جستجوی مقالات مرتبط با کلیدواژه « دانش زیست محیطی » در نشریات گروه « مدیریت »

In recent years, environmental issues and their destructive effects on human health have become important concerns. These concerns about the environment have led to the emergence of a new type of consumers who express the concerns in their purchasing decisions. The pace of change in the world in terms of population and technology has changed the consumption patterns, which has led to unsustainable consumption and environmental problems. This issue has increased the attention of people to the preservation and sustainability of the environment, which has ultimately caused changes in consumer behavior. Studies show that consumers who are aware of environmental issues play an important role in reducing environmental problems. So, marketers around the world seek to educate people and develop green consumerism. Much research has been done to identify the determinants of consumer behavior, which shows that demand for green products is growing at a remarkable rate. Therefore, it can be safely concluded that green marketers should focus on consumers because of their positive attitude towards the environment. In order to fully understand the complexities of sustainable marketing, consumers are considered as decision makers. Highly educated consumers are at the forefront of innovation and transformation in the economy, and they are a potential force for environmental protection because they have a significant awareness of the environment. In addition, such consumers can act as a positive influence on others. Therefore, this study was conducted to identify the main factors affecting the environmental approaches which affect the green shopping behavior of consumers. This research is applied in terms of purpose and descriptive-survey in terms of data collection method. The statistical population consists of the students of Yazd University who were selected by the convenience sampling method. To determine the sample size, the structural equation modeling sampling formula (5q≤n≤15q) was used. According to the 16 questions in the questionnaire, a sample size of at least 80 and a maximum of 240 people were selected, and finally 233 questionnaires were collected. The data collection to gain environmental knowledge was based on the questionnaire devised by Ellen et al. (1991) and Suki (2013), the measurement of interpersonal impacts was based on the views of Bearden et al. (1989), and the measurements of the variables of green shopping behavior and environmental attitudes were based on the questionnaire of Lee (2009). Also, the questionnaire by Schwartz (1977) was used to measure altruistic variables. Structural equation modeling was done with the SPSS and Amos software programs to analyze the data and test the research hypotheses. The findings show that interpersonal relationships and altruism affect environmental attitudes but do not affect green shopping behavior. Also, interpersonal relationships do not affect green shopping behavior through the mediation of environmental attitudes, but altruism mediates environmental attitudes. It directly affects green buying behavior. The effect of environmental knowledge on environmental attitudes has been ruled out, but it has a partial effect on green purchasing behavior through the mediation of environmental attitudes. According to the research results, marketers and policymakers should seriously disseminate information on environmental issues, which can persuade buyers to purchase green products. Any advertising message to attract consumers should be based on idealism, altruism and values and help to reduce doubts about the consumption of green products. The results of the present study showed that consumers became environmentally aware and showed an altruistic and compassionate understanding of green shopping behavior. It is, however, difficult to implement knowledge transfer strategies among consumers. The present study provides key management implications and informs marketing professionals, managers and policy makers about the predictions made on green consumerism among consumers so that they can better understand the barriers to green buying behavior. This understanding may enable them to tailor their products and use marketing strategies that encourage green buying behavior. Government marketers and policymakers need to seriously disseminate information on environmental problems to drive buyers towards green products. Most importantly, it should be noted that the consumption of green products should be reasonable, cost-effective and appropriate so that consumers can have a positive attitude towards them and be encouraged to consume them. By enhancing the sense of altruism, various measures, such as holding cultural programs for people in the community, can be taken to develop green shopping behavior. By using the influence of the intellectual leaders of the society, people can be encouraged to engage in green shopping behavior. Marketing managers can also use different marketing methods such as promotions to influence different groups of buyers and create positive environmental attitude toward green consumption.

The increase of awareness and social concerns of environment problems have led to dramatic changes in consumers’ behavior and their purchase decisions. This, in turn, leads to a change in consumers’ behavior and decision-making regarding purchasing. The present study thus, aims at investigating the consumers’ intention to purchase the green products using the theory of planned behavior. Also, this study is an attempt to examine the impact of consumers' attitudes, subjective norms and perceived behavioral control on their intention to purchase green products considering the role of environmental knowledge and concern. To achieve this aim, the data were collected from 384 consumers in Shiraz and were analyzed using structural equation modeling. The findings revealed that the consumers' attitude and perceived behavioral control positively influenced their intention to purchase green products. Moreover, the environmental knowledge and concerns have positive impact on the consumer's intention to purchase green products. However, the effect of subjective norms on the intention to purchase green products is not significant. Also, environmental concern and environmental knowledge have a positive effect on the intention to purchase green products, but environmental concerns have not affected mental perception and perceived behavioral control.

The modern world has increased the environmental pollution and problems and therefore has led consumers to become more concerned about the environment. Such concerns have begun to be displayed in their purchasing patterns and have led to a new segment of consumers called green consumers. Despite the evidence shows that environmental concern is on the rise among Iranian consumers, but not all the consumers are equally green. To be able to more effectively market green products, marketers need to segment green consumers and use differentiated marketing strategy for each target segment. Demographic variables have been widely used in the past researches for segmentation and profiling of green consumers. The purpose of this research was to examine the impact of various demographic variables on environmental knowledge and pro-environmental behaviors of consumers. Structural equation modeling was used for this purpose. Because all of the variables in the model were ordinal, Weighted Least Squares statistical method was used for structural equation modeling. The results of this study indicate that gender, income and age have significant effect on environmental knowledge and pro-environmental behavior of consumers. Also, findings of this study show that women and older consumers with mediate or low income are greener consumers.

The growing global public concern and awareness for safety and preservation of the environment has given rise to the perception that consumer purchases may be somewhat influenced by environmental issues. While green issues and social responsibility are becoming important to consumers, it is necessary to understand which factors influence on purchase decisions for environmentally friendly products. Considering that purchase intention is known as a good predictor of behavior, the main objective of this study is to investigate the impact of selected factors on consumers purchase intention for green products.The data were collected on a Qazvinian sample using a structured questionnaire. A total of 400 questionnaires were completed and used for data analysis. The data were analyzed applying LISREL and SPSS software. The results reveal that consumer purchase intention for green products affected by green brands, marketing communication activities; attitude based on more marketing communication, environmental knowledge and perceived consumer effectiveness.