بررسی تاثیر اینترنت اشیا، قصد خرید و عملیات سازمانی سبز در رفتار سازمانی سبز کارکنان در صنعت هتلداری

با افزایش نگرانی‌های زیست‌محیطیِ مصرف‌کنندگان، دولت‌ها و جوامع مختلف در سراسر جهان و سازمان‌ها درصدد توسعۀ برنامه‌های دوستدار محیط زیست مانند توسعۀ خدمات و محصول سبز، رفتار سبز و فناوری سبز برآمدند. این پژوهش با هدف بررسی تاثیرات اینترنت اشیا، قصد خرید سبز و عملیات سبز در رفتار سبز کارکنان در صنعت هتلداری (مورد مطالعه: منزلگاه حیات شرق) انجام شد. پژوهش حاضر از نظر هدف کاربردی و از نظر روش اجرا توصیفی – هم‌بستگی است. جامعۀ آماری این تحقیق را کلیۀ کارکنان منزلگاه حیات شرق مشهد تشکیل داده‌اند که تعداد آن‌ها 100 نفر است. نمونۀ آماری با استفاده از جدول مورگان، 80 نفر محاسبه شده و روش نمونه‌گیری تصادفی ساده بوده است. به‌منظور جمع‌آوری داده‌ها، از پرسش‌نامۀ رونی باسانا (2021) استفاده و به‌منظور تعیین روایی پرسش‌نامه‌‌ها از روایی محتوا، تایید اساتید، روایی سازه، همگرا و واگرا استفاده شد و پایایی پرسش‌نامه‌ها نیز با استفاده از ضریب آلفای کرونباخ بررسی و تایید شد. در این پژوهش، برای تجزیه‌وتحلیل داده‌ها از روش‌های مدل‌یابی معادلات ساختاری با استفاده از نرم‌افزار پی‌ال‌اس استفاده شده است. نتایج تحقیق نشان داد که اینترنت اشیا در عملیات سبز و رفتار سبز کارکنان تاثیر معناداری دارد. همچنین قصد خرید سبز در عملیات سبز و رفتار سبز کارکنان تاثیر معناداری داشت، اما تاثیر عملیات سبز در رفتار سبز کارکنان تایید نشد.

investigating the impact of iot, purchasing intention and green organizational operations on green organizational behavior of employees in the hotel industry

