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رفتار نوجویی سبز: واکاوی نقش سرمایه فکری، نوجویی زیستمحیطی و فناوری سبز در بازاریابی سبز با تعدیلگری حکمرانی سبز | ||
| فصلنامه علمی آموزش محیط زیست و توسعه پایدار | ||
| دوره 14، شماره 1، مهر 1404، صفحه 45-62 اصل مقاله (808.29 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.30473/ee.2025.71172.2735 | ||
| نویسندگان | ||
| شیرین پوررسول1؛ رامین بشیر خداپرستی* 2؛ هوشمند باقری قره بلاغ3؛ باقر عسگرنژاد نوری2 | ||
| 1دانشجوی کارشناسی ارشد مدیریت بازرگانی دانشکده اقتصاد و مدیریت، دانشگاه ارومیه، ایران | ||
| 2دانشیار، گروه مدیریت بازرگانی دانشکده اقتصاد و مدیریت، دانشگاه ارومیه، ایران | ||
| 3استادیار، گروه مدیریت بازرگانی دانشکده اقتصاد و مدیریت، دانشگاه ارومیه، ایران | ||
| چکیده | ||
| هدف پژوهش حاضر بررسی نقش سرمایه فکری، نوجویی زیستمحیطی و نوجویی فناوری سبز در بازاریابی سبز و رفتار نوجویی سبز با نقش تعدیلگری حکمرانی سبز در صنعت هتلداری است. این مطالعه ازلحاظ هدف کاربردی و ازنظر روش توصیفی- پیمایشی است. جامعۀ آماری پژوهش کلیۀ کارکنان هتلهای برتر ارومیه و تبریز است که بر اساس اطلاعات جمعآوریشده تعداد آنها 680 نفر است و با توجه به جدول مورگان تعداد 245 نفر به روش نمونهگیری تصادفی طبقهبندیشده انتخاب شده است، اما جهت اطمینان و احتمال عدم برگشت پرسشنامه، تعداد 300 پرسشنامه در هتلهای شهر تبریز و ارومیه توزیع شد. تحلیل دادهها به کمک مدلسازی معادلات ساختاری و با استفاده از نرمافزار SPSS22 و SmartPLS3 انجام شده است. یافتههای پژوهش نشان داد که سرمایۀ فکری، نوجویی زیستمحیطی و نوجویی فناوری سبز بر رفتار نوجویی سبز و بازاریابی سبز نقش مثبت دارد. افزون بر این، بازاریابی سبز بر رفتار نوجویی سبز نقش مثبت دارد. سرانجام، حکمرانی سبز رابطۀ بین بازاریابی سبز با رفتار نوجویی سبز را تعدیل میکند. این مطالعه ادبیات مدیریت زیستمحیطی را گسترش میدهد و اقداماتی را برای صنایع هتلداری پیشنهاد میکند تا قابلیتهای سازمانی را بهمنظور رسیدگی به مسائل زیستمحیطی از طریق ابتکارات سبز نوآورانه افزایش دهند. در پایان، نتایج میانجیگری فرضیات نیز تأیید شد. | ||
| کلیدواژهها | ||
| بازاریابی سبز؛ حکمرانی سبز؛ رفتار نوجویی سبز؛ نوجویی زیستمحیطی؛ نوجویی فناوری سبز | ||
| عنوان مقاله [English] | ||
| Green Innovation Behavior: Examining the Role of Intellectual Capital, Environmental Innovation, and Green Technology in Green Marketing with the Moderating Role of Green Governance | ||
| نویسندگان [English] | ||
| Shirin Poorrasoul1؛ Ramin Bashir Khodaparasti2؛ Hooshmand Bagheri Garabollagh3؛ Bagher Asghnezhad Nouri2 | ||
| 1MSc. Student of Business Management, Faculty of Economics and Management, Urmia University, Urmia, Iran | ||
| 2Associate Professor, Department of Business Management, Faculty of Economics and Management, Urmia University, Urmia, Iran | ||
| 3Assistant Professor, Department of Business Management, Faculty of Economics and Management, Urmia University, Urmia, Iran | ||
| چکیده [English] | ||
| The purpose of this research is to investigate the role of intellectual capital, environmental innovation and green technology innovation on green marketing and green innovation behavior with the moderating role of green governance in the hotel industry. This study is applied in terms of purpose, descriptive and survey method. The statistical population of the research is all the employees of the top hotels in Urmia and Tabriz. Based on the collected information, their total number was 680, and according to Morgan’s table, 245 people were selected through stratified random sampling. However, to ensure reliability and compensate for possible non-responses, 300 questionnaires were distributed among hotels in Urmia and Tabriz. Data analysis was performed using structural equation modeling using SPSS 22 and SmartPLS 3 software. The research findings showed that intellectual capital, environmental innovation and green technology innovation have a positive effect on green innovation behavior and green marketing. In addition, green marketing has a positive effect on green consumer behavior. Finally, green governance moderates the relationship between green marketing and green innovation behavior. This study extends the environmental management literature and suggests actions for the hotel industry to enhance organizational capabilities to address environmental issues through innovative green initiatives. In addition, the mediation results of the hypotheses were also confirmed. | ||
| کلیدواژهها [English] | ||
| Green Marketing, Green Governance, Green Innovation Behavior, Environmental Innovation, Green Technology Innovation | ||
| مراجع | ||
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آمار تعداد مشاهده مقاله: 66 تعداد دریافت فایل اصل مقاله: 31 |
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