نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی کارشناسی ارشد، گروه مدیریت بازرگانی، دانشکده اقتصاد و مدیریت، دانشگاه ارومیه، آذربایجان غربی، ایران
2 دانشیار، گروه مدیریت بازرگانی، دانشکده اقتصاد و مدیریت، دانشگاه ارومیه، آذربایجان غربی، ایران
چکیده
جهت رسیدن به درکی بهتر نسبت به جنبش زیست‌محیطی یک ملت خاص، آزمون چگونگی نگاه مصرف‌کنندگان آن کشور نسبت به مسائل زیست‌محیطی و در نتیجه نحوه رفتار آن‌ها موضوع مهمی است. از این‌رو، هدف از پژوهش حاضر واکاوی نقش بدبینی تبلیغات سبز و سودمندی اطلاعات بر قصد خرید محصول سبز با تعدیل‌گری خود تفسیری مستقل و وابسته می‌باشد. پژوهش حاضر از نظر طبقه‌بندی مبنی بر طریقه انجام پژوهش، از گونه همبستگی، از نظر دسته‌بندی تحقیقات بر مبنای هدف نیز یک تحقیق کاربردی می‌باشد. جامعه آماری پژوهش حاضر شامل کلیه کاربران شهر تبریز که در اینستاگرام از تبلیغات محصولات سبز بازدید می‌کنند، می‌باشد. بر اساس فرمول کوکران، به روش نمونه‌گیری دردسترس حجم نمونه تعداد ۳۸۴ نفر بدست آمد. ابزار جمع‌آوری داده‌ها پرسشنامه استاندارد بر مبنای طیف لیکرت می‌باشد. داده‌ها با استفاده از نرم‌افزار SPSS نسخه 23 و نرم‌افزارSMART-PLS نسخه 3 مورد تجزیه و تحلیل قرار گرفت. نتایج مطالعه نشان داد که بدبینی نسبت به تبلیغات سبز و سودمندی اطلاعات بر قصد خرید محصول سبز تأثیر دارد. افزون بر این بدبینی نسبت به تبلیغات سبز بر سودمندی اطلاعات تأثیر دارد. سرانجام خودتفسیری مستقل و وابسته رابطۀ بین سودمندی اطلاعات و قصد خرید سبز را تعدیل می‌کند.
کلیدواژه‌ها
عنوان مقاله [English]
Analyzing the role of skepticism green advertising and usefulness of information on intention to purchase green products with the moderating role of independent and dependent self-interpretation among users who visit organic ads on Instagram
نویسندگان [English]
- mahdi nezhadbarnji 1
- Ramin Bashirkhodaparasti 2
1 Master's student, Department of Business Administration, Faculty of Economics and Management, Urmia University, West Azarbaijan, Iran
2 Associate Professor, Department of Business Administration, Faculty of Economics and Management, Urmia University, West Azarbaijan, Iran
چکیده [English]
In order to gain a better understanding of the ecological movement of a particular nation, it is important to test how consumers in that country view environmental issues and, consequently, how they behave. Therefore, the purpose of this study is to Analyzing the role of skepticism green advertising and usefulness of information on intention to purchase green products with the moderating role of independent and dependent self-interpretation among users who visit organic ads on Instagram. The present study is a correlational study in terms of classification based on the research method and applied research in terms of based on purpose. The statistical population of this study includes all Tabriz users who visit ads for organic products on Instagram. According to Cochran's formula, 384 people were obtained by the available sampling method. The data collection tool is a standard questionnaire based on the Likert scale. Data were analyzed using SPSS software version 23 and SMART-PLS software version 3. The results of the study showed that pessimism about green advertising and the usefulness of information affects the intention to buy a green product. In addition, pessimism about green advertising affects the usefulness of information. Finally, independent and dependent self-interpretation moderates the relationship between the usefulness of information and the intention to buy green.
کلیدواژه‌ها [English]
- green advertising skepticism
- intention to purchase green products
- usefulness of information
- independent self-interpretation
- dependent self-interpretation
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