بررسي عوامل مؤثر‌ بر مصرف‌ محصولات ‌سبز در بين شهروندان خرم‌آباد با تكنيك (SEM)

Investigating the factors affecting the consumption of green products among the citizens of Khorramabad with the technique (SEM (

زﻣﯿﻨﻪ و ﻫﺪف: ﻣﻄﺎﻟﻌﻪي ﺣﺎﺿﺮ ﺑﺎ ﻫﺪف ﺗﻌﯿﯿﻦ ﻣﯿﺰان اﺛﺮ ﻋﻮاﻣﻞ ﻣﺆﺛﺮ ﺑﺮ ﻣﺼﺮف ﻣﺤﺼﻮﻻت ﺳﺒﺰ در ﺑﯿﻦ ﺷﻬﺮوﻧﺪان ﺧﺮمآﺑﺎد اﻧﺠﺎم ﺷﺪ. روش ﺑﺮرﺳﯽ: ﺟﺎﻣﻌﻪ آﻣﺎري ﺳﺎﮐﻨﺎن ﺷﻬﺮ ﺧﺮمآﺑﺎد ﺑﻮدﻧﺪ ﮐﻪ ﻧﻤﻮﻧﻪاي ﺑﻪ ﺗﻌﺪاد )386 n=( ﻧﻔﺮ ﺑﺮاي ﭘﺎﺳﺨﮕﻮﯾﯽ ﺑﺎ اﺳﺘﻔﺎده از روش ﻧﻤﻮﻧﻪ-ﮔﯿﺮي ﺧﻮﺷﻪاي ﭼﻨﺪ ﻣﺮﺣﻠﻪاي ﺗﺼﺎدﻓﯽ اﻧﺘﺨﺎب ﺷﺪ. اﺑﺰار ﮔﺮدآوريدادهﻫﺎ ﭘﺮﺳﺸﻨﺎﻣﻪ ﺳﺎﺧﺖ ﯾﺎﻓﺘﻪ ﺑﻮد ﮐﻪ ﺑﻪﻣﻨﻈﻮر ﺳﻨﺠﺶ ﭘﺎﯾﺎﯾﯽ ﻣﺘﻐﯿﺮﻫﺎي آن از آﻟﻔﺎي ﮐﺮوﻧﺒﺎخ اﺳﺘﻔﺎده ﺷﺪ و ﺑﺎ اﺳﺘﻔﺎده از روش ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎري ﺗﻼش ﮔﺮدﯾﺪ ﺗﺎ ﺑﺎ ﺗﻌﯿﯿﻦ ﻣﯿﺰان اﺛﺮ ﻋﻮاﻣﻞ ﻣﻨﺘﺨﺐ ﻣﺪﻟﯽ ﻗﺎﺑﻞ اﺗﮑﺎ ﺑﺮاي ﭘﯿﺶﺑﯿﻨﯽ ﻣﺼﺮف ﻣﺤﺼﻮﻻت ﺳﺒﺰ اراﺋﻪ ﮔﺮدد. ﯾﺎﻓﺘﻪﻫﺎ: ﻧﺘﺎﯾﺞ ﺣﺎﮐﯽ از آﻧﺴﺖ ﮐﻪ ﻣﺘﻐﯿﺮ ﺗﻨﺎﺳﺐ ﻗﯿﻤﺖ و ﮐﯿﻔﯿﺖ ﻣﺤﺼﻮل ﺑﻄﻮر ﻣﺴﺘﻘﯿﻢ )0/35=r(، ﻣﺴﺌﻮوﻟﯿﺖﭘﺬﯾﺮي اﺟﺘﻤﺎﻋﯽ ﺑﻄﻮر-ﻣﺴﺘﻘﯿﻢ )0/23=r( و ﺑﻄﻮر ﻏﯿﺮﻣﺴﺘﻘﯿﻢ )0/06=r(، دﻏﺪﻏﻪﺳﻼﻣﺖ ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن ﺑﻄﻮرﻣﺴﺘﻘﯿﻢ )0/23=r(، داﻧﺶ و اﻃﻼﻋﺎت زﯾﺴﺖﻣﺤﯿﻄﯽ ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن ﺑﻄﻮرﻏﯿﺮﻣﺴﺘﻘﯿﻢ )0/08=r ( دركو ﺗﺼﻮر از ﻣﺤﺼﻮل ﺑﻄﻮر ﻏﯿﺮﻣﺴﺘﻘﯿﻢ )0/05=r ( ﺑﺮ ﻣﺼﺮف ﻣﺤﺼﻮﻻت ﺳﺒﺰ اﺛﺮﮔﺬار ﺑﺎﺷﻨﺪ. ﻣﺪل ﻧﻬﺎﯾﯽ ﺣﺎﺻﻞ از ﻣﺘﻐﯿﺮﻫﺎي ﻓﻮق درﻣﺠﻤﻮع 37 درﺻﺪ از وارﯾﺎﻧﺲ ﻣﺼﺮف ﺳﺒﺰ را ﺗﺒﯿﯿﻦ ﻧﻤﻮد، ﻫﻤﭽﻨﯿﻦ ﻣﺸﺨﺺ ﺷﺪ ﮐﻪ ﺿﺮﯾﺐ ﻣﺴﯿﺮ ﺑﯿﻦ دو ﻣﺘﻐﯿﺮ دﻏﺪﻏﻪﺳﻼﻣﺖ و ﻣﺼﺮف ﻣﺤﺼﻮﻻت ﺳﺒﺰ در ﻣﯿﺎن اﻓﺮاد داراي ﺳﺎﺑﻘﻪ ﺟﻬﺎن ﺷﻬﺮي و اﺳﺘﻔﺎده ﮐﻨﻨﺪه از اﯾﻨﺘﺮﻧﺖ ﺑﯿﺸﺘﺮ ﻣﯽﺑﺎﺷﺪ. ﺑﺤﺚ و ﻧﺘﯿﺠﻪﮔﯿﺮي: در اﯾﻦ ﻣﻄﺎﻟﻌﻪ ﻣﺘﻐﯿﺮﻫﺎي دﻏﺪﻏﻪ زﯾﺴﺖ ﻣﺤﯿﻄﯽ و ﻧﮕﺮش زﯾﺴﺖ ﻣﺤﯿﻄﯽ ﻧﯿﺰ ﻣﻮرد ﺳﻨﺠﺶ ﻗﺮار ﮔﺮﻓﺘﻨﺪ، اﻣﺎ ﻧﺘﻮاﻧﺴﺘﻨﺪ اﺛﺮ ﻣﻌﻨﺎداري ﺑﺮﺳﻄﺢ ﻣﺼﺮف ﻣﺤﺼﻮﻻت ﺳﺒﺰ داﺷﺘﻪ ﺑﺎﺷﻨﺪ. ﺑﻪ ﺷﺮﮐﺖﻫﺎي ﺗﻮﻟﯿﺪي ﻓﻌﺎل در ﺣﻮزه ﺗﻮﻟﯿﺪ ﻣﺤﺼﻮﻻت ﺳﺒﺰ ﭘﯿﺸﻨﻬﺎد ﻣﯽﺷﻮد ﮐﻪ ﺑﻪ ﺗﻨﺎﺳﺐ ﻗﯿﻤﺖ و ﮐﯿﻔﯿﺖ ﻣﺤﺼﻮﻻت ﺧﻮد ﺗﻮﺟﻪ ﺑﯿﺸﺘﺮي ﻧﻤﺎﯾﻨﺪ.

The current study was carried out in the form of a survey aimed at identifying factors affecting the consumption of green products among Khoramabad citizens. The statistical population was the people of Khoramabad, out of which a sample of 386 individuals were randomly selected using multistage random cluster sampling. First, the city was divided into 8 blocks with respect to economics and culture, then a street was selected from each block, and finally all the street residents were studied. The data collection tool used in the study was a questionnaire designed by the researcher. Confirmatory factor analysis (CFA) was used to assess the reliability of the questionnaire’s variables. We attempted to develop a reliable model using structural equation modeling to explore factors affecting the consumption of green products in Khoramabad city. The results of this survey indicated that “price fitness” and “product quality” directly (r =0.35), consumers social responsibility directly (r = 0.23) and indirectly (r = 0.06), consumers “health orientation” directly (r = 0.23), “consumers’ environmental knowledge” indirectly (r = 0.08), and “product image” indirectly (r = 0.05) are associated with the consumption of green products. The final model explains 37% of the variance of green consumption. It also became clear that the coefficient of “health orientation” and “consumption of green products” among individuals with a history of foreign traveling and use of the Internet was higher.