نشریه محیط زیست طبیعی

واکاوی هوش مصنوعی بر شستشوی سبز با نقش میانجی‌گری عوامل زمینه‌ای و تعدیل‌گری نگرش به محصولات سبز (مورد مطالعه: مصرف‌کنندگان محصولات سبز در شهر تبریز)

نوع مقاله : مقاله پژوهشی

نویسندگان

گروه مدیریت بازرگانی، دانشکدة اقتصاد و مدیریت، دانشگاه ارومیه، ارومیه، ایران.

10.22059/jne.2025.389492.2761

چکیده

در این عصر دیجیتال، فناوری هوش مصنوعی به سرعت در حال توسعه است. هوش مصنوعی می‌تواند کارایی تولید و کیفیت عمومی زندگی را از طریق کمک به نیروی انسانی بهبود بخشد و به‌طور بالقوه منجر به تبدیل انواع مشاغل، افزایش صنعتی‌سازی و ارتقاء ساختار انرژی شود. در این راستا، در مطالعة حاضر تأثیر هوش مصنوعی بر شستشوی سبز با نقش میانجی­گری عوامل زمینه ­ای و تعدیل­ گری نگرش به محصولات سبز بررسی شد. این تحقیق از لحاظ هدف کاربردی بوده و از نظر ماهیت و روش جمع ­آوری داده ­ها، توصیفی-پیمایشی است. جامعة آماری این تحقیق شامل کلیة مصرف‌کنندگان محصولات سبز در شهر تبریز می ­باشد. باتوجه به جدول مورگان تعداد 384 نفر به روش نمونه­ گیری تصادفی طبقه­ بندی شده انتخاب شده، اما جهت اطمینان و احتمال عدم برگشت پرسشنامه، تعداد 395 عدد پرسشنامه در بین مصرف­کنندگان محصولات ­سبز در شهر تبریز توزیع شد. برای اطمینان از میزان پایایی متغیرهای پژوهش، از ضریب آلفای کرونباخ و جهت سنجش روایی از روایی همگرا و واگرا توسط نرم­ افزار بهره گرفته شد. ابزار سنجش پژوهش حاضر پرسشنامة استاندارد براساس طیف لیکرت است. در پژوهش حاضر نیز تجزیه­ وتحلیل داده­ها به کمک نرم ­افزارهای Smart PLS و SPSS انجام شده است. تحلیل فرضیة اول و دوم نشان داد که هوش مصنوعی بر شستشوی سبز و عوامل زمینه ­ای تأثیر معنی‌داری دارد. تحلیل فرضیة سوم نشان داد که عوامل زمینه­ ای بر شستشوی ­سبز تأثیر معنی‌داری دارد، همچنین تحلیل فرضیة چهارم و پنچم نشان داد که عوامل زمینه ­ای و نگرش نسبت به محصولات سبز در تأثیر استفاده از هوش­ مصنوعی بر شستشوی­ سبز نقش میانجی ­گری و تعدیل‌گر دارند.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating the effect of artificial intelligence on greenwashing with the mediating role of contextual factors and moderating attitude towards green products (Case study: consumers of green products in Tabriz city)

نویسندگان [English]

  • Maryam Abbasi
  • Ramin Bashirkhodaparasti
  • Hooshmand Bagheri Garbollagh
  • Bagher Asghnezhad Nouri

Faculty of Economics and Management, Urmia University, Urmia, Iran.

چکیده [English]

In this digital era, artificial intelligence technology is developing rapidly. Artificial intelligence can improve production efficiency and the overall quality of life by assisting human resources, and potentially lead to the transformation of various occupations, increased industrialization, and the upgrading of energy structure. In this regard, in the present study, the effect of artificial intelligence on greenwashing was investigated with the mediating role of background factors and the moderating role of attitude towards green products. This research is applied in terms of its purpose and is descriptive-survey in terms of its nature and data collection method. The statistical population of this research includes all consumers of green products in Tabriz city. According to the Morgan table, 384 people were selected by stratified random sampling method, but for reliability and the possibility of non-return of the questionnaire, 395 questionnaires were distributed among consumers of green products in Tabriz city. The measurement tool of the present study is a standard questionnaire based on the Likert scale. To ensure the reliability of the research variables, Cronbach's alpha coefficient was used, and convergent and divergent validity was used by the software to measure validity. In the present study, data analysis was also performed using Smart PLS and SPSS software. The analysis of the first and second hypotheses showed that artificial intelligence has a significant effect on greenwashing and background factors. The analysis of the third hypothesis showed that contextual factors have a significant effect on greenwashing. The analysis of the fourth and fifth hypotheses also showed that contextual factors and attitudes towards green products have a mediating and moderating role in the effect of using artificial intelligence on greenwashing.

