نشریه محیط زیست طبیعی

بررسی تأثیر تبلیغات محیط‌زیستی بر عملکرد محیط‌زیستی مدیریت شهری با نقش میانجی کیفیت محیط‌زیستی و تعدیل‌گری مزایای روان‌شناختی سبز

نوع مقاله : مقاله پژوهشی

نویسندگان

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

10.22059/jne.2024.376578.2670

چکیده

پژوهش حاضر به بررسی تأثیر تبلیغات محیط‌زیستی بر عملکرد محیط‌زیستی مدیریت شهری با نقش میانجیگری کیفیت محیط‌زیستی و تعدیل‌گری مزایای روان‌شناختی سبز می پردازد. در این مطالعه از روش توصیفی-پیمایشی برای جمع­آوری داده­ها استفاده شد. جامعة آماری مورد مطالعه شامل کلیة شهروندان شهرستان ارومیه واقع در استان آذربایجان غربی در کشور ایران می ­باشد. بر این اساس، از جدول مورگان کرجسی حجم نمونه 384 نفر برآورد شد که برای اطمینان بیشتر تعداد 410 نفر در نظر گرفته شد. به‌منظور جمع ­آوری و اندازه‌گیری داده ­ها،‌ از پرسشنامه­ استفاده شد و داده ­های جمع ­آوری شده با استفاده از مدل معادلات ساختاری مورد تجزیه و تحلیل قرار گرفت. 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. یافته ­ها نشان داد که بین تبلیغات محیط‌زیستی و عملکرد محیط‌زیستی مدیریت شهری و کیفیت محیط‌زیستی درک شده شهروندی رابطة معنی­ داری وجود دارد. کیفیت محیط‌زیستی درک شده شهروندی بر عملکرد محیط‌زیستی مدیریت شهری تأثیر مثبت دارد و نقش میانجی‌گری آن در رابطة بین تبلیغات محیط‌زیستی و عملکرد محیط‌زیستی مدیریت شهری تأیید شد. همچنین، نقش تعدیل­ گری مزایای روان‌شناختی سبز بر رابطة بین تبلیغات محیط‌زیستی با کیفیت محیط‌زیستی؛ و کیفیت محیط‌زیستی با عملکرد محیط‌زیستی مدیریت شهری، تأیید شد. این مطالعه امیدوار است به افزایش دانش علمی در زمینة تبلیغات محیط‌زیستی کمک کرده، به سازمان ­ها اجازه دهد در راستای آگاه­ سازی شهروندان و تأمین نیازهای خود، مطابق با عملکرد محیط‌زیستی مدیریت شهری عمل کنند و موجب کاهش آسیب ­های پیش‌بینی شده نسبت به محیط ­زیست ­شهری شوند.

کلیدواژه‌ها

عنوان مقاله [English]

Analyzing the role of environmental advertising on the environmental performance of urban management with mediation environmental quality and moderation of green psychological benefits

نویسندگان [English]

  • Nasim Rashedi
  • Ramin Bashier Khodaparasti
  • Hooshmand Bagheri Garabollagh
  • Bagher Asghnezhad Nouri

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

چکیده [English]

The present study examines the role of green advertising on the environmental performance of urban management by mediating the perceived environmental quality of citizenship and moderating the psychological benefits of greenness. This study used a descriptive research method to collect data. The statistical population studied includes all citizens of Urmia city located in West Azarbaijan province of Iran. Based on this, the sample size of 384 people was estimated from Morgan Karjesi's table and 410 people were considered for more certainty. For data collection and measurement, a standard questionnaire was used and the collected data were analyzed using the structural equation model. The findings showed that there is a significant relationship between environmental advertising and urban management environmental performance and perceived environmental quality in citizenship. The perceived environmental quality of citizenship has a positive effect on the environmental performance of urban management, and its mediating role in the relationship between environmental advertising and the environmental performance of urban management has been confirmed. Also, the positive adjustment effects of the green psychological benefit variable on the relationship between environmental advertising of urban management with perceived environmental quality of citizenship and perceived environmental quality of citizenship with environmental performance of urban management were also confirmed. This study hopes to increase scientific knowledge in the field of environmental advertising, to enable organizations to act in accordance with environmental conditions to inform citizens and meet their needs, as well as to reduce the damage expected to become an urban environment.

کلیدواژه‌ها [English]

  • Environmental advertising
  • Environmental performance of urban management
  • Perceived environmental quality of citizenship
  • Psychological benefits of green
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نشریه محیط زیست طبیعی
دوره 77، شماره 3
آذر 1403
صفحه 467-479