بررسی تاثیر دروغ سبز در مسئولیت اجتماعی شرکت بر قصد خرید محصول‌های سبز با میانجیگری رضایت سبز و ریسک ادراک‌شده سبز

هدف: شرکت‌ها برای متمایز کردن محصول‌های خود از محصول‌های رقبا، دائم در پی روش‌های جدید هستند. امروزه مدیران برای ایجاد این تمایز، از بازاریابی سبز استفاده می‌کنند و مدعی هستند که خود را در قبال جامعه و محیط زیست مسئول می‌دانند. مشتریان نیز در جست‌وجوی محصول‌های سبزی هستند که با محیط زیست سازگار باشند، بنابراین شرکت‌ها باید راهبرد‌های بازاریابی خود را متناسب با نیازهای مشتری تغییر دهند و با ارائه ادعاهای صادقانه، مشتریان را به خرید محصول‌های سبز ترغیب کنند. از این رو، در پژوهش حاضر، تاثیر دروغ سبز بر مسئولیت اجتماعی شرکت، رضایت سبز، ریسک ادراک‌شده سبز و اعتماد سبز بر قصد خرید محصول‌های سبز بررسی شده است. روش: پژوهش حاضر از دسته پژوهش‌‌های کاربردی محسوب می‌شود و از نظر ماهیت و روش، توصیفی پیمایشی و علّی است. جامعه آماری پژوهش، شامل مشتریان شرکت‌های تولیدکننده مرغ سبز در استان گیلان است. یافته‌ها: یافته‌های پژوهش نشان داد که دروغ سبز در مسئولیت اجتماعی شرکت بر قصد خرید محصول‌های سبز، رضایت سبز، اعتماد سبز تاثیر منفی و بر ریسک ادراک‌شده سبز تاثیر مثبت دارد. همچنین رضایت سبز و ریسک ادراک‌شده سبز بر اعتماد سبز تاثیر مثبتی دارد و اعتماد سبز نیز بر قصد خرید محصول‌های سبز اثر مثبتی می‌گذارد. نتیجه‌گیری: از میان هفت فرضیه پژوهش، فقط فرضیه چهارم پژوهش که حاکی از تاثیر منفی دروغ سبز در مسئولیت اجتماعی شرکت بر اعتماد سبز است، تایید نشد.

Investigating The Effect of Green wash in Corporate Social Responsibility on Purchasing Intention for Green Products: The Mediating Effects of Green Satisfaction and Green Perceived Risk.

Objective Companies are constantly looking for new ways to distinguish their own products from their competitors. Managers, nowadays, use green marketing to differentiate their products and claim to be responsible for society and the environment. Customers are also looking for ecofriendly green products. So, companies have to change their marketing strategies to suit their customers’ needs and encourage customers to buy green products through honest advertisement. Therefore, in this study, the effect of green wash on corporate social responsibility, green satisfaction, green perceived risk and green trust on intention to buy green products has been investigated.   Methodology This study is applied in terms of purpose, and is descriptive and causal in terms of the nature and method of the research. The statistical population of this research includes the customers of green poultry producing companies in Gilan province, Iran. Using available sampling, the researchers attempted to create valid, accurate and generalizable samples. A sample of 84 customers was selected for this study considering the unlimited statistical population and the qualitative nature of the research variables. Library and internet resources such as books, dissertations, local and international accredited journals, and etc. were used to collect data regarding theoretical foundations in order to identify the variables as well as to collect research backgrounds. Data collection was done using field study and questionnaire distribution.       Findings Research findings showed that green wash in corporate social responsibility has positive effects on perceived risk, but has negative effects on intention to purchase green products, green satisfaction, and green trust. In addition, green satisfaction and green perceived risk have a positive effect on green trust, and green trust has a positive effect on the intention to buy green products.   Conclusion “The negative effect of green wash in corporate social responsibility on green trust” is the only research hypothesis that was not confirmed. The research results show that, to succeed in today’s marketing environment as well as longterm survival, green chicken producing companies need to take into account their customers’ needs and attempt to satisfy the costumers, build trust and reduce customer risks. The results also confirm the negative impact of green wash in corporate social responsibility on the intention to purchase green products. Customer satisfaction is an important factor influencing the intention of customers to buy. The more pervasive the green wash in the market, the more the consumers will become skeptical about the corporate products. As a result, increase in customer skepticism leads to greater risk perception. Green wash in corporate social responsibility do not directly affect green trust, so the relationship between these two variables is explained through other mediating variables such as green satisfaction and green perceived risk. Companies need to make every effort to gain the trust of their customers, in order for the customers to ensure that these companies are sincere and honest.