بررسی تاثیر بازارگرایی بر عملکرد محیط‌زیستی با نقش میانجی راهکارهای مدیریت زنجیره تامین سبز

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار گروه مدیریت و حسابداری، دانشکده علوم انسانی، دانشگاه زنجان، ایران

2 کارشناس مدیریت بازرگانی، گروه مدیریت و حسابداری، دانشکده علوم انسانی، دانشگاه زنجان، ایران

3 دانشجو کارشناسی ارشد مدیریت بازرگانی گرایش بازاریابی، گروه مدیریت و حسابداری، دانشکده علوم انسانی، دانشگاه زنجان، ایران

چکیده

در عصر کنونی بازاریابی بر اساس برخی ملاحظات محیطی و اجتماعی به عنوان یکی از مهم‌ترین فعالیت شرکت‌های تولید کالا و خدمات مطرح است و یکی از حیطه‌های بازاریابی مطرح شده در مباحث محیطی، بازاریابی سبز است. هدف این مطالعه توسعه یک مدل ساختاری برای بررسی رابطه بازارگرایی با عملکرد محیط‌زیستی و راهکارهای مدیریت زنجیره تامین سبز است. روش تحقیق، توصیفی از نوع پیمایشی و جامعه هدف کارکنان و مدیران شرکت خالص‌سازان روی زنجان بود. داده‌‌ها از طریق پرسشنامه جمع‌‌آوری شده و به روش طبقه‌ای تصادفی بین 215 نفر از کارکنان و مدیران رده‌های مختلف این شرکت توزیع شد. در این پژوهش از مدل‌یابی معادلات ساختاری و روش حداقل مربعات جزیی(1) برای آزمون فرضیات و برازش مدل استفاده شد. نتایج نشان داد که بازارگرایی بر راهکارهای مدیریت زنجیره تامین موثر بود. اما تاثیر آن بر عملکرد محیط‌زیستی رد شد. از سوی دیگر، تاثیر غیرمستقیم بازارگرایی از طریق متغیر میانجی راهکارهای مدیریت زنجیره تامین تایید شد. در نهایت مشخص شد راهکارهای مدیریت زنجیره تامین بر عملکرد محیط‌زیستی تاثیر مثبت و معناداری دارد.

کلیدواژه‌ها


عنوان مقاله [English]

Investigating the Effect of Market Orientation on Environmental Performance with the Mediating Role of Green Supply Chain Management Strategies

نویسندگان [English]

  • Hossein Azimi 1
  • Fatemeh Moosavi 2
  • Pourya Khorshidi 3
1 Assoc. Profe. of Management and Accounting Department, Faculty of Humanities, University of Zanjan. Zanjan, Iran
2 Bachlor of Science, Management and Accounting Department, Faculty of Humanities, University of Zanjan. Zanjan, Iran
3 Master of Business Management student, Marketing, Management and Accounting Department, Faculty of Humanities, University of Zanjan. Zanjan, Iran
چکیده [English]

In the present era, marketing based on some environmental and social considerations is raised as one of the most important activity of goods and services production companies, and one of the areas of marketing discussed in environmental issues is green marketing. The purpose of this study is to develop a structural model for investigating the relationship between market orientation and environmental performance and green supply chain management solution. The given article has been conducted on descriptive statistics as a survey, and the target population of this study was based on Khales Sazan’s managers and employees in Zanjan. The data were collected via a questionnaire and through random stratified sampling was distributed among 215 employees and managers of the different levels of the company. In this research, the modeling of structural equations and partial least squares (PLS) were used to test the hypothesis and fit the model. The results showed that market orientation was effective on the supply chain management strategies. But its impact on environmental performance was rejected. On the other hand, the indirect effect of market orientation has been confirmed through the intermediate variable of supply chain management strategies. Finally, it was revealed that supply chain management strategies have a positive and significant effect on environmental performance.

کلیدواژه‌ها [English]

  • Market Orientation
  • Environmental performance
  • Supply chain management
  • environmental design
  • Internal environmental management
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