| تعداد نشریات | 49 |
| تعداد شمارهها | 1,317 |
| تعداد مقالات | 11,388 |
| تعداد مشاهده مقاله | 24,354,359 |
| تعداد دریافت فایل اصل مقاله | 16,279,547 |
تبیین مدل عوامل مؤثر بر رفتار پایدار مصرفکننده نسل زد با روش ترکیبی | ||
| فصلنامه علمی آموزش محیط زیست و توسعه پایدار | ||
| مقاله 8، دوره 14، شماره 2، دی 1404، صفحه 159-183 اصل مقاله (1.16 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.30473/ee.2025.74047.2826 | ||
| نویسندگان | ||
| احسان عربی1؛ زهره موسوی کاشی* 2 | ||
| 1دانشجوی کارشناسی ارشد مدیریت کسب وکار، دانشگاه آزاد اسلامی واحد کرج، کرج، ایران | ||
| 2گروه مدیریت صنعتی، دانشگاه آزاد اسلامی واحد کرج، کرج، ایران | ||
| چکیده | ||
| امروزه نقش کلیدی نسل زد در تحولات پایداری و تأثیرگذاری آنها بر نسلهای دیگر توجه زیادی در صنعت ازجمله بازاریابی به خود جلب کرده است. هدف این پژوهش تبیین مدل عوامل مؤثر بر رفتار پایدار مصرفکننده نسل زد با روش ترکیبی است. در بخش کیفی، با روش مطالعات اسنادی و تکنیک فراترکیب طبق دستورالعملهای سندلوسکی و باروسو، به استخراج شاخصهای پژوهش پرداخته شد. جامعه آماری در این بخش، مقالات معتبر علمی همراستا باهدف پژوهش بودند. نمونه کتابشناختی شامل 24 مقاله معتبر علمی بودند که معیارهای ورود و خروج را دارا بودند. روایی تفسیری مطالعه بر اساس رهنمودهای سندلوفسکی و باروسو تائید شد. از نرمافزار Endnote برای ذخیره و مدیریت مقالات استفاده شد. پایایی پژوهش نیز با روش ارزیابی مقایسهای از طریق برنامه مهارتهای ارزیابی انتقادی تائید شد. در بخش کمی، از روش مطالعات میدانی استفاده شد. جامعه پژوهش، دانشجویان نسل زد شهر تهران هستند که با استفاده از روش نمونهگیری هدفمند انتخاب شدند. ۳۶۱ پرسشنامه معتبر مورد تجزیهوتحلیل قرار گرفت. از ابزار پرسشنامه جهت گردآوری دادهها و برای تجزیهوتحلیل دادهها از روش تحلیل عاملی با معادلات ساختاری و نرمافزار اسمارت PLS استفاده شد. برای ارزیابی روایی، از دو شاخص روایی یگانه دوگانه و معیار فورنل-لاکر استفاده شد. پایایی نیز با ضریب آلفای کرونباخ سنجیده شد که برای کلیه ابعاد بالای 7/0 بود. نتایج حاکی از این بود که در بین 6 عامل شناساییشده عوامل فرهنگی و اجتماعی با رتبه اول، سیاستهای پایداری دولت با رتبه دوم، استراتژیهای بازاریابی پایدار با رتبه سوم، عوامل روانشناختی با رتبه چهارم، فناوریهای دیجیتال با رتبه پنجم، سبک زندگی پایدار با رتبه ششم، بیشترین تأثیر را بر رفتار پایدار مصرفکننده نسل زد دارند. در بخش کمی، از روش مطالعات میدانی استفاده شد. جامعه پژوهش، دانشجویان نسل زد شهر تهران هستند که با استفاده از روش نمونهگیری هدفمند انتخاب شدند. ۳۶۱ پرسشنامه معتبر مورد تجزیهوتحلیل قرار گرفت. از ابزار پرسشنامه جهت گردآوری دادهها و برای تجزیهوتحلیل دادهها از روش تحلیل عاملی با معادلات ساختاری و نرمافزار اسمارت PLS استفاده شد. برای ارزیابی روایی، از دو شاخص روایی یگانه دوگانه و معیار فورنل-لاکر استفاده شد. پایایی نیز با ضریب آلفای کرونباخ سنجیده شد که برای کلیه ابعاد بالای 7/0 بود. نتایج حاکی از این بود که در بین 6 عامل شناساییشده عوامل فرهنگی و اجتماعی با رتبه اول، سیاستهای پایداری دولت با رتبه دوم، استراتژیهای بازاریابی پایدار با رتبه سوم، عوامل روانشناختی با رتبه چهارم، فناوریهای دیجیتال با رتبه پنجم، سبک زندگی پایدار با رتبه ششم، بیشترین تأثیر را بر رفتار پایدار مصرفکننده نسل زد دارند. | ||
| کلیدواژهها | ||
| پایداری؛ رفتار پایدار مصرفکننده؛ نسل زد؛ رویکرد ترکیبی | ||
| عنوان مقاله [English] | ||
| A Combined Explanatory Model of Factors Affecting Sustainable Consumer Behavior of Generation Z Using a Mixed-Methods Approach | ||
| نویسندگان [English] | ||
| Ehsan Arabi1؛ Zohreh Mousavi Kashi2 | ||
| 1Master's Student in MBA, Ka.C., Islamic Azad University, Karaj, Iran | ||
| 22. Department of Industrial Management, K.a.c , Islamic Azad University, Karaj, Iran | ||
| چکیده [English] | ||
