مدل ساختاری- تفسیری عوامل موثر بر رفتار خرید سبز (خرید محصولات دوستدار محیط‌‌زیست)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکترای جامعه شناسی، بررسی مسایل اجتماعی ایران. دانشکده علوم انسانی، دانشگاه کاشان، ایران

2 استاد گروه علوم اجتماعی، دانشکده علوم انسانی، دانشگاه کاشان، کاشان، ایران

3 استادیار گروه مدیریت و کارآفرینی، دانشکده علوم انسانی، دانشگاه کاشان، ایران

4 دانشجوی دکترای جامعه‌شناسی، بررسی مسایل اجتماعی ایران. دانشکده علوم انسانی، دانشگاه کاشان، ایران

10.22034/eiap.2023.179293

چکیده

هدف اصلی پژوهش حاضر بررسی و تحلیل رفتار خرید سبز در بین دوستداران و فعالان عرصه محیط‌زیست و در عین حال بررسی یک مدل مفهومی- تحلیلی توسعه یافته از عوامل موثر بر رفتار خرید سبز در بین این قشر از مصرف‌‌کنندگان می‌‌باشد. روش‌‌شناسی تحقیق ترکیبی می‌‌باشد که در بخش کیفی به منظور شناسایی عوامل موثر بر رفتار خرید سبز پیشینه تحقیق و مبانی نظری مرتبط با موضوع بررسی و مرور شد و از این طریق مهمترین مولفه‌‌های تاثیرگذار بر رفتار خرید سبز شناسایی شد و بخش کمی نیز از طریق تشکیل ماتریس خود تعاملی ساختاری به دنبال طراحی الگوی ساختاری-تفسیری است که در این بین تعداد 20 نفر از فعالان و خبرگان عرصه محیط‌زیست انتخاب و در نهایت جمع‌‌آوری اطلاعات از طریق پرسش‌‌نامه محقق ساخته صورت گرفت. بنابراین، پژوهش حاضر از طریق تحلیل ساختاری- تفسیری و تحلیل میک مک به دنبال طراحی الگویی مبتنی بر دسته‌‌بندی و تفکیک عوامل موثر بر رفتار خرید سبز می‌‌باشد. نتایج پژوهش نشان می‌‌دهد که متغیرها در چهار سطح قرار گرفتند. در بالاترین سطح یعنی سطح چهارم متغیرهایی چون نگرانی‌‌های محیط‌‌زیستی، تعهدات مذهبی و قیمت محصول قرار دارند، به عبارتی این مولفه‌‌ها به عنوان ارکان غایی عوامل موثر بر رفتار خرید سبز شناسایی شدند که بر سایر عوامل و سطوح پایین تاثیر می‌‌گذارند. نتایج حاصل از تحلیل میک مک نشان داد متغیرها در سه گروه متغیرهای مستقل یا کلیدی (تاثیرگذار)، ارتباطی (پیوندی) و وابسته (تاثیرپذیر) قرار گرفتند و هیچ متغیری در گروه متغیرهای خودگردان قرار نگرفت. در نهایت پیشنهاد می‌‌شود که دولت‌‌ها، سیاست‌‌گزاران محیط‌‌زیست و شرکت‌‌های تجاری از طریق راه‌‌اندازی کمپین‌‌های تبلیغاتی، مردمی و تقویت آموزه‌‌های دینی در زمینه رفتار خرید سبز، حس مسئولیت‌‌پذیری، نوع‌‌دوستی و وطن‌‌دوستی را در بین آحاد مردم ارتقا دهند و از این طریق با صرفه‌‌جویی در منابع، حفاظت از محیط‌‌زیست و پایداری محیطی منافع نسل‌‌های آتی را تامین کنند.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Structural-interpretive model of factors affecting green purchasing behavior (purchasing environmental friendly products)

نویسندگان [English]

  • Azad Omidvar 1
  • Mohsen Niazi 2
  • Zahra Sadeqi-Arani 3
  • Neda Khodakaramian Gilan 4
1 Phd Student of Sociology, Examining the Social Issues of Iran, Humanities Faculty, University of Kashan, Kashan, Iran
2 Professor of Sociology, Social Science Department, Humanities Faculty, University of Kashan, Kashan, Iran
3 Assistant Professor of Management and Entrepreneurship, Humanities Faculty, University of Kashan, Kashan, Iran
4 Phd Student of Sociology, Examining the Social Issues of Iran, Humanities Faculty, University of Kashan, Kashan, Iran
چکیده [English]

The main purpose of this study is to investigate and analyze the position of green shopping behavior among environmentalists and activists and at the same time to investigate a conceptual-analytical model developed from the factors affecting green shopping behavior among this group of consumers. The research methodology is a combination that in the qualitative section in order to identify the factors affecting green shopping behavior, the research background and theoretical foundations related to the subject were reviewed and reviewed, and thus the most important components or themes affecting green shopping behavior. Was identified and a small part seeks to design a structural-interpretive model through the formation of a structural interaction matrix in which 20 environmental activists and experts were selected and finally collected information through a researcher-made questionnaire. Therefore, the present study, by understanding this issue through structural-interpretive model and MICMAC analysis, seeks to design a model based on the classification and segregation of factors affecting green buying behavior. The results show that the variables are located in four levels. The highest level means that the fourth level includes variables such as environmental concerns, religious obligations and product price,, these components have been identified as the final and ultimate pillars of factors affecting green shopping behavior that affect other factors and low levels. Responsibility for environment, sense of patriotism, collectivism and altruism, social norms and attention to the health of others are the most important social variables that are located in the next level, i.e. the third level.

کلیدواژه‌ها [English]

  • Green shopping
  • Environmental friendly products
  • Structural-interpretive model
  • micmac
  • Theory of planned behavior
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