نوع مقاله : مقاله پژوهشی
نویسندگان
1 کارشناسی ارشد، گروه مدیریت بازرگانى، واحد قائم شهر، دانشگاه آزاد اسلامی، مازندران، ایران.
2 دانشیار، گروه ریاضی، واحد آیت االله آملی، دانشگاه آزاد اسلامی، آمل، ایران.
چکیده
هدف اصلی از انجام این تحقیق بررسی نقش آگاهی مصرف‌کنندگان از بازاریابی سبز با تصویر شرکت و قصد خرید مصرف‌کنندگان می باشد. جامعه آماری در این تحقیق کلیه مصرف‌کنندگانی می‌شود که از خرده فروشی‌های زنجیره‌ای مواد غذایی شهرستان بابل (همچون خونه به خونه) خریداری می‌کنند. نمونه آماری بر اساس روش نمونه گیری تصادفی ساده با استفاده از جدول مورگان، تعداد 384 نفر می باشد. ابزار گرداوری داده ها پرسشنامه و جهت تجزیه تحلیل داده ها از تحلیل عاملی، و مدل سازی معادلات ساختاری برای تعیین رابطه بین متغیرهای تحقیق به کمک نرم افزار SPSS و Smart-PLS استفاده شده است. یافته‌ها حاکی از آن است که آگاهی مصرف‌کنندگان از بازاریابی سبز، مسؤلیت اجتماعی شرکت، تصویر ذهنی مصرف‌کنندگان از محصول، و شهرت شرکت، با قصد خرید مصرف‌کنندگان ارتباط مثبت و معناداری دارد.
کلیدواژه‌ها
عنوان مقاله [English]
The Functions of Green Marketing in Building Corporate Image in the Retail Environment
نویسندگان [English]
- Maliheh Gholitbar 1
- Mehdi Fallah Jelodar 2
1 MA, Department of Business Management, Qaim Shahr Branch, Islamic Azad University, Mazandaran, Iran.
2 Associate Professor, Department of Mathematics, Ayatollah Amoli Branch, Islamic Azad University, Amol, Iran.
چکیده [English]
The main purpose of this research is to investigate the role of consumers' awareness of green marketing with the company's image and consumers' purchase intention. The statistical population in this research is all consumers who buy food from retail chains in Babol city (such as door to door). The statistical sample is 384 people based on simple random sampling method using Morgan's table. Data collection tools are questionnaires and for data analysis, factor analysis and structural equation modeling have been used to determine the relationship between research variables with the help of SPSS and Smart-PLS software. The findings indicate that consumers' awareness of green marketing, corporate social responsibility, consumers' mental image of the product, and the company's reputation have a positive and significant relationship with consumers' purchase intention.
کلیدواژه‌ها [English]
- Green Marketing Tasks
- Corporate Image
- Retail Environment
Aaker, D.A. (1992). The value of brand equity. Journal of Business Strategy, 13(4), 27-33.
AbdulQader, I. K. (2008). Intention to purchase electronic green products amongst lecturers: an empirical evidence. Master Thesis, University Sanis Malaysia, Malaysia.
Alipour, M. (2010). Marketing and Market Management with Modern Approach. (1st ed.), p: 50.
Alipour, Mehrdad; Badiei, Hossein and Moniri, Seyyed Mahdi. (2010). Examining how to integrate green marketing and industrial cluster by providing green industrial cluster in order to get out of the country's environmental crises. Industrial Management Quarterly, Faculty of Humanities, Islamic Azad University, Sanandaj Branch, 6(18), 35-49.
Amirshahi, Mirahmad; Yazdani, Hamidreza and Alipour, Elaha. (2012). Investigating the effect of green marketing tools on the behavior of consumers who are members of social networks in Iran. Scientific-Research Quarterly of Modern Marketing Research, 3(4), 41-58.
Andreassen, T. & Lindestad, B. (1998).Customer loyalty and complex services. International Journal of service Industry Management, 9(1), 7-23.
Arvola, A., Vassallo, M. & Dean, M. (2008). Predicting intentions to purchase organic food: the role of affective and moral attitudes in the theory of planned behavior. Appetite, 50, 443-454.
Choi, M. & Kim, Y. (2005). Antecedents of green purchase behavior: An examination of collectivism, environmental concern, and PCE. Advances in Consumer Research, 32(1), 592-599.
Cleveland, M., Kalamas, M. & Laroche, M. (2005). Shades of green: linking environmental locus of control and pro-environmental behaviors. Journal of Consumer Marketing, 22(4), 198–212.
Clifton, R & Simmons, J.(2007). Brands and branding, Bloomberg Press. First edition. 29-32.
