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تحلیل رفتار پایدار مصرف میوه و تره‌بار در شهر تهران | ||
| فصلنامه علمی آموزش محیط زیست و توسعه پایدار | ||
| مقاله 7، دوره 12، شماره 3، فروردین 1403، صفحه 115-136 اصل مقاله (9.24 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.30473/ee.2023.65424.2567 | ||
| نویسندگان | ||
| کاظم عسکری فر* 1؛ ابوالقاسم ابراهیمی2؛ کمند سلیمانی3 | ||
| 1استادیار، گروه مدیریت، دانشگاه شیراز، شیراز، ایران | ||
| 2دانشیار، گروه مدیریت، دانشگاه شیراز، شیراز، ایران | ||
| 3دانشجوی کارشناسی ارشد مدیریت بازاریابی، دانشگاه شیراز، شیراز، ایران | ||
| چکیده | ||
| رفتار پایدار مصرف‌کننده می‌تواند از تخریب روزافزون محیط‌زیست، آلودگی، تغییرات آب‌وهوایی و هدر رفتن منابع تجدیدناپذیر جلوگیری کند. میوه و تره‌بار ازجمله کالاهایی هستند که به‌طور مستمر و در حجم بالا، توسط مصرف‌کنندگان خریداری می‌شوند، درحالی‌که می‌توانند به‌سرعت فاسد شده و در حجم بالا اتلاف شوند. بر همین اساس تحلیل رفتار پایدار مصرف‌کننده در این بازار می‌تواند درک عمیق‌تری از این رفتار به بازاریابان و صاحبان کسب‌و‌کارها و مصرف‌کنندگان ارائه نماید. در همین راستا و به‌منظور شناسایی ابعاد رفتار پایدار مصرف‌کننده با تحلیل محتوای کیفی، ابعاد رفتار پایدار و عوامل مؤثر بر آن شناسایی شده است. در ادامه با استفاده از پیمایش میدانی از 384 نفر از مصرف‌کنندگان شهر تهران، عوامل مؤثر بر ابعاد رفتار پایدار مشخص‌شده و درنهایت با استفاده از آنتروپی شانون، این عوامل رتبه‌بندی شده‌اند. ابزار گردآوری داده‌ها در پیمایش میدانی، پرسش‌نامه محقق‌‌ساخته بوده که پایایی آن از طریق آلفای کرونباخ و روایی آن با شاخص‌های روایی همگرا و واگرا تعیین شده است. یافته‌ها نشان می‌دهد که رفتار پایدار مصرف‌کننده در چهار مفهوم بازیافت، خرید مسئولانه، مسئولیت‌های اجتماعی و مصرف مسئولانه قابل‌تعریف است و عوامل مؤثر بر آن شامل ارزش‌های فردی، ویژگی‌های فردی، تجارب فرد، دانش محیط‌زیستی، رسانه، عادت‌های خرید، عادت‌های مصرف، فشارهای نهادی، نگرش محیط‌زیستی و ویژگی‌های کالا هستند که از بین آن‌ها دانش محیط‌زیستی، عادت‌های مصرفی، ویژگی‌های کالا، عادت‌های خرید، ویژگی‌های فردی، ارزش‌های فردی و نگرش محیط‌زیستی به ترتیب بیشترین اهمیت را دارند. | ||
| کلیدواژه‌ها | ||
| پایداری؛ آموزش؛ خرید آگاهانه؛ مصرف مسئولانه؛ زنجیره تأمین سبز | ||
| عنوان مقاله [English] | ||
| Analysis of the Sustainable Behavior of Fruit and Vegetable Consumption in Tehran | ||
| نویسندگان [English] | ||
| Kazem Askarifar1؛ Abolghasem Ebrahimi2؛ Kamand Soleimani3 | ||
| 1Assistant Professor, Department of Management, Shiraz University, Shiraz, Iran | ||
| 2Associate Professor, Department of Management, Shiraz University, Shiraz, Iran | ||
| 3M.Sc. student of Marketing Management, Department of Management, Shiraz University, Shiraz, Iran | ||
| چکیده [English] | ||
| Sustainable consumer behavior can prevent the ever-increasing destruction of the environment, pollution, climate change, and the wastage of non-renewable resources. Fruits and vegetables are among the goods that are purchased continuously and in high volume by consumers, while they can spoil quickly and be wasted in high volume. Based on this, the analysis of sustainable consumer behavior in this market can provide a deeper understanding of this behavior to marketers, business owners, and consumers. In this regard, and to identify the dimensions of sustainable consumer behavior, the dimensions of sustainable behavior and factors affecting it have been identified through qualitative content analysis. Following this, using a field survey of 384 consumers in Tehran, the factors affecting the dimensions of sustainable behavior were identified, and finally, using Shannon's entropy, these factors were ranked. The data collection tool in the field survey was a researcher-made questionnaire, the reliability of which was determined through Cronbach's alpha and its validity with convergent and divergent validity indices. The findings show that sustainable consumer behavior can be defined in the four concepts of recycling, responsible shopping, social responsibilities, and responsible consumption, and the factors affecting it include individual values, individual characteristics, individual experiences, environmental knowledge, media, shopping habits, consumption habits, Institutional pressure, environmental attitude, and product characteristics, among which environmental knowledge, consumption habits, product characteristics, purchasing habits, individual characteristics, individual values, and environmental attitude are the most important respectively. | ||
| کلیدواژه‌ها [English] | ||
| Sustainability, Education, Conscious Shopping, Responsible Consumption, Green Supply Chain | ||
| مراجع | ||
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