بررسی اثر نوگرایی مصرف‌کننده و برند سبز بر قصد خرید با نقش میانجی نگرش مصرف‌کننده (موردمطالعه: فروشگاه‌های زنجیره‌ای شهر اردبیل)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار گروه مدیریت دانشگاه محقق ازدبیلی

2 دانشجوی دکتری مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران؛

10.22034/cbsj.2023.62784

چکیده

افزایش میزان نوگرایی مصرف‌کنندگان و دغدغه‌مندیشان نسبت به محیط‌زیست و برندهای سبز از فاکتورهای مهم سال‌های اخیر در رفتارمصرف‌کنندگان هستند و مدیران بازاریابی برای موفقیت در فروش و بازاریابی محصولاتشان، سعی در بهبود نگرش مصرف‌کنندگان نسبت به این عوامل دارند. لذا پژوهش حاضر با هدف بررسی تأثیر نوگرایی مصرف‌کننده و برند سبز بر قصد خرید با میانجیگری نگرش مصرف‌کنندگان انجام شد. تحقیق حاضر ازنظر هدف از نوع تحقیقات کاربردی، شیوه گردآوری داده‌ها توصیفی از نوع همبستگی و ازلحاظ زمانی، مقطعی می‌باشد. جامعه آماری این پژوهش فروشگاه‌های زنجیره‌ای شهرستان اردبیل و نمونه آماری ما مشتریان فروشگاه‌های مربوطه می‌باشد که با استفاده از فرمول‌کوکران و با استفاده از روش نمونه‌گیری در دسترس تعداد 384 نفر از آن‌ها انتخاب گردید و داده‌ها با استفاده از پرسشنامه از مشتریان فروشگاه‌ها، جمع‌آوری شد. جهت تجزیه‌وتحلیل داده‌ها در بخش توصیفی از میانگین، انحراف معیار، چولگی و کشیدگی و در بخش استنباطی مدل یابی معادلات ساختاری به کار گرفته شد و با استفاده از نرم‌افزارهای SPSS و Lisrel مورد تحلیل قرار گرفت. نتایج حاصل از پژوهش نشان داد که نوگرایی مصرف‌کننده، برند سبز و نگرش مصرف‌کننده نسبت به محصولات بر قصد خرید مصرف‌کننده تأثیری مثبت و معنادار دارد. از طرفی دیگر نوگرایی مصرف‌کننده و برند سبز بر نگرش مصرف‌کننده نسبت به محصولات نیز دارای تأثیری مثبت و معنادار می‌باشد. همچنین نگرش مصرف‌کننده نسبت به محصولات رابطه بین نوگرایی مصرف‌کننده و قصد خرید او را میانجیگری می‌کند. درنهایت، در رابطه بین برند سبز و قصد خرید مصرف‌کننده نیز، نگرش مصرف‌کننده نسبت به محصولات به‌عنوان عامل میانجی عمل می‌نماید.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Investigating The Effect of Consumer Innovativeness and Green Brand On Purchase Intention with The Mediating Role of Consumer Attitude (Case Study: Ardabil Chain Stores)

نویسندگان [English]

  • Naser Seifollahi 1
  • Alireza Hamidzadeh Arbabi 2
1 Associate Professor, Department of University Management, Mohaghegh Ardabili
2 Ph.D Candidate of Business Management, Marketing Management, Faculty of social Sciences, University of Mohaghegh Ardabili, Iran.
