بررسی عوامل رفتاری تاثیرگذار بر ارزش ویژه برند سبز در صنعت غذایی

امروزه مسئله حفاظت از محیط زیست به قدری مهم تلقی می گردد که سبب تحولات بنیادی در رفتار، علایق، ترجیحات و ... جوامع بشری شده است در این راستا مصرف کنندگان و مشتریان محصولات و خدمات، سازمان ها را مجبور ساختند که رویکرد خود را به سمت رویکرد پایدار تغییر دهند. بر همین اساس امروزه داشتن برندی سبز و افزایش ارزش ویژه برند سبز  یک مزیت رقابتی محسوب می شود. هدف از ارائه این پژوهش مطالعه عوامل رفتاری تاثیر گذار بر ارزش ویژه برند سبز در صنعت غذایی بود. در این پژوهش از روش تحقیق توصیفی-پیمایشی بهره گرفته شد. جامعه آماری پژوهش مردم شهر تهران بودند. که تعداد آنها 480 نفر بودند که از طریق نمونه‌گیری تصادفی خوشه ای انتخاب شدند و از پرسشنامه برای جمع آوری اطلاعات استفاده شد، همچنین اطلاعات لازم از جامعه آماری در بین مرداد ماه 1397 لغایت دی ماه 1397 جمع آوری شد.  نتایج تحقیق نشان داد که تصویر برند سبز به میزان (0.399)؛ اعتماد سبز به میزان (0.199)؛ رضایت سبز به میزان (0.157)؛ و وفاداری سبز به میزان (0.166) بر ارزش ویژه برند سبز موثر بوده اما تمایل به برند سبز از نگاه جامعه آماری پژوهش موثر نمی باشد. همچنین در مجموع می توان گفت عوامل رفتاری موجود در این پژوهش به میزان (0.578) بر ارزش ویژه برند سبز موثر می باشند. به طور کلی می توان چنین نتیجه گرفت که پایبندی به اصول محیط زیستی و تقویت و ترویج آن در سازمان و تمامی محصولات و خدمات آن باعث می شود که ذی‌نفعان سازمان نسبت به حسن نیت سازمان در راستای انجام مسئولیت اجتماعی اش آگاه شوند و از این طریق وفاداری و تعهد ذی‌نفعان نسبت به برند سازمان افزایش می یابد و از این طریق باعث ارتقای ارزش ویژه برند سبز می گردد.

Investigating Behavioural Factors Affecting on Green Brand Equity in the Food Industry

Introduction: The move towards industrialization of cities, population growth, deforestation and in general nonoptimal and incorrect use of natural resources, etc. has caused the environment to face a serious crisis. Environmental destruction will have adverse consequences both in the short and long term. Air pollution, extinction of animal species, are among these consequences. Therefore nowadays, environmental protection issue is considered to be so important that has caused fundamental changes in behavior, interest, and preferences of the human societies. So all over the world, many people are interested in having green behavior, both in their personal and work life and in their relationships with others. In this regard, consumers and customers of products and services have obliged organizations to shift their approach to a sustainable one. Accordingly, having a green brand and increasing the value of green brand in today’s world is a competitive advantage. The current research thus aimed at investigating the behavioral factors (green brand image, green trust, green satisfaction, green loyalty, green affect) influencing the green brand equity in the food industry.  Materials and Methods: In this study, the researcher attempts to identify the effect of behavioral factors on green brand equity in the food industry. Accordingly, the research method in this study is descriptivesurvey. In addition, necessary information from library and field studies was collected. The subjects of this study were people living in Tehran, so 480 cases were selected through cluster random sampling. In fact, in this study, the second, fifth, thirteenth and twentysecond districts of Tehran were selected and 4 neighborhoods were chosen from each district and a research questionnaire was distributed in those neighborhoods. In this study, a standard questionnaire was used to measure variables. The validity and reliability of the research instrument were also assessed through construct validity and Cronbach’s alpha and composite reliability. The results showed that the validity and reliability of the research tool were desirable. Also, the required data from the statistical population were collected from July 2018 to January 2019. The data was analyzed by SPSS and PLS software. Results and Discussion: The results of descriptive data analysis showed that the highest frequency in terms of gender is related to women, the highest frequency in terms of age is related to between 2531, the highest frequency in terms of education is related to master, the highest frequency in terms of income is related to 2 million, the highest frequency in terms of knowledge of green brand is related to average, the highest frequency in terms of the use of green brand is related to average and finally the highest frequency in terms of choosing the preferred ecofriendly brand from the respondents is related to MC. In order to test the hypotheses, first the normality of data distribution was measured that for this purpose, KolmogorovSmirnov test was used. Since the calculated values for each of the variables were less than 0.05, it can be said that the distribution of research data was not normal. To evaluate the research model, the goodness of fit index was used and the calculations showed that the model fit is strong. Finally hypothesis test results showed that green brand image (0.399), green trust (0.199), green satisfaction (0.157), and green loyalty (0.166) had impact on green brand equity, and the impact of green effect on green brand equity from the viewpoint of the research population was not confirmed. Additionally, it was concluded that behavioral factors (0.578) have effect on green brand equity in this research. Conclusion: In general, it can be said that, green issues of individuals and organizations around the world has become inevitable due to the current environmental conditions, so ignoring it will have negative consequences such as air pollution, decreased soil quality, reduced revenue, reduced customers, reduced brand equity, isolation and finally the bankruptcy of the organization and failure to achieve sustainable development. But this while supporting the principles of the environmental subjects and its promotion in the organization and all its products and services make the stakeholders of organization aware of the goodwill of the organization about carrying out his social responsibility subjects. So by promoting it, loyalty and commitment of the stakeholders will increase and at last the green brand equity of the organization will improve. In this regard, it is recommended for organizations in the food industry to implement environmental performance policies in their field to gain a competitive advantage in the market and use the results of related research to implement them.