تحلیل استراتژی رنگ و جنس در توسعه فرش دستباف سبز با رویکرد مدلسازی معادلات ساختاری (مورد مطالعه: فرش دستباف اصفهان)

اﻣﺮوزه ﻫﻤﺰﻣﺎن ﺑﺎ اﻓﺰاﯾﺶ اﻫﻤﯿﺖ ﻣﺴﺎﺋﻞ زﯾﺴﺖ ﻣﺤﯿﻄﯽ و ﻣﻔﻬﻮم ﻣﺴﺌﻮﻟﯿﺖ اﺟﺘﻤﺎﻋﯽ در ﺟﻮاﻣﻊ، ﺷﻨﺎﺧﺖ ﻋﻮاﻣﻞ ﻣﻮﺛﺮ در ﺗﺼﻮﯾﺮ ذﻫﻨﯽ ﺳﺒﺰ ﺗﻮﺳﻂ ﻣﺼﺮف ﮐﻨﻨﺪﮔﺎن ﻣﺤﺼﻮﻻت ﻣﺨﺘﻠﻒ، ﺿﺮوری ﺑﻪ ﻧﻈﺮ ﻣﯽرﺳﺪ. ﻟﺬا اﻫﻤﯿﺖ ﺗﻮﺳﻌﻪ ﻣﺤﺼﻮل ﺟﺪﯾﺪ ﺳﺒﺰ و ﻧﻘﺶ آن در اﯾﺠﺎد ﺑﺮﻧﺪ ﺳﺎزﻣﺎﻧﯽ و ﺗﺼﻮﯾﺮﺳﺎزی ﻣﺜﺒﺖ در ذﻫﻦ ﻣﺸﺘﺮﯾﺎن رو ﺑﻪ اﻓﺰاﯾﺶ اﺳﺖ و ازﺟﻤﻠﻪ ﻋﻮاﻣﻞ اﯾﺠﺎد ﻣﺰﯾﺖ رﻗﺎﺑﺘﯽ ﺑﺮای ﺳﺎزﻣﺎنﻫﺎ ﻣﺤﺴﻮب ﻣﯽﺷﻮد. ﻫﺪف اﺻﻠﯽ اﯾﻦ ﺗﺤﻘﯿﻖ ﻃﺮاﺣﯽ و ﺗﺤﻠﯿﻞ ﻣﺪﻟﯽ ﺟﻬﺖ ﺑﺮرﺳﯽ ﺗﺎﺛﯿﺮ دو اﺳﺘﺮاﺗﮋی ﺟﻨﺲ و ﺑﮑﺎرﮔﯿﺮی رﻧﮕﺰاﻫﺎی ﻃﺒﯿﻌﯽ در زﻧﺠﯿﺮه ﺗﺎﻣﯿﻦ ﻣﻮاد اوﻟﯿﻪ در ﺗﻮﺳﻌﻪ و ﺗﺠﺴﻢ ﺳﺒﺰ ﺑﻪ ﻣﺤﺼﻮل ﻓﺮش دﺳﺘﺒﺎف در ﻧﺰد ﻣﺼﺮف ﮐﻨﻨﺪﮔﺎن، ﺑﺎ روﯾﮑﺮد ﻣﺪﻟﺴﺎزی ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎری در ﻧﺮم اﻓﺰار ﻣﺪﻟﺴﺎزی ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎری ﻣﯽﺑﺎﺷﺪ. ﺟﻬﺖ ﮔﺮدآوری اﻃﻼﻋﺎت ﻣﯿﺪاﻧﯽ از اﺑﺰار ﭘﺮﺳﺸﻨﺎﻣﻪ ﻣﺤﻘﻖ ﺳﺎﺧﺘﻪ در ﺟﺎﻣﻌﻪ آﻣﺎری ﻣﺼﺮف ﮐﻨﻨﺪﮔﺎن ﻓﺮش دﺳﺘﺒﺎف در ﺷﻬﺮ اﺻﻔﻬﺎن، اﺳﺘﻔﺎده ﺷﺪ. ﻧﺘﺎﯾﺞ ﻧﺸﺎن داد ﮐﻪ ﺗﻮﺳﻌﻪ ﻣﻔﻬﻮم ﺳﺒﺰ در ﻣﺤﺼﻮل و ﻗﺼﺪ ﺧﺮﯾﺪ و ﻣﺼﺮف آنﻫﺎ، اﺑﺘﮑﺎر و ﻧﻮآوری اﺳﺖ ﮐﻪ ﻋﻼوه ﺑﺮ روﻧﻖ ﺑﺎزار ﻓﺮوش ﺳﺒﺰ، ﻓﻌﺎﻟﯿﺘﯽ ﻫﻤﺮاه ﺑﺎ ارزش اﺟﺘﻤﺎﻋﯽ ﺑﺎﻻ در زﻧﺪﮔﯽ ﺑﺸﺮی ﻣﯽﺑﺎﺷﺪ. ﻫﻤﭽﻨﯿﻦ ﻣﺸﺨﺺ ﺷﺪ ﮐﻪ اﺳﺘﻔﺎده از رﻧﮕﺰاﻫﺎی ﻃﺒﯿﻌﯽ در رﻧﮕﺮزی ﻧﺦﻫﺎی ﭘﺮز ﺗﺎﺛﯿﺮ ﻣﻌﻨﯽ داری ﻗﻮی ﺗﺮی در اﯾﺠﺎد و ﺗﺪاﻋﯽ ﻣﻔﻬﻮم ﻣﺤﺼﻮل ﺳﺒﺰ در ﻓﺮش دﺳﺘﺒﺎف ﻧﺴﺒﺖ ﺑﻪ اﺳﺘﺮاﺗﮋی ﺟﻨﺲ دارد.

analysis of color and fibers strategy in the development of green handmade carpets with structural equation modelling approach (case study: isfahan handmade carpets)

today, along with the increasing importance of environmental issues and the concept of social responsibility in societies, it seems necessary for consumers of different products to recognize the factors affecting the green mental image. therefore, the importance of developing a new green product and its role in creating an organizational brand and positive imagery in the minds of customers is increasing and is one of the factors creating a competitive advantage for organizations. the main purpose of this study is to design and analyse a model to investigate the effect of two strategies of fibers and the use of natural dyes in the supply chain of raw materials in the development and visualization of green handmade carpet products by consumers, with structural equation modelling approach in smart pls software. in order to collect field information, a researcher-made questionnaire was used in the statistical population of handmade carpet consumers in isfahan. the results showed that the development of the concept of green in the product and the intention to buy and consume them is an initiative and innovation that in addition to the prosperity of the green market, is an activity with high social value in human life. it was also found that the use of natural dyes in the dyeing of pile yarns has a stronger effect in creating and associating the concept of green product in handmade carpets than the raw material strategy.