ﺷﻨﺎﺳﺎﯾﯽ ﭘﯿﺸﺮانﻫﺎي ﻗﺼﺪ ﺧﺮﯾﺪ ﺳﺒﺰ ﺑﺎ ﺗﺄﮐﯿﺪ ﺑﺮ رﻋﺎﯾﺖ اﺧﻠﺎق زﯾﺴﺖﻣﺤﯿﻄﯽ

Identification of Drivers of Green Purchase Intention with Emphasis on Environmental Ethics

زﻣﯿﻨﻪ: اﻣﺮوزه ﺗﻮﺟﻪ ﺑﻪ ﻣﺤﯿﻂ زﯾﺴﺖ و ﻣﺴﺎﺋﻞ اﺧﻠﺎﻗﯽ ﭘﯿﺮاﻣﻮن آن، ﺑﯿﺶ از ﭘﯿﺶ اﻫﻤﯿﺖ ﭘﯿﺪا ﮐﺮده اﺳﺖ. ﻫﻤﭽﻨﯿﻦ ﺗﻮﺟﻪ ﺑﻪ ﻣﺴﺎﺋﻞ اﺧﻠﺎﻗﯽ در زﻣﯿﻨﻪ ﻣﺤﯿﻂ زﯾﺴﺖ و ﺗﻮﻟﯿﺪ و ﻓﺮوش ﻣﺤﺼﻮﻟﺎت ﺳﺒﺰ، ﺑﻪ ﻋﻨﻮان ﻣﻨﺒﻊ اﺻﻠﯽ ﺗﻐﯿﯿﺮ اﺳﺘﺮاﺗﮋﯾﮏ، ﯾﮑﯽ از اﻟﺰاﻣﺎت ﺣﯿﺎﺗﯽ ﺑﺮاي ﺳﺎزﻣﺎنﻫﺎ اﺳﺖ ﺗﺎ در ﻓﻌﺎﻟﯿﺖﻫﺎ، ﺗﺄﺛﯿﺮات ﻣﻨﻔﯽ زﯾﺴﺖﻣﺤﯿﻄﯽ ﺧﻮد را ﺑﻪ ﺣﺪاﻗﻞ ﺑﺮﺳﺎﻧﻨﺪ. ﻫﺪف از اﯾﻦ ﭘﮋوﻫﺶ، ﺷﻨﺎﺳﺎﯾﯽ ﭘﯿﺸﺮانﻫﺎي ﻗﺼﺪ ﺧﺮﯾﺪ ﺳﺒﺰ ﺑﺎ ﺗﺄﮐﯿﺪ ﺑﺮ رﻋﺎﯾﺖ اﺧﻠﺎق زﯾﺴﺖﻣﺤﯿﻄﯽ ﻣﯽﺑﺎﺷﺪ. روش: ﭘﮋوﻫﺶ ﺣﺎﺿﺮ از ﻧﻈﺮ ﻫﺪف ﮐﺎرﺑﺮدي و از ﻧﻈﺮ ﻣﺎﻫﯿﺖ ﺗﻮﺻﯿﻔﯽ – ﺗﺤﻠﯿﻠﯽ اﺳﺖ و از ﻧﻈﺮ ﻧﺤﻮه ﺟﻤﻊآوري دادهﻫﺎ ﮐﻤﯽ اﺳﺖ. ﺟﺎﻣﻌﻪ آﻣﺎري ﺗﺤﻘﯿﻖ، ﺷﻬﺮوﻧﺪان ﺗﻬﺮاﻧﯽ ﻫﺴﺘﻨﺪ. ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ اﯾﻦﮐﻪ ﺟﺎﻣﻌﻪ آﻣﺎري ﺗﺤﻘﯿﻖ ﻧﺎﻣﺤﺪود ﻣﯽﺑﺎﺷﺪ، ﺗﻌﺪاد ﻧﻤﻮﻧﻪ آﻣﺎري ﺑﺎ اﺳﺘﻔﺎده از ﻓﺮﻣﻮل ﮐﻮﮐﺮان در ﺧﻄﺎي 5 درﺻﺪ ﺑﺎﯾﺴﺘﯽ ﺣﺪاﻗﻞ 385 ﻧﻔﺮ ﺑﺎﺷﺪ. در اﯾﻦ ﭘﮋوﻫﺶ 390 ﻧﻔﺮ ﺑﻪ روش در دﺳﺘﺮس ﻣﻮرد ﻣﻄﺎﻟﻌﻪ ﻗﺮار ﮔﺮﻓﺘﻪاﻧﺪ. اﺑﺰار ﺗﺤﻘﯿﻖ، ﭘﺮﺳﺸﻨﺎﻣﻪﻫﺎي اﺳﺘﺎﻧﺪارد اﺳﺖ. در ﺗﺤﻠﯿﻞ ﻣﺪل ﻣﻔﻬﻮﻣﯽ از روش ﻣﻌﺎدﻟﺎت ﺳﺎﺧﺘﺎري و ﺗﺤﻠﯿﻞ ﻋﺎﻣﻠﯽ ﺗﺄﯾﯿﺪي اﺳﺘﻔﺎده ﺷﺪ. در ﺑﺨﺶ آﻣﺎر اﺳﺘﻨﺘﺎﺟﯽ، ﭘﺎﯾﺎﯾﯽ، رواﯾﯽ، آزﻣﻮن ﻓﺮﺿﯿﺎت و ﺿﺮﯾﺐ ﻣﺴﯿﺮ اﻧﺠﺎم ﺷﺪ. ﺑﺮاي ﺗﺤﻠﯿﻞ آﻣﺎري از ﻧﺮماﻓﺰارﻫﺎي SPSS و SmartPLS اﺳﺘﻔﺎده ﺷﺪه اﺳﺖ. ﯾﺎﻓﺘﻪﻫﺎ: ﻧﺘﺎﯾﺞ ﺗﺤﻠﯿﻞ آﻣﺎري ﻧﺸﺎن ﻣﯽدﻫﺪ رواﺑﻂ ﺑﯿﻦ داﻧﺶ زﯾﺴﺖﻣﺤﯿﻄﯽ، ﻧﮕﺮاﻧﯽ زﯾﺴﺖﻣﺤﯿﻄﯽ، ﺗﺼﻮﯾﺮ ﺳﺒﺰ ﺳﺎزﻣﺎن و ﮐﯿﻔﯿﺖ ادراك ﺷﺪه ﺳﺒﺰ ﻣﺤﺼﻮل ﺑﺎ ﻗﺼﺪ ﺧﺮﯾﺪ ﺳﺒﺰ ﻣﻮرد ﺗﺄﯾﯿﺪ اﺳﺖ وﻟﯽ ﻗﯿﻤﺖ و ﮐﯿﻔﯿﺖ ادراك ﺷﺪه ﻣﺤﺼﻮل در راﺑﻄﻪ داﻧﺶ زﯾﺴﺖﻣﺤﯿﻄﯽ، ﻧﮕﺮاﻧﯽ زﯾﺴﺖﻣﺤﯿﻄﯽ و ﺗﺼﻮﯾﺮ ﺳﺒﺰ ﺳﺎزﻣﺎن ﺑﺎ ﻗﺼﺪ ﺧﺮﯾﺪ ﺳﺒﺰ ﻣﺸﺘﺮﯾﺎن، ﻧﻘﺶ ﺗﻌﺪﯾﻞﮔﺮي ﻧﺪارد. ﻧﺘﯿﺠﻪﮔﯿﺮي: ﻗﺼﺪ ﺧﺮﯾﺪ ﺳﺒﺰ ﻣﺸﺘﺮﯾﺎن از داﻧﺶ زﯾﺴﺖﻣﺤﯿﻄﯽ، ﻧﮕﺮاﻧﯽ زﯾﺴﺖﻣﺤﯿﻄﯽ، ﺗﺼﻮﯾﺮ ﺳﺒﺰ ﺳﺎزﻣﺎن و ﮐﯿﻔﯿﺖ ادراك ﺷﺪه ﺳﺒﺰ ﻣﺤﺼﻮل ﻣﺘﺄﺛﺮ ﻣﯽﺷﻮد.

