Understanding Environmental Awareness Through Green Marketing: An Empirical Study Using Q-Methodology

Document Type : Research Paper

Authors

1 Assistant Professor, Faculty of Management, Ershad Damavand Institute of Higher Education, Tehran, Iran

2 PhD Candidate, Faculty of Management, Ershad Damavand Institute of Higher Education, Tehran, Iran

3 MSc., Faculty of Management, Ershad Damavand Institute of Higher Education, Tehran, Iran

Abstract

The purpose of this study was understanding environmental awareness about factors of green marketing and creating an indicator those factors. In this study, based on research concourse, theoretical foundations, and mental patterns of experts, the factors affecting green marketing have been selected, grouped, and interpreted based on Q-method steps. The 19 participants present in the study sample were asked to sort and value the factors influencing green marketing in Q sorting layout. Based on this evaluation, six specific functional indicators have been revealed. The changes in the experts’ mental patterns seem to be partly driven by the environmental orientations and the founders of the firms. This study contributes to the existing knowledge base by confirming the current literature on green marketing. Moreover, given the central importance and effect of the indices, the six indices have more importance and significance in green marketing. Their recognition can be used reflexively to predict and manage potential challenges and conflicts in this arena.

Keywords

Main Subjects


Article Title [فارسی]

درک آگاهی‌های محیطی از طریق بازاریابی سبز: به‌کارگیری روش کیو در مطالعه تجربی

Authors [فارسی]

  • سمانه لاجوردی 1
  • محمدجواد بختیاری 2
  • بنفشه حصاری 3
1 استادیار، گروه مدیریت، موسسه آموزش عالی ارشاد دماوند، تهران، ایران
2 دانشجوی دکتری، گروه مدیریت، موسسه آموزش عالی ارشاد دماوند، تهران، ایران
3 کارشناس ارشد، گروه مدیریت، موسسه آموزش عالی ارشاد دماوند، تهران، ایران
Abstract [فارسی]

هدف از مطالعه حاضر، درک آگاهی‌های محیطی از عوامل بازاریابی سبز و شاخص‌سازی از آن عوامل است. در این مطالعه، بر اساس فضای گفتمان پژوهش و مبانی نظری و نیز الگوهای ذهنی خبرگان، عوامل مؤثر بر بازاریابی سبز انتخاب و بر اساس مراحل روش کیو، گروه‌بندی و تفسیر شده‌است. از نمونه آماری (19 مشارکت‌کننده خبره در بازاریابی) خواسته شد عامل های اثرگذار درباره بازاریابی سبز را در نمودارهای کیو رتبه‌بندی و ارزش‌گذاری کنند. بر اساس این ارزش‌گذاری، شش شاخص عملکردی و خاص آشکار شده است. به نظر می‌رسد تغییرات الگوی ذهنی خبرگان، تا حدودی تحت تأثیر جهت‌گیری محیطی و بنیان‌گذاران شرکت‌ها باشد. سهم این مطالعه با تأیید ادبیات موجود در زمینه بازاریابی سبز نشان می‌دهد، با توجه به اهمیت و تأثیر محوری شاخص‌ها، شش شاخص از معناداری و اهمیت بیشتری در بازاریابی سبز برخوردارند که شناخت آنها، می‌تواند در بازاندیشی برای پیش‌بینی و مدیریت چالش‌ها و تضادهای بالقوه در این حوزه کاربرد داشته باشد.

Keywords [فارسی]

  • آگاهی‌های محیطی
  • بازاریابی‌سبز
  • شاخص‌سازی
  • الگوهای ذهنی
  • روش‌کیو
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