چکیده [English]

Increasing the level of consumer innovativeness and concern for the environment and green brands are important factors in consumer behavior in recent years and marketing managers try to improve consumers' attitude towards green brands and innovative products, in order to succeed in selling and marketing their products. The purpose of this study is to investigate the effect of consumer innovativeness and green brand on consumer purchase intention with the mediating role of consumer attitudes in the dairy industry. The present research is an applied research in terms of purpose, the method of data collection is descriptive-correlational and cross-sectional in terms of time. The statistical population of this research is the chain stores of Ardabil city and our statistical sample is the customers of the relevant stores. Using the Cochran's formula, the sample size was 384 people who were selected by simple random sampling and the data was collected using a questionnaire from the customers of the stores. Structural equation modeling was used and SPSS and Lisrel softwares were applied for analysis. The results of the study showed that Consumer innovativeness, green brand and consumer attitude towards products have a positive and significant effect on consumer purchase intentions. Consumer innovativeness and green brand have a positive and significant effect on consumer attitudes towards products. Consumer attitude toward products mediates the relationship between consumer innovativeness and their purchase intention. Finally, in the relationship between the green brand and the consumer purchase intention, consumer attitude towards products acts as a mediating factor.

کلیدواژه‌ها [English]

  • Consumer innovativeness
  • Green brand
  • Consumer purchase intention
  • Consumer attitude
احمدی، عصمت؛ بحرینی زاد، منیژه و اسماعیل پور، مجید (1399). سنجش تأثیر زیبایی‌شناختی بسته‌بندی و کیفیت ادراک‌شدۀ محصول بر قصد خرید با‎ ‎نقش تعدیل‌کنندگی نوگرایی و نگرانی زیست‌محیطی ‏مصرف‌کننده. تحقیقات بازاریابی نوین, 10(3), 81-104.
جاویدى، مهرى؛ فروزنده دهکردی، لطف الله؛ حسینی، میرزا حسن و پرهیزگار، محمد مهدی (1399). شناسایی و استخراج عوامل مؤثر بر رفتار خرید سبز مصرف‌کنندگان با استفاده از روش فراترکیب. مطالعات رفتار مصرف‌کننده, 7(2), 48-73.
دانایی فرد، حسن؛ الوانی، سیدمهدی و آذر، عادل (1387). روش شناسی پژوهش کمی در مدیریت: رویکردی جامع. تهران: صفار.
رحمتی اصل، زینب؛ یوسفی، بهرام و خزایی، علی اشرف (1398). اثر نوگرایی مصرف‌کننده بر سبک‌های خرید پوشاک ورزشی. مطالعات مدیریت ورزشی, 11(54), 93-108.
روستا، علیرضا و بهرامی، الهام (1399). تأثیر ارزش ویژه برند و نگرش مصرف‌کنندگان نسبت به تبلیغات بر ایجاد مزیت رقابتی (مطالعه موردی هتل های 5 ستاره کیش ). فصلنامه مدیریت راهبردی در سیستم های صنعتی (مدیریت صنعتی سابق), 15(54), 119-134.
شاه طهماسبی، اسماعیل و باقری روچ، علی رضا (1398). بررسی تأثیر ابعاد مدل رفتار برنامه‌ریزی‌شده بر قصد خرید مواد غذایی محلی (نمونه پژوهش: محصول عسل). مدیریت بازرگانی, 11(2), 415-436.
عسگرنژاد نوری، باقر؛ زارعی، قاسم؛ حمیدزاده اربابی، علیرضا و بیگی فیروزی، الله یار (1400). تأثیر عوامل شخصی و سازمانی بر نگرش نسبت به نوآوری مشترک به منظور توسعه خدمات جدید در صنعت بانکداری. فصلنامه مطالعات مدیریت راهبردی, 12(47), 229-249.
غفوریان شاگردی، امیر؛ بهبودی، امید؛ عربشاهی، معصومه و خانی صحرایی، سمانه (1399). بررسی عوامل مؤثر بر رفتار خرید اخلاقی مصرف‌کنندگان محصولات سبز. مطالعات رفتار مصرف‌کننده, 7(2), 235-253.
کبیری، شکوفا؛ وظیفه دوست، حسین؛ سعیدی، پرویز و پقه، عبدالعزیز (1399). ارائه الگوی تصمیم‌گیری خرید مشتری با رویکرد بازاریابی حسی و تجربی. فصلنامه انجمن علوم مدیریت ایران, 15(59), 96-124.