Cox, M. J. (2008). Sustainable Communication: A Study of Green Advertising and Audience Reception within the growing arena of Corporate Social Responsibility. Case Study: British Petroleum. Earth& E-nvironment, 3, 32-51.
Dangelico, Rosa Maria & Pontrandolfo, Pierpaolo. (2009). From green product definitions and classifications to the Green Option Matrix. Journal of Cleaner Production, 1608-1628.
Del Afrooz, Maryam; Taleghani, Mohammad and Nouri, Bahareh. (2011). The effect of green marketing tools on consumer purchase. Bank of Marketing Articles of Iran.
Elahi, Majid and Yaqoubi, Roya. (2010). Introducing green marketing tools and their impact on consumer buying behavior. Quarterly Journal of Improvement and Transformation Management Studies, 21(65), 167-186.
Haddadian, Alireza; Vahidi Noghati, Maryam; Pasban, Elaha and Daudi, Nastern. (2013). Investigating the effect of green marketing mixes on green purchasing. The first national conference on marketing opportunities and challenges.
Haghighi, Mohammad and Khalil, Maryam. (2018). Examining the place of green marketing in the buying behavior of consumers. Organizational Culture Management, 9(2), 83-102.
Haghigi, Mohammad and Kimasi, Massoud. (2012). Service loyalty: the effects of service quality and the mediating role of customer satisfaction. Management Knowledge Quarterly, 600-61, 53-72.
Mehrabi, Javad and Mashat, Zahra (2013). Investigating the influencing factors on the consumer's attitude towards service innovation (a case study of parking meter users in Qazvin). Management Quarterly, 11(36), 1-30.
Nakhai, Arzoo and Khairi, Bahram. (2012). Investigating the effect of selected factors on the intention to buy green products. Journal of Marketing Management, 15, 105-130.
Prayer, Habiba; Fathi, Ali and Sheikhian, Ali Kazem. (2005). Green marketing is a way to sustainable competition. Tadbir Monthly, 173, 20-25.
Ranaei Kurdshuli, Habib Elah and Yaari Bozanjani, Ahmad Elah. (2011). Investigating the effect of green marketing mix on consumers' green purchase decision (case study: consumers of Pegah dairy products in Shiraz). Modern Marketing Research Quarterly, 2(1), 165-92.
Rifat Panahbaygi, Afshin. (2014). Green marketing and its effect on green purchase intention and green consumer behavior. The first scientific research conference on new findings of management, entrepreneurship and education sciences in Iran.
Rivera-Camino, J. (2004). Re-evaluating green marketing strategy: a stakeholder Perspective. European Journal of Marketing, 41, 1328-1358.
Sammer, K. & Wu¨stenhagen, R. (2006). The influence of eco-labelling on consumer behaviour – results of a discrete choice analysis for washing machines, Business Strategy and the Environment, 15(3), 185-99.
Schlegelmilch, Bodo B; Bohlen, Greg M. & Diamantopoulos, Adamantios. (1996). The link between green purchasing decisions and measures of environmental consciousness. European Journal of Marketing, 30, 35-55.
Sheth, J., Newman, B. & Gross, B. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22 (2), 159-170.
Skogland, I., & Siguaw, J. A. (2004). Are your satisfied customers loyal?. Cornell Hotel and Restaurant Administration Quarterly, 45(3).
Stanton, W.J & Futrell, C. (1987). Fundamentals of Marketing. McGraw-Hill, New York, NY.
Suki, Norazah Mohd; Suki, Norbayah Mohd & Azman, Nur Shahirah. (2016). Impacts of Corporate Social Responsibility on the Links between Green Marketing Awareness and Consumer Purchase Intentions. Procedia Economics and Finance, 37, 262 – 268.
Suplico, L. T. (2009). Impact of green marketing on the students purchase. Decision. Journal of International Business Research, 8 (2), 71-81.
Taghian, Mehdi & D'Souza, Clare.(2005). Green advertising effects on attitude and choice of advertising themes. Asia Pacific Journal of Marketing and Logistics, 17.
Yaqoubi, N. and Shakri, R. (2017). Analytical comparison of technology acceptance models with an emphasis on internet banking acceptance. Iranian Journal of Management Sciences, 11, 21-44.
Zarei Mahmoudabadi, Zahra. (2013). Marketing skills in bank branches. Economic, news and social monthly of Bank Maskan, number 92.
Zuhairah, Hasan & Noor Azman, Ali.(2015). The impact of green marketing strategy on the firm’s performance in Malaysia. Procedia - Social and Behavioral Sciences, 172, 463 – 470.
)