ارزشهای زیست محیطی وسبک زندگی عوامل تعیین کننده رفتار (بوم شناختی) مصرف کننده

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشیار گروه، مدیریت دانشکده مدیریت و علوم اداری، دانشگاه سمنان

2 دانشیار دانشکده علوم اجتماعی دانشگاه باقرالعلوم قم

3 کارشناسی ارشد مدیریت بازاریابی دانشکده اقتصاد، مدیریت و علوم رفتاری دانشگاه سمنان

چکیده

 هدف: هدف این مقاله تبیین آن دسته از ارزش‌ها[1]و سبک‌های زندگی[2] است که رفتارهای دوستانه با محیط زیست را به بهترین وجه تشریح می‌کنند.
طرح و روش: این مقاله ارتباط بین متغیرهای ارزش‌ها و سبک زندگی را با متغیرهای زیست محیطی، نگرشی[3] و دانشی[4] جهت تشریح ساختار بوم‌شناختی شهروندان شهرهای قم و کرج مورد سنجش قرار داده است. 540 پرسشنامه در شهرهای قم وکرج توزیع گردید که از آن 393 پرسشنامه سالم دریافت و داده‌های اولیه از طریق آن جمع‌آوری گردید. پرسشنامه مورد استفاده در این تحقیق، از نوع استاندارد بوده و روش تحقیق هم از لحاظ هدف کاربردی و از نظر شیوه گردآوری داده ها توصیفی و از نوع پیمایشی می باشد. تحلیل صورت گرفته بر روی داده‌ها نیز از نوع ساختاری بوده است.
 یافتههای تحقیق: یافته‌های تحقیق نشان داد که الگوهای زیستی، مدگرایی و روحیه هیجان طلبی بهترین تعیین‌_ کننده‌های بخش بازار سبز می‌باشند. در این تحقیق متغیرهای جمعیت شناختیِ سن، جنسیت، تحصیلات و میزان درآمد خانوادگی نیز مورد بررسی قرار گرفتند که نشان دهنده تاثیر درآمد خانوادگی و سطح تحصیلات بر رفتار بوم شناختی بود.
ارزش تحقیق: مدل VALS مورد استفاده در این پژوهش احتمالا برای اولین بار در ایران مورد استفاده قرار گرفته شده، علاوه بر آن متغیرهای مربوط به سبک زندگی زیستی و جمعیت شناختی نیز به این مدل اضافه شده اند. این تحقیق به بازاریابان و محققان برای شناخت هرچه بیشتر جامعه آماریِ مورد تحقیق جهت شناسایی بازار کالاهای بوم شناختی و شناسایی ویژگیهای مصرف کنندگان علاقمند به این کالاها کمک می کند.



[1] . Values


[2] . Lifestyles


[3] . Attitude


[4] . Knowledge

کلیدواژه‌ها

عنوان مقاله [English]

Environmental Values and Lifestyles as Determining Factors of Ecological Consumer Behavior

نویسندگان [English]

  • Abbasali Rastgar 1
  • Seyed Mohammad Hossien Hashemian 2
  • Seyed Safar Alavi 3

1 Associate Professor of Economics, Management and Administrative Sciences, Semnan University

2 Associate Professor of Social Sciences Faculty, Bagher Alolim University Qom

3 M.A. of Marketing Management ,Semnan

چکیده [English]

Purpose: The aim of this study is to identify what values and lifestyles best explain environmentally
 friendly behaviors         .
Design and Methods: This study examined the relationship between variables of values and lifestyle with environmental, attitude
and knowledge variables, to explain the ecological structure between the citizens of Qom and Karaj. 540 questionnaires
 were distributed in Qom and Karaj that it received 393 perfect questionnaires and primary data were collected through them.
The questionnaire used in this study, was standard. Research Methodology in terms of target was practical and on methods
of data collection is Descriptive and survey. The analysis was performed on data was structural from.
Research findings: Findings of the study highlight that environmental patterns, fashions and Excitement are those that best
characterize the ecological market segment. In this study, demographic variables such as age, sex, education and family
income were also reflect the influence of family income and education level of the ecological behavior     .

