تأثير قصد خريد محصولات سبز بر خريد واقعي محصولات با تعديلگي درآمد

The Impact of Purchase Intention of Green Products on the Actual Purchase of products with Moderating of the Income

ﻫﺪف اﯾﻦ ﭘﮋوﻫﺶ، ﺑﺮرﺳﯽ ﻋﻮاﻣﻞ اﻧﮕﯿﺰﺷﯽ ﻣﺆﺛﺮ ﺑﺮ ﻗﺼﺪ ﺧﺮﯾـﺪ و ﺧﺮﯾـﺪ واﻗﻌـﯽ ﻣﺤﺼـﻮﻻت ﺳﺒﺰ و ﺗﺒﯿﯿﻦ ﻧﻘﺶ ﺗﻌﺪﯾﻠﮕﺮي درآﻣﺪ در اﯾﻦ راﺑﻄﻪ اﺳﺖ. ﭘﺮﺳـﺶ اﺻـﻠﯽ ﭘـﮋوﻫﺶ ﺣﺎﺿـﺮ اﯾـﻦ اﺳﺖ ﮐﻪ ﻋﻮاﻣﻞ اﻧﮕﯿﺰﺷﯽ ﭼﻪ ﺗـﺄﺛﯿﺮ ﻣﺜﺒـﺖ ﺑـﺮ ﻗﺼـﺪ ﺧﺮﯾـﺪ و ﺧﺮﯾـﺪ واﻗﻌـﯽ ﻣﺼـﺮف ﮐﻨﻨـﺪ ﮔﺎن ﻣﺤﺼﻮﻻت ﺳﺒﺰ دارﻧﺪ؟ ﻣﺘﻐﯿﺮ درآﻣﺪ ﭼﻪ ﻧﻘﺸﯽ در ﺗﻌﺪﯾﻞ اﯾﻦ راﺑﻄﻪ دارد؟ ﭘﮋوﻫﺶ ﺣﺎﺿـﺮ از ﻧﻮع ﺗﻮﺻﯿﻔﯽ- ﭘﯿﻤﺎﯾﺸﯽ ﻣﯽﺑﺎﺷﺪ و ﺑﻪ ﻟﺤﺎظ ﻫﺪف ﮐﺎرﺑﺮدي اﺳﺖ. ﺟﺎﻣﻌﻪ آﻣﺎري اﯾـﻦ ﭘـﮋوﻫﺶ ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن ﻣﺤﺼﻮﻻت ﺳﺒﺰ در ﺷﻬﺮ رﺷـﺖ ﺑـﻮده ﮐـﻪ ﺗﻌـﺪاد 384 ﭘﺮﺳﺸـﻨﺎﻣﻪ ﺑـﻪ روش ﻧﻤﻮﻧﻪﮔﯿﺮي در دﺳﺘﺮس و ﮔﻠﻮﻟﻪﺑﺮﻓﯽ ﺗﮑﻤﯿﻞ ﮔﺮدﯾـﺪ . ﺑﺮرﺳـﯽ و ﺗﺤﻠﯿـﻞ داده ﻫـﺎ ﺑـﺎ اﺳـﺘﻔﺎده از ﻣﺪلﺳﺎزي ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎري و ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻧﺮﻣﺎل ﻧﺒﻮدن ﺗﻮزﯾﻊ ﻣﺘﻐﯿﺮﻫﺎي ﭘﮋوﻫﺶ ﺑـﻪ روش ﺣﺪاﻗﻞ ﻣﺮﺑﻌﺎت ﺟﺰﯾﯽ و ﺑﺎ ﮐﻤﮏ ﻧﺮم اﻓـﺰ ار اس.ﭘـﯽ.اس.اس و اﺳـﻤﺎرت ﭘـﯽ.ال.اس اﻧﺠـﺎم ﮔﺮدﯾﺪ. ﻧﺘﺎﯾﺞ اﯾﻦ ﻣﻄﺎﻟﻌﻪ ﻧﺸﺎن داد ﮐﻪ ﮐﯿﻔﯿﺖ زﻧﺪﮔﯽ، آﮔـﺎﻫﯽ زﯾﺴـﺖ ﻣﺤﯿﻄـﯽ ، ﮐﯿﻔﯿـﺖ و ﻗﯿﻤـﺖ اﻃﻼﻋﺎت و داﻧﺶ، زﻣﯿﻨﻪ اﺟﺘﻤﺎﻋﯽ و ﺷﺮﮐﺖﻫﺎي ﺳﺒﺰ ﺗﺄﺛﯿﺮ ﻣﺜﺒﺘﯽ ﺑـﺮ ﻗﺼـﺪ ﺧﺮﯾـﺪ ﻣﺤﺼـﻮﻻت ﺳﺒﺰ دارﻧﺪ. ﻫﻤﭽﻨﯿﻦ ﻗﺼﺪ ﺧﺮﯾﺪ ﺗﺄﺛﯿﺮ ﻣﺜﺒﺖ ﺑﺮ ﺧﺮﯾﺪ واﻗﻌﯽ دارد. ﻋﻼوه ﺑﺮ اﯾﻦ ﻧﺘﺎﯾﺞ ﻧﺸـﺎن داد ﮐﻪ درآﻣﺪ ﻓﻘﻂ ﻧﻘﺶ ﺗﻌﺪﯾﻠﮕﺮ در راﺑﻄﻪ ﺑﯿﻦ ﮐﯿﻔﯿﺖ زﻧﺪﮔﯽ و ﻫﻤﭽﻨﯿﻦ داﻧﺶ و اﻃﻼﻋﺎت ﻣﺤﺼـﻮل ﺳﺒﺰ ﺑﺎ ﻗﺼﺪ ﺧﺮﯾﺪ دارد.

The purpose of this study is to investigate the motivational factors affecting the intention to buy and buy real green products and explain the role of income moderat in this regard. The main question of the present study is that what positive effect do motivational factors have on the actual purchase and purchase intention of consumers of green products? What role does the income variable play in adjusting this relationship? The present study is a descriptive-survey type and is applied in terms of purpose. The statistical population of this research is Green Consumers in Rasht city. 384 questionnaires were completed by available and snowball methods Data analysis was done by structural equation modeling method and considering the non-normal distribution of the research variables, by Partial Least Squares, and the "SPSS" and "Smart PLS" software. The results of this study showed that quality of life, environmental awareness, quality and price, information and knowledge, social context and green companies have a positive effect on the intention to buy green products. Purchasing intent also has a positive effect on actual purchasing. In addition, based on results, income has only a moderating role in the relationship between quality of life as well as knowledge and information of the green product with the intention to buy.