Background: Today, attention to the environment and ethical issues around it has become increasingly important. Also, consideration of ethical issues in the field of environment and the production and sale of green products, as the main source of strategic change, is one of the vital requirements for organizations. So that their activities can minimize their negative environmental impacts. The purpose of this research is to identify the drivers of green purchase intention with emphasis on environmental ethics. Method: The present research is applied in terms of its purpose and is descriptive-survey in nature. It is quantitative in terms of collecting data. The statistical population of the research is Tehran citizens. Given that the statistical population of the research is unlimited, the sample size should be at least 385 persons using the Cochran formula with 5% error. In this study, 390 citizens were studied by convenient sampling method. The research tool is standard questionnaire. Structural equation and confirmatory factor analysis were used to analyze the conceptual model. In the inferential statistics section, reliability, validity, hypothesis testing and path coefficient were performed. For statistical analysis, SPSS and Smart PLS software have been used. Results: The results of statistical analysis indicate that the relationship between environmental knowledge, environmental concern, organization's green image and green perceived quality of the product with green purchase intention is confirmed, but the perceived price and quality of the product on the relationship between environmental knowledge, environmental concern and organization's green image with the customers’ green purchase intention don’t have a moderating effect. Conclusion: Customers’ green purchase intention is affected by environmental knowledge, environmental concern, organization's green image and green perceived quality of the product.