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

10.35066/J040.2019.345

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
احمدی، صلاح؛ نظری، محسن و عفیفی، مسعود (1397). تاثیر ارائه‎ تفکیکی قیمت محصول در مقایسه با ارائه کلی قیمت آن بر رفتار خریدار (مطالعه موردی: فرودگاه مهرآباد). مطالعات رفتار مصرف‌کننده، 5 (2)، 21-37.
امینی، سعید؛ امینی، وحید؛ طاهری، حسین و احتشام‌راثی، رضا (1397). بررسی رابطه میان تبلیغات رسانه‌ها و پاسخ‌های هیجانی مشتریان در فروش محصولات بیمه‌ای. مطالعات رفتار مصرف‌کننده، 5 (2)، 111-134.
بخشی‌زاده‌برج، کبری و داورزنی، ناصر (1398). نگاشت نقشه ذهنی مصرف‌کنندگان نسبت به کالای ایرانی. مطالعات رفتار مصرف‌کننده، 6 (1)، 171-191.
تولایی، محمود (1395). کشت محصولات تراریخته، راهی برای پاسخگویی به نیازهای غذایی کشور، نشریه دوماهانه علمی انجمن ایمنی زیستی ایران، 8 (43)، 18-20.
References
Ahmadi, S., Nazari, M., & Afifi, M. (2019). Effect of providing price partition in comparison to offering total price on consumer buying behavior: (a case study of Mehrabad airport). Consumer Behavior Studies Journal, 5(2), 21-37. (in Persian).
Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In Action control (pp. 11-39). Springer, Berlin, Heidelberg.‏
Akturan, U. (2018). How does greenwashing affect green branding equity and purchase intention? An empirical research. Marketing Intelligence & Planning.‏
Albayrak, T., Aksoy, Ş., & Caber, M. (2013). The effect of environmental concern and scepticism on green purchase behaviour. Marketing Intelligence & Planning.‏
Albayrak, T., Caber, M., Moutinho, L., & Herstein, R. (2011). The influence of skepticism on green purchase behavior. International Journal of Business and Social Science2(13).‏
Amini, S., Amini, V., Taheri, H., & EhteshanRasi, R. (2019). The relationship between Media advertising and the emotional response of the insurance products customers. Consumer Behavior Studies Journal, 5(2), 11-134. (in Persian)
Armitage, C. J., & Conner, M. (2001). Efficacy of the theory of planned behaviour: A meta‐analytic review. British journal of social psychology40(4), 471-499.‏
Aschemann‐Witzel, J., & Zielke, S. (2017). Can't buy me green? A review of consumer perceptions of and behavior toward the price of organic food. Journal of Consumer Affairs51(1), 211-251.‏
Asif, M., Xuhui, W., Nasiri, A., & Ayyub, S. (2018). Determinant factors influencing organic food purchase intention and the moderating role of awareness: A comparative analysis. Food Quality and Preference63, 144-150.‏
Baker, M. A., Davis, E. A., & Weaver, P. A. (2014). Eco-friendly attitudes, barriers to participation, and differences in behavior at green hotels. Cornell Hospitality Quarterly55(1), 89-99.‏
BakhshiZadeh, B., & Davarzani, N. (2018). Mapping Consumers' Mental Model of Iranian products. Consumer Behavior Studies Journal, 6(1), 171-191. (in Persian)
Barbarossa, C., & Pastore, A. (2015). Why environmentally conscious consumers do not purchase green products. Qualitative Market Research: An International Journal.‏ 18(2), 188-209.
Basha, M. B., & Lal, D. (2019). Indian consumers' attitudes towards purchasing organically produced foods: An empirical study. Journal of cleaner production215, 99-111.‏
Bryła, P. (2016). Organic food consumption in Poland: Motives and barriers. Appetite105, 737-746.‏
 Chen, Y. S., & Chang, C. H. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision, 50 (3), 502-520.
Clark, R. A., Haytko, D. L., Hermans, C. M., & Simmers, C. S. (2019). Social influence on green consumerism: country and gender comparisons between China and the United States. Journal of International Consumer Marketing31(3), 177-190.‏
Cleveland, M., Kalamas, M., & Laroche, M. (2005). Shades of green: linking environmental locus of control and pro‐environmental behaviors. Journal of Consumer Marketing, 22 (4), 198-212.
