جستجوی مقالات مرتبط با کلیدواژه "بسته بندی سبز" در نشریات گروه "مدیریت"

It is not more than three decades that green marketing approaches have attracted the attention of scientific communities. It is clear that not paying attention to green approaches by industries will bring many problems and costs to society and the environment. This research aims to determine the place of green approaches in the proper functioning of food industries. The main goal of this research is to determine the role of green marketing approach in strengthening the name and brand of food industries. In order to achieve the above main goal, a questionnaire was designed and distributed among 394 students (the sampling method in this research is simple random and the determination of the sample size related to the statistical population is based on the Cochran sampling equation) and the data and information collected through the questionnaire, after review and study, were analyzed with the help of SPSS statistical software. To analyze the data in this research, T-test methods are used (to check the level of convergence or whether or not the average of a sample is the same as the average of the population) and the Friedman test (to prioritize the factors). The findings of the research indicate that the hypotheses of the research have been confirmed. In other words, reducing waste production, using nature-friendly materials, reducing environmental pollutants, reducing energy consumption, and using green packaging in the production process will strengthen the brand power of industries. It becomes food.

Environmental status indicates that the world is in a plastic pollution crisis. Since the packaging industry is closely linked to environmental protection and sustainable development, green packaging is a new way for consumers to achieve a balance between economic growth and environmental development. And the consequences of consumers' purchasing behavior in choosing environmentally friendly packaging.

 The paradigm of conducting interpretive research, its approach is using mixed methods and sequential qualitative-quantitative research design. The statistical population of the qualitative section is university researchers and environmental activists, sampling was done in a targeted way through semi-structured interviews with 13 experts, data coding was done with Max Q.D.A software in three stages. In the quantitative part, non-probability sampling is available and data is collected from among 369 consumers by sampling from hypermarkets and large stores in Rasht city. Cronbach's alpha and composite reliability for all constructs are above 0.7, the convergent validity of the extracted average variance index is greater than 0.5. The model was tested using structural equation modeling with PLS software.

The results of coding the data in the qualitative part led to the identification of 259 primary codes, which formed the paradigm model of the research according to the foundational data theory. The categories of environmental belief, health concern, green attitude, and mental norm are among the causal categories that influence the creation of green purchasing behavior of consumers, which leads to consequences such as increasing the level of health, development and growth of the organization's performance, green lifestyle, purchasing preference, and increasing the repetition of purchasing products. They have green packaging. In the quantitative part, the hypothesis test showed that environmental belief at the rate of 0.308, health concern at the rate of 0.164, green attitude at the rate of 0.168 and mental norm at the rate of 0.614 have an effect on consumers' green purchasing behavior. The effect of consumers' green purchasing behavior on increasing the level of health by 0.550, development and growth of the organization's performance by 0.578, green lifestyle by 0.576, purchasing preference by 0.263 and increasing the frequency of purchasing products with green packaging to the rate of 0.348 was confirmed.

It is suggested that the government, organizations active in the field of environment and business managers provide solutions to strengthen the antecedents influencing the purchasing behavior of products with green packaging to create the basis for improving the consequences of it.

Manufacturing Green products and especially green packaging in addition to providing a good context for fulfilling social responsibility of Iranian companies would be a good way to decrease the environmental damages through out of the country. Regarding to the importance of this topic and the necessity of the investigation of the factors influencing customer attitude and purchasing intention، current study applying survey method is conducted. More than 1350 questionnaires among five metropolitan cities are distributed. To test the validity and reliability of questionnaires، face validity and two approaches including alpha cronbakh and split half approach are applied respectively. Results show that customer environmental responsibility has the highest effect on customer attitude to green packaging. On the other hand، in addition to the effect of customer attitude on purchasing intention، good’s price has moderated the relation between attitude to green packaging and purchasing intention; a role that is not supported statistically for good’s availability.