An analysis of the green response of consumers to the environmentally friendly behaviour of corporations

Document Type: Research Paper

Authors

1 Faculty of Economics, Management & Social Sciences, Shiraz University, Shiraz, Iran.

2 Faculty of Economics, Management & Social Sciences, Shiraz University, Shiraz, Iran

3 Faculty of Economic & Administrative Sciences, Ferdowsi University of Mashhad, Mashhad, Iran

Abstract

Nowadays, paying attention to the environmental needs and desires of consumers
and trying to satisfy them by designing marketing activities in an environmentally
friendly way, is the best way to increase their satisfaction and finally, gain
competitive advantage. Prior research has paid much attention to the consumer
behavior and marketing activities of corporate organizations, but none has studied
them in the area of green or environmental aspects. This study aims to fill this
research gap. To do so, a sample consisting of 385 consumers of dairy food products
in nine areas of Shiraz were selected and surveyed by stratified random method.
Also, structural equation modeling (SEM) was used to test hypotheses and it was
found that green promotion and green price, respectively, have a significant and
positive impact on consumer green satisfaction; whereas the green placement and
the green product had not affected consumer green satisfaction. Further, it was
revealed that the green satisfaction has a significant and positive impact on
consumer green loyalty and word of mouth, respectively.

Keywords

Main Subjects


Article Title [Persian]

بررسی پاسخ سبز مصرف‌کنندگان به رفتار محیط زیست دوستانة شرکت‌ها

Authors [Persian]

  • حبیب‌الله رعنایی کردشولی 1
  • ابوالقاسم ابراهیمی 2
  • احمد الهیاری بوزنجانی 3
1 دانشکدة اقتصاد، مدیریت و علوم اجتماعی، دانشگاه شیراز، شیراز ، ایران
2 دانشکدة اقتصاد، مدیریت و علوم اجتماعی، دانشگاه شیراز، شیراز ، ایران
3 دانشکدة علوم اداری و اقتصاد، دانشگاه فردوسی مشهد، مشهد، ایران
Abstract [Persian]

امروزه، توجه به نیازها و خواسته‌های زیست‌محیطی مصرف‌کنندگان و تلاش در جهت تأمین آن‌ها با طراحی فعالیت‌های بازاریابی به شیوة محیط زیست دوستانه، بهترین راه جهت جلب رضایت آن‌ها و نهایتاً، کسب مزیت رقابتی است. مطالعات گذشته در مجموع توجه بسیاری را به رفتار مصرف‌کنندگان و فعالیت‌های بازاریابی شرکت‌ها معطوف داشته‌اند؛ در حالی که از بررسی این موضوع با رویکردی زیست‌محیطی غفلت کرده‌اند. این مطالعه در صدد بر طرف کردن این شکاف نظری در مطالعات گذشته است. برای این منظور نمونه‌ای مشتمل بر 385 نفر از مصرف‌کنندگان محصولات لبنی به شیوة نمونه‌گیری تصادفی طبقه‌ای در مناطق نه‌گانة شهر شیراز انتخاب و بررسی شد. همچنین، با استفاده از مدل‌سازی معادلات ساختاری به بررسی فرضیه‌ها پرداخته شد. نتایج نشان می‌دهد که پیشبرد سبز و قیمت سبز به ترتیب تأثیر مثبت و معنا‌دار بیشتری بر رضایت سبز مشتریان دارند. در حالی که توزیع سبز و محصول سبز تأثیر معنا‌داری بر رضایت سبز مشتریان نداشتند. به علاوه، رضایت سبز مشتریان نیز به نوبة خود تأثیر مثبت بیشتری بر افزایش وفاداری سبز و تبلیغات دهان به دهان مشتریان دارد.

Keywords [Persian]

  • آمیختة بازاریابی سبز
  • تبلیغات دهان به دهان
  • رضایت سبز
  • وفاداری سبز
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