| Nowadays, the critical role of Generation Z in sustainability transformations and their influence on other generations has garnered significant attention in various industries, particularly in marketing. This study aims to explain a combined explanatory model of factors affecting the sustainable consumer behavior of Generation Z using a mixed-methods approach. In the qualitative phase, library research and snowballing techniques were employed based on the guidelines of Sandelowski and Barroso to extract research indicators. The statistical population for this phase consisted of valid scientific articles aligned with the research objectives. A bibliometric sample of 24 peer-reviewed articles was selected based on predefined inclusion and exclusion criteria. The interpretive validity of the study was confirmed according to the guidelines of Sandelowski and Barroso. The EndNote software was used for storing and managing the articles, and the research reliability was verified through comparative evaluation using the Critical Appraisal Skills Program (CASP). In the quantitative phase, field studies were conducted. The research population consisted of Generation Z students in Tehran, who were selected using purposive sampling. A total of 361 valid questionnaires were analyzed. Data collection was performed using a questionnaire, and data analysis was carried out using structural equation modeling (SEM) via SmartPLS software. For validity assessment, convergent validity and the Fornell–Larcker criterion were employed. Reliability was measured using Cronbach's alpha coefficient, which exceeded 0.7 for all dimensions. The results indicated that among the six identified factors, cultural and social factors ranked first, government sustainability policies ranked second, sustainable marketing strategies ranked third, psychological factors ranked fourth, digital technologies ranked fifth, and sustainable lifestyle ranked sixth in terms of their impact on the sustainable consumer behavior of Generation Z. | ||
| کلیدواژهها [English] | ||
| Sustainability, Sustainable Consumer Behavior, Generation Z, Mixed-Methods Approach | ||
| مراجع | ||
|
Adampour, E., Askari, I., Dalman, H., Mozaffari Khorgo, S., & Salari, M. (2022). “The role of urban management (municipalities) in urban sustainability: A strategic study on human and Islamic sciences”. Humanities and Islamic Strategic Studies, 46(4), 537–544. [In Persian] https://civilica.com/doc/2029483/ Ameen, N., Hosany, S., & Taheri, B. (2023). “Generation Z’s psychology and new-age technologies: Implications for future research”. Psychology & Marketing, 40(10), 2029–2040. https://doi.org/10.1002/mar.21990 Azad Aramaki, T., & Akbari, H. (2012). “The understanding of the quality of the Iranian society on the basis of young generation’s leisure time”. Quarterly of Social Studies Research in Iran, 1(2), 1–22. [In Persian] https://doi.org/10.22059/JISR.2012.36554 Azizkhani, F., Eyvazi, M., Mokhtarianpour, E., & Esmaeili Givi, M. R. (2021). “Futures of sustainable food consumption in Tehran metropolis”. Applied Research in Geographical Sciences, 63(20), 217–232. [In Persian] https://doi.org/10.52547/jgs.21.63.217 Bajar, R. G. C. A., Ong, A. K. S., & German, J. D. (2024). “Determining sustainable purchase behavior for green products from name-brand shops: A Gen Z perspective in a developing country”. Sustainability, 16(9), 3747. https://doi.org/10.3390/su16093747 Bogueva, D., & Marinova, D. (2020). “Cultured meat and Australia’s