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واکاوی تأثیر درگیری مصرفکننده با برچسبهای سبز بر قصد خرید محصولات پایدار با میانجیگری نگرش سبز | ||
| فصلنامه علمی آموزش محیط زیست و توسعه پایدار | ||
| مقاله 2، دوره 14، شماره 2، دی 1404، صفحه 33-50 اصل مقاله (655.7 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.30473/ee.2025.71808.2755 | ||
| نویسندگان | ||
| حسین بلوچی* 1؛ عیسی نیازی2؛ محمد علی سیاه سرانی کجوری3 | ||
| 1گروه مدیریت، دانشکده علوم انسانی و اجتماعی، دانشگاه گلستان، گرگان، ایران | ||
| 2گروه مد یریت، دانشکده علوم انسانی و اجتماعی، دانشگاه گلستان، گرگان ، ایران | ||
| 3گروه مد یریت، دانشکده علوم انسانی و اجتماعی، دانشگاه گلستان، گرگان، ایران | ||
| چکیده | ||
| هدف اصلی پژوهش حاضر بررسی تأثیر درگیری مصرفکننده با برچسبهای سبز بر قصد خرید محصولات بستهبندیشده پایدار با میانجیگری نگرش سبز (موردمطالعه: مصرفکنندگان آبمعدنی شهر گرگان) بود. جامعه آماری پژوهش حاضر مصرفکنندگان آبمعدنی شهر گرگان بودند. نمونه آماری 210 نفر بودند که بر اساس روش نمونهگیری معادلات ساختاری محاسبهشده و با استفاده از روش نمونهگیری خوشهای انتخاب شدند. اطلاعات با استفاده از پرسشنامه گردآوری شد. این پژوهش از نوع کاربردی و توصیفی پیمایشی است و جمعآوری اطلاعات با پرسشنامه طیف پنج گزینهای لیکرت گردآوری شد. روایی پرسشنامه با استفاده از روایی همگرا (میانگین واریانس استخراجشده) و روایی واگرا (تکنیکهای معیار فورنل و لاکر، آزمون بار عرضی و نسبت هتروترت - مونوتریت) مورد ارزیابی قرار گرفت. پایایی آن نیز با آلفای کرونباخ، پایایی همگون و پایایی مرکب مورد تأیید قرار گرفت. بهصورتی که پایایی متغیرهای پرسشنامه بالاتر از (7/0) ارزیابی شد. در انتها دادههای حاصل از پرسشنامه با استفاده از آزمونهای آماری مورد تجزیهوتحلیل قرار گرفتند. اثر مستقیم درگیری مصرفکننده با برچسبهای دوستدار محیطزیست بر قصد خرید محصولات غذایی بستهبندیشده پایدار برابر با 189/0 و اثر غیرمستقیم از طریق نگرش به خرید محصولات سبز برابر با 186/0 بود. اثر مستقیم درگیری مصرفکننده با برچسبهای دوستدار محیطزیست بر نگرش به خرید محصول سبز 447/0 و اثر مستقیم نگرش به خرید محصول سبز قصد خرید محصولات غذایی بستهبندیشده پایدار برابر با 416/0 بود. این فرضیات با توجه به عدد معناداری مورد تأیید قرار گرفتند. | ||
| کلیدواژهها | ||
| مصرفکننده سبز؛ برچسب سبز؛ محصولات پایدار؛ محصول سبز | ||
| عنوان مقاله [English] | ||
| Exploring the Impact of Consumer Engagement with Green Labels on the Intention to Purchase Sustainable Products Mediated by Green Attitude | ||
| نویسندگان [English] | ||
| Hossein Balouchi1؛ Eesa Niazi2؛ Mohammad Ali Siahsarani Kojuri3 | ||
| 1Department of Management, Economics and Accounting, Faculty of Humanities and Social Sciences, Golestan University, Gorgan, Iran | ||
| 2Department of Management, Economics and Accounting, Faculty of Humanities and Social Sciences, Golestan University, Gorgan, Iran | ||
| 3Department of Management, Economics and Accounting, Faculty of Humanities and Social Sciences, Golestan University, Gorgan, Iran | ||
| چکیده [English] | ||
| The main objective of the present study was to investigate the impact of consumer engagement with green labels on the purchase intention of sustainable packaged products, with green attitude serving as a mediator (case study: bottled water consumers in the city of Gorgan). The statistical population of this study consisted of bottled water consumers in Gorgan. A sample of 210 individuals was calculated using the structural equation modeling method and selected via cluster sampling. Data were collected through a questionnaire. This research is of an applied and descriptive survey nature, and data collection was conducted using a five-point Likert scale questionnaire. The validity of the questionnaire was evaluated using convergent validity (average variance extracted) and discriminant validity (Fornell and Larcker criterion, cross-loading test, and heterotrait-monotrait ratio). The reliability of the instrument was confirmed using Cronbach's alpha, composite reliability, and homogeneity reliability, with reliability scores of the questionnaire variables assessed to be above 0.7. Finally, the data obtained from the questionnaire were analyzed using statistical tests. The direct effect of consumer engagement with environmentally friendly labels on the purchase intention of sustainable packaged food products was found to be 0.189, while the indirect effect through attitude towards purchasing green products was 0.186. The direct effect of consumer engagement with environmentally friendly labels on the attitude towards purchasing green products was 0.447, and the direct effect of the attitude towards purchasing green products on the purchase intention of sustainable packaged food products was 0.416. These hypotheses were confirmed based on their significance values. This research is of an applied and descriptive survey nature, and data collection was conducted using a five-point Likert scale questionnaire. The validity of the questionnaire was evaluated using convergent validity (average variance extracted) and discriminant validity (Fornell and Larcker criterion, cross-loading test, and heterotrait-monotrait ratio). The reliability of the instrument was confirmed using Cronbach's alpha, composite reliability, and homogeneous reliability, with reliability scores of the questionnaire variables assessed to be above .7. Finally, the data obtained from the questionnaire were analyzed using statistical tests. The direct effect of consumer engagement with environmentally friendly labels on the purchase intention of sustainable packaged food products was found to be .189, while the indirect effect through attitude towards purchasing green products was .186. The direct effect of consumer engagement with environmentally friendly labels on the attitude towards purchasing green products was .447, and the direct effect of the attitude towards purchasing green products on the purchase intention of sustainable packaged food products was .416. These hypotheses were confirmed based on their significance values. | ||
| کلیدواژهها [English] | ||
| Green Consumer, Green Label, Sustainable Products, Green Product | ||
| مراجع | ||
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