بررسي تأثير تجرب ي اطلاعات زيست محيطي بر وگرش ي رفتار مصرف كىىدگان آگا ب محيط زيست

Investigation of the impact of experience and environmental knowledge on attitudes and behaviors of consumers’ conscious of the environment

زﻣﯿﻨﻪ و ﻫﺪف: در ﺑﺎزار رﻗﺎﺑﺘﯽ اﻣﺮوز، ﻣﺴﻠﻤﺎً ﺷﺮﮐﺖﻫﺎﯾﯽ ﻗﺎدر ﺑﻪ اﯾﺠﺎد ﻣﺰﯾﺖ رﻗﺎﺑﺘﯽ و ﺳﻮد ﺑﺮدن از آن در ﺑﻠﻨﺪﻣﺪت ﻫﺴﺘﻨﺪ ﮐﻪ ﺑﻪ ﻣﺴﺎﺋﻞ زﯾﺴﺖ ﻣﺤﯿﻄﯽ ﺗﻮﺟﻪ ﺑﯿﺸﺘﺮي ﻧﺸﺎن دﻫﻨﺪ. ﺑﻨﺎﺑﺮاﯾﻦ، ﻫﺪف از اﻧﺠﺎم اﯾﻦ ﭘﮋوﻫﺶ ﺑﺮرﺳﯽ ﺗﺄﺛﯿﺮ اﻃﻼﻋﺎت زﯾﺴﺖ ﻣﺤﯿﻄﯽ ﺑﺮ ﻧﮕﺮش و رﻓﺘﺎر ﻣﺼﺮف ﮐﻨﻨﺪه آﮔﺎه ﺑﻪ ﻣﺤﯿﻂ زﯾﺴﺖ ﺑﻮده اﺳﺖ. روش ﺑﺮرﺳﯽ: اﯾﻦ ﭘﮋوﻫﺶ از ﻧﻈﺮ ﻫﺪف، ﮐﺎرﺑﺮدي و از ﻧﻈﺮ ﻧﺤﻮه ﮔﺮدآوري داده ﻫﺎ، ﺗﻮﺻﯿﻔﯽ اﺳﺖ. ﺟﺎﻣﻌﻪ آﻣﺎري ﭘﮋوﻫﺶ ﺷﺎﻣﻞ ﮐﻠﯿﻪ ﻣﺸﺘﺮﯾﺎن ﺷﺮﮐﺖ ﭘﮕﺎه در ﺳﺮاﺳﺮ ﮐﺸﻮر ﺑﻮده اﺳﺖ ﮐﻪ در دوره ﺟﻤﻊآوري دادهﻫﺎي ﭘﮋوﻫﺶ در دي ﻣﺎه 1397 از ﻣﺤﺼﻮﻻت اﯾﻦ ﺷﺮﮐﺖ اﺳﺘﻔﺎده ﮐﺮدهاﻧﺪ. ﺑﻪ اﯾﻦ ﻣﻨﻈﻮر، ﺗﻌﺪاد 384 ﻧﻤﻮﻧﻪ ﺑﻪ روش ﻧﻤﻮﻧﻪ ﮔﯿﺮي در دﺳﺘﺮس اﻧﺘﺨﺎب ﺷﺪ. ﺑﺮاي ﺗﺎﯾﯿﺪ رواﯾﯽ ﭘﺮﺳﺸﻨﺎﻣﻪ رواﯾﯽ ﻣﺤﺘﻮا، رواﯾﯽ ﺳﺎزه و رواﯾﯽ ﻫﻤﮕﺮا ﺑﺮرﺳﯽ ﺷﺪ. ﺟﻬﺖ ﺑﺮرﺳﯽ ﭘﺎﯾﺎﯾﯽ ﭘﺮﺳﺸﻨﺎﻣﻪ از ﺿﺮﯾﺐ آﻟﻔﺎي ﮐﺮوﻧﺒﺎخ اﺳﺘﻔﺎده ﺷﺪ، ﮐﻪ اﯾﻦ ﺿﺮﯾﺐ ﺑﺮاي ﮐﻞ ﭘﺮﺳﺸﻨﺎﻣﻪ 0/911 ﺑﻪ دﺳﺖ آﻣﺪ. ﺑﺮاي ﺗﺠﺰﯾﻪ و ﺗﺤﻠﯿﻞ داده ﻫﺎ از ﻧﺮم اﻓﺰارﻫﺎي SPSS 22 و LISREL 8.8 اﺳﺘﻔﺎده ﺷﺪه اﺳﺖ. ﯾﺎﻓﺘﻪ ﻫﺎ: ﺗﻤﺎم ﻓﺮﺿﯿﻪ ﻫﺎي ﭘﮋوﻫﺶ ﻣﻮرد ﺗﺎﯾﯿﺪ واﻗﻊ ﺷﺪ و ﺿﺮﯾﺐ ﺗﻌﯿﯿﻦ ﻧﮕﺮش ﻧﺴﺒﺖ ﺑﻪ ﻣﺤﯿﻂ زﯾﺴﺖ و رﻓﺘﺎر ﻣﺼﺮف ﮐﻨﻨﺪه آﮔﺎه ﺑﻪ ﻣﺤﯿﻂ زﯾﺴﺖ ﺑﻪ ﺗﺮﺗﯿﺐ ﺑﺮاﺑﺮ 0/51 و 0/35 ﻣﯽ ﺑﺎﺷﺪ. ﺑﺤﺚ و ﻧﺘﯿﺠﻪ ﮔﯿﺮي: ﻧﺘﺎﯾﺞ ﭘﮋوﻫﺶ ﻧﺸﺎن ﻣﯽدﻫﺪ اﻃﻼﻋﺎت زﯾﺴﺖ ﻣﺤﯿﻄﯽ ﻋﻤﻮﻣﯽ و اﻃﻼﻋﺎت ﺳﺎزﮔﺎر ﺑﺎ ﻣﺤﯿﻂ زﯾﺴﺖ ﺑﺮ ﻧﮕﺮش ﻧﺴﺒﺖ ﺑﻪ ﻣﺤﯿﻂ زﯾﺴﺖ ﺗﺄﺛﯿﺮ ﻣﻌﻨﺎدار دارد و ﺗﺠﺮﺑﻪ زﯾﺴﺖ ﻣﺤﯿﻄﯽ ﺑﺮ ﻧﮕﺮش ﻧﺴﺒﺖ ﺑﻪ ﻣﺤﯿﻂ زﯾﺴﺖ و رﻓﺘﺎر ﻣﺼﺮف ﮐﻨﻨﺪه آﮔﺎه ﺑﺮ ﻣﺤﯿﻂ زﯾﺴﺖ ﺗﺄﺛﯿﺮ ﻣﻌﻨﺎدار دارد. ﻫﻤﭽﻨﯿﻦ، ﻧﮕﺮش ﻧﺴﺒﺖ ﺑﻪ ﻣﺤﯿﻂ زﯾﺴﺖ ﺑﺮ رﻓﺘﺎر ﻣﺼﺮف ﮐﻨﻨﺪه آﮔﺎه ﺑﺮ ﻣﺤﯿﻂ زﯾﺴﺖ ﺗﺄﺛﯿﺮ ﻣﻌﻨﺎدار دارد.

Background and Objective: In today's competitive market, companies are surely able to make competitive advantage and benefit from it in the long run, paying more attention to environmental issues. Therefore, the purpose of this research is to investigate the impact of environmental knowledge on attitudes and behaviors of consumers’ conscious of the environment. Method: This research, is applied in terms of purpose and descriptive in terms of research method. The statistical population of this research includes all customers of Pegah Company throughout the country in January 2019. To this end, 384 samples were selected using available sampling method. In order to confirm the validity of the questionnaire, content validity, construct validity and convergent validity were examined. To assess the reliability of the questionnaire, Cronbach's alpha coefficient was used. Data was analyzed using SPSS 22 and LISREL 8.8 software. Finding: All research hypotheses were approved and the coefficient of determination of attitudes toward the environment and behavior of consumers’ conscious of the environment is 0/51 and 0/35. Discussion and Conclusion: The results of the research show that general environmental knowledge and Eco-friendly knowledge has a significant impact on attitudes toward the environment and environmental experience has a significant impact on attitudes and behaviors of conscious consumers toward environment. Also, attitudes toward environment has a significant impact on behavior of consumers’ conscious of the environment.