هاشمی، سید محمود و محمدی علویجه، داود (1398). بررسی تأثیر بازاریابی سبز بر قصد خرید با نقش میانجی تصویر شرکت با رویکرد ارتقای بهره وری (مطالعه موردی: مشتریان شرکت شاتل ). مدیریت بهره‌وری, 13(2(49) تابستان), 145-167.
References
Ahmadi, E., bahrainizadeh, M., Esmaeilpour, M. (2020). Measuring the‏ ‏Aesthetics of Packaging Impact and Perceived Product Quality on the‏ ‏Intention Purchase with the ‎Moderating Role of Consumer Innovativeness and Consumer Environmental Concern Background. New Marketing Research Journal, 10(3), 81-104. doi: 10.22108/nmrj.2020.119974.1943 )in Persian)
Al-Jundi, S. A., Shuhaiber, A., & Augustine, R. (2019). Effect of consumer innovativeness on new product purchase intentions through learning process and perceived value. Cogent Business & Management, 6(1), 1698849.‏
Alpert, F., & Saxton, M. K. (2015). Can Multiple New-Product Messages Attract Different Consumer Segments?: Gaming Advertisements' Interaction with Targets Affects Brand Attitudes and Purchase Intentions. Journal of Advertising Research, 55(3), 307-321.‏
Asgarnezhad, B., Zarei, G., Hamidzadeh Arbabi, A., & Beigi Firoozi, A. (2021). The Impact of Personal and Organizational Factors on Attitudes towards Co-Innovation in order to New Service Development in Banking Industry. Journal of Strategic Management Studies, 12(47), 229-249. )in Persian)
Bartkowiak, P., & Michalak, S. (2020). The Relationship Between Consumer Innovativeness and Customer Engagement. In Proceedings of the 35th International Business Information Management Association Conference (IBIMA), ISBN (pp. 978-0).
Chang, C. H. (2019). Do green motives influence green product innovation? T he mediating role of green value co‐creation. Corporate Social Responsibility and Environmental Management, 26(2), 330-340.‏
Chen, Y. S., Chang, T. W., Li, H. X., & Chen, Y. R. (2020). The influence of green brand affect on green purchase intentions: The mediation effects of green brand associations and green brand attitude. International Journal of Environmental Research and Public Health, 17(11), 4089.‏
Chen, Y. S., Chang, C. H., Yeh, S. L., & Cheng, H. I. (2015). Green shared vision and green creativity: The mediation roles of green mindfulness and green self-efficacy. Quality & Quantity, 49, 1169-1184.‏
Danaeifard, H., S. M. Alvani, and Azar, A. (2008). Quantitative research methodology in management: a comprehensive approach. )in Persian)
Dang, N. H. T., McMurray, A. J., & Huang, X. (2017, July). Measuring new product development project success in vietnamese small and medium-sized enterprises. In International Conference on Applied Human Factors and Ergonomics (pp. 290-296). Springer, Cham.‏
Gentina, E., & Kratzer, J. (2020). An integrative model of the influence of self-esteem on adolescents’ consumer innovativeness: the mediating role of social network position and need for uniqueness. Industry and Innovation, 27(10), 1110-1132.‏
Ghafourian, A., behboodi, O., Arabshahi, M., & khani sahraei, S. (2020). Investigating Factors Affecting the Ethical Buying Behavior of Green Product Consumers. Consumer Behavior Studies Journal, 7(2), 235-253. )in Persian)
Goldsmith, R. E., Kim, D., Flynn, L. R., & Kim, W. M. (2005). Price sensitivity and innovativeness for fashion among Korean consumers. The Journal of social psychology, 145(5), 501-508.‏
Gountas, J., & Gountas, S. (2007). Personality orientations, emotional states, customer satisfaction, and intention to repurchase. Journal of business research, 60(1), 72-75.‏
Grant, J. (2008). Green marketing. Strategic direction, 24(6), 25-27.‏
