نقش رفتارهای پس از خرید حامیان محیط زیست در رفتار مصرف‌کننده سبز

نویسندگان

1 کارشناس ارشد مدیریت بازرگانی- بازاریابی، دانشگاه بین المللی امام رضا (ع) مشهد، ایران

2 استادیار، گروه مدیریت، موسسه آموزش عالی عطار مشهد، ایران

3 دانشیار، گروه مدیریت، دانشگاه بین المللی امام رضا (ع)، مشهد، ایران

10.22034/eiat.2023.193738

چکیده

نگرانی‌ها در مورد تخریب محیط‌زیست در چند دهه گذشته افزایش یافته و مصرف‌کنندگان در پاسخ به این نگرانی‌ها با بروز رفتار خرید سبز و استفاده از محصولات سبز به حفظ محیط‌زیست کمک می‌کنند. هدف این تحقیق بررسی تاثیر رفتارهای پس از خرید حامیان محیط‌زیست بر رفتار مصرف‌کننده سبز است. این پژوهش از حیث هدف کاربردی و از حیث ماهیت توصیفی- پیمایشی است. جامعه آماری تحقیق کلیه مصرف‌کنندگان محصولات سبز در مشهد هستند که 340 نمونه به روش در دسترس در نظر گرفته شد. ابزار جمع‌آوری داده‌ها پرسشنامه Nittala & Moturu (2021) و Kamalanon et al., (2022) بود. جهت سنجش روایی صوری از نظر خبرگان و برای بررسی روایی سازه از روایی همگرا، واگرا و تحلیل عاملی و جهت سنجش پایایی از آلفای کرونباخ و پایایی مرکب استفاده شد. آلفای کرونباخ کل 916/0 برآورد شد که در محدوده‌‌ قابل پذیرش قرار دارد. تحلیل داده‌‌ها با روش مدلیابی معادلات ساختاری و با نرم‌‌‌‌افزار اسمارت پی ال اس 3 انجام شد. نتایج نشان داد رفتارهای استفاده، رفتارهای ارزیابی و رفتارهای دفعی بر رفتار سبز تاثیر دارند. از میان ابعاد رفتارهای استفاده آگاهی‌های محیط‌زیستی و راحتی استفاده بر رفتار سبز تاثیر داشتند اما ریسک درک شده تاثیر نداشت. ابعاد رفتارهای ارزیابی شامل ارزیابی‌های محیط‌زیستی و رضایت بر رفتار سبز تاثیر معناداری داشتند. از میان رفتارهای دفعی سازگاری محیط‌زیستی و چالش‌های دفع محصول بر رفتار سبز تاثیر داشتند اما وجدان محیط‌زیستی تاثیر معناداری نشان نداد.

کلیدواژه‌ها

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