بررسی تأثیر آمیخته بازاریابی سبز بر مصرف پایدار با نقش میانجی خرید سبز

نوع مقاله : مقاله پژوهشی (کمی)

نویسندگان

1 دانشجوی کارشناسی ارشد مدیریت بازرگانی،گروه مدیریت، واحد شهرکرد، دانشگاه آزاد اسلامی، شهرکرد، ایران

2 کارشناسی ارشد مدیریت کسب و کار ،گروه مدیریت، واحد گرمسار،دانشگاه پیام نور ، گرمسار، ایران

3 کارشناسی ارشد مدیریت دولتی،گروه مدیریت، واحد سیرجان، دانشگاه آزاد اسلامی، سیرجان، ایران

4 گروه مدیریت بازرگانی ،واحد تنکابن ،دانشگاه ازاد اسلامی ،تنکابن ، ایران

چکیده

در طول دهه­های اخیر، پایداری زیست محیطی، به صدر موضوعات سیاسی بین المللی رسیده و به عنوان یک عامل برانگیزاننده کلیدی نوآوری شناخته شده است. نتیجتاً تعداد شرکت‌هایی که محصولات سبز را توسعه می‌دهند، رشد سریعی داشته و مشتریان، علاقه فزاینده‌ای به این محصولات از خود نشان می‌دهند. بنابراین درک خصوصیات اصلی محصولات سبز، شناسایی فاکتورهای مؤثر بر قیمت و اشتیاق مصرف کننده‌ها، برای پرداخت مبالغی بیشتر برای آن‌ها، ابزارهای تبلیغی و کانال­های فروش، آمیخته بازاریابی سبز برای شرکت­هایی که هدف آن‌ها طراحی، توسعه و بازاریابی محصولات سبز است می­تواند مفید باشد. هدف این پژوهش بررسی تأثیر آمیخته بازاریابی سبز بر روی مصرف پایدار با نقش میانجی خرید سبز می‌باشد. روش پژوهش، توصیفی و از نظر هدف کاربردی است. جامعه آماری شامل کلیه دانشجویان دانشگاه آزاد اسلامی واحد شهرکرد است و با استفاده از جدول مورگان حجم نمونه 320 نفر انتخاب و پرسشنامه بین 300 نفر توزیع گردید. نمونه‌گیری در این پژوهش به روش تصادفی انجام گردید و پرسشنامه بین افراد نمونه توزیع شد. نمونه‌گیری در این پژوهش به روش تصادفی انجام گردید و پرسشنامه بین افراد نمونه توزیع شد. ابزار گردآوری داده­های پرسشنامه آمیخته بازاریابی سبز مهاجرانی (1394)، قصد خرید سبز هانگ و همکاران (2014) و پرسشنامه مصرف پایدار لوچیک (2011) می‌باشد. نتایج پژوهش نشان داد که هر 4 فرضیه فرعی پذیرفته شدند، در نتیجه فرضیه اصلی نیز پذیرفته می‌شود و آمیخته بازاریابی سبز بر مصرف پایدار با نقش میانجی خرید سبز دانشجویان دانشگاه آزاد اسلامی واحد شهرکرد تأثیر مثبت معناداری دارد.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating the mixed effect of green marketing on sustainable consumption with the mediating role of green shopping

نویسندگان [English]

  • abbas khalaji 1
  • Khatere nobahar 2
  • Seedreza sajjadi 3
  • Mohammad Mehdi Asgari 4

1 Master's student in Business Administration, Department of Management, Shahrekord Branch, Islamic Azad University, Shahrekord, Iran

2 Master of Business Administration, Department of Management, Garmsar Branch, Payam Noor University, Garmsar, Iran

3 Master of Public Administration, Department of Management, Sirjan Branch, Islamic Azad University, Sirjan, Iran

4 Department of Business Management, Tonkabon Branch, Islamic Azad University, Tonkabon, Iran

چکیده [English]

