سامانه مدیریت نشریات علمی دانشگاه شاهد

انصاری, آذرنوش, شجاعیان, پری, آروانه, مرجان. (1401). نقش رسانه‌های اجتماعی در انگیزه‌های نوع‌دوستانه و خودخواهانه بر قصد‌خرید مصرف‌کنندگان لوازم آرایشی سبز. , 19(20), 147-170. doi: 10.22070/cs.2023.17164.1272
آذرنوش انصاری; پری شجاعیان; مرجان آروانه. "نقش رسانه‌های اجتماعی در انگیزه‌های نوع‌دوستانه و خودخواهانه بر قصد‌خرید مصرف‌کنندگان لوازم آرایشی سبز". , 19, 20, 1401, 147-170. doi: 10.22070/cs.2023.17164.1272
انصاری, آذرنوش, شجاعیان, پری, آروانه, مرجان. (1401). 'نقش رسانه‌های اجتماعی در انگیزه‌های نوع‌دوستانه و خودخواهانه بر قصد‌خرید مصرف‌کنندگان لوازم آرایشی سبز', , 19(20), pp. 147-170. doi: 10.22070/cs.2023.17164.1272
انصاری, آذرنوش, شجاعیان, پری, آروانه, مرجان. نقش رسانه‌های اجتماعی در انگیزه‌های نوع‌دوستانه و خودخواهانه بر قصد‌خرید مصرف‌کنندگان لوازم آرایشی سبز. , 1401; 19(20): 147-170. doi: 10.22070/cs.2023.17164.1272

نقش رسانه‌های اجتماعی در انگیزه‌های نوع‌دوستانه و خودخواهانه بر قصد‌خرید مصرف‌کنندگان لوازم آرایشی سبز

نشریه علمی راهبردهای بازرگانی
مقاله 7، دوره 19، شماره 20، بهمن 1401، صفحه 147-170    اصل مقاله (1.1 M)
نوع مقاله: مقاله پژوهشی
شناسه دیجیتال (DOI): 10.22070/cs.2023.17164.1272
نویسندگان
آذرنوش انصاری* 1؛ پری شجاعیان2؛ مرجان آروانه3
1دانشیار گروه بازاریابی دانشگاه اصفهان، اصفهان، ایران. (نویستده مسئول)
2دانشجوی دکتری بازاریابی، دانشگاه اصفهان، اصفهان، ایران.
3کارشناس ارشد مدیریت بازرگانی، دانشگاه ایلام، ایلام، ایران.
چکیده
در طی دهه گذشته، نگرانی­های زیست محیطی به یک روند جهانی تبدیل شده است، که شرکت‌های آرایشی را متمایل می­کند دوستدار محیط­زیست باشند و سبد محصولات سبز متنوع­تری داشته باشند، تا نیازهای مصرف‌کنندگان جدید را برآورده کنند. این در حالی است که ابزارهای ارتباطی جدید مانند رسانه­های اجتماعی، نگرانی زیست محیطی را به طور گسترده­ای به اشتراک گذاشته­اند تا نگرش مصرف­کنندگان را شکل دهند که رفتار آگاهانه­تری نسبت به محیط­زیست داشته باشند. هدف از این پژوهش،  بررسی نقش رسانه­های اجتماعی در انگیزه­های نوع­دوستانه و خودخواهانه بر قصدخرید مصرف­کنندگان لوازم آرایشی ­سبز می­باشد. پژوهش حاضر، از حیث هدف کاربردی و از نظر روش و بازه زمانی جمع‌آوری داده‌ها در زمره تحقیقات پیمایش مقطعی قرار دارد. جامعه آماری شامل کلیه کاربران رسانه­اجتماعی اینستاگرام می ­باشند که دنبال کننده صفحات محصولات آرایشی سبز (صفحات مروارید سبز، شهر سبز و محصولات آرایشی بهداشتی سبزگستر) هستند. نمونه آماری با توجه به فرمول کوکران 384­ نفر تعیین گردید که با استفاده از روش نمونه­گیری در دسترس پرسشنامه به تعداد اعضای نمونه توزیع گردید.ابزار پژوهش پرسشنامه استاندارد بود که روایی صوری و محتوایی آن با استفاده از نظر خبرگان و روایی سازه با استفاده از تحلیل عاملی مورد بررسی قرار گرفت. برای روایی مجدد پرسشنامه از نظرات استادان و خبرگان استفاده شد .برای پایایی آن نیز از آلفای کرونباخ استفاده و میزان آن 92/0تعیین شد که نشان از تأیید پایایی ابزار است. برای آزمون فرضیه­های این تحقیق ازروش مدلسازی معادلات ساختاری استفاده شده است. نتایج به دست آمده از پژوهش بیانگر نقش مثبت ومعنی­داررسانه­های اجتماعی در انگیزه­های نوع­دوستانه و خودخواهانه بر قصد­خرید مصرف­کننده می­باشد. از نتایج دیگر اینکه انگیزه نوع­دوستانه در رابطه بین رسانه اجتماعی و نگرش مصرف­کنندگان نقش میانجی ایفا می­کند. همچنین، انگیزه خود خواهانه در رابطه بین رسانه اجتماعی و هنجارهای ذهنی نقش میانجی دارد.
