شناسایی و رتبه‌بندی عوامل مؤثر بر تمایل افراد به خرید کالاهای سبز

نویسندگان

1 دانشجوی کارشناسی ارشد مدیریت بازاریابی/دانشگاه علامه طباطبائی

2 استادیار گروه مدیریت بازرگانی دانشگاه علامه طباطبائی

چکیده

بازاریابی سبز، یکی از مفاهیم نوین بازاریابی است که پل اشتراکی بین منافع جامعه و منافع شرکت می‌باشد و علاوه بر سودآوری بر حفظ محیط زیست نیز تمرکز دارد. اما برای نهادینه‌سازی دیدگاه‌های مرتبط با این نوع از بازاریابی لازم است که دیدگاه‌های جامعه به سمت مصرف کالاهای سبز سوق پیدا کند. در این مقاله، به بررسی عوامل مؤثر بر خرید کالاهای سبز پرداخته و شش عامل شناسایی شدند که شامل آمیخته بازاریابی سبز، رضایت‌مندی از محصولات سبز، دانش محیط زیستی، توصیه شفاهی استفاده از محصولات سبز، برندسازی سبز و فشارهای اجتماعی برای مصرف کالای سبز بودند. تحقیق از نظر هدف، کاربردی و از نظر ماهیت، توصیفی - همبستگی بوده است. برای بررسی تأثیر عوامل با استفاده از پرسشنامه، رفتار 384 نفر از شهروندان شهر تهران که سابقه استفاده از کالای سبز داشته‌اند بررسی شد. نتایج نشان داد که همه عوامل در تمایل مشتریان به مصرف کالاهای سبز مؤثرند اما دانش محیط زیستی نقش مهم‌تری را در این زمینه ایفا می‌کند

کلیدواژه‌ها


عنوان مقاله [English]

Identification and ranking of factors influencing the Green products purchasing intention

نویسنده [English]

  • MAHMOD MOHAMMADIAN 2
1
2
چکیده [English]

Green Marketing is one of the new marketing concepts that is a bridge between the interests of the community and the company’s interests and it also focuses on the profitability of environmental protection. To institutionalize the attitudes associated with this kind of marketing, it is necessary to create attitudes toward consumption of green goods in society. In this paper, we have investigated the factors influencing the purchase of green goods, and identified six factors that include green marketing mix, satisfaction with green products, environmental knowledge, word of mouth for purchasing green products, green branding and social pressures for green products consumption, for investigating the effect of these factors on consumer behavior 384 citizens of Tehran was investigated and the results indicated that all factors are effective in the tendency of customers to use green goods, but environmental knowledge plays a more important role in this field. Finally, the ranking and proposed strategies for each of these factors were presented in the research conclusion section.

 

کلیدواژه‌ها [English]

  • Green Marketing
  • Green Branding
  • Environmental Knowledge
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