بررسی عوامل موثر بر رفتار خرید مصرف‌کنندگان محصولات غذایی سبز

نویسندگان
الهه اعظم رحمتی 1
علیرضا کرباسی 2
1 دانشجوی دکترای دانشگاه فردوسی مشهد
2 استاد دانشگاه فردوسی مشهد
10.52547/fsct.18.117.343
چکیده
در طول دهه‌های گذشته، افزایش روزافزون و چشمگیر مصرف کالاها و خدمات منجر به تخریب منابع طبیعی و آسیب شدید به محیط زیست شده است که بسیاری از مصرف‌کنندگان را برآن داشته است تا اثرات زیست محیطی مصرف خود را کاهش دهند. در این مطالعه سعی شده تا به بررسی تأثیر دانش درباره مسائل زیست محیطی، درک مصرف‌کننده و رفتار بازیافتی مصرف‌کننده بر روی رفتار خرید محصولات سبز با استفاده از روش مدل‌یابی معادلات ساختاری پرداخته شود که برای این منظور از داده‌های مقطع زمانی 215 مصرف‌کننده در سطح شهر مشهد در سال 1396 بهره گرفته شده است. نتایج مدل‌یابی معادلات ساختاری حاکی از آن است که درک یا نگرش مصرف‌کننده مهمترین عامل پیش‌بینی‌کننده رفتار خرید محصولات غذایی سبز است که تلاش برای افزایش آگاهی مصرف‌کنندگان، از طریق ابزارهای تبلیغاتی برای معرفی انواع توانایی‌های آنها جهت کاهش تخریب محیط‌زیست می‌تواند یکی از اقدامات مهم تأثیرگذار باشد. همچنین برچسب‌گذاری محصولات و پایین نگه داشتن قیمت‌های محصولات سازگار با محیط‌زیست از طریق کمپین‌ها و ارگان‌های حمایت‌کننده پیشنهاد شده است.
کلیدواژه‌ها
رفتار سبز
دانش
درک مصرف‌کننده
رفتار بازیافتی

موضوعات

عنوان مقاله English

Investigating Effective Factors on the buying behavior of consumers of green food products

نویسندگان English

Elahe Azam Rahmati 1
Alireza Karbasi 2
1 PHD student of ferdowsi university
2 Professor Of ferdowsi university
چکیده English

Over the past decades, increasing in consumption of goods and services led to the destruction of natural resources and severe damage to the environment, which has led many consumers to reduce environmental impact caused by their consumption. In this study, it has been tried to investigate the effect of knowledge on environmental issues, consumer perception and consumer recycling behavior on the purchasing behavior of green products using structural equation modeling method. For this purpose, it was used 215 consumers in the city of Mashhad in 1396.

The results of structural equation modeling suggest that consumers' perception or attitude is the most important predictor of the purchasing behavior of green food products, which attempts to raise awareness of consumers can be one of the most important measures through advertising tools to introduce their various abilities to reduce environmental degradation.

کلیدواژه‌ها English

Green behavior
Knowledge
consumer perception
recycled behavior
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