Guping, C., Cherian, J., Sial, M. S., Mentel, G., Wan, P., Álvarez-Otero, S., & Saleem, U. (2021). The relationship between csr communication on social media, purchase intention, and e-wom in the banking sector of an emerging economy. Journal of Theoretical and Applied Electronic Commerce Research, 16(4), 1025-1041.‏
Hashemi, S., Mohammadi Alaviche, D. (2019). The Effect of Green Marketing on Shopping Intention with a Focus on Corporate Image: The Case of Shuttle Company Customers. The Journal of Productivity Management, 13(49), 145-167. doi: 10.30495/qjopm.2019.666892 )in Persian)
Hassan, L. M., Shiu, E., & Shaw, D. (2016). Who says there is an intention–behaviour gap? Assessing the empirical evidence of an intention–behaviour gap in ethical consumption. Journal of Business Ethics, 136(2), 219-236.‏
Hong, J. C., Lin, P. H., & Hsieh, P. C. (2017). The effect of consumer innovativeness on perceived value and continuance intention to use smartwatch. Computers in Human Behavior, 67, 264-272.‏
Haugtvedt, C. P., & Kasmer, J. A. (2018). Attitude change and persuasion. In Handbook of consumer psychology (pp. 427-443). Routledge.‏
Hsu, C. L., Chang, C. Y., & Yansritakul, C. (2017). Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity. Journal of Retailing and Consumer Services, 34, 145-152.‏
Hulland, J. (1999). Use of partial least squares (PLS) in strategic management research: A review of four recent studies. Strategic management journal, 20(2), 195-204.
Hupp, O., & Rumpel, F. (2019). Holistic Management Accounting of Brand Performance in the Consumer Goods Industry. Performance Management in Retail and the Consumer Goods Industry: Best Practices and Case Studies, 341-367.‏
Hwang, J., Kim, J. J., & Lee, K. W. (2021). Investigating consumer innovativeness in the context of drone food delivery services: Its impact on attitude and behavioral intentions. Technological Forecasting and Social Change, 163, 120433.‏
Javidi, M., forouzandeh dehkordi, L., hosseini, M., & parhizgar, M. (2020). Identification and Extraction of Factors affecting Consumers’ Green Purchase Behavior Using a Meta-Synthesis Method. Consumer Behavior Studies Journal, 7(2), 48-73. )in Persian)
Kabiri, S., Vazifedust, H., Saeedi, P., Paghe, A. (2020). Customer Decision Making by Sensory and Experimental Marketing approach. Iranian journal of management sciences, 15(59), 96-124. )in Persian)
Kardoyo K., Feriady M., Farliana N., Nurkhin A. (2020). Influence of the green leadership toward environmental policies support. The Journal of Asian Finance, Economics, and Business, 7(11), 459–467.
Kim, J. J., Choe, J. Y. J., & Hwang, J. (2020). Application of consumer innovativeness to the context of robotic restaurants. International Journal of Contemporary Hospitality Management.‏
Kim, W., & Cha, S. (2021). How attributes of green advertising affect purchase intention: The moderating role of consumer innovativeness. Sustainability, 13(16), 8723.‏
Kristiningsih, K., Hartini, S., & Usman, I. (2020). Consumer Innovativeness Dan Consumer Attitude Dengan Self Congruity Sebagai Variabel Mediasi Pada Konsumen Green Skincare. BALANCE: Economic, Business, Management and Accounting Journal, 17(1), 77-81.‏
Leicht, T., Chtourou, A., & Youssef, K. B. (2018). Consumer innovativeness and intentioned autonomous car adoption. The Journal of High Technology Management Research, 29(1), 1-11.‏
Li, L., Wang, Z., Li, Y., & Liao, A. (2021). Consumer innovativeness and organic food adoption: The mediation effects of consumer knowledge and attitudes. Sustainable Production and Consumption, 28, 1465-1474.
