نظریه تصویر و تصمیم خرید، ملاحظه نقش دغدغه‌‌های محیط‌زیستی

نوع مقاله : مقاله پژوهشی

نویسندگان

دانشگاه تهران

چکیده

هدف این پژوهش بررسی و تبیین تصمیم خرید مشتری براساس مولفه‌‌های نظریه تصویر با ملاحظه نقش ارزش‌‌ها و اهداف محیطی، مسئولیت اجتماعی و اثربخشی ادراک شده است. جامعه آماری این پژوهش مصرف‌کنندگان ظروف یک‌بار مصرف در سطح شهر تهران هستند. جمع‌آوری داده‌ها در این پژوهش با روش نمونه‌گیری تصادفی ساده با حجم 200 نمونه انجام ‌شد. در تجزیه ‌و تحلیل داده‌ها از مدل‌سازی معادله‌های ساختاری با رویکرد حداقل مربعات جزئی (PLS) استفاده‌ شده است. یافته‌‌ها نشان داد تصمیم خرید وابسته به سه تصویر (تصویر ارزشی، تصویر آرمانی و تصویر استراتژیک) است و شرکت‌های تولیدکننده محصولات سبز که در پی ارایه رویکردهای جدیدتر در جلب مصرف‌کنندگان هستند می‌توانند استفاده از این تصاویر را در استراتژی‌های خود در نظر بگیرند. همچنین یافته‌‌ها حاکی از تاثیر ارزش‌‌های محیطی بر تصویر ارزشی و تاثیر اهداف محیطی و اثربخشی ادراک شده بر تصویر آرمانی است.

کلیدواژه‌ها


عنوان مقاله [English]

Image Theory and Purchase Decision; Considering the Role of Environmental Concerns

نویسندگان [English]

  • morteza soltani
  • niloofar didari khamseh motlagh
  • nima soltani nejad
university of tehran
چکیده [English]

The aim of this study is explaining customer purchase decision based on image Theory considering the role of environmental values and goals, social responsibility and perceived effectiveness. Customers of disposable containers in Tehran are population of this research. Simple random sampling was used by 200 sample. Structural equation modeling approach by Partial Least Squares and PLS were used to test hypotheses. Results showed that purchase decision making depends on three images (value image, trajectory image and strategic image) and companies producing green products searching new approaches to attract consumers are able to consider these images in their strategies. Besides, results show the effect of environmental values on value image and effect of environmental goals and perceived effectiveness on trajectory image.

کلیدواژه‌ها [English]

  • Image theory
  • Purchase decision
  • Social responsibility
  • Environment values
  • Environmental goals
  • Perceived effectiveness
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