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، بهمن 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

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