بررسی عوامل رفتاری تأثیرگذار بر ارزش ویژه برند سبز در صنعت غذایی

اقتصاد و توسعه کشاورزی

مقاله 1، دوره 34، شماره 4 - شماره پیاپی 50، دی 1399، صفحه 357-374   

نوع مقاله: مقالات پژوهشی

شناسه دیجیتال (DOI): 10.22067/jead.2021.17698.0

نویسندگان

محمدجواد تقی پوریان^{* 1}؛ حسن صابری²

¹گروه مدیریت، واحد چالوس، دانشگاه ازاد اسلامی، چالوس، ایران

²گروه مدیریت بازرگانی، واحد علوم و تحقیقات تهران، دانشگاه آزاد اسلامی، تهران، ایران

چکیده

امروزه مسئله حفاظت از محیط­زیست به قدری مهم تلقی می­گردد که سبب تحولات بنیادی در رفتار، علایق، ترجیحات و ... جوامع بشری شده است در این راستا مصرف­کنندگان و مشتریان محصولات و خدمات، سازمان­ها را مجبور ساختند که رویکرد خود را به سمت رویکرد پایدار تغییر دهند. بر همین اساس امروزه داشتن برندی سبز و افزایش ارزش ویژه برند سبز  یک مزیت رقابتی محسوب می­شود. هدف از ارائه این پژوهش مطالعه عوامل رفتاری تاثیر گذار بر ارزش ویژه برند سبز در صنعت غذایی بود. در این پژوهش از روش تحقیق توصیفی-پیمایشی بهره گرفته شد. جامعه آماری پژوهش مردم شهر تهران بودند. که تعداد آنها 480 نفر بودند که از طریق نمونه‌گیری تصادفی خوشه­ای انتخاب شدند و از پرسشنامه برای جمع­آوری اطلاعات استفاده شد، همچنین اطلاعات لازم از جامعه آماری در بین مرداد­ماه 1397 لغایت دی­ماه 1397 جمع­آوری شد.  نتایج تحقیق نشان داد که تصویر برند سبز به میزان (399/0)؛ اعتماد سبز به میزان (199/0)؛ رضایت سبز به میزان (157/0-)؛ و وفاداری سبز به میزان (166/0) بر ارزش ویژه برند سبز موثر بوده اما تمایل به برند سبز از نگاه جامعه آماری پژوهش موثر نمی­باشد. همچنین در مجموع می­توان گفت عوامل رفتاری موجود در این پژوهش به میزان (578/0) بر ارزش ویژه برند سبز موثر می­باشند. به طور کلی می­توان چنین نتیجه گرفت که پایبندی به اصول محیط زیستی و تقویت و ترویج آن در سازمان و تمامی محصولات و خدمات آن باعث می­شود که ذی‌نفعان سازمان نسبت به حسن نیت سازمان در راستای انجام مسئولیت اجتماعی اش آگاه شوند و از این طریق وفاداری و تعهد ذی‌نفعان نسبت به برند سازمان افزایش می­یابد و از این طریق باعث ارتقای ارزش ویژه برند سبز می­گردد.

کلیدواژه‌ها

ارزش ویژه برند سبز؛ اعتماد سبز؛ رضایت سبز؛ تمایل به برند سبز

مراجع

1-Alshura M.S., and Zabadi M.A. 2016. Impact of green brand trust, green brand bwareness, green brand image, and green perceived value on consumer's intension to use green products: An empirical study of Jordanian consumers. International Journal of Advanced Research 4(2): 1423-1433.

2-Ansari A. 2016. Explanation of direct and indirect effect of green mental image on green loyalty with mediating role of green trust and green satisfaction (Case study: Customers of Melli National Bank of Shiraz). Master thesis, Faculty of Humanities, Islamic Azad University, Marvdasht branch. (In Persian with English abstract)

3-Avcılar M.Y., and Demirgüneş B.K. 2017. Developing perceived greenwash index and its effect on green brand equity: A research on gas station companies in Turkey, International Business Research 10(1): 222-239.

4-Azar A., Qolamzadeh R., and Ghanavati M. 2012. Structural- pathway modeling in SmartPLS application management. First ed. Negahe Danesh Publication. (In Persian)

5-Baghani A. 2016. Identification of factors influencing the intention to purchase green food products using structural-interpretative modeling approach (Case study: green food products customers in Mashhad). Master thesis, Faculty of economics, management and administrative sciences, Semnan University. (In Persian with English abstract)

6-Chen Y.S., Lin C.Y., and Weng C.S. 2015. The influence of environmental friendliness on green Trust the mediation effects of green satisfaction and green perceived quality. Sustainability 7: 10135-10152.

7-Delafrooz N., and Goli A. 2015. The factors affecting the green brand equity of electronic products: Green marketing. Cogent Business & Management 2: 1-12.

8-Delafrouz N., Goli A., and Khosravi M.R. 2017. Effective movements on green brand value. Shahed university journal of business strategies (Daneshvar Raftar), 24 (In Persian).

9-Deniz A., and Onder L. 2017. Determinants of brand equity in green products: The relationships among green brand image, green trust and green satisfaction. International Journal of Arts Humanities and Social Sciences 2(1): 1-8.

10-Do Paço A.M.F., Raposo M.L.B., and Filho W.L. 2009. Identifying the green consumer a segmentation study. Journal of Targeting, Measurement and Analysis for Marketing 17: 17–25.

11-Fong Ng P., Mohsin Butt M., Wei Khong K., and Sim Ong F.2013. Antecedents of green brand equity: An integrated approach. Journal of Business Ethics, DOI 10.1007/s10551-013-1689-z.