کلیدواژه‌ها
نظریه رفتار برنامه‌ریزی شده(TPB)؛ رسانه‌های اجتماعی؛ قصد-خرید؛ انگیزه نوع دوستانه؛ انگیزه خودخواهانه؛ لوازم آرایشی سبز
مراجع
  1. Chen, S. C., & Hung, C. W. (2016). Elucidating the factors influencing the acceptance of green products: An extension of theory of planned behavior. Technological Forecasting and Social Change, 112, 155-163.
  2. Mombeini, H., Sha'abani, R., & Ghorbani, R. (2015). Survey the effective factor on attitude & purchase intention of organic skin and hair care products. International Journal of Scientific Management & Development, 3(1), 819-826.‏
  3. Sun, Y., & Wang, S. (2019). Understanding consumers’ intentions to purchase green products in the social media marketing context. Asia Pacific Journal of Marketing and Logistics, 32(4), 860-878.
  4. Hosseini, H, Samiei,Kh , ahamdi, N .(2018). Investigate the impact of social media marketing on consumer behavior; The Role of Brand Value Kabbabat Brand Relationship and Attitude Towards the Brand, Journal of 2 Consumer Studies, 5(1),37-59. (In Persian).
  5. Prakash, G. and Pathak, P. (2017), ‘Intention to buy eco-friendly packaged products among young consumers of India: A study on developing nation’, Journal of Cleaner Production, 141, pp. 385–93.
  6. Tulabi; Z, Arvaneh, M &Shojaeian, P. (2021). The Role of Perceived Green Value in Attitudes Towards Green Products and Consumer Intentions, Scientific Quarterly of Environmental Education and Sustainable Development,9(3), 81-98. (In Persian).
  7. Dimitrova, V.; Kaneva, M.; Gallucci, T. (2009).Customer knowledge management in the natural cosmetics industry.Ind. Manag. Data Syst. 109, 1155–1165.
  8. Minte. (2018). Global Beauty Trends. An exploratory study of consumer attitudes toward green cosmetics in the UK market. Administrative Sciences, 8(4), 71.
  9. Chin, J., Jiang, B. C., Mufidah, I., Persada, S. F., & Noer, B. A. (2018). The investigation of consumers’ behavior intention in using green skincare products: a pro-environmental behavior model approach. Sustainability, 10(11), 39-22.
  10. Ajzen, I., & Fishbein, M. (2004). The Influence of Attitudes on Behavior. PP, 173-215.
  11. Shimul, A. S., Cheah, I., & Khan, B. B. (2021). Investigating female shoppers’ attitude and purchase intention toward green cosmetics in south Africa. Journal of Global Marketing, 35(1), 37-56
  12. Shabani N., Ashoori M., Taghinejad M., Beyrami H., Fekri N. M. (2013). The Study of Green Consumers Characteristics and Available Green Sectors in the Market, “International Research Journal of Applied and Basic Sciences”, 4(7).
  13. Ghazali, E.M.; Soon, P.C.; Mutum, D.S.; Nguyen, B. (2017). Health and cosmetics: Investigating consumers’ values for buying organic personal care products. J. Retail. Consum. Serv, 39, 154–163.