Generation Z”. Frontiers in Nutrition, 7, 148. https://doi.org/10.3389/fnut.2020.00148 Borges-Tiago, M. T., Almeida, A., Tiago, F. G. B., & Avelar, S. M. M. (2024). “Bridging the innovative attitude–behavior gap: A dual-level analysis”. Journal of Innovation & Knowledge, 9(4), 100561. https://doi.org/10.1016/j.jik.2024.100561 Cao, P., & Liu, S. (2023). “The impact of artificial intelligence technology stimuli on sustainable consumption behavior: Evidence from Ant Forest users in China”. Behavioral Sciences, 13(7), 604. https://doi.org/10.3390/bs13070604 Chakraborty, T., & Balakrishnan, J. (2017). “Exploratory tendencies in consumer behaviour in online buying across Gen X, Gen Y, and Baby Boomers”. International Journal of Value Chain Management, 8(2), 135–150. https://doi.org/10.1504/IJVCM.2017.085483 Chang, H. J., Rakib, N., & Min, J. (2023). “An exploration of transformative learning applied to the triple bottom line of sustainability for fashion consumers”. Sustainability, 15(12), 9300. https://doi.org/10.3390/su15129300 Critical Appraisal Skills Programme (CASP). (2023). “CASP qualitative studies checklist”. CASP. https://casp-uk.net/casp-checklists/CASP-checklist-qualitative-2024.pdf Dabija, D. C., Bejan, B. M., & Dinu, V. (2019). “How sustainability oriented is Generation Z in retail? A literature review”. Transformations in Business & Economics, 18(2), 140–155. https://www.transformations.knf.vu.lt/47/article/hows Dabija, D. C., Bejan, B. M., & Pușcaș, C. (2020). “A qualitative approach to the sustainable orientation of Generation Z in retail: The case of Romania”. Journal of Risk and Financial Management, 13(7), 152. https://doi.org/10.3390/jrfm13070152 Darvazeh, S. S., Mooseloo, F. M., Aeini, S., Vandchali, H. R., & Tirkolaee, E. B. (2023). “An integrated methodology for green human resource management in construction industry”. Environmental Science and Pollution Research, 30(60), 124619–124637. https://doi.org/10.1007/s11356-022-20967-8 David Lee, J., Bahl, A., Black, G. S., Duber-Smith, D. C., & Vowles, N. S. (2016). “Sustainable and non-sustainable consumer behavior in young adults”. Young Consumers, 17(1), 78–93. https://doi.org/10.1108/YC-08-2015-00548 Desiderio, E., García-Herrero, L., Hall, D., Pertot, I., Segrè, A., & Vittuari, M. (2024). “From youth engagement to policy insights: Identifying and testing food systems’ sustainability indicators”. Environmental Science & Policy, 155, 103718. https://doi.org/10.1016/j.envsci.2024.103718 Djafarova, E., & Foots, S. (2022). “Exploring ethical consumption of Generation Z: Theory of planned behavior”. Young Consumers, 23(3), 413–431. https://doi.org/10.1108/YC-10-2021-1405 Elgammal, I., & Al‑Modaf, O. (2023). “The antecedent of the sustainable purchasing attitudes among Generation Z: A terror management theory perspective”. Sustainability, 15(12), 9323. https://doi.org/10.3390/su15129323 Elgammal, I., Ghanem, M., & Al‑Modaf, O. (2024). “Sustainable purchasing behaviors in Generation Z: The role of social identity and behavioral intentions in the Saudi context”. Sustainability, 16(11), 4478. https://doi.org/10.3390/su16114478 Francis, A., & Sarangi, G. K. (2021). “Sustainable consumer behaviour of Indian millennials: Some evidence”. Current Research in Environmental Sustainability, 3, 100109. https://doi.org/10.1016/j.crsust.2021.100109 Goh, E., & Lee, C. (2018). “A workforce to be reckoned with: The emerging pivotal Generation Z hospitality workforce”. International Journal of