چشم انداز مدیریت بازرگانی

چشم انداز مدیریت بازرگانی

مرور نظام مند پیامدهای سبزنُمایی

نوع مقاله : علمی - پژوهشی

نویسندگان
مهسا جندقی 1
محمود نادری بنی 2
سید محمد طباطبایی نسب 3
مهدی سبک رو 4
1 دانشجوی دکتری گروه مدیریت بازرگانی، دانشکدة اقتصاد، مدیریت و حسابداری دانشگاه یزد، یزد، ایران
2 استادیار گروه مدیریت بازرگانی، دانشکدة اقتصاد، مدیریت و حسابداری دانشگاه یزد، یزد، ایران
3 دانشیار گروه مدیریت بازرگانی، دانشکدة اقتصاد، مدیریت و حسابدار ی دانشگاه یزد، یزد، ایران
4 دانشیار گروه مدیریت بازرگانی، دانشکدة اقتصاد، مدیریت و حسابداری دانشگاه یزد، یزد، ایران
10.48308/jbmp.2023.227369.1343
چکیده
هدف: با وجود تمرکز کسب‌وکارهای مدرن بر پاسخ به نگرانی‌های موجود در مورد مسائل زیست-محیطی و پرداختن به حل‌و‌فصل چالش‌های آن برپایه اقدامات سبز و صحت ادعای مزایای زیست-محیطی در محصولات برخی شرکت‌ها، شرکت‌های درگیر در فرآیند سبزنُمایی، مصرف‌کنندگان را گمراه کرده و علی‌رغم عملکرد ضعیف زیست‌محیطی، گزارش‌های مثبتی ارائه می‌دهند. از این‌رو، هدف این پژوهش ارائه مدل جامع پیامدهای سبزنُمایی بوده است.
روش‌شناسی: در راستای هدف پژوهش، با‌استفاده از روش فراترکیب و طی مراحل هفتگانه ساندلوسکی و باروسو، نتایج پژوهشگران پیشین به‌طور نظام‌مند مرور و وزن عوامل مستخرج با روش آنتروپی‌شانون، تعیین گردیده است.
یافته‌‌ها: 60 پیامد شناسایی‌شده با تجزیه‌و‌تحلیل داده‌های 47 مطالعه منتخب، در 14 مفهوم و 6 مقوله اصلی طبقه‌بندی گردیده‌اند.
نتیجه‌گیری: طبق نتایج آنتروپی‌شانون مهم‌ترین پیامدهای متاثر از سبزنُمایی عبارتند‌از: ریسک ادارک‌شده، وفاداری و اعتماد و قصد خرید‌سبز در خصوص پیامدهای مصرف‌کنندگان؛ گرایش ارزشی کارکنان، کیفیت محصول، مشروعیت برند‌سبز و تصویر برند‌سبز در مورد پیامدهای سبزنُمایی شرکت؛ تغییر دیدگاه‌ها و نگرش‌های داخلی و خارجی در مورد پایداری محیط‌زیست صنعت؛ تغییر نگرش و قصد‌خرید نسبت به سایر برندها و محصولات سبز در رابطه با پیامدهای مربوط به سایر محصولات سبز؛ ادراکات ذینفعان در مورد مسئولیت زیست‌محیطی شرکت‌ها و واکنش آن‌ها نسبت به رسوایی‌های زیست‌محیطی شرکت‌ها در حوزه پیامدهای ذینفعان و تخریب اکوسیستم و استفاده بی‌رویه از منابع تجدیدناپذیر زیرمجموعه پیامدهای زیست‌محیطی سبزنُمایی شرکت‌ها. این مطالعه با ارائه مدلی از پیامدهای سبزنُمایی، بینش عمیقی از ادبیات موجود ایجاد کرده که مدیران سازمان-های مربوطه می‌توانند در راستای پیشگیری از پیامدهای سبزنُمایی موثر بر گروه‌های مختلف، از آن استفاده نمایند.
کلیدواژه‌ها
سبزنُمایی
بازاریابی سبز
مسئولیت اجتماعی شرکت
فراترکیب
آنتروپی شانون

عنوان مقاله English

A Systematic review of corporate greenwashing consequences using a meta-synthesis approach

نویسندگان English

Mahsa Jandaghi 1
Mahmud Naderi Bani 2
Seyed Mohamad Tabatabaeenasab 3
Mahdi Sabokro 4
1 PhD Candidate in Business Management Department, Faculty of Economics, Management and Accounting,Yazd University, Yazd, Iran
2 Assistant Professor of Business Management Department, Faculty of Economics, Management and Accounting, Yazd University, Yazd, Iran.
3 Associate Professor of Business Management Department, Faculty of Economics, Management and Accounting, Yazd University, Yazd, Iran .
4 Associate Professor of Business Management Department, Faculty of Economics, Management and Accounting, Yazd University, Yazd, Iran
چکیده English

Objective: Despite the focus of modernbusinesses on responding toexisting concernsabout environmental issues and dealingwith solving its challenges based on green measures and the validity of claiming environmentalbenefits in the products of somecompanies, companies involved in the greenwashing process that mislead consumers and present positive reports despite theirpoor environmentalperformance. Therefore, the aim of this research wasto present a comprehensivemodel of the greenwashing consequences.
Methodology: Along with the purpose of the research using the meta-synthesis method and through the seven steps of Sandelowski and Barroso, the results of previous researchers have been systematically reviewed and the weight of the extracted factors has been determined by Shannon-entropy method.
Findings: 60 outcomes identified by analyzing the data of 47 selected studies have been classified into 14 concepts and 6 main categories.
Conclusion: According to the results of Shannon-entropy, the most important outcomes affected by greenwashing are: perceived risk, loyalty, trust and green purchase intention aboat the consumer outcomes; employees' value orientation, product quality, green brand legitimacy and green brand image aboat the consequences ofthe company's greenwashing; changing internal andexternal attitudes about the environmental sustainability oftheindustry; change inattitude and purchase intention towardsother green brands and products aboat the consequences relatedto other greenproducts;stakeholders perceptionsabout corporateenvironmental responsibility and theirresponse to corporateenvironmental scandals aboat the stakeholderoutcomes and ecosystem degradation and the overuse of non-renewable resources under the environmental impactsubset of corporate greenwashing. Bypresenting a consequences modelof greenwashing, this study has created a deep insight from the existing literaturethat managersof relevant organizationscan use untilprevent the greenwashing consequencesaffecting different groups.

کلیدواژه‌ها English

Greenwashing
Green Marketing
Corporate Social Responsibility
meta-synthesis
Shannon-Entropy
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