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واکاوی تأثیر ارزش‌های محیطزیستی بر قصد خرید محصولات سبز با میانجیگری نگرانی‌های محیطزیستی و تعدیل‌گری اعتماد سبز (موردمطالعه: مصرفکنندگان مواد غذایی سبز در شهر تبریز) | ||
| فصلنامه علمی آموزش محیط زیست و توسعه پایدار | ||
| مقاله 9، دوره 12، شماره 3، 1403، صفحه 157-173 اصل مقاله (5.68 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.30473/ee.2023.64680.2548 | ||
| نویسندگان | ||
| سجاد قدرتی1؛ رامین بشیر خداپرستی* 2 | ||
| 1دانشجوی کارشناسی ارشد مدیریت بازرگانی، گروه مدیریت بازرگانی، دانشگاه ارومیه، ارومیه، ایران | ||
| 2دانشیار، گروه مدیریت بازرگانی، دانشکده اقتصاد و مدیریت، دانشگاه ارومیه، ارومیه، ایران | ||
| چکیده | ||
| ارزش‌های محیطزیستی از عوامل کلیدی تأثیرگذار بر قصد خرید مصرفکنندگان و افزایش تمایل مصرفکنندگان به خرید محصولات سبز است که این امر برای توسعه پایدار محیط‌زیست حیاتی می‌باشد. در این راستا هدف از پژوهش حاضر واکاوی تأثیر ارزش‌های محیطزیستی بر قصد خرید محصولات سبز با میانجیگری نگرانی‌های محیطزیستی و تعدیل‌گری اعتماد سبز در بین مصرفکنندگان مواد غذایی سبز در شهر تبریز بوده است. این پژوهش ازنظر روش تحقیق از نوع توصیفی- همبستگی بوده و ازنظر روش گردآوری داده‌ها از نوع روش پیمایشی به شمار می‌رود. جامعه آماری این پژوهش مصرفکنندگان مواد غذایی سبز در شهر تبریز بوده که با توجه به نامحدود بودن حجم جامعه آماری، بر اساس فرمول کوکران، حجم نمونه معادل 384 نفر برآورد شد. پرسش‌نامه‌ها توسط مصرفکنندگان مواد غذایی سبز تکمیل شد و درنهایت 384 پرسش‌نامه استاندارد بر اساس طیف لیکرت جمع‌آوری گردیده و مورد تجزیه‌وتحلیل قرار گرفت. افزون بر این، داده‌ها با استفاده از نرم‌افزارهای SPSS و بسته نرم‌افزاری SMART-PLS2 مورد تجزیه‌وتحلیل قرار گرفت. نتایج به‌دست‌آمده نشان داد که ارزش‌های زیست‌محیطی بر قصد خرید محصولات سبز و نگرانی‌های محیطزیستی، تأثیر مثبت و معناداری دارد. افزون بر این، نگرانی‌های محیطزیستی بر قصد خرید محصولات سبز تأثیر مثبت و معناداری دارند. نگرانی‌های محیطزیستی رابطه بین ارزش‌های محیطزیستی و قصد خرید محصولات سبز را میانجیگری می‌کند و نهایتاً اعتماد سبز رابطۀ بین نگرانی‌های محیطزیستی مصرفکنندگان و قصد خرید محصولات سبز را تعدیل می‌کند. | ||
| کلیدواژه‌ها | ||
| ارزش‌های محیطزیستی؛ اعتماد سبز؛ قصد خرید محصولات سبز؛ نگرانی‌های محیطزیستی | ||
| عنوان مقاله [English] | ||
| Investigating the Effect of Environmental Values on Green Product Purchase Intention with the Mediating Role of Environmental Concerns and the Moderating Role of Green Trust (Case Study: Green Food Consumers in Tabriz) | ||
| نویسندگان [English] | ||
| Sajjad Godrati1؛ Ramin Bashirkhodaparasti2 | ||
| 1M.Sc. Student of Business Management, Department of Economic and Management, Urmia University, Urmia, Iran. | ||
| 2Associate Professor, Department of Economics and Management, Urmia University, Urmia, Iran. | ||
| چکیده [English] | ||
| Environmental values are one of the key factors influencing consumers' purchase intentions and increasing their desire to buy green products, which is vital for the sustainable development of the environment. This study aimed to investigate the impact of environmental values on the intention to buy green products, mediated by ecological concerns and moderated by green trust (Case study: green food consumers in Tabriz). The statistical population of this study was green food consumers in the city of Tabriz. Due to the unlimited volume of the statistical population, the sample size was estimated to be 384 people based on Cochran's formula. Green food consumers completed questionnaires, and 384 valid questionnaires were collected and analyzed. This research is descriptive-correlational in terms of the research method and employs a field survey for data collection. Data were analyzed using SPSS software (version 25) and the SMART PLS2 software package. The results showed that environmental values have a positive and significant effect on the intention to purchase green products and on environmental concerns. In addition, environmental concerns have a positive and significant effect on the intention to purchase green products. Environmental concerns mediate the relationship between environmental values and the intention to purchase green products. Finally, green trust moderates the relationship between consumers' environmental concerns and their intention to purchase green products. | ||
| کلیدواژه‌ها [English] | ||
| Environmental Concerns, Environmental Values, Green Product Purchase Intention, Green Trust | ||
| مراجع | ||
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