12-Graylo A.A. 2016. The examination of mediating role of brand trust in the impact of brand relations and brand image on brand loyalty of customers of Sadegat Bank of Mashhad branches. Master Proposals, Faculty of Management and Accounting, Attar's Higher Education Institute. (In Persian)

13-Hamdi K., Ghaffari F., and Afsordegan A. 2011. The investigation of effective factors on the purchase behavior of green products in youth (Case study: Tehran). Marketing Management Journal, Number 12. (In Persian with English abstract)

14-Hatami Landi T. 2016. The effect of brand placement on brand equity. Master thesis, Paradise of Human Sciences and Social Sciences, Yazd University. (In Persian with English abstract)

15-Hosseinpour P. 2013. The investigation of relationship between values, risk, perceived green quality and green trust on consumers' green purchase intent. Master thesis, Faculty of Economics and Social Sciences, Shahbad Chamran University of Ahvaz. (In Persian with English abstract)

16-Kabadayi E.T., and Alan A.K. 2012. Brand trust and brand bffect: Their strategic importance on brand loyalty. Journal of Global Strategic Management 6(1): 80-88.

17-Kang S., and Hur W.M. 2011. Investigating the antecedents of green brand equity: A sustainable development perspective. Corporate social responsibility and environmental management, published online in Wiley Online Library.

18-Lin J., Lobo A., and Leckie C. 2017. Green brand benefits and their influence on brand loyalty. Marketing Intelligence & Planning 35(3): 1-27.

19- Marde S., and Verite-Masserot C. 2018. Antecedents of green consumption: a scale of measure. Journal of Consumer Marketing. https://doi.org/10.1108/JCM-08-2016-1927

20-Mohammadian M., and Bakhshandeh G. 2014. The investigation of effective factors on attitude and purchase intention of green purchase of consumers. Scientific-research Journal of Management Studies (improvement and development) 23(75). (In Persian with English abstract)

21-Mohammadzadeh M. 2016. The Examination of the impact of brand relations and brand image on brand loyalty through the intermediary role of brand trust (Case study: Customers of Mellat Bank Branches in Mashhad). Master Thesis, International Paradise, Ferdowsi University of Mashhad. (In Persian with English abstract)

22-Mojoudi A. 2010. The investigation of effective factors on green purchase behavior (Case Study: Students of Shahid Chamran University of Ahvaz). 1^st national conference on marketing and environmental protection brands. (In Persian with English abstract)

23-Nakhaei A., and Khayeri B. 2012. The examination of the effects of selected factors on the purchase intent of green products. Journal of Marketing Management, (15). (In Persian with English abstract)

24-Nasrollahi M., Razmi J., Salehian F., and Rayatpishe S. 2016. Presenting conceptual framework for green marketing development in the country. International conference on industrial engineering and management. (In Persian)

25-Nazari A., and Behzadi M.H. 2016. The comparison of the efficiency of decision-making units with normal and chole distributions by data envelopment analysis. New Research in Mathematics, Islamic Azad University, Science and Research Branch 2(6). (In Persian)

26-Pajouhi M.R., Nokoeizadeh M., and Ashrafi-Ganjavi M.R. 2015. The examination of the role of green brand equity on purchasing decision. 4^th international conference on economics, Management, Accounting with Value-creating Approach.

27-Peattie K. 2001. Golden goose or wild goose? The hunt for the green consumer. Business Strategy and the Environment 10: 187–199.

28-Ramezanipour Z. 2016. The examination of relationship between green marketing and organizational performance (Case Study: Fuel Consumption Optimization Company). Master thesis, Faculty of management and accounting, Islamic Azad University, Tehran Central Branch. (In Persian with English abstract)

29-Rostamzadeh R., and Ali Mohammadi Saybanan A. 2016. The effects of environmental factors on green marketing performance (Case Study: Shirin Asal Co.). Value chain management, 1(1). (In Persian with English abstract)

30-Roustaei H. 2016. The effect of green advertising and green brand awareness on satisfaction with mediating effect of buyers' purchasing behavior on Eqtesad Novin Bank. Master thesis, department of Ershad Damavand. (In Persian with English abstract)

31-Safari A., Rashidpour A., and Hosseinzadeh S. 2014. The effect of green marketing blend elements on customer loyalty to the brand of the company (Case Study: Naqshe Jahan Sugar Co.). Scientific Journal of New Marketing Research 4(2). (In Persian with English abstract)

32-Samiei Safarqandi A., Nayebzadeh S., and Dehnavi D. 2015. The examination of the effect of value, effectiveness and perceived risk by consumers on customer's intent to purchase green products (Case Study: Students of Islamic Azad University of Science and Research Branch of Tehran). Journal of Marketing Management 27. (In Persian with English abstract)

33-Sanavi S. 2015. The investigation of factors affecting green brand equity. Master thesis, Aras International Paradise, Tabriz University. (In Persian with English abstract)

34-Shafei R., Salavati A., and Jahanian R. 2014. The investigation of the effects of green brand mental image on the value of green brand (Case Study: Customers of household appliances and home appliance customers in Sanandaj Chain Stores). Commercial Management 6(3). (In Persian with English abstract)

35-Shahroodi K., Mohammadi-Almani A., and Pour Naserati A. 2014. Effective factors on green brand equity. Commercial reviews, 64. (In Persian)

36-Tadayon T. 2016. Green business development model through combined approach of structural- interpretational and structural equation modeling (Case Study: Food Industries of Yazd). Master thesis, Paradise of humanities and social sciences, Yazd University. (In Persian with English abstract)

37- www.Mcteam.ir (visited 28 May 2019).