عوامل مؤثر بر رفتار خرید مصرف‌کننده با نقش میانجی ترجیح برند سبز

نوع مقاله : علمی - پژوهشی

نویسندگان

1 * استادیار، دانشگاه مازندران.

2 ** استادیار، دانشگاه مازندران.

چکیده

چکیده     ﻫﺪف ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﺑﺮرﺳﻲ ترجیح نام تجاری سبز، اعتماد به برند سبز و ارزش ویژه برند سبز اﺳﺖ. این ﭘﮋوﻫﺶ از نظر ﻫﺪف، ﻛﺎرﺑﺮدی و از ﻧﻈﺮ جمع‌آوری داده‌ها، ﭘﻴﻤﺎﻳﺸﻲ - ﺗﻮﺻﻴﻔﻲ اﺳﺖ. جامعه آماری شامل دانشجویان «دانشگاه مازندران» بود که از طریق نمونه‌گیری تصادفی، اطلاعات از 370 نفر به‌صورت پرسشنامه جمع‌آوری شد و ﻣﻮرد تجزیه‌وتحلیل ﻗﺮار ﮔﺮﻓﺖ. برای تجزیه‌وتحلیل داده‌های جمع‌آوری­ﺷﺪه و اﻧﺠﺎم ﺗﺤﻠﻴﻞ ﻋﺎﻣﻠﻲ تأییدی و آزﻣﻮن الگوی پژوهش، نرم‌افزار PLS 3.0 و به‌منظور ﺑﺮرﺳﻲ ﭘﺎﻳﺎﻳﻲ و آمار توصیفی، نرم‌افزار SPSS21 به­کار رفت. ﻧﺘﺎﻳﺞ ﺣﺎﻛﻲ از آن اﺳﺖ ﻛﻪ رابطه مثبت و معناداری بین تصویر نام تجاری سبز، رضایت از برند سبز و اعتماد به برند سبز با ترجیح برند سبز وجود دارد؛ همچنین ترجیح برند سبز با رفتار خرید مصرف‌کننده رابطه مثبت و معناداری دارد.

کلیدواژه‌ها

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  • تاریخ دریافت: 06 شهریور 1396
  • تاریخ بازنگری: 25 آبان 1403
  • تاریخ پذیرش: 11 دی 1399

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