Hospitality Management, 73, 20–28. https://doi.org/10.1016/j.ijhm.2018.01.016 Golzary, A., Nematollahi, H., & Tuysserkani, M. (2023). “Assessment and pathways for improving municipal solid waste management in rapidly urbanizing Tehran, Iran”. Clean Technologies and Environmental Policy, 25(8), 2417–2433. https://doi.org/10.1007/s10098-023-02684-z Gomes, S., Lopes, J. M., & Nogueira, S. (2023). “Willingness to pay more for green products: A critical challenge for Gen Z”. Journal of Cleaner Production, 390, 136092. https://doi.org/10.1016/j.jclepro.2023.136092 Groth, C., Wegmann, C., & Meyerding, S. G. H. (2023). “Perception of product sustainability: The case of processed tomatoes – A qualitative study in Germany”. Journal of Retailing and Consumer Services, 71, 103214. https://doi.org/10.1016/j.jretconser.2022.103214 Hajibabaei, H., Norshark, F., Qobadi Lamuki, T., & Tahfeh, M. (2024). “Modeling of Z purchase intention”. Iranian Rubber Magazine, 28(112), 89–107. [In Persian] https://www.iranrubbermag.ir/article_196045.html Howe, N., & Strauss, W. (1992). “Generations: The history of America’s future”, 1584 to 2069. Harper Collins. Huang, Y., Ma, E., & Yen, T. H. (2022). “Generation Z diners’ moral judgements of restaurant food waste in the United States: A qualitative inquiry”. Journal of Sustainable Tourism, 31(14), 3028–3047. https://doi.org/10.1080/09669582.2022.2150861 Islam, Q., & Ali Khan, S. M. F. (2024). “Assessing consumer behavior in sustainable product markets: A structural equation modeling approach with partial least squares analysis”. Sustainability, 16(8), 3400. https://doi.org/10.3390/su16083400 Jaska, E., Werenowska, A., & Balińska, A. (2022). “Environmentally and socially sustainable behaviors of Generation Z in Poland stimulated by mobile applications”. Energies, 15(21), 7904. https://doi.org/10.3390/en15217904 Jasrotia, S. S., Darda, P., & Pandey, S. (2023). “Changing values of millennials and centennials towards responsible consumption and sustainable society”. Society and Business Review, 18(2), 244–263. https://doi.org/10.1108/SBR-01-2022-0013 Jeong, H. J., & Kim, M. (2024). “Appealing to Gen Z with Mother Nature for sustainable consumption: With mediation of psychological closeness to nature and consequence of psychological well-being”. Journal of Consumer Behaviour, 23(2), 530–539. https://doi.org/10.1002/cb.2193 Jia, T., Iqbal, S., Ayub, A., Fatima, T., & Rasool, Z. (2023). “Promoting responsible sustainable consumer behavior through sustainability marketing: The boundary effects of corporate social responsibility and brand image”. Sustainability, 15(7), 6092. https://doi.org/10.3390/su15076092 Kabaja, B., Wojnarowska, M., Ćwiklicki, M., Buffagni, S. C., & Varese, E. (2023). “Does environmental labelling still matter? Generation Z’s purchasing decisions”. Sustainability, 15(18), 13751. https://doi.org/10.3390/su151813751 Kaur, J., Mogaji, E., Wadera, D., & Gupta, S. (2022). “Sustainable consumption practices in Indian households: A saga of environment management linked to Indian ethos and generational differences”. Society and Business Review, 17(3), 441–468. https://doi.org/10.1108/SBR-01-2021-0012 Khalil, S., Ismail, A., & Ghalwash, S. (2021). “The rise of sustainable consumerism: Evidence from the Egyptian Generation Z”. Sustainability, 13(24), 13804. https://doi.org/10.3390/su132413804 Khoshtinat, B., Hasangholi Pouryasour, T., & Gholamloo, M. (2023). “Factors influencing the formation of Islamic-Iranian