  14. Askadilla, W.; Krisjanti, M.(2017). Understanding indonesian green consumer behavior on cosmetic products: Theory of planned behavior model. Pol. J. Manag. Stud, 15, 7–15.
  15. Rahimnia, F; Ramezani, Y &Zargaran, S. (2019). The Impact of User Interaction on Social Media on Purpose of Purchasing through Attitudes Toward the Brand and Mental Norms, Ninth Year Marketing Research Quarterly,1(23). (In Persian).
  16. Faizi, Z. & Ghaffari Ashtiani, P. (2018). Investigating the effect of social media content on purchase intention with regard to the mediating role of normative and informational social influence and customer relationship (customers of Novin Charm store through Instagram social network. Marketing Management, 13 (41), 1-20. (In Persian).
  17. Li, Y.-M.; Lee, Y.-L.; Lien, N.-J.(2012). Online Social Advertising via Influential Endorsers. Int. J. Electron. Commer, 16, 119–154.
  18. Abdulvand, M & Henry Sharif, E. (2016). Identify the factors affecting loyalty and commitment to the brand on social media. Quarterly Journal of Development and Transformation Management, (24),80-69. (In Persian).
  19. Statista. Available online: https://www.statista.com/statistics/803595/global-demand-for-natural organicenvironmental-friendly-cosmetics/ (accessed on 24 July 2020).
  20. Dehshti Shahrokh, Z; Mohammadian Mahmoudi Tabar, Md & Kimasi, M .(2019). Model of customer engagement with the brand in social media in the banking industry, Scientific Journal of Smart Business Management Studies, 8(29),142-113. (In Persian).
  21. Zou, L.W., Chan, R.Y. (2019). Why and when do consumers perform green behaviors? Anexamination of regulatory focus and ethical ideology. J. Bus. Res. 94, 113–127.
  22. Yadav, R. (2016). Altruistic or egoistic: which value promotes organic food consumption among young consumers? A study in the context of a developing nation. J. Retail.Consum. Serv. 33, 92–97
  23. Birch, D., Memery, J., Kanakaratne, M.D.S. (2018). The mindful consumer: balancingegoistic and altruistic motivations to purchase local food. J. Retail. Consum. Serv. 40,221–228.
  24. Soltani, N &Norouzi, M. (2017). The effect of attitude, mental norms and behavioral control on the intention to buy smuggled goods (case study of cosmetics), Journal of Marketing Management, 12(34),41-52. (In Persian).
  25. Stephen, A., Hadi, R., Grewal, L., & Appel, G. (2019). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79-95.
  26. Herlina, V., Yacob, S., Johannes, J., & Octavia, A. (2022). The Role of social media marketing in improving marketing performance for smes during the covid-19 pandemic: a literature review. Put It Right, 1(1), 47-56.
  27. Erkan Ismail, Evans Chris.(2016), The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption, Computers in Human Behavior, Volume 61,August : 47–55.
  28. Prakash, G., Choudhary, S., Kumar, A., Garza-Reyes, J. A., Khan, S. A. R., & Panda, T. K. (2019). Do altruistic and egoistic values influence consumers’ attitudes and purchase intentions towards eco-friendly packaged products? An empirical investigation. Journal of Retailing and Consumer Services, 50, 163-169.
  29. Kareklas,I.,Carlson,J.R.,Muehling,D.D. (2014). “I eat organic for my benefit and yours”: egoistic and altruistic considerations for purchasing organic food and their implicationsforadvertisingstrategists.J.Advert.43(1),18–32.
  30. Behzad, A. (2017). Investigating the effect of altruistic and selfish value on the consumption of environmentally friendly products among young consumers (Case study: young athletes in Alborz province). Payame Noor Faculty, Alborz University. (In Persian).
  31. Hwang,J. (2016). Organic food asself-presentation : therole of psychological moti Vationin old erconsumers' purchaseintention of organic food .J.Retail.Con- sum.Serv.28,281–287.
  32. Lin, Y., Yang, S., Hanifah, H., & Iqbal, Q. (2018). An exploratory study of consumer attitudes toward green cosmetics in the UK market. Administrative Sciences, 8(4),71.
  33. Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of planned behavior andreasoned action. Journal of Retailing and Consumer Services, 29, 123–134.