Originality/value of research: VAL's model used in this study is used probably for the first time in Iran.
 In addition, biological and demographic variables related to lifestyle also added to this version.
This research helps the marketers and researchers to understand more about the statistical society to identify
ecological goods market and identify the properties of consumers are interested in these products.

کلیدواژه‌ها [English]

  • ecology
  • Consumer Behavior
  • Lifestyles
  • Structural analysis

استیفن پی رابینز ،  "رفتار سازمانی ، مفاهیم ، نظریه ها و کاربردها" ترجمۀ علی پارساییان و سید محمد اعرابی ، جلد1  تهران : نشر دفتر پژوهشهای فرهنگی ، چاپ سیزدهم : 1378

جان س مون و میشل اس مینور ، «رفتار مصرف کننده»، ترجمۀ عباس صالح اردستانی ، تهران ، انتشارات آن : 1381

Alonso, J. (1999), Comportamiento Del Consummator, ESIC Editorial, Madrid. Anderson, J.C. and Gerbing, D.W. (1988), “Structural equation modeling in practice: a review and recommended two-step approach”, Psychological Bulletin, Vol. 103 No. 3, pp. 411-23.

Anderson, J.C. and Gerbing, D.W. (1988), “Structural equation modeling in practice: a review and recommended two-step approach”, Psychological Bulletin, Vol. 103 No. 3, pp. 411-23.

Beatty, S.E., Homer, P.M. and Kahle, L.R. (1988),“Problems with VALS in international marketing research: an example from an application of the empirical mirror technique”, Advances in Consumer Research, Vol.15, pp. 375-80.

Bentler , P.M. and Chou, C.P. (1987), “Practical issues in structural modeling”, Sociological Methods and Research, Vol. 16 No. 1, pp. 78-117

Bhalla, G. and Lin, L. (1987), “Cross-cultural marketing research: a discussion of equivalence issues and measurement strategies”, Psychology and Marketing, Vol. 4No. 4, pp. 275-85.

Blesa, A. (2000), “Influence de la Orientation al Mercado del Fabricate en lass Reactions en el Canal de Distribution”, doctoral thesis, Universidad de Valencia, Valencia

Chan, R.Y.K. (1999), “Environmental attitudes and behavior of consumers in China: survey findings and implications”, Journal of International Consumer Marketing, Vol. 11 No. 4, pp. 25-52.

Chan, R.Y.K. (2001), “Determinants of Chinese consumers’ green purchase behavior”, Psychology and Marketing, Vol. 18 No. 4, pp. 389-413.

Del Barrio, S. and Luque, T. (2000), “Analysis de equations structural's”, Techniques de Analysis de Datos en Investigation de Mercado's, Editions Pyramid, Madrid.

De Young, R. (1985-1986), “Encouraging environmentally appropriate behavior: the role of intrinsic motivation”, Journal of Environmental Systems, Vol. 15 No. 4, pp. 281-92.

Frog, E., Martinez, E. and Montaner, T. (2005), “Explaining ecological product purchase using consumers’ psychographic characteristics”, Advances in Doctoral Research in Management.

Frog, E., Martinez, E. and Martinez, Eva.(2006), Environmental values and lifestyles as determining factors of ecological consumer behavior.

Gonzalez, A.M. (2000), “Los valorous personals en el comportaminatore consummator. Revision de diverse methodologies palisades al marketing”, ESIC MARKET, September-December, pp. 9-36.

Granzin, K.L. and Olsen, J.E. (1991), “Characterizing participants in activities protecting the environment: a focus on donating, recycling, and conservation behaviors”, Journal of Public Policy and Marketing, Vol. 10 No. 2, pp. 1-27.

Hair, J.F., Anderson, R.E., Tatham, R.L. and Black, W.C. (1999), Analysis Multivariate, 5th ed., Prentice-Hall, Madrid.

Hildebrandt, L. (1987), “Consumer retail satisfaction in rural areas: a reanalysis of survey data”, Journal of Economic Psychology, Vol. 8 No. 1, pp. 19-42.