consumption pattern”. Iranian Pattern of Progress, 11(2), e170611. [In Persian] https://doi.org/10.22034/ipb.2023.170611 Korkmaz, A. N., & Altan, M. U. (2023). “A systematic literature review of sustainable consumer behaviours in the context of Industry 4.0 (I4.0)”. Sustainability, 16(1), 126. https://doi.org/10.3390/su16010126 Kowsari, M. (2008). “Generations X, Y, and Z and cultural policy-making in Iran”. Rahbar-e Fereghan, 1(3), 65–85. [In Persian] https://sid.ir/paper/446975/fa Kurt, B., & Özbaş, N. (2023). “Generation Z nursing students’ perceptions of sustainable production and consumption based on the theory of planned behavior: A qualitative study”. Research & Theory for Nursing Practice, 37(4), Advance online publication. https://openurl.ebsco.com/EPDB:gcd:13:32111421/detailv2?sid=ebsco:plink:scholar&id=ebsco:gcd:173669821 Kurtaliqi, F., Miltgen, C. L., Viglia, G., & Pantin-Sohier, G. (2024). “Using advanced mixed methods approaches: Combining PLS-SEM and qualitative studies”. Journal of Business Research, 172, 114464. https://doi.org/10.1016/j.jbusres.2023.114464 Kymalainen, T., Seisto, A., & Malila, R. (2021). “Generation Z food waste, diet and consumption habits: A Finnish social design study with future consumers”. Sustainability, 13(4), 2124. https://doi.org/10.3390/su13042124 Li, P., & Hassan, S. H. (2023). “Mapping the literature on Gen Z purchasing behavior: A bibliometric analysis using VOSviewer”. Innovative Marketing, 19(3), 62–73. https://doi.org/10.21511/im.19(3).2023.06 Manley, A., Seock, Y. K., & Shin, J. (2023). “Exploring the perceptions and motivations of Gen Z and millennials toward sustainable clothing”. Family and Consumer Sciences Research Journal, 51(1), 60–74. https://doi.org/10.1111/fcsr.12475 Menozzi, C., Spoorenberg, T., & Bassarsky, L. (2024). ”UN DESA policy brief no. 167: Leveraging population trends for a more sustainable and inclusive future – Insights from World Population Prospects 2024”. United Nations, Department of Economic and Social Affairs, Population Division. https://desapublications.un.org/policy-briefs/sdgs/72 Narayanan, S. (2022). “Does Generation Z value and reward corporate social responsibility practices?”. Journal of Marketing Management, 38(9–10), 903–937. https://doi.org/10.1080/0267257X.2022.2070654 Orea-Giner, A., & Fusté-Forné, F. (2023). “The way we live, the way we travel: Generation Z and sustainable consumption in food tourism experiences”. British Food Journal, 125(13), 330–351. https://doi.org/10.1108/BFJ-11-2022-0962 Pradeep, S., & Pradeep, M. (2023). “Awareness of sustainability, climate emergency, and Generation Z’s consumer behaviour in UAE”. Cleaner and Responsible Consumption, 11, 100137. https://doi.org/10.1016/j.clrc.2023.100137 Purcarea, T., Ioan‑Franc, V., Ionescu, Ş.‑A., Purcărea, I.‑M., Purcărea, V.‑L., Purcărea, I., Mateescu‑Soare, M.‑C., Platon, O.‑E., & Orzan, A.‑O. (2022). “Major shifts in sustainable consumer behavior in Romania and retailers’ priorities in agilely adapting to it”. Sustainability, 14(3), 1627. https://doi.org/10.3390/su14031627 Safavi, S., Piran, A., & Taherzadeh Moussavian, S. (2021). “Investigating the impact of sustainable marketing mix and consumer support for sustainable business development”. Modern Research in Entrepreneurship Management and Business Development, 6(2), 289–309. [In Persian] https://www.noormags.ir/view/fa/articlepage/1800395 Salehi, V., Sharifi, K., Karimian, H., & Habibollahi, S. M. (2021). “Factors affecting