کلیدواژه‌ها [English]

  • Artificial intelligence
  • Attitude towards green products
  • Greenwashing
  • Underlying factors
Aji, H. M., Sutikno, B., 2015. The extended consequence of greenwashing: Perceived consumer skepticism. International Journal of Business and Information 10(4), 433.‏
Alhosseini Almodarresi, S.M., Tabataba'i-Nasab, S.M., Bagheri Garabollagh, H., Mohammadi, F., 2019. Does citizenship behavior have a role in changing attitude toward green products?. International Journal of Management Science and Engineering Management 14(4), 284-292.‏
Babak, M., ahmadpour daryani, M., mohammadkazemi, R., abdoli, T., 2024. The impact of entrepreneurial orientation and supply chain resilience on the development of international businesses. The mediating role of absorption capacity and moderation of organizational innovation in Digikala Company. Journal of Entrepreneurship and Innovation Research 3(2), 1-21.
Babina, T., Fedyk, A., He, A., Hodson, J., 2024. Artificial intelligence, firm growth, and product innovation. Journal of Financial Economics, 151, 103745.‏
Bagheri Garbollagh, H., Mohammadi, F., 2024. Investigating the role of green innovativeness on the formation of consumers' attitude towards environmentally friendly products. Iranian Journal of Health and Environment 17(1), 163-180.
Danso, A., Adomako, S., Amankwah‐Amoah, J., Owusu‐Agyei, S., & Konadu, R., 2019. Environmental sustainability orientation, competitive strategy and financial performance. Business Strategy and the Environment 28(5), 885-895.‏
Davenport, T., Guha, A., Grewal, D., & Bressgott, T., 2020. How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science 48, 24-42.‏
Delmas, M.A., Burbano, V.C., 2011. The drivers of greenwashing. California Management Review 54(1), 64-87.‏
Delmas, M.A., Burbano, V.C., 2011. The drivers of greenwashing. California Management Review 54(1), 64-87.‏
Dhir, A., Sadiq, M., Talwar, S., Sakashita, M., Kaur, P., 2021. Why do retail consumers buy green apparel? A knowledge-attitude-behaviour-context perspective. Journal of Retailing and Consumer Services 59, 102398.‏
Dong, H., Yan, Z., Zhang, J., 2024. Does green technology innovation improve carbon emission efficiency? Evidence from energy-intensive enterprises in China. Environment, Development and Sustainability 1-33.‏
Fedyk, A., Hodson, J., Khimich, N., Fedyk, T., 2022. Is artificial intelligence improving the audit process?. Review of Accounting Studies 27(3), 938-985.‏
Feuerriegel, S., Shrestha, Y. R., von Krogh, G., Zhang, C., 2022. Bringing artificial intelligence to business management. Nature Machine Intelligence 4(7), 611-613.‏
Hopkins, E., 2022. Machine learning tools, algorithms, and techniques. Journal of Self-Governance and Management Economics 10(1), 43-55.‏
Hornsey, M.J., Fielding, K.S., 2020. Understanding (and reducing) inaction on climate change. Social Issues and Policy Review 14(1), 3-35.‏
Hu, X., Hua, R., Liu, Q., Wang, C., 2023. The green fog: Environmental rating disagreement and corporate greenwashing. Pacific-Basin Finance Journal 78, 101952.‏
Huang, F., Wu, J., Wu, Z., Fu, W., Guo, P., Zhang, Z., Khan, F., 2025. Unpacking greenwashing: The impact of environmental attitude, proactive strategies, and network embeddedness on corporate environmental performance. Journal of Environmental Management 373, 123625.‏
Huang, X.X., Hu, Z.P., Liu, C.S., Yu, D.J., Yu, L.F., 2016. The relationships between regulatory and customer pressure, green organizational responses, and green innovation performance. Journal of Cleaner Production 112, 3423-3433.‏