Coşkun, A., Vocino, A., & Polonsky, M. (2017). Mediating effect of environmental orientation on pro-environmental purchase intentions in a low-involvement product situation. Australasian Marketing Journal (AMJ)25(2), 115-125.‏
Cowan, K., & Kinley, T. (2014). Green spirit: consumer empathies for green apparel. International Journal of Consumer Studies38(5), 493-499.‏
Dekhili, S., & Achabou, M. A. (2013). Price fairness in the case of green products: enterprises' policies and consumers' perceptions. Business Strategy and the Environment22(8), 547-560.‏
Delmas, M. A., & Burbano, V. C. (2011). The drivers of greenwashing. California management review54(1), 64-87.‏
Deshwal, P. (2012). Green marketing: Issues and challenges. ZENITH International Journal of Business Economics & Management Research2(6), 105-114.‏
Dursun, I. (2019). Psychological barriers to environmentally responsible consumption. In Ethics, social responsibility and sustainability in marketing (pp. 103-128). Springer, Singapore.‏
Essoussi, L. H., & Zahaf, M. (2008). Decision making process of community organic food consumers: an exploratory study. Journal of Consumer Marketing.‏ 25 (2), 95-104.
Evans, D. (2011). Thrifty, green or frugal: Reflections on sustainable consumption in a changing economic climate. Geoforum42(5), 550-557.‏
Faisal, M. N., Banwet, D. K., & Shankar, R. (2006). Supply chain risk mitigation: modeling the enablers. Business Process Management Journal, 12 (4) : 535-552.
Fielding, K. S., & Head, B. W. (2012). Determinants of young Australians’ environmental actions: The role of responsibility attributions, locus of control, knowledge and attitudes. Environmental Education Research18(2), 171-186.‏
Fotopoulos, C., & Krystallis, A. (2002a). Organic product avoidance: Reasons for rejection and potential buyers’ identification in a countrywide survey. British Food Journal, 104 (3/4/5), 233-260.
Fotopoulos, C., & Krystallis, A. (2002b). Purchasing motives and profile of the Greek organic consumer: a countrywide survey. British Food Journal, 104 (9), 730-765.
Furlow, N. E. (2010). Greenwashing in the new millennium. The Journal of Applied Business and Economics10(6), 22.‏
Gleim, M. R., Smith, J. S., Andrews, D., & Cronin Jr, J. J. (2013). Against the green: A multi-method examination of the barriers to green consumption. Journal of retailing89(1), 44-61.‏
Gordon, K., & Pohl, J. (2011). Environmental concerns in international investment agreements: A survey. Available at SSRN 1856465.‏
Gupta, S., & Ogden, D. T. (2009). To buy or not to buy? A social dilemma perspective on green buying. Journal of consumer marketing, 26 (6), 376-391.
He, Q., Duan, Y., Wang, R., & Fu, Z. (2019). Factors affecting consumers’ purchase intention of eco‐friendly food in China: The evidence from respondents in Beijing. International Journal of Consumer Studies43(5), 457-470.‏
Howell, R., & Allen, S. (2017). People and planet: Values, motivations and formative influences of individuals acting to mitigate climate change. Environmental Values26(2), 131-155
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 Services34, 145-152.‏
Hughner, R. S., McDonagh, P., Prothero, A., Shultz, C. J., & Stanton, J. (2007). Who are organic food consumers? A compilation and review of why people purchase organic food. Journal of Consumer Behaviour: An International Research Review6(2‐3), 94-110.‏
Hwang, J. (2016). Organic food as self-presentation: The role of psychological motivation in older consumers' purchase intention of organic food. Journal of Retailing and Consumer Services28, 281-287.‏
Johnstone, M. L., & Tan, L. P. (2015). Exploring the gap between consumers’ green rhetoric and purchasing behaviour. Journal of Business Ethics132(2), 311-328.‏
Joshi, Y., & Rahman, Z. (2015). Factors affecting green purchase behaviour and future research directions. International Strategic management review3(1-2), 128-143.‏
Kannan, G., Pokharel, S., & Kumar, P. S. (2009). A hybrid approach using ISM and fuzzy TOPSIS for the selection of reverse logistics provider. Resources, conservation and recycling54(1), 28-36.‏
Kledal, P. R., Mahmoudi, H., & Damghani, A. M. M. (2012). Organic Food & Farming in Iran. In The World of Organic Agriculture-Statistics and Emerging Trends 2012 (pp. 184-189). FiBL and IFOAM.‏
Kollmuss, A., & Agyeman, J. (2002). Mind the gap: why do people act environmentally and what are the barriers to pro-environmental behavior?. Environmental education research8(3), 239-260.‏
Konuk, F. A. (2018). The role of store image, perceived quality, trust and perceived value in predicting consumers’ purchase intentions towards organic private label food. Journal of Retailing and Consumer Services43, 304-310.‏