Abstract
During recent decades, environmental sustainability has reached the top of international political issues and has been recognized as a key motivating factor for innovation. As a result, the number of companies that develop green products has grown rapidly and customers show increasing interest in these products. Therefore, understanding the main characteristics of green products, identifying the factors affecting the price and the enthusiasm of consumers, to pay more for them, promotional tools and sales channels, green marketing mix for companies whose purpose is design, development and marketing. Green products can be useful. The aim of this research is to investigate the mixed effect of green marketing on sustainable consumption with the mediating role of green shopping. The research method is descriptive and practical in terms of purpose. The statistical population includes all students of Islamic Azad University, Shahrekord branch, and using Morgan's table, a sample size of 320 people was selected and the questionnaire was distributed among 300 people. Sampling in this research was done by random method and the questionnaire was distributed among the sampled people. Sampling in this research was done by random method and the questionnaire was distributed among the sampled people. The data collection tool is the mixed marketing questionnaire of Mohajerani (2014), green purchase intention of Hong et al. (2014) and Luchik's sustainable consumption questionnaire (2011). The results of the research showed that all 4 sub-hypotheses were accepted, as a result, the main hypothesis is also accepted, and green marketing mix has a significant positive effect on sustainable consumption with the mediating role of green shopping among students of Islamic Azad University, Shahrekord branch.
Extended
Introduction
Due to the terrible destruction of the environment around the world, more and more people pay attention to environmental concerns (Turki et al, 2019; Ho et al, 2022). With the increasing awareness and knowledge of customers regarding the importance of social welfare, the environment has become a serious concern for people. With the emergence of new consumer products and the increase of society's well-being and the efforts of organizations to stay ahead of competitors, the marketing approach has changed to a customer-oriented one. But the trend we are facing today is more awareness of organizations towards the environment (Agarwal et al, 2022).
Environmental pollutions that have arisen as a result of human production and consumption are among the issues that have been repeatedly recognized as a threat to humanity by organizations active in this field. These environmental issues are still the main concern of people all over the world. This concern pressured marketers to change their strategy and adopt a marketing strategy called green marketing. Marketing is one of the topics subject to changes, which are caused by consumption patterns and people's tastes (Ho et al, 2019). Green marketing processes are rapidly becoming a mainstream to ensure the sustainability of marketing operations (Chang et al, 2019).
According to what was said, the main question of the current research is whether the marketing mix has an effect on sustainable consumption with the mediating role of green shopping.
Theoretical framework
Green marketing can be seen as the outward extension of the company's environmental management systems and procedures that try to prevent environmental damage and help protect the environment. With environmental issues becoming an important issue in society, the number of companies that rely on environmental management systems, standards and audits to achieve sustainable development has increased exponentially (Lee, Ngniatdma and Chen, 2017).
Green purchasing can affect the income of the whole organization. It also helps to create a positive public image, brand and goodwill in the market environment. The intention to buy green products is variable in cultures, genders and individual behavior of a person (Serin et al, 2018).
In 1987, the United Nations Commission presented a definition of sustainable development to the world: meeting the needs of the present without jeopardizing the ability of future generations to meet their own needs (Peterson et al., 2021).
Saadat Nia (2021) conducted a research titled "Investigation and identification of the mix effect of green marketing on consumers' purchase intention". The results of this research showed that green product mix and green promotion mix have a positive and meaningful effect on the purchase intention of consumers of Tehran Milk Industries. It is.
Azadmanesh et al., (2020) conducted a research entitled "The effect of mixed green marketing components on the purchase intention of Rogin tomato sauce consumers". The results showed that among the four components of green marketing, three components of green price, green production and green advertising have a positive and significant effect on the purchase intention of Rojin's tomato sauce consumers in Kermanshah. Among these three components, green price has the most effect and green advertising has the least effect, but green distribution has no significant effect on consumers' purchase intention.
Methodology
The current research is descriptive in terms of examining the existing conditions, and is a survey in terms of the fact that it uses a questionnaire. The current research population includes all students of Islamic Azad University, Shahrekord branch. Questionnaire was used as the survey method. In this research, 320 questionnaires were distributed among students, of which 300 questionnaires were usable, analyzed by PLS software. The questionnaire of Mohajerani et al, (2015) was used to collect data related to the green marketing mix variable, the questionnaire of Hang et al, (2014) was used for the green purchase intention variable, and the questionnaire of Lochic (2011) was used for the sustainable consumption variable.
Discussion and Results
In order to investigate the hypothesis of the research, the modeling of structural equations, the method of structural equation modeling with the help of spss software was used to test the hypotheses from inferential statistics. Then PLS software was used to test the hypotheses or the conceptual model of the research, and the results showed that the design of green products has a significant effect on sustainable consumption with the mediating role of green purchase, and the design of green products indirectly and through the mediating variable of green purchase intention has an effect of (0.726*0.576) on sustainable consumption. Also, considering that this coefficient is positive; designing green products has a positive effect on sustainable consumption with the mediating role of green purchasing. Considering that both pricing paths of green goods are significant on purchase intention and purchase intention on sustainable consumption, it is concluded that the pricing of green goods has a significant effect on sustainable consumption with the mediating role of green purchase, and pricing green goods indirectly and through the mediating variable of green purchase intention have an effect on sustainable consumption to the extent of (0.726 x 0.199). Also, considering that this coefficient is positive, as a result, the pricing of green goods has a positive effect on sustainable consumption with the mediating role of green shopping. According to the fact that both paths of distribution conforming to green criteria are significant on purchase intention and purchase intention on sustainable consumption, it is concluded that distribution conforming to green criteria has a significant effect on sustainable consumption with a mediating role of green purchase, and distribution conforming to Green criteria indirectly and through the mediating variable of green purchase intention have an effect on sustainable consumption to the extent of (0.726*0.184). Also, considering that this coefficient is positive, as a result, the distribution according to green criteria has a positive effect on sustainable consumption with the mediating role of green purchasing. Considering that both paths of green advertising on purchase intention and purchase intention on sustainable consumption are significant, it is concluded that green advertising has a significant effect on sustainable consumption with the mediating role of green purchase, and green advertising indirectly and through the mediating variable of green purchase intention has an effect on sustainable consumption to the extent of (0.726*0.266). Also, considering that this coefficient is positive, as a result, green advertising has a positive effect on sustainable consumption with the mediating role of green shopping. Considering that all 4 sub-hypotheses were approved, as a result, the main hypothesis is also approved and marketing mix has a significant positive effect on sustainable consumption with the mediating role of green shopping for students of Islamic Azad University, Shahrekord branch.
Conclusion
The present study was conducted with the aim of investigating the mix effect of green marketing on sustainable consumption with the mediating role of green shopping. This finding is in line with researchers such as Saadat Nia (2021), and Azadmanesh et al., (2020); Due to the fact that nowadays consumers are more interested in environmental issues and environmental awareness among them has grown significantly, it has led to a gradual change in consumer behavior and the introduction of green marketing to the field of activity of companies and producers of consumer products; a better understanding of green consumers and customers and their needs will lead to a better market for green products and will help more companies and organizations to produce green products.
According to the results of the research, it is suggested that the subject of environmental knowledge should be taught as a general subject in higher educational institutions as well as in universities, so that students might become familiar with the importance and role of its proper maintenance. This will also lead to a change in the attitude towards the environment of the country's future makers.
 