Li, L., Wang, Z., Li, Y., & Liao, A. (2021). Impacts of consumer innovativeness on the intention to purchase sustainable products. Sustainable Production and Consumption, 27, 774-786.‏
Makanyeza, C., Svotwa, T. D., & Jaiyeoba, O. (2021). The effect of consumer rights awareness on attitude and purchase intention in the hotel industry: Moderating role of demographic characteristics. Cogent Business & Management, 8(1), 1898301.‏
Mashal, I., & Shuhaiber, A. (2018). What makes Jordanian residents buy smart home devices? Kybernetes. K-01-2018-0008. doi:10.1108/K-01- 2018-0008
Mehdikhani, R., & Valmohammadi, C. (2021). The effects of green brand equity on green word of mouth: the mediating roles of three green factors. Journal of Business & Industrial Marketing.‏
Morton, C., Anable, J., & Nelson, J. D. (2016). Exploring consumer preferences towards electric vehicles: The influence of consumer innovativeness. Research in transportation business & management, 18, 18-28.‏
Muraguri, E. K., Jin, S., & Samake, A. (2020). Modeling the role of perceived green value and consumer innovativeness in green products’ consumption intention within the theory of planned behavior. Sustinere: Journal of Environment and Sustainability, 4(2), 94-116.‏
Nguyen, T. K. C., Nguyen, D. M., Trinh, V. T., TRAN, T. P. D., & CAO, T. P. (2020). Factors affecting intention to purchase green products in Vietnam. The Journal of Asian Finance, Economics and Business, 7(4), 205-211.‏
Norazah, M.S. (2013), Green products purchases: structural relationships of consumers’perception of eco-label, eco-brand and environmental advertisement, Journal Sustainable Science and Management, Vol. 8 No. 1, pp. 1-10.
Papista, E., & Dimitriadis, S. (2019). Consumer–green brand relationships: revisiting benefits, relationship quality and outcomes. Journal of Product & Brand Management.‏
Persaud, A., & Schillo, S. R. (2017). Purchasing organic products: role of social context and consumer innovativeness. Marketing Intelligence & Planning.‏
Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6).‏
Pimonenko, T., Bilan, Y., Horák, J., Starchenko, L., & Gajda, W. (2020). Green brand of companies and greenwashing under sustainable development goals. Sustainability, 12(4), 1679.‏
Rahmati Asl, Z., Yoosefy, B., Khazaei, A. (2019). The Effect of Consumer Innovativeness on Shopping Styles of Sports Clothing. Sport Management Studies, 11(54), 93-108. doi: 10.22089/smrj.2018.4159.2067 )in Persian)
Rahmi, D. Y., Rozalia, Y., Chan, D. N., Anira, Q., & Prima, R. (2017). Green brand image, green awareness, green advertisement, and ecological knowledge in improving green purchase intention and green purchase behavior on creative industry products. Journal of Economics, Business, and Accountancy Ventura, 20(2), 177-186.‏
Ranjbarian, B., Gharibpoor, M., & Lari, A. (2012). Attitude toward SMS advertising and derived behavioral intension, an empirical study using TPB (SEM method). Journal of American Science, 8(7), 297-307.‏
Rašković, M., Ding, Z., Škare, V., Ozretić Došen, D., & Žabkar, V. (2016). Comparing consumer innovativeness and ethnocentrism of young-adult consumers. Journal of Business Research, 69(9), 3682–3686.
Rivard, S., and Huff, S. L. (1988). Factors of success for end-user computing. Communications of the ACM, 31(5), 552-561.
Rousta, A., Bahrami, E. (2021). the effect of brand equity and consumer attitude toward advertising to create competitive advantage (case study of 5 star hotels on kish island).Modiriyate Sanaati. 119-134, (54) 15 )in Persian)
Sanayei, A., Shahin, A., & Taherfar, A. (2013). Analyzing the effects of brand innovativeness on attitude towards the brand considering the moderating role of consumer innovativeness with a case study in students of university of Isfahan. International Journal of Academic Research in Accounting, Finance and Management Sciences, 3(3), 290-297.‏
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Upper Saddle River, NJ: Pearson Education, Inc
Setyawan, A., Noermijati, N., Sunaryo, S., & Aisjah, S. (2018). Green product buying intentions among young consumers: Extending the application of theory of planned behavior. Problems and Perspectives in Management, 16(2), 145-154.
