that quality of life, environmental awareness, quality and price, information and knowledge, social context and green companies have a positive effect on the intention to buy green products. Purchasing intent also has a positive effect on actual purchasing. In addition, based on results, income has only a moderating role in the relationship between quality of life as well as knowledge and information of the green product with the intention to buy.

کلیدواژه‌ها [English]

  • Green Products
  • Motivational Factors of the Green Products
  • Purchase Intention of the Green Products and Actual Purchase of the Green Products

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کاوش‌های مدیریت بازرگانی
دوره 12، شماره 24
اسفند 1399
صفحه 49-75

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