  34. Bedard, S. A. N., & Tolmie, C. R. (2018). Millennials' green consumption behaviour: Exploring the role of social media. Corporate Social Responsibility and Environmental Management, 25(6), 1388-1396.
  35. Patnaik, A., Tripathy, S., & Dash, A. (2021). Identifying the features influencing sustainable products: A study on green cosmetics. In Pant P., Mishra S.K., Mishra P.C. (eds) Advances in Mechanical Processing and Design. 631–640.
  36. Patma, T. S., Wardana, L. W., Wibowo, A., Narmaditya, B. S., & Akbarina, F. (2021). The impact of social media marketing for Indonesian SMEs sustainability: Lesson from Covid-19 pandemic. Cogent Business & Management, 8(1), 1953679.
  37. Zahid, M.M.; Ali, B.; Ahmed, S.; Thurasamy, R.; Amin, N.(2018). Factor Affecting Purchase Intention and Social Media Publicity of Green Products: The Mediating Role of Concern for Consequences. Corp. Soc. Responsib. Environ. Manag, 25, 225–236.
  38. Suki, N.M.; Suki, N.M. (2015). Consumption values and consumer environmental concern regarding green products.Int. J. Sustain. Dev. World Ecol. 2015, 22, 269–278.
  39. Oda, R.; Machii, W.; Takagi, S.; Kato, Y.; Takeda, M.; Kiyonari, T.; Fukukawa, Y.; Hiraishi, K.(2014), Personality andaltruism in daily life. Pers. Individ. Differ, 56, 206–209.
  40. Singh, G., Pandey, N., (2018). The determinants of green packaging that influence buyers'willingness to pay a price premium. Australas. Mark. J. 26 (3), 221–230.
  41. Zhao, L., Lee, S. H., & Copeland, L. R. (2019). Social media and Chinese consumers’ environmentally sustainable apparel purchase intentions. Asia Pacific Journal of Marketing and Logistics.
  42. Verma, V.K., Chandra, B., Kumar, S. (2019). Values and ascribed responsibility to predictconsumers' attitude and concern towards green hotel visit intention. J. Bus. Res. 96, 206–216
  43. Nguyen, T. N., Lobo, A., & Greenland, S. (2016). Pro-environmental purchase behaviour: The role of consumers’ biospheric values. Journal of Retailing and Consumer Services, 33, 98–108.
  44. Smith,S.,Paladino,A.,(2010).Eatingcleanandgreen?Investigating consumer motivations towards the purchase of organic food.Australas.MarketingJ.18(2), 93–104.
  45. Murwaningtyas, F.; Harisudin, M.; Irianto, H. (2020), Effect of Celebrity Endorser Through Social Media on Organic Cosmetic Purchasing Intention Mediated with Attitude. KnE Soc. Sci, 152–165.
  46. Farhangi, A, Abbaspour, A, Farahani, S, Abachian, R. (2014). Analyzing the Effect of Social Media on Customers Attitude towards Band and purchase Intension (case study: Iran Khodro). Universal Journal of Media ,9 (2),251-236. (In Persian).
  47. Zahid, M. M., Ali, B., Ahmad, M. S., Thurasamy, R., & Amin, N. (2018). Factors affecting purchase intention and social media publicity of green products: The mediating role of concern for consequences. Corporate Social Responsibility and Environmental Management, 25(3), 225-236.
  48. Adewuyi E. O. & Adefemi, K. .(2016). Behavior Change Communication Using Social Media: A Review, The International Journal Of Communication And Health, No.9, 109-116
  49. Chwialkowska, A. (2019). How sustainability Inabity Influenecers Dreen Lifestyle Adoption On Social Minority : The Process Of Green Lifestyle Adoptionexplained Through The Lenses Of The Minority Influece Model And Social Learning Theory. Mangement OFSustainabie Development,11(1).
  50. Abbasi, A, Yadollahi, Sh & Webgi, J. (2019). Investigating Consumer Intention to Buy Green Products Using Planned Theory, Environmental Concerns, and Environmental Knowledge, New Marketing Research, 4(31). (In Persian).
  51. Zand Hessami, H &Parvinchi, Sh .(2014). Applying the Theory of Any Planned Behavior in Examining Consumer Purchasing Intention, Quarterly Journal of Development and Transformation Management, (18), 30-23. (In Persian).
