نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری، دانشکده مدیریت و حسابداری ، دانشگاه آزاد اسلامی، واحد رودهن، ایران

2 استادیار، دانشکده مدیریت و حسابداری ، دانشگاه آزاد اسلامی، واحد رودهن، ایران

3 استادیار، دانشکده آمار و ریاضی، دانشگاه آزاد اسلامی، واحد رودهن، ایران

چکیده

در قرن جدید دغدغه‌های مصرف‌کنندگان در برابر پاسخگویی زیست‌محیطی که با قوانین زیست‌محیطی نیز هم‌راستا شده، تعداد رو به رشد شرکت‌ها را به منظور طراحی و ایجاد برنامه‌های محیط زیست دوستانه تحت فشار قرار داده است. بر همین اساس این تحقیق چگونگی پیاده کردن آمیخته بازاریابی سبز برای فروش محصول و باقی ماندن در بازار را بررسی می‌کند. بر این اساس، نمونه‌ای مشتمل بر 90 نفر از متخصص جذب سرمایه‌گذاری در حوزه بازاریابی سبز در حوزه انرژی به شیوه تصادفی طبقه‌ای متناسب با حجم هر طبقه، انتخاب گردیده و بررسی شدند. مدل مفهومی تحقیق بر مبنای مطالعات نظری آمیخته بازاریابی سبز و قصد خرید مصرف‌کننده، طراحی و بر مبنای آن، پرسشنامه‌هایی طراحی گردیده و داده‌های مورد نظر جمع‌آوری گردید. نتایج پژوهش نشان می‌دهد جهت تحقیق اهداف پژوهش بایستی مواردی از قبیل: استفاده از مواد با قابلیت بازیافت مجدد در جهت تولید محصول برای کمتر آسیب رساندن به محیط زیست، معرفی و ارائه انرژی‌های دوستدار محیط زیست در نمایشگاه‌ها، کنفرانس‌ها و همایش‌ها، استفاده از سیستم حمل و نقل بروز برای توزیع محصولات در بازار جهت آسیب رساندن کمتر به محیط زیست، قیمت‌گذاری مناسب محصولات سبز، به گونه‌ای که قابل رقابت با انواع مشابه باشند، در نظر گرفته شود.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Development of Green Marketing Mix Model with Emphasis on Evaluating Purchaser's Intentions in the Field of Energy (Iran's Oil and Gas Industry)

نویسندگان [English]

  • Mohammad Ali Avindeh 1
  • Bita Tabrizian 2
  • Maryam Teymourian Sefideh khan 3

1 Ph.D. Candidate, Faculty of Management and Accounting, Islamic Azad University, Roudehen, Iran

2 Professor of Management, Faculty of Management and Accounting, Islamic Azad University, Roudehen, Iran

3 Professor of Statistics, Faculty of Statistics and Mathematics, Islamic Azad University, Roudehen, Iran

چکیده [English]

In the new century, consumer concerns about environmental accountability, which are also aligned with environmental laws, have pushed a growing number of companies to design and create environmentally friendly programs. Accordingly, this study examines how to implement a green marketing mix to sell a product and stay in the market. Based on this, a sample of 90 investment marketing specialists in the field of green marketing in the field of energy was randomly selected and examined according to the volume of each category. The conceptual model of the research was designed based on the combined theoretical studies of green marketing and consumer intention and based on it, questionnaires were designed and the desired data were collected. The results show that in order to research the objectives of the research, the following items should be considered in such a way that they can compete with similar types: the use of recyclable materials to produce the product to reduce environmental damage, the introduction and presentation of environmentally friendly energy in exhibitions, conferences and seminars, the use of update transportation system to distribute products in the market to do less harm to the environment, appropriate pricing of green products.

کلیدواژه‌ها [English]

  • green products
  • environment
  • green marketing
  • energy
  • marketing mix
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