موانع مؤثر بر قصد خرید سبز: رویکرد مدلسازی ساختاری تفسیری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه مدیریت ،دانشکده علوم انسانی، دانشگاه شاهرود،ایران

2 دانشیار گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری ، دانشگاه سمنان، سمنان، ایران

3 استادیار، گروه مدیریت دانشکده علوم انسانی دانشگاه شاهرود، شاهرود، ایران

چکیده

هدف این مقاله شناسایی، تحلیل و رتبه ‌بندی موانع قصد خرید سبز و مصرف مواد غذایی (سالم، طبیعی و ارگانیک) در میان مصرف‌کنندگان است. برای تحقق این هدف از روش کیفی دلفی جهت شناسایی شاخص‌های موانع خرید سبز و برای تحلیل، رتبه‌بندی، ایجاد رابطه و ارائه مدل، روش مدل‌سازی ساختاری تفسیری و روش تحلیل اثر متقابل استفاده شده است. داده‌ها با استفاده از ادبیات بازاریابی سبز، مصاحبه و سه دور روش دلفی و در پانل 10 نفره افراد با دانش بازاریابی سبز، دانش مواد غذایی و به‌صورت غیر احتمالی جمع اوری گردید. مدل‌سازی ساختاری با مشارکت 12 نفر از خبرگان انجام و یافته‌های پژوهش درقالب 6 مانع اصلی و 49 شاخص و در پنج سطح مدل‌سازی شد. یافته‌های پژوهش نشان می‌دهد که متغیرهای جمعیت شناختی (درآمد، تحصیلات پایین، بعد خانوار، نسل)، شناختی/ انگیزشی (عدم دانش و آگاهی از سلامتی و محیط زیستی)، زمینه‌ای (قیمت بالا، عدم تنوع، عدم دسترسی، عدم دستیابی، تبلیغات، نبود قوانین و مقررات کارآمد نظارتی)، فرهنگی (فردگرایی، نزدیک‌بینی، عدم اطمینان)، اجتماعی (هنجارها، گروه‌های مرجع، عدم مسئولیت‌پذیری اجتماعی) و رفتاری (الگوهای تغذیه، عادات غذایی، توجیه خرید غیرسبز، بی‌تفاوتی، بی‌توجهی) مهم‌ترین موانعی هستند که تولید‌کنندگان و عرضه‌کنندگان می‌توانند بدان توجه نمایند. این پژوهش به سیاست‌گذاران و تصمیم گیران بازاریابی در فهم رفتار مصرف‌کننده با توجه به سطح بندی بدست امده کمک می‌کند.

کلیدواژه‌ها


عنوان مقاله [English]

The Influential Barriers to Green Purchase Intention: an Interpretive Structural Modelling Approach

نویسندگان [English]

  • Mohammad Hossein Marvi 1
  • Morteza Maleki MinBasRazgah 2
  • Azim Zarei 2
  • Golnar Shojaei 3
1 Ph..D student, Department of Management,Shahrood Branch, Islamic Azad University, Shahrood, Iran.
2 Associate Proff, Department of Business Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran.
3 Assistant Professor, Department of Management, Shahrood Branch, Islamic Azad University, Shahrood, Iran
چکیده [English]

The purpose of this paper is to identify, analyze and rank the barriers to purchase intention and consumption of foods (healthy, natural and organic) among consumers. To achieve this goal, Delphi qualitative method was used to identify green buying barriers indicators and for analysis, ranking, relationship building and model presentation, interpretive structural modeling (ISM) and MICMAC method were used. The data were collected using green marketing literature, interviews and three rounds of Delphi method in a 10-person panel of individuals with green marketing knowledge, food knowledge and non-probability. Structural modeling was performed with the participation of 12 experts. The research findings were modeled on 6 main barriers and 49 indicators at five levels. The results revealed that demographic (income , low education. family size , generation), cognitive and motivation (lack of knowledge and awareness of healthy and environmental), contextual (high price ,lack of diversity, Inaccessibility, advertise, effective control rules and regulations), cultural (individualism, myopia, lack of altruism, unreliability, fidelity) social (norms, reference groups, social responsibility), and behavioral (nutrition patterns, dietary habits, justification of non-buying laziness, indifference, neglect) The most important barriers manufacturers and suppliers can address. This research is intended to guide the policy and decision makers in marketing to understand consumer behavior.

کلیدواژه‌ها [English]

  • purchase barriers
  • interpretive structural modeling
  • Consumer Behavior
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