بررسی توسعه محصول سبز و تأثیر آن بر تصویر ذهنی مشتریان با رویکرد مدل سازی معادلات ساختاری (مطالعه موردی:صنایع مواد غذایی استان یزد)

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استادیار، دانشکده مدیریت و حسابداری، دانشگاه یزد، یزد، ایران

2 دانشجوی کارشناسی ارشد، دانشکده مدیریت و حسابداری، دانشگاه یزد، یزد، ایران

چکیده

از زمان ایجاد انقلاب صنعتی تا کنون، انواع محصولاتی که تناسب چندانی با محیط زیست ندارند و روش‌هایی که به این محیط آسیب وارد می‌کنند، از نظر مصرف کنندگان و دوست‌داران محیط زیست مورد توجه قرار گرفته است. این امر باعث توجه شدید شرکت ها به مفهوم توسعه محصول سبز شده است. از طرفی، از آنجا که تصویر شرکت در ذهن مشتری یکی از مزیت های رقابتی برای شرکت است، شرکت ها به ایجاد تصویر مثبت از خود در ذهن ذی نفعان خود می‌پردازند. پژوهش حاضر، باهدف بررسی تأثیر توسعه محصول سبز بر تصویر ذهنی مشتریان انجام شده است .جهت نیل به این هدف پس از بررسی ادبیات هر کدام از این متغیرها، یک مدل مفهومی با شش فرضیه پیشنهاد شد که این فرضیات بر روی شرکت‌های فعال در صنایع مواد غذایی استان یزد و با استفاده از رویکرد مدلسازی معادلات ساختاری بر پایۀ روش کمترین مربعات جزئی مورد آزمون قرار گرفتند. نتایج این پژوهش نشان داد که توسعه محصول سبز به صورت مستقیم بر هویت سازمان تأثیر گذار است و به صورت غیر مستقیم از طریق متغیرهای میانجی هویت سازمانی بر کیفیت خدمات تأثیر گذار می‌باشد و از طریق متغیر های میانجی هویت سازمانی، کیفیت محصولات و رضایتمندی مشتریان بر تصویر ذهنی مشتریان تأثیر دارد. درنهایت بر پایه اثر کلی توسعه محصول سبز بر تصویر ذهنی مشتریان، پیشنهادهای کاربردی برای پیاده‌سازی اقدامات مرتبط با توسعه محصول سبز، بهبود کیفیت محصولات، بهبود تصویر ذهنی شرکت در ذهن مشتریان ارائه گردیده است.

کلیدواژه‌ها


عنوان مقاله [English]

Assessment the green product development and its impact on customer’s mental image with structural equation modeling approach (case study: food industry in Yazd province)

نویسندگان [English]

  • Davood andalib ardekani 1
  • Parisa keshavarz 2
1 Associate Professor of Industrial Management, Faculty of management and accounting, Yazd University, Yazd, Iran
2 MA, student of Industrial Management, Faculty of management and accounting, Yazd University, Yazd, Iran
چکیده [English]

Since the Industrial Revolution environmental, variety of products that don’t fit with the environment and the ways in which harm the environment are taken into consideration of consumers and lovers of the environment. It causes company’s intense attention now to the concept of green product development. On the other hand, since the company's image in the minds of customers is a competitive advantage for them, companies try to create a positive image of themselves in the minds of their stakeholders. The present study aimed to investigate the impact of green product development on the customer image. To achieve this goal, after studding the literature review of each of these variables, a conceptual model with six hypotheses was proposed. Then these assumptions were tested on active companies in the food industry in Yazd province by using structural equation modeling approach based on the R SQUAR. The results of this study showed that green product development directly effects on the organization's and also Green product development indirectly effect on the customers mental image through the organization's identity, production quality and customer’s satisfaction finally according to the total results of the green product development on the mental image, some functional suggestions to implement GPD, service quality and improve customer mental image are offered.

کلیدواژه‌ها [English]

  • green product development
  • mental image
  • structural equation modeling

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