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Asgari Gandomani Z, roodbari H, mohammadi Y. (2025). Analyzing the effective environmental factors in the selection of sports products (Study area: Tehran city). jgs. 25(79),
URL: http://jgs.khu.ac.ir/article-1-4246-fa.html
URL: http://jgs.khu.ac.ir/article-1-4246-fa.html
عسگری گندمانی زهرا، رودباری حمید، محمدی یعقوب. واکاوی عوامل زیست محیطی موثر در انتخاب محصولات ورزشی (منطقه مورد مطالعه: شهر تهران) تحقیقات کاربردی علوم جغرافیایی ۱۴۰۴; ۲۵ (۷۹)
۱- دانشگاه خوارزمی تهران، ۰۹۱۲۰۹۶۵۶۹۹ ، zahra_asgari@modares.ac.ir
۲- دانشگاه خوارزمی تهران، ۰۹۱۲۰۹۶۵۶۹۹
۲- دانشگاه خوارزمی تهران، ۰۹۱۲۰۹۶۵۶۹۹
چکیده: (۴۲۷۱ مشاهده)
بسیاری از مصرف‌کنندگان ورزشی نگران مسائل زیست محیطی هستند و به خرید محصولات سبز ابراز علاقه کرده‌اند. با این حال، فروش واقعی محصولات سبز هنوز به اندازه مورد انتظار نیست. به همین منظور هدف پژوهش حاضر بررسی تأثیر عوامل محیطی(نگرش، نگرانی و احساس مسئولیت زیست‌محیطی) بر قصد خرید مصرف‌کنندگان ورزشی سازگار با محیط زیست است. مطالعه پیمایشی حاضر با استفاده از پرسشنامه الکترونیکی هفت ارزشی لیکرت با 27 سوال به جمع‌آوری اطلاعات از 384 دانشجوی ایرانی پرداخت. نمونه‌ها با استفاده از روش نمونه‌گیری تصادفی ساده انتخاب شدند. در مجموع 390 پرسشنامه بازگردانده شد که از این بین 384 عدد از آن‌ها مورد تایید بود. برای تجزیه و تحلیل داده‌ها از نرم افزارPLS برای قابلیت اطمینان و روایی مدل و آزمایش فرضیه‌های مدل ساختاری استفاده شد. نتایج نشان داد که نگرش زیست محیطی محرک مهم رفتار خرید سبز مصرف کنندگان است. همچنین ارتباط آماری معنی‌داری بین مسئولیت‌پذیری زیست‌محیطی و رفتار خرید سبز بدست آمد. اما ارتباط آماری معنی‌داری بین نگرانی‌های زیست‌محیطی و رفتار خرید سبز بدست نیامد. به علاوه رابطه بین ارزش‌های سبز فردی با نگرش زیست‌محیطی، نگرانی‌های زیست‌محیطی، مسئولیت‌پذیری زیست‌محیطی و رفتار خرید سبز از نظر آماری ناچیز بود. به همین منظور شرکت‌ها می‌توانند از طریق استراتژی‌های مناسب در برندینگ محصولاتشان تصویر مناسبی از مسئولیت‌پذیری زیست محیطی برای محصولاتشان را در ذهن مشتریان ایجاد کنند که باعث می‌شود از حمایت مشتریانی که تمایل به خرید محصولات دوستدار محیط زیست دارند، بهره ببرند.
نوع مطالعه: پژوهشي |
موضوع مقاله:
جغرافیا و برنامه ریزی شهری
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