کلیدواژه‌ها [English]

  • green marketing mix
  • sustainable consumption
  • green purchase intention. marketing mix
Azadmanesh, F. & Yarahadi, F. (2020).The effect of mixed green marketing components on consumers' intention to buy Rojin tomato paste, the fifth national conference on economics, management and accounting, Ahvaz. (In Persian)
Barber, N., Taylor, D. C. & Strick, S. (2009).Environmental knowledge and attitudes: influencing the purchase decisions of wine consumers”, International CHRIE Conference-Refereed Track, pp. 1- 11.
Chang, K.C., Hsu, C.L., Hsu, Y.T., Chen, M.C., (2019).How green marketing, perceived motives and incentives influence behavioural intentions. J. Retailing Consum. Serv. 49, 336–345.
Chen, H. (2019). Applying a multiple criteria decision-making approach to establishing green marketing audit criteria. Journal of Cleaner Production, 210, 256-265.
D’Souza, C., Taghian, M. & Khosla, R. (2007). “Examination of environmental beliefs and its impact on the influence of price, quality and demographic characteristics with respect to green purchase intention”, Journal of Targeting, Measure, 15, pp. 69–78
Darvishmotevali, M., & Altinay, L. (2022).Toward pro-environmental performance in the hospitality industry: empirical evidence on the mediating and interaction analysis. Journal of Hospitality Marketing & Management31(4), 431-457.‏ (In Persian)
D'Souza, C., Taghian, M., Sullivan-Mort, G., & Gilmore, A. (2015). An evaluation of the role of green marketing and a firm’s internal practices for environmental sustainability. Journal of strategic marketing23(7), 600-615.‏
Gustavo Jr, J. U., Trento, L. R., de Souza, M., Pereira, G. M., de Sousa Jabbour, A. B. L., Ndubisi, N. O., ...& Zvirtes, L. (2021).Green marketing in supermarkets: Conventional and digitized marketing alternatives to reduce waste. Journal of cleaner production296, 126531.‏
Han, H., Hsu, L. T. J, Lee, J. S. & Sheu, C. (2011). “Are lodging customers ready to go green? An examination of attitudes, demographics, and eco-friendly intentions”, International Journal of Hospitality Management, 30, pp. 345–355.
 Hashemi, S M, & Mohammadi Alawijeh, D. (2019). Investigating the effect of green marketing on purchase intention with the mediating role of company image with the approach of improving productivity (Case study: customers of Shuttle Company. Productivity Management 13(2). 145-167.. (In Persian)
Hoe, S.L., (2019). Issues and procedures in adopting structural equation modelling technique. J. Quant. Method. 3 (1), 76–83.
Hong, Z. & Guo, X. (2019). Green product supply chain contracts considering environmental responsibilities. Omega, 83, 155-166.
Hossain, A., & Khan, M. Y. (2018). Green marketing mix effect on consumers buying decisions in Bangladesh. Marketing and Management of Innovations, 10(4). 298-306. (In Persian)
Jain, V. K., Arya, V., & Sharma, P. (2021). Social Media And Sustainable Behavior: A Decision Making Framework Using Interpretive Structural Modeling (ISM). Journal of Content Community & Communication14, 1-13.‏
Jaiswal, D., Kant, R., (2018).Green purchasing behaviour: a conceptual framework and empirical investigation of Indian consumers. J. Retailing Consum. Serv. 41, 60–69.
Karunarathna, A., Bandara, V. K., Silva, A., & De Me, W. (2020).Impact of green marketing mix on customers’ green purchasing intention with special reference to Sri Lankan supermarkets. South Asian Journal of Marketing, 1(1), 127-153.
Kemper, J. A., & Ballantine, P. W. (2019). What do we mean by sustainability marketing? Journal of Marketing Management, 35(3–4), 277–309. https://doi.org/10.1080/0267257X.2019.1573845