  52. Koklic, M. K., Golob, U., Podnar, K., & Zabkar, V. (2019). The interplay of past consumption, attitudes and personal norms in organic food buying. Appetite, 137, 27–34.
  53. Taufique, K. M. R., & Vaithianathan, S. (2018). A fresh look at understanding green consumer behavior among young urban Indian consumers through the lens of theory of planned behavior. Journal of Cleaner Production, 183,46–55.
  54. Gunawan, D. D., & Huarng, K. H. (2015). Viral effects of social network and media on consumers’ purchase intention. Journal of Business Research, 68(11), 2237-2241.
  55. Kim, H.Y. & Chung, J-E. (2011). “ Consumer purchase intention for organic personal care products”, Journal of Consumer Marketing, 28 (1), pp. 40 – 47.
  56. De Groot, R.S., Blignaut, J., Van Der Ploeg, S., Aronson, J., Elmqvist, T., Farley, J., 2013. Benefits of investing in ecosystem restoration. Conserv. Biol. 27 (6), 1286–1293.
  57. Zarati, Z & Kharat, F. (2017). The Impact of Internet Advertising on Purchasing Intention (Case Study: Ahvaz Hotels), 2nd Annual Conference on Economics, Management and Accounting, Ahvaz, Shahid Chamran University - Khuzestan Industry, Mining and Trade Organization, https://civilica.com/doc/671431/. (In Persian).
  58. Zakerian, A,. Jalali Farahani, M, &Takli, H. (2016). The effect of Internet advertising factors on the behavior of sports consumers, sports research on management in sports management, 6(22), 19-11. (In Persian).
  59. Alalwan, A. A . (2018)Investigating the impact of social media advertising features on customer purchase intention, International Journal of InformationManagement, 42,65–77.
  60. Tseng W.C., Chang C.H., (2015. (A Study of Consumers' Organic Products Buying Behavior in Taiwan-Ecologically Conscious Consumer Behavior as a Segmentation Variable. International Proceedings of Economics Development and Research, 84, 43.
  61. Kusumawati, A.(2017).Consumer Attitudes toward Online Behavioural Advertising: The Social Media Involvement, Journal of Emerging Trends in Marketing and Management, 1,(1), 88-94.
  62. Salleh, M. M., Ali, S. M., Harun, E. H., Jalil, M. A., & Shaharudin, M. R. (2010). Consumer’s perception and purchase intentions towards organic food products: Exploring attitude among academician. Canadian SocialScience, 6(6), 119. (In Persian).
  63. Liu, Z., Zhang, J. and Li, M. (2013), “Understanding the connections between social media and consumer decision-making”, available at: www.itu.dk/people/rkva/IWSB2012/positionPapers/ LiuUnderstanding%20the%20Connections%20between%20Social%20Media%20and%20 Consumer%20Decision-Making.pdf (accessed June 6, 2017).
  64. Jaiswal, D., & Kant, R. (2018). Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers. Journal of Retailing and Consumer Services, 41, 60–69.
  65. Alzubaidi, H., Slade, E. L., & Dwivedi, Y. K. (2021). Examining antecedents of consumers’ pro-environmental behaviours: TPB extended with materialism and innovativeness. Journal of Business Research, 122, 685–699.
  66. Babamiri, Sh &Mansouri Moayedi, F. (2017). The Impact of Attitude Dimensions on Online Shopping Intention: The Role of the Enjoyable Value of Online Shopping in Tehran, The First International Conference on Management Patterns in the Age of Progress, Tehran، https://civilica.com/doc/728019 (In Persian).
  67. Han, H., Hsu, L. T. J., & Sheu, C. (2010). Application of the theory of planned behaviour to green hotel choice: Testing the effect of environmental friendly activities. Tourism Management, 31(3), 325–334.
  68. Ha, H. Y., & Janda, S. (2012). Predicting consumer intentions to purchase energy-efficient products. Journal of Consumer Marketing, 29(7), 461–469.
  69. Chen, M. F., & Tung, P. J. (2014). Developing an extended theory of planned behavior model to predict consumers’ intention to visit green hotels. International Journal of Hospitality Management, 36, 221–230.
آمار
تعداد مشاهده مقاله: 748
تعداد دریافت فایل اصل مقاله: 605