Jamali, B., MohammadKazemi, R., Farsi, J.Y., Dehkordi, A.M., 2018. The study on the theories' gap of technological entrepreneurship opportunities emergence. International Business Research 11(2), 79-88.‏
Kamalanon, P., Chen, J.S., Le, T.T.Y., 2022. Why do we buy green products?” An extended theory of the planned behavior model for green product purchase behavior. Sustainability 14(2), 689.‏
Kazemi, E. Mehrabi, N. Hajipurtalebi, A., 2021. An Overview of the Artificial Intelligence Applications in Identifying and Combating the Covid-19 Pandemic. Paramedical Sciences and Military Health 16(3), 52-65.
Kennedy, F.B., Adhikari, A.M.S.S., 2023. Antecedents affecting consumers’ green purchase intention towards green products. American Journal of Interdisciplinary Research and Innovation 1(3), 47-52.‏
‏Li, D., Zhang, Z., Gao, X., 2024. Does artificial intelligence deter greenwashing?. Finance Research Letters 67, 105954.‏
Li, W., Li, W., Seppänen, V., Koivumäki, T., 2023. Effects of greenwashing on financial performance: Moderation through local environmental regulation and media coverage. Business Strategy and the Environment 32(1), 820-841.‏
Mola Ghalghachi, M., Bashir Khodaparasti, R., 2023. Investigating the Effect of Greenwashing on Green Trust and Green Purchase Intention with the Mediation of Green Confusion and Perceived Risk. New Marketing Research Journal 12(4), 177-194.
Mousavi, S., 2023. Brand Greenwashing Formation Model: An Interpretative Structural Approach. Journal of Business Management 15(3), 554-576
Nafisi, F., Mohammad Kazemi, R., 2024. Providing an open innovation model for high-tech startups in the unit of industries related to information technology. International Journal of Nonlinear Analysis and Applications 15(4), 159-172.‏
Rahman, M.K., Bhuiyan, M.A., Zailani, S., 2021. Healthcare services: patient satisfaction and loyalty lessons from islamic friendly hospitals. Patient Preference and Adherence, 2633-2646.‏
Santos, C., Coelho, A., Marques, A., 2024. A systematic literature review on greenwashing and its relationship to stakeholders: state of art and future research agenda. Management Review Quarterly 74(3), 1397-1421.‏
Sun, X., Su, W., Guo, X., Tian, Z., 2021. The impact of awe induced by COVID-19 pandemic on green consumption behavior in China. International Journal of Environmental Research and Public Health 18(2), 543.‏
Vinuesa, R., Azizpour, H., Leite, I., Balaam, M., Dignum, V., Domisch, S., Fuso Nerini, F., 2020. The role of artificial intelligence in achieving the Sustainable Development Goals. Nature Communications 11(1), 1-10.‏
Wati, N.L., Asmarawati, A., Yosep, I., Hikmat, R., Sansuwito, T.B., Rusmita, E., 2023. Qualitative Research on Obstacles and Hesitates of Healthcare Students Before Public Speaking for Supporting Health Promotion. International Journal of Nursing Information 2(1), 7-12.‏
Yang, Z., Nguyen, T.T.H., Nguyen, H.N., Nguyen, T.T.N., Cao, T.T., 2020. Greenwashing behaviours: Causes, taxonomy and consequences based on a systematic literature review. Journal of Business Economics and Management 21(5), 1486-1507.‏
Yu, Y., Huo, B., 2019. The impact of environmental orientation on supplier green management and financial performance: The moderating role of relational capital. Journal of Cleaner Production 211, 628-639.‏
Zhang, D., 2024. The pathway to curb greenwashing in sustainable growth: The role of artificial intelligence. Energy Economics 133, 107562.
نشریه محیط زیست طبیعی
دوره 78، شماره 1
خرداد 1404
صفحه 1-14