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بررسی تأثیر دانش درک شده از محصول سبز بر تمایل به خرید بهواسطۀ دلبستگی به فروشگاه | ||
مدیریت بازرگانی | ||
مقاله 6، دوره 8، شماره 3، 1395، صفحه 569-586 اصل مقاله (391.49 K) | ||
نوع مقاله: مقاله علمی پژوهشی | ||
شناسه دیجیتال (DOI): 10.22059/jibm.2016.60628 | ||
نویسندگان | ||
فریبرز رحیم نیا* 1؛ یاسمن نوروزی نیک2؛ افسانه یوسف پور3 | ||
1استاد گروه مدیریت دانشکده علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد، ایران | ||
2دانشجوی کارشناسی ارشد مدیریت اجرایی، دانشکدۀ علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد، ایران | ||
3دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشکدۀ علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد، ایران | ||
چکیده | ||
توجه روزافزون به محیط زیست در دهههای اخیر، به پیدایش مفهوم «بازاریابی سبز» منجر شده است. تمایل به خرید سبز به تمایل رفتاری مصرفکنندگان برای خرید محصول خاص برای رفع نیازهای زیستمحیطی اشاره دارد که تحت تأثیر آگاهیهای زیستمحیطی افراد شکل میگیرد. پژوهش حاضر با هدف بررسی تأثیر دانش درکشده از محصولات سبز بر تمایل به خرید بهواسطۀ دلبستگی به فروشگاه صورت گرفته است. جامعۀ آماری پژوهش مشتریان فروشگاه پرومای مشهد هستند که با استفاده از فرمول کوکران، نمونهای مشتمل بر 267 نفر بهروش غیرتصادفی در دسترس انتخاب شد. دادهها از طریق توزیع پرسشنامه گردآوری شدند. تجزیه و تحلیل دادهها نیز با استفاده از الگوی مدلیابی معادلات ساختاری صورت گرفت. یافتههای پژوهش تأثیر دانش درکشده از محصول سبز را بر تمایل به خرید و همچنین دلبستگی به فروشگاه تأیید میکنند. بهعلاوه، دلبستگی به فروشگاه نیز بر تمایل به خرید افراد تأثیر دارد و در نهایت، نقش میانجیگری دلبستگی به فروشگاه در رابطۀ بین دانش درکشده از محصول سبز و تمایل به خرید سبز به تأیید رسید. | ||
کلیدواژهها | ||
بازاریابی سبز؛ دانش درک شده از محصول سبز؛ تمایل به خرید؛ دلبستگی به فروشگاه | ||
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