بررسی نقش مدیریت منابع انسانی سبز بر بازار یابی سبز با نقش میانجی حسابداری محیطزیست (مورد مطالعه کارکنان شرکت پتروشیمی شیراز)

ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﺑﺎ ﻫﺪف ﺑﺮرﺳﯽ ﻧﻘﺶ ﻣﺪﯾﺮﯾﺖ ﻣﻨﺎﺑﻊ اﻧﺴﺎﻧﯽ ﺳﺒﺰ ﺑﺮ ﺑﺎزارﯾﺎﺑﯽ ﺳﺒﺰ ﺑﺎ ﻧﻘﺶ ﻣﯿﺎﻧﺠﯽ ﺣﺴﺎﺑﺪاری ﻣﺤﯿﻂزﯾﺴﺖ اﺳﺖ. ﺗﺤﻘﯿﻖ ﺣﺎﺿﺮ از ﻧﻈﺮ ﻫﺪف ﮐﺎرﺑﺮدی و از ﻧﻈﺮ روش ﻋﻠﯽ ﭘﺲ روﯾﺪادی اﺳﺖ. از ﻧﻈﺮ روش ﺟﻤﻊآوری دادﻫﺎ، ﺗﻮﺻﯿﻔﯽ اﺳﺖ. ﻫﻤﭽﻨﯿﻦ ﺑﻪدﻟﯿﻞ اﯾﻨﮑﻪ راﺑﻄﻪ ﺑﯿﻦ ﻣﺘﻐﯿﺮﻫﺎ ﺑﺎ ﯾﮑﺪﯾﮕﺮ ﻣﻮرد ﺑﺮرﺳﯽ ﻗﺮار ﻣﯽﮔﯿﺮد از ﻧﻈﺮ آﻣﺎری روش ﻫﻤﺒﺴﺘﮕﯽ اﺳﺖ ﮐﻪ ﺑﻪ ﺷﻨﺎﺧﺖ راﺑﻄﻪ در ﺻﻮرت وﺟﻮد ﺑﯿﻦ ﻣﺘﻐﯿﺮﻫﺎ ﻣﯽﭘﺮدازد. در اﯾﻦ ﺗﺤﻘﯿﻖ ﺟﺎﻣﻌﻪ آﻣﺎری ﮐﺎرﮐﻨﺎن ﺷﺮﮐﺖ ﭘﺘﺮوﺷﯿﻤﯽ ﺷﯿﺮاز ﺑﻮده و 294 ﻧﻔﺮ ﻫﺴﺘﻨﺪ. ﺑﺎ اﺳﺘﻔﺎده از ﻓﺮﻣﻮل ﮐﻮﮐﺮان، ﺣﺠﻢ ﻧﻤﻮﻧﻪ ﺑﺮاﺑﺮ ﺑﺎ 384 ﺑﻪدﺳﺖ آﻣﺪ. ﻫﻤﭽﻨﯿﻦ ﺑﺮای ﺳﻨﺠﺶ ﻣﺘﻐﯿﺮﻫﺎ از ﭘﺮﺳﺶﻧﺎﻣﻪ و ﺑﺮای ﺗﺠﺰﯾﻪوﺗﺤﻠﯿﻞ دادهﻫﺎ از ﻧﺮماﻓﺰار spss25 , smartpls3 اﺳﺘﻔﺎده ﺷﺪهاﺳﺖ. ﺑﻪﻣﻨﻈﻮر ﺑﺮرﺳﯽ ﻓﺮﺿﯿﻪﻫﺎی ﺗﺤﻘﯿﻖ از ﻣﺪل ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎری اﺳﺘﻔﺎده ﮔﺮدﯾﺪهاﺳﺖ. ﯾﺎﻓﺘﻪﻫﺎ ﺣﺎﮐﯽ از آن اﺳﺖ ﮐﻪ ﻣﺪﯾﺮﯾﺖ ﻣﻨﺎﺑﻊ اﻧﺴﺎﻧﯽ ﺳﺒﺰ ﺑﺮ ﺑﺎزارﯾﺎﺑﯽ ﺳﺒﺰ و ﺑﺮ ﺣﺴﺎﺑﺪاری ﻣﺤﯿﻄﺰﯾﺴﺖ ﺗﺄﺛﯿﺮﮔﺬار اﺳﺖ. ﻫﻤﭽﻨﯿﻦ در ﺗﺄﺛﯿﺮ ﻣﺪﯾﺮﯾﺖ ﻣﻨﺎﺑﻊ اﻧﺴﺎﻧﯽ ﺳﺒﺰ ﺑﺮ ﺑﺎزارﯾﺎﺑﯽ ﺳﺒﺰ، ﻣﺘﻐﯿﺮ ﺣﺴﺎﺑﺪاری ﻣﺤﯿﻄﺰﯾﺴﺖ ﻧﻘﺶ ﻣﯿﺎﻧﺠﯽ دارد. اﯾﻦ ﻓﺮﺿﯿﻪﻫﺎ در ﻣﺠﻤﻮع ﻧﻘﺶ ﺣﯿﺎﺗﯽ ﻣﺪﯾﺮﯾﺖ ﻣﻨﺎﺑﻊ اﻧﺴﺎﻧﯽ ﺳﺒﺰ را در ﺗﺮوﯾﺞ ﺷﯿﻮهﻫﺎی ﺗﺠﺎری ﭘﺎﯾﺪار ﺑﺮﺟﺴﺘﻪ ﻣﯽﮐﻨﻨﺪ. آﻧﻬﺎ ﭘﯿﺸﻨﻬﺎد ﻣﯽﮐﻨﻨﺪ ﮐﻪ ﻣﺪﯾﺮﯾﺖ ﻣﻨﺎﺑﻊ اﻧﺴﺎﻧﯽ ﺳﺒﺰ ﻣﺆﺛﺮ ﻧﻪﺗﻨﻬﺎ ﻣﺴﺘﻘﯿﻤﺎً ﺑﻪ ﺑﻬﺒﻮد اﺳﺘﺮاﺗﮋیﻫﺎی ﺑﺎزارﯾﺎﺑﯽ ﺳﺒﺰ ﮐﻤﮏ ﻣﯽﮐﻨﺪ، ﺑﻠﮑﻪ ﺷﯿﻮهﻫﺎی ﺣﺴﺎﺑﺪاری ﻣﺤﯿﻄﯽ را ﻧﯿﺰ ﺗﻘﻮﯾﺖ ﻣﯽﮐﻨﺪ، ﮐﻪ ﺑﻪ ﻧﻮﺑﻪ ﺧﻮد راﺑﻄﻪ ﺑﯿﻦ ﻣﺪﯾﺮﯾﺖ ﻣﻨﺎﺑﻊ اﻧﺴﺎﻧﯽ ﺳﺒﺰ و ﺗﻼشﻫﺎی ﺑﺎزارﯾﺎﺑﯽ را واﺳﻄﻪ ﻣﯽﮐﻨﺪ. اﯾﻦ ﭼﺎرﭼﻮب ﺑﺮ اﻫﻤﯿﺖ ادﻏﺎم اﺳﺘﺮاﺗﮋیﻫﺎی ﻣﻨﺎﺑﻊ اﻧﺴﺎﻧﯽ ﺑﺎ اﻫﺪاف زﯾﺴﺖ ﻣﺤﯿﻄﯽ ﺑﺮای ﺗﻘﻮﯾﺖ روﯾﮑﺮدی ﺟﺎﻣﻊ ﺑﺮای ﯾﺪاری در ﻋﻤﻠﯿﺎت ﺗﺠﺎری ﺗﺄﮐﯿﺪ ﻣﯽﮐﻨﺪ.

investigating the role of green human resource management on green marketing with the mediating role of environmental accounting (case study of employees of shiraz petrochemical company)

the present study aims to investigate the role of green human resource management on green marketing with the mediating role of environmental sustainability. the present study is applied in terms of its purpose and post-event causal method. it is descriptive in terms of its data collection method. also, because the relationship between variables is examined, it is a correlation method that identifies the relationship, if any, between variables. in this study, the statistical population was shiraz petrochemical company employees and there were 294 people. using the cochran formula, the sample size was 384. also, a questionnaire was used to measure the variables and spss25 and smartpls3 software were used to analyze the data. structural equation modeling was used to examine the research hypotheses. the findings indicate that green human resource management has an effect on green marketing and environmental accounting. also, the environmental accounting variable has a mediating role in the effect of green human resource management on green marketing. these hypotheses collectively highlight the critical role of green hrm in promoting sustainable business practices. they suggest that effective green hrm not only directly contributes to improving green marketing strategies, but also strengthens environmental accounting practices, which in turn mediate the relationship between green hrm and marketing efforts. this framework emphasizes the importance of integrating hr strategies with environmental objectives to foster a holistic approach to sustainability in business operations.