تأثیر درک شستشوی سبز بر قصد خرید در احیای برند سبزمحور: رویکرد قرارداد روانشناختی برند
کلمات کلیدی:
درک شستشوی سبز؛ قرارداد روان شناختی برند؛ خیانت برند درک شده؛ مسئولیت زیست محیطی درک شده؛ احیای برند سبز محور؛ قصد خرید سبزچکیده
هدف: هدف این پژوهش بررسی اثر درک شستشوی سبز بر قصد خرید سبز با تأکید بر نقش میانجی قرارداد روانشناختی برند و نقش تعدیلگر مسئولیت زیستمحیطی درکشده در بستر احیای برندهای سبزمحور در صنعت غذا است. روششناسی: این پژوهش از نظر هدف کاربردی و از نظر روش توصیفی-پیمایشی است که با رویکرد مدلیابی معادلات ساختاری انجام شد. جامعه آماری شامل مصرفکنندگان برندهای غذایی سبزمحور در مرکز تجاری بندرعباس مال بود که از میان آنها 331 پرسشنامه معتبر (195 حضوری و 136 آنلاین) گردآوری شد. ابزار گردآوری دادهها پرسشنامه استاندارد چندبعدی بود و تحلیل دادهها با استفاده از روش PLS-SEM صورت گرفت. یافتهها: نتایج نشان داد درک شستشوی سبز اثر منفی و معناداری بر قصد خرید سبز دارد و این اثر بهطور غیرمستقیم از طریق تضعیف قرارداد روانشناختی برند نیز منتقل میشود. همچنین، احیای برند سبزمحور اثر مثبت و معناداری بر قرارداد روانشناختی برند و قصد خرید سبز دارد، در حالی که خیانت برند درکشده تأثیر منفی معناداری بر قرارداد روانشناختی برند نشان داد. علاوه بر این، مسئولیت زیستمحیطی درکشده نقش تعدیلگر معناداری در تقویت رابطه بین قرارداد روانشناختی برند و قصد خرید ایفا کرد. نتیجهگیری: یافتهها نشان میدهد مدیریت مؤثر ادراک شستشوی سبز و تقویت قرارداد روانشناختی برند از طریق راهبردهای واقعی احیای برند سبز میتواند به بازسازی اعتماد مصرفکنندگان و افزایش قصد خرید سبز منجر شود.
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حق نشر 2025 Mehdi Keshtkar Langaroudi, Mahdi Mahmoodzadeh (Author)

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