Homer, P.M. and Kahle, L.R. (1988), “A structural equation test of the value-attitude-behavior hierarchy”, Journal of Personality and Social Psychology, Vol. 54 No. 4, pp. 638-46.

Jenkins , Richard ,Pierre Bourdieu , London : Rutledge , 2002

Joreskog, K.G. and Sorbom, D. (1993), LISREL 8: Structural Equation Modeling with the SIMPLIS Command Language, Scientific Software International, Chicago, IL.

Carty, J.A. and Shrum, L.J. (1993), “A structural equation analysis of the relationships of personal values, attitudes and beliefs about recycling, and the recycling of solid waste products”, Advances in Consumer Research, Vol. 20, pp. 641-6.

Nelson Barber & Christopher Taylor. (2010). Wine consumers’ environmental knowledge and attitudes Influence on willingness to purchase

Kahle, L.R. (1996), “Social values and consumer behavior: research from the List of Values”, The Psychology of Values: The Ontario Symposium, Vol. 8, Lawrence Erlbaum Associates Publishers, Hillsdale, NJ, pp. 135-50.

Kahle, L.R., Beatty, S.E. and Homer, P. (1986), “Alternative measurement approaches to consumer values: the List of Values (LOV) and Values and Life Style (VALS)”, Journal of Consumer Research, Vol. 13, December, pp. 405-9.

Kaiser, F., Wolfing, S. and Fuhrer, U. (1999), “Environmental attitude and ecological behavior”, Journal of Environmental Psychology, Vol. 19, pp. 1-19.

Kaiser, F. Ronny, M., Hurting, T. and Bowler, P. (1999), “Ecological behavior, environmental attitude, and feelings of responsibility for the environment”, European Psychologist, Vol. 4 No. 2, pp. 59-74.

Livers, S., Serra, P. and Watson, J. (1986), “Religion and visiting hospitalized old people: sex differences”, Psychological Reports, Vol. 58 No. 3, pp. 705-96.

Lozano, F.J. (2002), “Orientation al Mercado en el context universitario span ol: analysis de los antecedents, moderators y consequences”, doctoral thesis, Universidad de Zaragoza, Zaragoza.

Rokeach, M. (1973), the Nature of Human Values, Free Press, New York, NY.

Rumania, N.V. and Sharpe, J.P. (1997), “Type A behavior and the five-factor model of personality”, Psychological Reports, Vol. 81 No. 2, pp. 368-70.

Rumania, N.V., Clump, M. and Sharpe, J.P. “Personality profiles of environmentally responsible (2000), groups”, Psychological Reports, Vol. 87 No. 1, pp. 176-8.

Schultz, P.W. and Zelezny, L. (1999), “Values as predictors of environmental attitudes: evidence for consistency across14 countries”, Journal of Environmental Psychology, Vol. 19, pp. 255-65.

Schwartz, S.H. (1992), “Universals in the content and structure of values: theoretical advances and empirical tests in 20 countries”, Advances in Experimental Social Psychology, Vol. 25, Academy Press, Toronto, pp. 1-64.

Schwartz, S.H. (1994), “Are there universal aspects in the structure and contents of human values?” Journal of Social Issues, Vol. 50 No. 4, pp. 19-45.

Steenkamp, J.B. and Van Trijp, H.C.M. (1991), “The use of LISREL in the validating marketing constructs”, International Journal of Research in Marketing, Vol. 8 No. 4, pp. 283-99.

Thogersen, J. and O¨ Lander, F. (2002), “Human values and the emergence of a sustainable consumption pattern: a panel Study”, Journal of Economic Psychology, Vol. 23 No. 5, pp. 605-30.

Thogersen, J. and O¨ Lander, F. (2003), “Spillover of environment-friendly consumer behavior”, Journal of Environmental Psychology, Vol. 23 No. 3, pp. 225-36.

 


دوره 25، شماره 83
بهار 1396
صفحه 69-92
  • تاریخ دریافت: 29 فروردین 1394
  • تاریخ بازنگری: 09 آبان 1394
  • تاریخ پذیرش: 01 خرداد 1395