تاثيرعوامل فردي مصرف كننده ها بر بازاريابي سبز در فروشگاه هاي مواد غذايي ارگانيك در ايران

The Impact Of Individual Consumer Factors On Green Marketing In Organic Food Stores In Iran

هدف پژوهش حاضر تاثيرعوامل فردي مصرف كننده ها بربازاريابي سبز در فروشگاه هاي مواد غذايي ارگانيك در ايران مي باشد. روش تحقيق توصيفي-پيمايشي است. جامعه آماري پژوهش شامل كليه مشتريان مشتريان فروشگاه هاي مواد غذايي ارگانيك در شهر كاشان است كه از طريق فرمول كوكران 384 نفر به عنوان نمونه با روش نمونه گيري تصادفي ساده انتخاب شدند. ابزار گردآوري داده ها شامل پرسشنامه پژوهشي هوانگ و همكاران (2019) مي باشد. يافته هاي پژوهش با استفاده از Smart PLS نشان داد نگراني محيطي مشتريان تاثير مثبتي بر طرز نگرش شان براي خريد مواد غذايي ارگانيك دارد. نگراني ايمني مواد غذايي تاثير مثبتي بر طرز نگرش شان براي خريد مواد غذايي ارگانيك دارد. آگاهي و نگراني از سلامتي تاثير مثبتي بر طرز نگرش شان براي خريد مواد غذايي ارگانيك دارد. دانش مواد غذايي تاثير مثبتي بر طرز نگرش شان براي خريد مواد غذايي ارگانيك دارد.

Food consumption has a significant impact on the environment, people and public health. The purpose of this study is to investigate the coherent and integrated effects of situational and personal factors of customers on the attitude and behavior of their purchase of organic meat. Consumption of this product is widely used as a contribution and role in sustainable food practices. The aim of this study is the effect of individual consumer interactions on green marketing in organic food stores in Iran. The research method is descriptive-survey. The statistical population of the study includes all customers of customers of organic food stores in Kashan city, through the Cochran s formula, 384 people were selected as a sample by simple random sampling method. Data collection tools include Huang et al. s (2019) research questionnaire. The research findings showed that environmental concerns of customers have a positive effect on their attitude towards buying organic food . Food safety concerns have a positive effect on their attitudes toward buying organic foods . Awareness and health concerns have a positive effect on their attitude towards buying organic food . Food knowledge has a positive effect on their attitude towards buying organic food . Customer attitudes and green marketing practices have a positive effect on buying behavior . Purchasing behavior has a positive effect on price barriers . The results showed that individual factors of consumers have a positive effect on green marketing in organic food stores in Iran.