ﺗﺄﺛﯿﺮ ﻧﮕﺮاﻧﯽ ﻣﺤﯿﻂ زﯾﺴﺘﯽ ﺑﺮ ﺧﺮﯾﺪ ﻣﺤﺼﻮﻻت ﻣﺤﯿﻂ زﯾﺴﺘﯽ ﺑﺎ ﻧﻘﺶ ﻣﯿﺎﻧﺠﯽ اﺳﺘﺮاﺗﮋي ﻫﺎي ﯾﺎدﮔﯿﺮي

Effect of Environmental Concern on Environmental Products Purchase with the Mediating Role of Learning Strategies

درﺣﺎﻟﯽ ﮐﻪ ﻧﮕﺮاﻧﯽ ﻣﺤﯿﻂ زﯾﺴﺘﯽ اﻏﻠﺐ ﺑﻪ ﻋﻨﻮان ﯾﮏ ﻣﺘﻐﯿﺮ ﭘﯿﺶ ﺑﯿﻦ در ﺧﺮﯾﺪ ﻣﺤﺼﻮﻻت ﻣﺤﯿﻂ زﯾﺴﺘﯽ در ﻧﻈﺮ ﮔﺮﻓﺘﻪ ﻣﯽ ﺷﻮد، ﯾﺎﻓﺘﻪ ﻫﺎي ﺗﺠﺮﺑﯽ اﯾﻦ ارﺗﺒﺎط را ﺑﻪ ﺻﻮرت ﻗﻄﻌﯽ ﻣﻮرد ﺗﺄﯾﯿﺪ ﻗﺮار ﻧﻤﯽ دﻫﻨﺪ. درﻧﺘﯿﺠﻪ ﺑﺮوز اﯾﻦ ﺷﮑﺎف در ادﺑﯿﺎت، اﯾﻦ ﺗﺤﻘﯿﻖ، ﺗﺄﺛﯿﺮات ﻣﺴﺘﻘﯿﻢ و ﻏﯿﺮﻣﺴﺘﻘﯿﻢ ﻧﮕﺮاﻧﯽ ﻫﺎي ﻣﺤﯿﻂ زﯾﺴﺘﯽ ﺑﺮ روي ﺗﻤﺎﯾﻞ ﺑﻪ ﺧﺮﯾﺪ ﻣﺤﺼﻮﻻت ﻣﺤﯿﻂ زﯾﺴﺘﯽ، ﺑﻪ ﻣﻨﻈﻮر درك ﺑﻬﺘﺮ اﯾﻦ ﺗﻨﺎﻗﺾ را ﻣﻮردﺑﺮرﺳﯽ ﻗﺮار داده اﺳﺖ. اﯾﻦ ﺗﺤﻘﯿﻖ از ﺣﯿﺚ ﻫﺪف ﮐﺎرﺑﺮدي و از ﺣﯿﺚ روش، ﭘﯿﻤﺎﯾﺸﯽ و ﻣﺒﻨﯽ ﺑﺮ ﺗﺤﻠﯿﻞ ﮐﻮوارﯾﺎﻧﺲ ﺑﺎ اﺳﺘﻔﺎده از اﻟﮕﻮي ﻣﺪل ﯾﺎﺑﯽ ﻣﻌﺎدﻟﻪ ﺳﺎﺧﺘﺎري اﺳﺖ. ﻣﻮردﻣﻄﺎﻟﻌﻪ اﯾﻦ ﺗﺤﻘﯿﻖ، ﺗﻌﺪاد 386 ﻧﻔﺮ از داﻧﺸﺠﻮﯾﺎن داﻧﺸﮕﺎه ﻓﺮدوﺳﯽ ﻣﺸﻬﺪ، ﺑﻪ ﻋﻨﻮان ﺑﺨﺸﯽ از ﮔﺮوه ﺷﻬﺮوﻧﺪان ﺑﺎ اﺳﺘﻔﺎده از ﻓﺮﻣﻮل ﮐﻮﮐﺮان ﺑﻪ ﺻﻮرت ﺗﺼﺎدﻓﯽ اﻧﺘﺨﺎب ﮔﺮدﯾﺪ ﮐﻪ ﺑﺮ اﺳﺎس ﯾﺎﻓﺘﻪ ﻫﺎ و ﻧﺘﺎﯾﺞ ﺑﻪ دﺳﺖ آﻣﺪه ﻧﻘﺶ ﻣﯿﺎﻧﺠﯽ ﮔﺮي اﺳﺘﺮاﺗﮋي ﻫﺎي ﯾﺎدﮔﯿﺮي ارادي و اﺗﻔﺎﻗﯽ در راﺑﻄﻪ ﻣﯿﺎن ﻧﮕﺮاﻧﯽ ﻫﺎي ﻣﺤﯿﻂ زﯾﺴﺘﯽ و ﺗﻤﺎﯾﻞ ﺑﻪ ﺧﺮﯾﺪ ﻣﺤﺼﻮﻻت ﻣﺤﯿﻂ زﯾﺴﺘﯽ ﻣﻮرد ﺗﺄﯾﯿﺪ ﻗﺮار ﮔﺮﻓﺖ. درﻧﺘﯿﺠﻪ ﻣﯽ ﺗﻮان ادﻋﺎ ﮐﺮد ﮐﻪ ﺑﺎ اﺳﺘﻔﺎده از اﺳﺘﺮاﺗﮋي ﻫﺎي ﯾﺎدﮔﯿﺮي ﻣﯽ ﺗﻮان ﻧﮕﺮاﻧﯽ ﻣﺤﯿﻂ زﯾﺴﺘﯽ اﻓﺮاد را ﺑﻪ ﺳﻤﺖ ﺧﺮﯾﺪ ﻣﺤﺼﻮﻻت ﻣﺤﯿﻂ زﯾﺴﺘﯽ ﻫﺪاﯾﺖ ﻧﻤﻮد.

While environmental concern is often conceptualized as a direct antecedent of environmental purchase intention, empirical findings in support of this relationship are inconsistent at best. This study consequently investigates the direct and indirect effects of environmental concern on environmental purchase intentions in an effort to better understand these inconsistent findings. This research, in terms of purpose is practical, and in terms of methodology is a survey which is based on an analysis of covariance model using structural equation modeling. The sample size of this study were selected randomly from 386 students of Ferdowsi University of Mashhad, which constitute a group of citizen, by using Cochran's formula. In accordance to results of this research, the mediating role of intentional and incidental learning strategies between environmental concern and environmental purchase intention is being confirmed. Consequentely, we can declare that, by using learning startegies we can guide individuals‘environmental concern toward environmental purchase intentions.