Kemper, J., Hall, C., & Ballantine, P. (2019). Marketing and sustainability: Business as usual or changing worldviews? Sustainability, 11(3), 780. https://doi.org/10.3390/su11030780
Ketelsen, M., Janssen, M., & Hamm, U. (2020).“Consumers’ response to environmentallyfriendly food packaging-A systematic review.” Journal of Cleaner Production, 254, 120123.
Larashati, H., Hudrasyah, H., & Chandra, N. (2012). 7Ps of green marketing as factors influencing willingness to buy towards environmentally friendly beauty products. in Proceedings of the International Conference on Business Management and Information Systems.
Li, S., Ngniatedema, T., & Chen, F. (2017). Understanding the impact of green initiatives and green performance on financial performance in the US. Business Strategy and the Environment, 26(6), 776-790.
Masrour, G A. Alboghbish, M. Mirsalari, S A A, (2015), Getting to know green marketing and how it affects the lives of people in society, the second international accounting and management conference in the third millennium, Rasht. (In Persian)
MoradiDehkordi, R., & Barrani, B. (2022). Modeling the structural equations of the effects of green management tools on sustainable behavior in the hotel industry. Journal of Business Management And Entrepreneurship, 2(1), -. doi: 10.22034/jbme.2022.362476.1037. (In Persian)
Osman, A., Othman, Y. H., Salahudin, S. N., & Abdullah, M. S. (2016). The awareness and implementation of green concepts in marketing mix: A case of Malaysia. Procedia Economics and Finance35, 428-433.‏
Papadas, K. K., Avlonitis, G. J., Carrigan, M., & Piha, L. (2019). The interplay of strategic and internal green marketing orientation on competitive advantage. Journal of Business Research104, 632-643.‏
Peterson, M., Minton, E. A., Liu, R. L., & Bartholomew, D. E. (2021). Sustainable marketing and consumer support for sustainable businsses. Sustainable Production and Consumption27, 157-168.‏
Ranaei Kordshouli, H., & Allahyari Bouzanjani, A. (2012). Investigating the Effect of Green Marketing Mix on Consumers Green Purchase Decision (Study in Consumers of Shiraz Pegah Dairy Product Company). New Marketing Research Journal, 2(2), 165-180. (In Persian)
Saadat Nia, Farhad, (2021) Investigating and identifying the mixed effect of green marketing on consumers' purchase intention, the third national conference on knowledge management and electronic businesses with a resistance economy approach, Mashhad. (In Persian)
Serin, F., Celik, E., & Gul, M. (2019). An integrated best-worst and interval type-2 fuzzy TOPSIS methodology for green supplier selection. Mathematics7(2), 182.‏
Solomon, M., Bamossy, G., Askegaard, S., and Hogg. (2010). Consumer Behavior: A European Perspective, Pearson Education, New York.
Tsai, P., Lin, G., Zheng, Y., Chen, Y., Chen, P., & Su, Z. (2020). Exploring the effect of Starbucks’ green marketing on consumers’ purchase decisions from consumers’ perspective. Journal of Retailing and Consumer Services, 56, 1-14.
Turki, M., Kalantari Shahijan, M., & Alirezaei, A. (2022).The effect of green transformational leadership on green behavior with the mediating role of green organizational culture and environmental concerns. Journal of Business Management And Entrepreneurship, 1(2), 93-113. doi: 10.22034/jbme.2022.329053.1014. (In Persian)
Wei, S., Ang, T., Jancenelle, V.E., (2018). Willingness to pay more for green products: the interplay of consumer characteristics and customer participation. J. Retailing Consum. Serv. 45, 230–238.
  • تاریخ دریافت: 30 اردیبهشت 1401
  • تاریخ بازنگری: 14 مرداد 1401
  • تاریخ پذیرش: 23 شهریور 1401
  • تاریخ اولین انتشار: 23 شهریور 1401