شناسایی و اولویت بندی عوامل موثر بر رفتار خرید سبز (موردمطالعه: دانشجویان دانشگاه آزاد اسلامی واحد قشم)

فصلنامه مهندسی مدیریت نوین

مقاله 5، دوره 5، 3و4 - شماره پیاپی 14، اسفند 1395، صفحه 61-76   

نوع مقاله: مقاله پژوهشی (تحقیقی)

نویسندگان

مرضیه دهقانی¹؛ اسماعیل حسن پور^{* 2}؛ سیف اله رهنما¹

¹گروه مدیریت، دانشکده مدیریت، دانشگاه آزاد اسلامی، قشم، ایران

²گروه مدیریت ، دانشکده مدیریت، دانشگاه آزاد اسلامی، قشم ، ایران

چکیده

پژوهش حاضر با هدف شناسایی و اولویت بندی عوامل موثر بر رفتار خرید سبز انجام گرفت. جامعه آماری تحقیق حاضر شامل 496 نفر از دانشجویان مقطع کارشناسی ارشد و دکترای دانشگاه آزاد اسلامی واحد قشم می باشد. با استفاده از فرمول کوکران حجم نمونه 216 نفر محاسبه گردید و از روش نمونه گیری تصادفی طبقه بندی استفاده شد. پایایی پرسشنامه با استفاده از آلفای کرونباخ 933/0 بدست آمد، برای تجزیه و تحلیل داده‌ها از شاخص های آمار توصیفی و آزمون کولموگروف اسمیرنوف جهت مشخص نمودن نرمال بودن توزیع داده‌ها و جهت بررسی سئوال های تحقیق از آزمون t تک نمونه ای و فریدمن با نرم افزار SPSS استفاده شد. نتایج حاصل از بررسی سئوال های تحقیق نشان می دهد که عوامل موقعیتی، آمیخته بازاریابی، تجربیات قبلی، دانش زیست محیطی، نگرش زیست محیطی، نگرانی زیست محیطی، عوامل روانشناختی و عوامل فرهنگی بر رفتار خرید سبز دانشجویان دانشگاه آزاد اسلامی واحد قشم موثر است. همچنین نتیجه رتبه بندی این عوامل حاکی از این بود که عوامل فرهنگی و عوامل موقعیتی اولویت بیشتری در رفتار خرید سبز دانشجویان دارد

کلیدواژه‌ها

رفتار خرید سبز؛ عوامل فرهنگی؛ عوامل موقعیتی

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