sustainable lifestyles and approaches to designing and evaluating policies and measures (Surveying citizens’ attitudes in five districts of Tehran)”. Iranian Islamic Progress Model Studies, 17(9),191–219. [In Persian] https://www.ipoba.ir/article_134667_68ac026fd220c15a8f69c495d91e6bda.pdf Sandelowski, M., Barroso, J., & Voils, C. I. (2007). “Using qualitative metasummary to synthesize qualitative and quantitative descriptive findings”. Research in Nursing & Health, 30(1), 99–111. https://doi.org/10.1002/nur.20176 Seyfi, S., Hall, C. M., Vo-Thanh, T., & Zaman, M. (2023). “How does digital media engagement influence sustainability-driven political consumerism among Gen Z tourists?”. Journal of Sustainable Tourism, 31(11), 2441–2459. https://doi.org/10.1080/09669582.2022.2112588 Seyfi, S., Sharifi-Tehrani, M., Hall, C. M., & Vo-Thanh, T. (2023). “Exploring the drivers of Gen Z tourists’ buycott behaviour: A lifestyle politics perspective”. Journal of Sustainable Tourism, 33(6) 1–19. https://doi.org/10.1080/09669582.2023.2166517 Shamsipour, A., Jahanshahi, S., Mousavi, S. S., Shoja, F., Golenji, R. A., Tayebi, S., Alavi, S. A., & Sharifi, A. (2024). “Assessing and mapping urban ecological resilience using the loss–gain approach: A case study of Tehran, Iran”. Sustainable Cities and Society, 103, 105252. https://doi.org/10.1016/j.scs.2024.105252 Su, C. H., Tsai, C. H., Chen, M. H., & Lv, W. Q. (2019). “US sustainable food market generation Z consumer segments”. Sustainability, 11(13), 3607. https://doi.org/10.3390/su11133607 Szymkowiak, A., Melović, B., Dabić, M., Jeganathan, K., & Kundi, G. S. (2021). “Information technology and Gen Z: The role of teachers, the internet, and technology in the education of young people”. Technology in Society, 65, 101565. https://doi.org/10.1016/j.techsoc.2021.101565 Tran, K., Nguyen, T., Tran, Y., Nguyen, A., Luu, K., & Nguyen, Y. (2022). “Eco-friendly fashion among generation Z: Mixed-methods study on price value image, customer fulfillment, and pro-environmental behavior”. PLOS ONE, 17(8), e0272789. https://doi.org/10.1371/journal.pone.0272789 United Nations. (2024). “Department of Economic and Social Affairs, Population Division”. World Population Prospects 2024: Summary of results. https://desapublications.un.org/publications/world-population-prospects-2024-summary-results Van Bussel, L. M., Kuijsten, A., Mars, M., & Van ’t Veer, P. (2022). “Consumers’ perceptions on food-related sustainability: A systematic review”. Journal of Cleaner Production, 341, 130904. https://doi.org/10.1016/j.jclepro.2022.130904 Venkatesh, V., Brown, S. A., & Bala, H. (2013). “Bridging the qualitative–quantitative divide: Guidelines for conducting mixed methods research in information systems”. MIS Quarterly, 37(1), 21–54. https://doi.org/10.25300/MISQ/2013/37.1.02 Wang, B., & Udall, A. M. (2023). “Sustainable consumer behaviors: The effects of identity, environment value, and marketing promotion”. Sustainability, 15(2), 1129. https://doi.org/10.3390/su15021129 Westerberg, C., & Martinez, L. F. (2023). “Young German consumers’ perspectives of rental fashion platforms”. Young Consumers, 24(3), 309–330. https://doi.org/10.1108/YC-06-2022-1543 Williams, A., & Hodges, N. (2022). “Adolescent Generation Z and sustainable and responsible fashion consumption: Exploring the value–action gap”. Young Consumers, 23(4), 651–666. https://doi.org/10.1108/YC-11-2021-1419 | ||
|
آمار تعداد مشاهده مقاله: 295 تعداد دریافت فایل اصل مقاله: 184 |
||