Kumar, B., Manrai, A. K., & Manrai, L. A. (2017). Purchasing behaviour for environmentally sustainable products: A conceptual framework and empirical study. Journal of Retailing and Consumer Services34, 1-9.‏
Kushwah, S., Dhir, A., Sagar, M., & Gupta, B. (2019). Determinants of organic food consumption. A systematic literature review on motives and barriers. Appetite143, 104402.‏
Mahenc, P. (2007). Are green products over-priced?. Environmental and Resource Economics38(4), 461-473.‏
Majláth, M. (2010). Can individuals do anything for the environment? The role of perceived consumer effectiveness. Proceedings of FIKUSZ10, 157-166.‏
Marian, L., Chrysochou, P., Krystallis, A., & Thøgersen, J. (2014). The role of price as a product attribute in the organic food context: An exploration based on actual purchase data. Food quality and preference37, 52-60.‏
Martínez, P. (2015). Customer loyalty: exploring its antecedents from a green marketing perspective. International Journal of Contemporary Hospitality Management.‏
McCarty, J. A., & Shrum, L. J. (2001). The influence of individualism, collectivism, and locus of control on environmental beliefs and behavior. Journal of Public Policy & Marketing20(1), 93-104.‏
McGregor, S. L. (2008). Conceptualizing immoral and unethical consumption using neutralization theory. Family and Consumer Sciences Research Journal36(3), 261-276.‏
Mette, W., & Carmen, C. (2002). Market potential for organic foods in Europe. British Food Journal104(1), 45-62.‏
Moser, A. K. (2015). Thinking green, buying green? Drivers of pro-environmental purchasing behavior. Journal of consumer marketing, 32 (3), 167-175. ‏
Mostafa, M. M. (2009). Shades of green: A psychographic segmentation of the green consumer in Kuwait using self-organizing maps. Expert Systems with Applications36(8), 11030-11038.‏
Mozaffarian, D., Angell, S. Y., Lang, T., & Rivera, J. A. (2018). Role of government policy in nutrition—barriers to and opportunities for healthier eating. Bmj361.‏
Nuttavuthisit, K., & Thøgersen, J. (2017). The importance of consumer trust for the emergence of a market for green products: The case of organic food. Journal of business ethics140(2), 323-337.‏
Ottman, J. A., Stafford, E. R., & Hartman, C. L. (2006). Avoiding green marketing myopia: Ways to improve consumer appeal for environmentally preferable products. Environment: science and policy for sustainable development48(5), 22-36.‏
Padel, S., & Foster, C. (2005). Exploring the gap between attitudes and behaviour: Understanding why consumers buy or do not buy organic food. British food journal, 107 (8), 606-625.
Peattie, K. (2001). Golden goose or wild goose? The hunt for the green consumer. Business strategy and the environment10(4), 187-199.‏
Peattie, K. (2010). Green consumption: behavior and norms. Annual review of environment and resources35, 195-228.‏
Peattie, K., & Charter, M. (2003). Green marketing. The marketing book5, 726-755.‏
Peattie, K., & Crane, A. (2005). Green marketing: legend, myth, farce or prophesy?. Qualitative market research: an international journal, 8 (4), 357-370.
Polonsky, M. J. (2011). Transformative green marketing: Impediments and opportunities. Journal of Business Research64(12), 1311-1319.‏
Qendro, A. E. (2015). Albanian and UK consumers’ perceptions of farmers’ markets and supermarkets as outlets for organic food: An exploratory study. Sustainability7(6), 6626-6651.‏
Rahman, I., Park, J., & Chi, C. G. Q. (2015). Consequences of “greenwashing”: Consumers’ reactions to hotels’ green initiatives. International Journal of Contemporary Hospitality Management‏, 27 (6), 1054-1081.
Rejikumar, G. (2016). Antecedents of green purchase behaviour: An examination of moderating role of green wash fear. Global Business Review17(2), 332-350.‏
Sangkumchaliang, P., & Huang, W. C. (2012). Consumers’ perceptions and attitudes of organic food products in Northern Thailand. International Food and Agribusiness Management Review15(1030-2016-82915), 87-102.‏
Schwartz, S. H. (1997). Values and culture. Routledge.‏
Singh, A., & Verma, P. (2017). Factors influencing Indian consumers' actual buying behaviour towards organic food products. Journal of cleaner production167, 473-483.‏
Soares, L. L. S., Deliza, R., & Oliveira, S. P. (2008). The Brazilian consumer's understanding and perceptions of organic vegetables: a Focus Group approach. Food Science and Technology28(1), 241-246.‏
Stern, P. C. (2000). New environmental theories: toward a coherent theory of environmentally significant behavior. Journal of social issues56(3), 407-424.‏
Suki, N. M. (2016). Green product purchase intention: impact of green brands, attitude, and knowledge. British Food Journal, 118(12), 2893-2910.
