مدیریت تبلیغات و فروش

مدیریت تبلیغات و فروش

واکاوی اثر تعدیل‌گر متغیرهای جمعیت‌شناختی بر رابطه کنترل رفتاری ادراک‌شده و رفتار مصرف سبز: مطالعه‌ای مقایسه‌ای در ایران و مالزی

نویسندگان
1 کارشناسی ارشد مدیریت بازاریابی، دانشکده علوم اقتصادی و اداری، دانشگاه مازندران، بابلسر، مازندران، ایران
2 استادیار گروه مدیریت بازرگانی، دانشکده علوم اقتصادی و اداری، دانشگاه مازندران
چکیده
رفتار مصرف سبز به‌عنوان یکی از مؤلفه‌های کلیدی توسعه پایدار، در سال‌های اخیر توجه گسترده‌ای را در حوزه رفتار مصرف‌کننده به خود جلب کرده است. با وجود کاربرد گسترده نظریه رفتار برنامه‌ریزی‌شده (TPB) در تبیین رفتارهای زیست‌محیطی، نقش متغیرهای جمعیت‌شناختی در تعدیل رابطه بین کنترل رفتاری درک‌شده و رفتار مصرف سبز همچنان نیازمند بررسی بیشتر است. از این‌رو، پژوهش حاضر با هدف بررسی تأثیر کنترل رفتاری درک‌شده بر رفتار مصرف سبز و تحلیل نقش تعدیل‌گر سن، جنسیت، تحصیلات و درآمد در دو بستر فرهنگی ایران و مالزی انجام شده است. این پژوهش از منظر پارادایم در رویکرد اثبات‌گرایی قرار دارد، از حیث هدف توصیفی–همبستگی، از نظر کاربرد کاربردی و از لحاظ افق زمانی مقطعی است. رویکرد پژوهش کمی بوده و داده‌های بخش ایران از طریق پرسشنامه آنلاین و نمونه‌گیری در دسترس از 405 نفر گردآوری شد و داده‌های مربوط به مالزی از مجموعه داده ثانویه شامل 375 مشاهده استخراج گردید. تحلیل داده‌ها با استفاده از مدل‌یابی معادلات ساختاری مبتنی بر حداقل مربعات جزئی (PLS-SEM)، آزمون ناوردایی اندازه‌گیری (MICOM) و تحلیل چندگروهی (PLS-MGA) در نرم‌افزار SmartPLS انجام شد. نتایج نشان داد که کنترل رفتاری درک‌شده در هر دو کشور تأثیر مثبت و معناداری بر رفتار مصرف سبز دارد. همچنین، نتایج تحلیل چندگروهی نشان داد که سن در مالزی و تحصیلات در ایران نقش تعدیل‌گر معناداری در رابطه بین کنترل رفتاری درک‌شده و رفتار مصرف سبز ایفا می‌کنند، در حالی که جنسیت و درآمد در هیچ‌یک از دو کشور اثر تعدیل‌گر معناداری نداشتند. یافته‌های پژوهش بیانگر آن است که نقش عوامل جمعیت‌شناختی در شکل‌گیری رفتار مصرف سبز می‌تواند تحت تأثیر زمینه‌های فرهنگی و اجتماعی متفاوت باشد. این پژوهش علاوه بر توسعه ادبیات رفتار مصرف سبز، می‌تواند برای سیاست‌گذاران و برنامه‌ریزان حوزه محیط‌زیست در طراحی راهبردهای متناسب با ویژگی‌های جمعیتی و فرهنگی جوامع مختلف مفید باشد.
کلیدواژه‌ها
موضوعات

عنوان مقاله English

Investigating the moderating effect of demographic variables on the relationship between perceived behavioral control and green consumption behavior: A comparative study in Iran and Malaysia

نویسندگان English

Bahareh Ahadi Dowlatsara 1
Mohammad Safari 2
1 MSc of Marketing Management, Faculty of Economics and Administrative Sciences, University of Mazandaran, Babolsar, Mazandaran, Iran
2 Assistant Professor, Department of Business Administration, Faculty of Economics and Administrative Sciences, Mazandaran University
چکیده English

Green consumption behavior, as one of the key components of sustainable development, has attracted widespread attention in the field of consumer behavior in recent years. Despite the widespread use of the Theory of Planned Behavior (TPB) in explaining environmental behaviors, the role of demographic variables in moderating the relationship between perceived behavioral control and green consumption behavior still requires further investigation. Therefore, the present study aimed to investigate the effect of perceived behavioral control on green consumption behavior and analyze the moderating role of age, gender, education, and income in the two cultural contexts of Iran and Malaysia. This study is in the positivist approach from the paradigm perspective, in terms of descriptive-correlational purpose, in terms of application, and in terms of cross-sectional time horizon. The research approach was quantitative and the data for the Iranian sector were collected through an online questionnaire and convenience sampling from 405 people, and the data for Malaysia were extracted from a secondary dataset consisting of 375 observations. Data analysis was performed using partial least squares structural equation modeling (PLS-SEM), measurement invariance test (MICOM), and multi-group analysis (PLS-MGA) in SmartPLS software. The results showed that perceived behavioral control in both countries has a positive and significant effect on green consumption behavior. Also, the results of multi-group analysis showed that age in Malaysia and education in Iran play a significant moderating role in the relationship between perceived behavioral control and green consumption behavior, while gender and income did not have a significant moderating effect in either country. The findings of the study indicate that the role of demographic factors in the formation of green consumption behavior can vary under the influence of cultural and social contexts. In addition to developing the literature on green consumption behavior, this research can be useful for environmental policymakers and planners in designing strategies that are appropriate to the demographic and cultural characteristics of different societies.

کلیدواژه‌ها English

Theory of Planned Behavior
Green Consumption Behavior
Perceived Behavioral Control
Demographic Variables
Iran
Malaysia
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