واکاوی تأثیر همدلی و بدبینی بر قصد خرید سبز با نقش میانجی باورهای اخلاقی مصرف‌کننده: با در نظرگرفتن ملاحظات محیط‌زیستی

نوع مقاله : مقاله پژوهشی

نویسندگان

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

10.22059/jne.2023.351942.2499

چکیده

امروزه محیط‌ زیست یکی از دغدغه‌های جوامع بشری است. محصولات سبز ارتباط تنگاتنگی با محیط‌زیست و مصرف­ کننده دارد. بنابراین، توجه به عواملی که در فرآیند تصمیم خرید محصولات سبز تأثیر می‌گذارد، از اهمّیت خاصی برخوردار است. در این راستا، این پژوهش به واکاوی تأثیر همدلی و بدبینی بر قصد خرید سبز با نقش میانجی باورهای اخلاقی مصرف ­کننده با در نظر گرفتن ملاحظات محیط‌ زیستی می ­پردازد. پژوهش حاضر از لحاظ هدف، توسعه ­ای و از لحاظ روش، جمع ­آوری داده­ ها توصیفی-پیمایشی و در دستة تحقیقات همبستگی قرار می­ گیرد. همچنین این پژوهش به‌صورت میدانی انجام شد. جامعة آماری پژوهش را مصرف­ کنندگان محصولات سبز در شهرستان ارومیه تشکیل می­ دهند. حجم نمونه طبق جدول مورگان 400 نفر از مصرف‌کنندگان شهر ارومیه به روش نمونه­ گیری تصادفی ساده انتخاب شد. ابزار گردآوری اطلاعات پرسشنامه استاندارد مبتنی بر طیف لیکرت است. برای پایایی پرسشنامه از ضریب آلفای کرونباخ بهره گرفته شد. تجزیه و تحلیل داده­ ها با استفاده از روش معادلات ساختاری و با استفاده از نرم‌افزارهای SPSS26، Smart PLS3 انجام شد. نتایج نشان داد که همدلی بر باورهای خرید و قصد خرید تأثیر مثبت و معنی‌داری دارد. همچنین باورهای خرید بر قصد خرید تأثیر مثبت و معنی‌داری دارد. تأثیر بدبینی بر باورهای اخلاقی و قصد خرید منفی و معنی‌دار بود. نقش میانجی باورهای اخلاقی در رابطة بین همدلی و بدبینی با قصد خرید نیز مورد تأیید قرار گرفت.

کلیدواژه‌ها

عنوان مقاله [English]

Analyzing the effect of empathy and cynicism on green purchase intention with the mediating role of consumer ethical beliefs due to the environmental considerations

نویسندگان [English]

  • Ebrahim Asgharpour
  • Ramin Bashirkhodaparasti

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

چکیده [English]

Today, the environment is one of the concerns of human societies. Green products are closely related to the environment and consumers. Therefore, paying attention to the factors that affect the decision process of purchasing organic products is of particular importance. In this regard, this research examines the effect of empathy and pessimism on green purchase intention with the mediating role of consumer ethical beliefs, taking environmental considerations into account. The current research falls under the category of co-relational research in terms of its practical purpose and descriptive survey data collection method. Also, this research was conducted in the field. The statistical population of the research consists of consumers of green products in the city of Urmia. According to Morgan's table, the sample size of 400 consumers in Urmia City was selected by a simple random sampling method. The data collection tool is a standard questionnaire based on the Likert scale. Cronbach's alpha coefficient was used for the reliability of the questionnaire. Data analysis was done using the structural equation method and with the help of SPSS26, Smart PLS3 software. The results showed that empathy has a positive and significant effect on purchase beliefs and purchase intention. Also, purchase beliefs have a positive and significant effect on purchase intention. The effect of pessimism on moral beliefs and purchase intention is negative and significant. The mediating role of ethical beliefs in the relationship between empathy and pessimism with purchase intention was also confirmed.

کلیدواژه‌ها [English]

  • Consumer ethical beliefs
  • Cynicism
  • Environmental
  • Green consumerism
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