ارائه مدل رفتار مصرف پایدار با استفاده از نظریه تلنگر

نوع مقاله : برگرفته از پایان نامه و رساله

نویسندگان

1 دانشکده علوم اجتماعی و اقتصادی دانشگاه الزهرا، تهران،ایران

2 گروه مدیریت دانشکده علوم اجتماعی و اقتصادی الزهرا تهران ایران

3 استادیار گروه مدیریت، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران

10.22034/cbsj.2023.62917

چکیده

علیرغم افزایش دغدغه‌های زیست‌محیطی مصرف‌کنندگان، این نگرانی‌ها همگام با رفتار واقعی آنان در خرید نیست. این تناقض سبب ایجاد شکافی در مرحله تبدیل قصد خرید مصرف کنندگان به خرید واقعی محصولات سبز شده است که گاه میتوان با تلنگرهای سبز کوچکی تردید آنها را به خرید واقعی تبدیل کرد. بنابراین هدف این پژوهش ، طراحی و اعتبار سنجی مدل رفتار مصرف پایدار با استفاده از نظریه تلنگر با بهره‌گیری از روش آمیخته اکتشافی متوالی است. بدین منظور در ابتدا با مدیران و اساتید ایرانی فعال در حوزه محصولات سبز مصاحبه‌های عمیق انجام شد. داده‌های حاصل از مصاحبه با روش نظریه‌پردازی داده‌بنیاد در نرم‌افزارMAXQDA کدگذاری و مقوله‌بندی شدند. سپس پرسشنامه مستخرج از مدل پژوهش، در نمونه‌ای شامل 384 نفر از مصرف‌کنندگان محصولات سبز آرایشی و بهداشتی توزیع گردید. 1321 مفهوم اولیه در قالب 46 مفهوم، 11 ﻣﻘﻮﻟﻪ ﻓﺮﻋﯽ ﻧﻬﺎﯾﯽ ﮔﺮدﯾﺪ. در ﻣﺮﺣﻠﻪ ﮐﺪﮔﺬاری ﻣﺤﻮری 6 ﻣﻘﻮﻟﻪ اﺻﻠﯽ شامل شرایط علی(نگرش زیست‌محیطی، نوجویی مصرف‌کننده، هنجارهای شخصی، نیات رفتاری) ، رفتار مصرف پایدار، بازاریابی تلنگر، شرایط زمینه‌ای، شرایط مداخله‌گر و پیامدها شناسایی شدند. خروجی نهایی حاکی از تأیید روابط میان متغیرهای پنهان، تأیید فرضیه‌های پژوهش و شناسایی صحیح مؤلفه‌های مدل مربوطه بود. نتایج پژوهش نشان داد به کارگیری تلنگرهای سبز متناسب با قوانین زیست محیطی و آمیخته ی بازاریابی سبز می تواند بر رضایت، خرید محصولات سبز و حفظ منابع طبیعی تاثیر مثبت و معناداری داشته باشند. نتایج حاصله میتواند بر استراتژیهای مدیران و بازاریابان در سوق دادن مشتریان به خرید بیشتر محصولات سبز و تبدیل نگرش آنها به خرید موثر واقع گردند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Presenting a Model of Sustainable Consumption Behavior using Nudge Theory

نویسندگان [English]

  • Nazanin Hakimifar 1
  • Manijeh Haghighinasab 2
  • Mohammad Reza Rostami 3
1 Social and Economic Faculty, Alzahra University, Tehran, Iran,
2 Department of Management, Faculty of Social and Economic Sciences, Alzahra, Tehran, Iran
3 Assistant Professor, Department of Management, Social and Economic Faculty, Alzahra
چکیده [English]

Despite the increasing consumers’ environmental concerns, these concerns are not in line with their actual shopping behaviors. Therefore, to achieve sustainable development, we should focus on sustainable consumption instead of focusing solely on production. Relying on the qualitative research strategy, this study tries to design and validate substantial green consumer behavior using nudge theory. First, in-depth interviews were conducted with Iranian managers and professors who are active in green consumer behavior and green productions issues. The result was coded and categorized using the data theorizing method of the foundation in MAXQDA software. In the next stage, the questionnaire extracted from the paradigm model of research, design and distribution among consumers of green cosmetics in the country and 384 items were collected. Total 1321 basic codes, 46 concepts, 11 sub-categories were finalized. Through axile coding, 6 categories were identified including environmental attitudes, consumer innovativeness, personal norms, behavioral intentions, sustainable consumption behaviors, nudge marketing, contextual conditions, intervening conditions, and consequences. The result confirms the relationships between latent variables, confirming the research hypotheses and correctly identifying the components of the relevant model. The results of the study showed that the use of green nudges along to other factors can have a positive and significant effect on satisfaction, purchase of green products and conservation of natural resources without interfering with the right of consumers to choose products. The results can be effective on the strategies of managers and marketers in motivating customers to buy more green products and turning their attitudes into real purchases.

کلیدواژه‌ها [English]

  • Green Marketing
  • Nudge Theory
  • Planned Behavior Theory
  • Sustainable Consumption Behavior

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