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نقش ادراک و هنجارهای ذهنی در تقویت نگرش و قصد خرید محصولات غذایی با بستهبندی سبز | ||
| علوم و فنون بستهبندی | ||
| دوره 16، شماره 63، آذر 1404، صفحه 29-44 اصل مقاله (584.96 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.47176/packaging.2026.1242 | ||
| نویسندگان | ||
| ریحانه بیدرام1؛ مسعود براتی* 2 | ||
| 1دانشجوی دکتری مدیریت بازرگانی، گروه مدیریت، واحد سمنان، دانشگاه آزاد اسلامی، سمنان، ایران | ||
| 2استادیار، گروه مدیریت، واحد نجفآباد، دانشگاه آزاد اسلامی، نجفآباد، ایران | ||
| تاریخ دریافت: 15 مهر 1404، تاریخ بازنگری: 19 آبان 1404، تاریخ پذیرش: 15 آذر 1404 | ||
| چکیده | ||
| با توجه به افزایش نگرانیهای زیستمحیطی و گرایش مصرفکنندگان به محصولات پایدار، بستهبندی سبز بهعنوان یک ابزار مهم بازاریابی مطرح شده است که میتواند نقش قابلتوجهی در تشویق انتخاب محصولات دوستدار محیطزیست داشته باشد. پژوهش حاضر با هدف بررسی تأثیر بستهبندی سبز بر ارزش ادراکشده، ریسک ادراکشده، نگرش به محصولات با بستهبندی سبز و تمایل به خرید انجام شده است. همچنین نقش هنجارهای ذهنی در شکلگیری نگرش و روابط بین این متغیرها مورد ارزیابی قرار گرفته است. این تحقیق از نوع کاربردی و با روش توصیفی- پیمایشی انجام شد. جامعه آماری شامل ۳۸۴ نفر از مصرفکنندگان محصولات غذایی سبز در شهر اصفهان بود که محصولات دارای بستهبندی سبز را خریداری کرده یا تجربه استفاده از آن را داشتند. نمونهگیری بهروش دردسترس صورت گرفت و دادهها از طریق پرسشنامه استاندارد گردآوری شدند. روایی و پایایی ابزار پژوهش از طریق شاخصهای روایی همگرا و پایایی مرکب تأیید گردید. تحلیل دادهها با استفاده از مدل معادلات ساختاری در نرمافزار Smart PLS نشان داد که بستهبندی سبز تأثیر مثبت و معناداری بر ارزش و ریسک ادراکشده دارد و هنجارهای ذهنی بهطور قابلتوجهی نگرش به محصولات با بستهبندی سبز را شکل میدهند. در مقابل، ارزش و ریسک ادراکشده تأثیر مستقیمی بر نگرش نداشتند. همچنین نگرش به محصولات با بستهبندی سبز تأثیر قابل توجهی بر تمایل به خرید دارد، در حالی که ریسک ادراکشده نیز تأثیر مثبت و معناداری بر این تمایل نشان داد. نتایج پژوهش بر اهمیت طراحی بستهبندی سبز و ارتقای عوامل ادراکی و اجتماعی در تقویت نگرش مثبت و تمایل به خرید محصولات پایدار تأکید میکند. | ||
| کلیدواژهها | ||
| بستهبندی سبز؛ ارزش ادراکشده؛ ریسک ادراکشده؛ نگرش به محصولات سبز؛ هنجارهای ذهنی | ||
| عنوان مقاله [English] | ||
| The Role of Perception and Subjective Norms in Strengthening Attitudes and Purchase Intention Toward Green-Packaged Food Products | ||
| نویسندگان [English] | ||
| Reyhaneh Bidram1؛ Masoud Barati2 | ||
| 1PhD Student in Business Management, Department of management, Se.C., Islamic Azad University, Semnan, Iran. | ||
| 2Assistant Professor, Department of management, Na.C., Islamic Azad University, Najafabad, Iran. | ||
| چکیده [English] | ||
| Given the growing environmental concerns and consumers’ increasing tendency toward sustainable products, green packaging has emerged as an important marketing tool that can play a significant role in encouraging the selection of environmentally friendly products. The present study aims to examine the effect of green packaging on perceived value, perceived risk, attitudes toward green-packaged products, and purchase intention. In addition, the role of subjective norms in shaping attitudes and the relationships among these variables is evaluated. This applied research was conducted using a descriptive–survey method. The statistical population consisted of 384 consumers of green food products in the city of Isfahan who had purchased or had experience using products with green packaging. Convenience sampling was employed, and data were collected through a standard questionnaire. The validity and reliability of the research instrument were confirmed using convergent validity and composite reliability indices. Data analysis using structural equation modeling in SmartPLS software revealed that green packaging has a positive and significant effect on perceived value and perceived risk, and that subjective norms significantly shape attitudes toward green-packaged products. In contrast, perceived value and perceived risk did not have a direct effect on attitudes. Furthermore, attitudes toward green-packaged products have a significant effect on purchase intention, while perceived risk also showed a positive and significant impact on this intention. The findings highlight the importance of green packaging design and the enhancement of perceptual and social factors in strengthening positive attitudes and purchase intention toward sustainable products. | ||
| کلیدواژهها [English] | ||
| Green Packaging, Perceived Value, Perceived Risk, Attitude Toward Green-Packaged Products, Subjective Norms | ||
| مراجع | ||
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