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ارتباط برچسب گذاری زیست محیطی و رفتار خرید سبز: نقش ادراکات زیست محیطی و ارزشهای دینی | ||
| مطالعات رفتار مصرفکننده | ||
| مقاله 9، دوره 12، شماره 4، اردیبهشت 1405، صفحه 197-224 اصل مقاله (649.62 K) | ||
| نوع مقاله: برگرفته از پایان نامه و رساله | ||
| شناسه دیجیتال (DOI): 10.22034/cbsj.2026.143808.2846 | ||
| نویسندگان | ||
| خبات نسائی* 1؛ زینب آیینی1؛ سعید فلاحی2 | ||
| 1استادیار گروه مدیریت بازرگانی، دانشکده علوم انسانی و اجتماعی، دانشگاه کردستان، سنندج، ایران. | ||
| 2کارشناسی ارشد، مدیریت بازرگانی، دانشکده علوم انسانی و اجتماعی، دانشگاه کردستان، سنندج، ایران. | ||
| چکیده | ||
| محققان بیش از یک سوم آسیبهای زیستمحیطی را ناشی از مصرف میدانند، از همین رو محیطزیست به شدت تحت تأثیر انتخابهای مصرفکنندگان قرار دارد. بدیهی است اگر رشد مصرف غیر محیطدوست ادامه یابد، روند تخریب محیط زیست میتواند وخیمتر از وضع فعلی شود. در این راستا، قوانین و الزامات متعددی در کشورهای مختلف به منظور کاهش اثرات مخرب تولید و مصرف وضع شده و طیف گستردهای از راهکارها به اجرا درآمده است. برچسب زیستمحیطی به عنوان یکی از ابزارهای مهم بازاریابی سبز و تأثیرگذار در رفتار خرید مصرفکننده، با انتقال پیام و اطلاعات زیستمحیطی محصول از تولیدکننده به مشتریان، آنان را قادر میسازد که تصمیماتی با در نظرگرفتن سلامت انسان و محیط زیست اتخاذ کنند. نسل جوان به ندرت در پژوهشهای پیشین مورد بررسی قرارگرفتهاند. بر این اساس مطالعه حاضر، اثرات برچسب زیستمحیطی را با در نظر گرفتن نقش متغیرهای میانجی نگرانی و نگرشهای زیستمحیطی و نقش تعدیلگر ارزشهای دینی بر رفتار خرید سبز مصرفکنندگان جوان میسنجد. پژوهش حاضر با هدف کاربردی، رویکرد کمی و به شکل توصیفی-پیمایشی انجام گرفته است. دادههای مورد نیاز پژوهش به اتکای پرسشنامه استاندارد، با روش نمونهگیری در دسترس از میان 342 دانشجوی در حال تحصیل دانشگاه کردستان گردآوری و با روش مدلسازی معادلات ساختاری در نرمافزار اسمارت پی.ال.اس مورد تجزیه و تحلیل قرار گرفتهاند. یافتههای پژوهش حاکی از آنند که برچسبگذاری سبز به واسطه تاثیرگذاری بر نگرش و نگرانی زیستمحیطی مصرفکننده رفتار سبز را تحت تاثیر قرار میدهد. اما شواهدی در راستای تاثیر تعدیلگر ارزشهای دینی بر رفتار خرید سبز مصرفکنندگان جوان یافت نشد. | ||
| کلیدواژهها | ||
| برچسب زیستمحیطی؛ نگرانی زیستمحیطی؛ نگرش زیستمحیطی؛ رفتار خرید سبز؛ ارزشهای دینی | ||
| مراجع | ||
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