Tan, L. P., Johnstone, M. L., & Yang, L. (2016). Barriers to green consumption behaviours: The roles of consumers' green perceptions. Australasian Marketing Journal (AMJ)24(4), 288-299.‏
Tanner, C., Kaiser, F. G., & WÖfing Kast, S. (2004). Contextual conditions of ecological consumerism: A food-purchasing survey. Environment and Behavior36(1), 94-111.‏
Tavalaei, M. (2016). Cultivation of transgenic crops; a path to meet the country's food needs. Journal of Bio-safety Society. 8 (43), 18-20. (in Persian)
Thøgersen, J. (2010). Country differences in sustainable consumption: The case of organic food. Journal of Macromarketing30(2), 171-185.‏
Thøgersen, J. (2011). Green shopping: for selfish reasons or the common good?. American Behavioral Scientist55(8), 1052-1076.‏
Thompson, S. C. G., & Barton, M. A. (1994). Ecocentric and anthropocentric attitudes toward the environment. Journal of environmental Psychology14(2), 149-157.‏
Torres-Ruiz, F. J., Vega-Zamora, M., & Parras-Rosa, M. (2018). False barriers in the purchase of organic foods. The case of extra virgin olive oil in Spain. Sustainability10(2), 461.‏
Van Loo, E., Caputo, V., Nayga, Jr, R. M., Meullenet, J. F., Crandall, P. G., & Ricke, S. C. (2010). Effect of organic poultry purchase frequency on consumer attitudes toward organic poultry meat. Journal of Food Science75(7), S384-S397.‏
Vermeir, I., & Verbeke, W. (2006). Sustainable food consumption: Exploring the consumer “attitude–behavioral intention” gap. Journal of Agricultural and Environmental ethics19(2), 169-194.‏
Vermillion, L. J., & Peart, J. (2010). Green marketing: Making sense of the situation. In Allied Academies International Conference. Academy of Marketing Studies. Proceedings (Vol. 15, No. 1, p. 68). Jordan Whitney Enterprises, Inc.‏
Vicente-Molina, M. A., Fernández-Sainz, A., & Izagirre-Olaizola, J. (2018). Does gender make a difference in pro-environmental behavior? The case of the Basque Country University students. Journal of Cleaner Production176, 89-98.‏
Wang, L., Wong, P. P., & Narayanan, E. A. (2020). The demographic impact of consumer green purchase intention toward green hotel selection in China. Tourism and Hospitality Research20(2), 210-222.‏
Willer, H., & Lernoud, J. (2017). The world of organic agriculture. Statistics and emerging trends 2017, Research Institute of Organic Agriculture FiBL and IFOAM-Organics International, 1-336
Willer, H., & Lernoud, J. (2018). The world of organic agriculture. Statistics and emerging trends 2018, Research Institute of Organic Agriculture FiBL and IFOAM-Organics International, 1-354.
Willer, H., & Lernoud, J. (2019). The world of organic agriculture. Statistics and emerging trends 2019,  Research Institute of Organic Agriculture FiBL and IFOAM-Organics International, 1-356.
Wojciechowska-Solis, J., & Soroka, A. (2017). Motives and barriers of organic food demand among Polish consumers: A profile of the purchasers. British Food Journal, 119(9), 2040-2048.
Yadav, R., & Pathak, G. S. (2016). Young consumers' intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of Cleaner Production135, 732-739.‏
Zepeda, L., Chang, H. S., & Leviten-Reid, C. (2006). Organic food demand: A focus group study involving Caucasian and African-American shoppers. Agriculture and Human Values23(3), 385-394.‏
Zhu, Q., Li, Y., Geng, Y., & Qi, Y. (2013). Green food consumption intention, behaviors and influencing factors among Chinese consumers. Food Quality and Preference28(1), 279-286.‏
Ziaei-Bideh, A., & Namakshenas-Jahromi, M. (2019). Profiling Green Consumers with Data Mining. In Consumer Behavior and Marketing. IntechOpen.‏