Shahtahmasbi, E., Bagheri Rooch, A. (2019). Investigating the Effect of Planned Behavior Model Dimensions on the Intention of Local Food Purchase (Case: Honey Product). Journal of Business Management, 11(2), 415-436. doi: 10.22059/jibm.2019.259239.3078 )in Persian)
Shams, R., Brown, M., & Alpert, F. (2017). The role of brand credibility in the relationship between brand innovativeness and purchase intention. Journal of Customer Behaviour, 16(2), 145-159.‏
Shi, Y. (2018). The impact of consumer innovativeness on the intention of clicking on SNS advertising. Modern Economy, 9(2), 278-285.‏
Sholeh, M., Ghasemi, A., & Shahbazi, M. (2018). A new systematic approach in new product development through an integration of general morphological analysis and IPA. Decision Science Letters, 7(2), 181–196.
Shuhaiber, A. (2018a). The role of perceived control, enjoyment, cost, sustainability and trust on intention to use smart meters: An empirical study using SEM-PLS. Advances in Intelligent Systems and Computing, 746.
Shuhaiber, A. (2018b). Towards an understanding of students’ behavioural intention to take virtual lectures in UAE universities. International Journal of Economics and Business Research, 16(1), 92–103.
Silva, J., Pinho, J. C., Soares, A., & Sá, E. (2019). Antecedents of online purchase intention and behaviour: Uncovering unobserved heterogeneity. Journal of Business Economics and Management, 20(1), 131-148.‏
Simão, L., & Lisboa, A. (2017). Green marketing and green brand–The Toyota Case. Procedia manufacturing, 12, 183-194.‏
Situmorang, T. P., indriani, F., simatupang, R. A., & soesanto, H. (2021). Brand positioning and repurchase intention: The effect of attitude toward green brand. The Journal of Asian Finance, Economics and Business8(4), 491-499.‏
Solomon, M. R., & Lowrey, T. M. (Eds.). (2017). The Routledge companion to consumer behavior. Routledge.‏
Suki, N. M. (2016). Green product purchase intention: impact of green brands, attitude, and knowledge. British Food Journal.‏
Thomas, M. J., Wirtz, B. W., & Weyerer, J. C. (2019). Determinants of online review credibility and its impact on consumers'purchase intention. Journal of electronic commerce research, 20(1), 1-20.
Thøgersen, J., Zhou, Y., & Huang, G. (2016). How stable is the value basis for organic food consumption in China?. Journal of Cleaner Production, 134, 214-224.‏ ‏
Wang, H., Ma, B., & Bai, R. (2019). How does green product knowledge effectively promote green purchase intention?. Sustainability, 11(4), 1193.‏
Wu, L.-H., Wu, L.-C., & Chang, S.-C. (2016). Exploring consumers’ intention to accept smartwatch. Computers in Human Behavior, 64, 383–392. doi:10.1016/j.chb.2016.07.005
Wu, H. C., Wei, C. F., Tseng, L. Y., & Cheng, C. C. (2018). What drives green brand switching behavior?. Marketing Intelligence & Planning, 36(6), 694-708.‏
Yen, C. H., Teng, H. Y., & Tzeng, J. C. (2020). Innovativeness and customer value co-creation behaviors: Mediating role of customer engagement. International Journal of Hospitality Management, 88, 102514.‏
Zameer, H., Wang, Y., & Yasmeen, H. (2020). Reinforcing green competitive advantage through green production, creativity and green brand image: implications for cleaner production in China. Journal of cleaner production, 247, 119119.‏
Zhang, B., Zhang, Y., & Zhou, P. (2021). Consumer attitude towards sustainability of fast fashion products in the UK. Sustainability, 13(4), 1646.‏
Zhang, F., Sun, S., Liu, C., & Chang, V. (2020). Consumer innovativeness, product innovation and smart toys. Electronic Commerce Research and Applications, 41, 100974.