with increasing environmental concerns from consumers, governments and communities around the world and organizations have sought to develop environmentally friendly programs such as green service and product development, green behavior and green technology. the aim of this study was to investigate the effects of iot, green shopping intention and green operations on green behavior of employees in the hotel industry (case study: hayat shargh apartment hotel). the present study is applied in terms of purpose and descriptive-correlation in terms of implementation method. the statistical population of this study was all employees of hayat shargh apartment hotel, whose number is 100 people. the statistical sample was calculated using morgan table, 80 people and the random sampling method was simple. in order to collect data, basana et al (2021) questionnaire was used. in order to determine the validity of the questionnaires, content validity and professors’ approval., construct validity, convergent and divergent were used and the reliability of the questionnaires was assessed and confirmed using cronbach’s alpha coefficient. in this research, structural equation modeling methods using pls software have been used to analyze the data. the results showed that the internet of things has a significant effect on green operations and green behavior of employees. the intention to buy green also had a significant effect on green operations and green behavior of employees. but the impact of green operations on staff green behavior was not confirmed. 1. introductionwith increasing environmental concerns from consumers, governments and communities around the world and organizations have sought to develop environmentally friendly programs such as green service and product development, green behavior and green technology. another effective factor in the green behavior of hotel employees is the use of the internet of things. today, the world’s most prestigious hotels have implemented green concepts with the smart management of green hotels. these hotels have started implementing environmentally friendly business operations, efficient use of electricity, maintaining air quality around the hotels, more effective use of water and energy, and establishing a waste management system. in the hotel industry, electricity consumption is the most energy consuming, so some hotels have implemented the internet of things to control lighting and air temperature. the use of the internet of things can increase the green hospitality that governments have focused on. hotels are among the businesses that have joined the group of applicants for legitimacy in their business environment. according to the mentioned contents, it seems that by acting responsibly in front of the society and the environment, hotels can achieve a competitive advantage of differentiation and cost leadership, and finally, a profitable financial performance through human resources aware of environmental issues. therefore, considering the importance of hotel management in the perspective of the tourism industry, hoteliers should ensure that the formulation and implementation of environmental policies, while legitimizing their business activity in the society, will also improve financial performance and profitability.the aim of this study was to investigate the effects of iot, green shopping intention and green operations on green behavior of employees in the hotel industry in hayat shargh apartment hotel in mashhad.2. literature reviewthe world telecommunication union defines the internet of things as: &a global infrastructure for the information society that enables improved services by connecting forms (physical and virtual) based on existing and evolving compatible information and communication technologies&. in short, the internet of things is a network of interconnected devices, systems and services within the internet infrastructure. the main core of the concept of the internet of things is in creating the possibility of connection for all objects and the communication between devices and objects, which leads to the direct integration between the physical world and computer systems.the intention to buy green products is &the possibility and desire of a person to obtain products that are compatible with the environment&. researchers found that green purchase intention is a noteworthy predictor of green purchase behavior.green operation is the result of the commitment of the management and employees to carry out hotel activities with respect to the environment. green operations are doing activities by purchasing needed products or environmentally friendly materials. green operation refers to the hotel’s daily activities to serve customers. all products and services that have environmental responsibility must work well; otherwise they are not valuable. therefore, as much as the guests are satisfied with the services and conventional methods, they should also be satisfied with the green features in the hotel. the greenness of the hotel is not implemented only for one part of the hotel. the wrong assumption of the majority is that green products are necessarily expensive and costly. many products and methods of environmental responsibility can be purchased at a low and very economical cost; especially if the cost spent is used for a long period (some products may be expensive at first, but over time they can compensate for the initial cost with good performance and low energy consumption). as a result, the greenness of the hotel is not necessarily a completed stage or condition, but the process of upgrading and improving conditions is a continuous process. the green behaviors of employees show their scalable actions and behaviors in relation to environmental sustainability. the green behavior of employees means: any individual behavior that can be measured in the context of the work environment, which helps to achieve the goals related to environmental sustainability or hinders the achievement of those goals. organizational green behavior is the desire and motivation of employees to go beyond the formal requirements of the job in order to help each other, align individual interests with organizational interests, and have real interests in the activities and overall missions of the organization. environmental behavior is a type of behavior that constantly seeks to reduce the negative effect of people’s actions on the natural and man-made environment. 3. methodologythe present study is applied in terms of purpose and descriptive-correlation in terms of implementation method. the statistical population of this study was all employees of hayat shargh apartment hotel, whose number is 100 people. the statistical sample was calculated using morgan table, 80 people and the random sampling method was simple. in order to collect data, basana et al (2021) questionnaire was used. using the internet of things with 4 questions, green purchase intention with 4 questions, green operation with 4 questions and finally the green behavior of employees with 3 questions were measured. in order to determine the validity of the questionnaires, content validity and the expert’s approval., construct validity, convergent and divergent were used and the reliability of the questionnaires was assessed and confirmed using cronbach’s alpha coefficient. the validity and reliability of the research instrument was confirmed. in this research, structural equation modeling methods using pls software have been used to analyze the data.4. resultsthe respondents were the employees of hayat hotel in sharq city of mashhad, who were mostly male, aged 30-40, and had bachelor’s degrees. the statistical results showed that the value of q2 about the endogenous structures of the research model and for the structures of the internet of things, the green behavior of employees, the green operations of employees, and the green purchase intention is more than 0.35; therefore, the model has good predictive power. to check the fit of the structural model, check the coefficients of determination related to the endogenous (dependent) component variables of the model. this criterion is used to connect the measurement part and the structural part of structural equation modeling and it shows the effect of an exogenous variable on an endogenous variable. it should be noted that r2 values are calculated only for the endogenous (dependent) structures of the model, and for exogenous structures, the value of this criterion is zero. the results show that the coefficient of determination for all structures is more than 0.5; therefore, it indicates the appropriate fit of the model.the results of structural equation modeling showed that out of 5 research hypotheses, the first four hypotheses were confirmed. the results showed that the internet of things has a significant effect on green operations and green behavior of employees. the intention to buy green also had a significant effect on green operations and green behavior of employees. but the impact of green operations on staff green behavior was not confirmed.5. conclusionbased on the first hypothesis, the internet of things, with the connection it establishes between all objects and devices, creates a set of green operations and behaviors for consumers. the green operations of consumers and their usual points of contact are recorded through smart devices that enable people to carry out their work and operations without damage and environmental damage. based on second hypothesis, green purchasing means adding environmental aspects to criteria such as price and efficiency when making purchasing decisions, with the ultimate goal of reducing the environmental impact of sourcing and increasing resource efficiency; therefore, when hotels give priority to purchase products and services that cause the least damage to the environment and human health and seek to purchase green products for the hotel, this will also be effective on green hotel operations and cause optimal use of products. and saving energy consumption and less damage to the environment. in explaining third hypotheses, green behaviors can be strengthened and encouraged in employees through the internet of things. the internet of things enables communication and interaction between different objects and systems, which together produce information in the form of events or land data, such as the temperature of goods, their location, and traffic data, and by saving energy and reducing damage to the environment, it also strengthens green behaviors. according to the fourth hypothesis, green purchase intention in hotel management is the desire or possibility to buy and prefer environment-friendly goods over traditional goods and environment-friendly behavior that hotel officials show to show their concern for the environment and can also affect the green behavior of employees. the result of the fifth hypothesis showed that green operations do not have a significant effect on the green behavior of employees. according to the statistical data, it is not significant; that is, green operation does not have a positive and significant effect on the green behavior of employees. the results are not consistent with the results of previous research due to the difference in the statistical community.