تبلیغات و قصد خرید محصولات سبز: نقش واسطه‌ای مشتری‌مداری ادراک‌شده و مسئولیت‌پذیری زیست‌محیطی شرکت

نوع مقاله : مقاله پژوهشی

نویسنده

استادیار گروه مدیریت، موسسه آموزش عالی فردوس مشهد، مشهد، ایران

چکیده

امروزه با توجه به اهمیت روزافزون محصولات ارگانیک و سبز در سبد مصرف‌کنندگان، شناخت سازوکارهای ترغیب‌کننده برای هدایت قصد خرید در صنعت مواد غذایی به ضرورتی انکارناپذیر تبدیل شده است؛ در همین راستا، مطالعه حاضر با هدف بررسی تأثیر تبلیغات بر قصد خرید محصولات سبز، با تمرکز بر نقش میانجی «مشتری‌مداری ادراک‌شده» و «مسئولیت‌پذیری زیست‌محیطی شرکت» انجام شد. این پژوهش از نظر هدف، کاربردی و از منظر روش‌شناسی، یک مطالعه پیمایشی-تحلیلی است که جامعه آماری آن را مصرف‌کنندگان مواد غذایی ارگانیک در شهر مشهد تشکیل دادند و با استفاده از فرمول کوکران، ۳۸۴ نفر به عنوان نمونه انتخاب و داده‌های گردآوری‌شده با پرسشنامه استاندارد، توسط نرم‌افزارهای SPSS و SmartPLS تحلیل گردیدند. یافته‌های تحقیق نشان می‌دهد که تبلیغات نه تنها به طور مستقیم بر قصد خرید اثرگذار است، بلکه از طریق متغیرهای میانجیِ «مشتری‌مداری ادراک‌شده» و «مسئولیت‌پذیری زیست‌محیطی» نیز این قصد را به شکلی معنادار تقویت می‌کند. نتایج بیانگر آن است که تبلیغات، مؤثرترین استراتژی ارتباطی برای هدایت رفتار خرید است و آگهی‌های «توانمندسازی سبز» می‌توانند حتی در شرایطی که مصرف‌کنندگان از مقیاس فعالیت شرکت بی‌اطلاع هستند، به افزایش مشتری‌مداری ادراک‌شده کمک کنند. در نهایت، یافته‌ها مؤید این نکته است که اگر شرکت‌ها قصد ارتقای شهرت زیست‌محیطی خود را دارند، می‌توانند با استفاده از جذابیت‌های سبز و القای ادراکِ مقیاسِ بزرگِ شرکت، میان منفعت شخصی خریدار (مشتری‌مداری) و منفعت عمومی (مسئولیت زیست‌محیطی) هم‌افزایی ایجاد کرده و به نتایج مطلوب‌تری در بازار دست یابند.

کلیدواژه‌ها

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