تأثیر رسانه‌های اجتماعی بر قصد خرید سبز از طریق انگیزۀ نوع‌دوستانه و خودخواهانه و نقش تعدیلگر نگرش سبز

نوع مقاله : مقاله پژوهشی

نویسندگان

1 مربی، گروه مدیریت، دانشگاه جامع علمی کاربردی، مرکز فرهنگی هنری دریژنو، تهران، ایران.

2 دانشجوی کارشناسی، گروه مدیریت فرهنگی، دانشگاه جامع علمی کاربردی، مرکز فرهنگی هنری دریژنو، تهران، ایران.

10.22059/mmr.2025.394661.1175

چکیده

هدف: فناوری‌های جدید فرصت‌هایی را برای شرکت‌های دوستدار محیط‌زیست بازکرده است تا با مصرف‌کنندگان ارتباط برقرار کنند و محصولات پایدار را ترویج کنند. با این حال، تحقیقات اندکی در خصوص تأثیر رسانه‌های اجتماعی بر قصد مصرف‌کنندگان برای خرید سبز انجام شده است. هدف از اجرای پژوهش حاضر، تعیین تأثیر رسانه‌های اجتماعی بر قصد خرید سبز، از طریق انگیزه‌های نوع‌دوستانه و خودخواهانه و نقش تعدیلگر نگرش سبز است.
روش: پژوهش حاضر از نظر هدف کاربردی و از نظر نحوۀ گردآوری اطلاعات توصیفی از نوع هم‌بستگی است. جامعۀ آماری پژوهش، کلیۀ مصرف‌کنندگان فعال عضو شبکۀ اجتماعی است. از آنجا که تعداد مصرف‌کنندگان نامشخص و نامحدود است، بر اساس جدول مورگان برای جامعۀ نامحدود، ۳۸۴ نمونه به‌روش غیرتصادفی در دسترس تعیین شد. ابزار پژوهش پرسش‌نامۀ رسانه‌های اجتماعی نکمحمود و همکاران (۲۰۲۲)، پرسش‌نامۀ قصد خرید سبز نکمحمود و همکاران (۲۰۲۲)، پرسش‌نامه انگیزۀ نوع‌دوستانه شانموگل و بالاکریشنان (۲۰۲۳)، پرسش‌نامۀ انگیزۀ خودخواهانه سونی و فرگوسن (۲۰۱۷) و پرسش‌نامۀ نگرش سبز (اوگیمونی و همکاران، ۲۰۲۲) بودند که روایی پرسش‌نامه‌ها بر اساس، روایی محتوایی، صوری و سازه بررسی شد و پس از اصطلاحات لازم، روایی آن به تأیید رسید. پایایی پرسش‌نامه‌ها نیز با روش آلفای کرونباخ بالای 70/0 برآورد شد. تجزیه‌وتحلیل داده‌ها در دو سطح توصیفی و استنباطی، مشتمل بر مدل‌سازی معادلات ساختاری انجام گرفت.
یافته‌ها: نتایج تأثیر رسانه‌های اجتماعی را بر قصد مصرف‌کننده و همچنین، ارزش‌های نوع‌دوستانه و خودخواهانه نشان داد. علاوه‌براین، ارزش‌های نوع‌دوستانه و خودخواهانه، بر قصد خرید سبز تأثیر چشمگیری داشتند. نتایج نشان‌دهندۀ سطح قوی‌تری از پذیرش ارزش نوع‌دوستانه است. علاوه‌براین، نگرش سبز بر قصد خرید سبز تأثیر مثبتی نشان داد و تأثیر تعدیل‌کنندۀ چشمگیری بین متغیرهای مستقل بر قصد خرید سبز دیده شد.
نتیجه‌گیری: به‌طورکلی، این مطالعه نشان می‌دهد که رسانه‌های اجتماعی، در شکل‌دادن به انتخاب مصرف‌کننده، از جمله قصد آن‌ها در فرایند تصمیم‌گیری نقش مهمی دارد. پژوهش حاضر بر اهمیت بازاریابان برای به اشتراک گذاشتن اطلاعات در خصوص محصولات سازگار با محیط‌زیست در رسانه‌های اجتماعی با استفاده از راهبُردهای بازاریابی الکترونیکی تأکید می‌کند. همچنین تعامل با جوامع رسانه‌های اجتماعی با ارائۀ اطلاعات نوع‌دوستانه و خودخواهانه دربارۀ خرید پایدار بسیار مهم است.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Effect of Social Media on Green Purchase Intention through Altruistic and Selfish Motivation and the Moderating Role of Green Attitude

نویسندگان [English]

  • Abbas Ghaedamini Harouni 1
  • Mahsan Hemtizadeh 2
1 Instructor, Department of Management, Comprehensive University of Applied Sciences, Drizhno Cultural and Artistic Center, Tehran, Iran.
2 MSc. Student, Department of Cultural Management, Comprehensive University of Applied Sciences, Drizhno Cultural and Artistic Center, Tehran, Iran.
چکیده [English]

Objective
In research, businesses focused on environmentally friendly practices have moved towards the use of digital tools, and many of them promote their green initiatives through social platforms (Radcliffe & Lam, 2018). Individuals, including family and friends, use social media to buy and sell products (Alshwiah & Alaulamie, 2022). Social media has become a popular trend among many citizens for various reasons. As Marjerison& Gan (2022) pointed out, many companies use these platforms to promote their brands and products. As a result, only a limited number of studies have examined this topic.The impact of social media on consumer intentions in Iran is investigated using the extended theory of planned behavior that considers both altruistic and selfish values. It is very important, but as confirmed in the research of Hassan and Sohail (2021), it has been almost ignored. To fully understand the impact of social media on green purchase intention, new factors were included in the measurement process due to the novelty of this concept. Similarly, motivational values ​​for purchasing environmentally friendly products are an important aspect of ethical consumption focusing on altruistic and selfish values. According to P. Panda & et al. (2020), altruistic motivation is when a person wants to have a positive impact on the environment and encourage others to do the same, while selfish motivation is when a person primarily cares about improving their own health.Previous research has demonstrated the practical role of altruistic and selfish values ​​on green purchase intention (Ghazali et al., 2017). Despite the interest in how the role of social media influences the intention to purchase green products, there has been little focus on the field of study. Therefore, the aim of the present study is to fill the knowledge gap and build on previous research by examining specific factors while proposing a model of planned behavior development; therefore, the aim of the present study was to determine the effect of social media on green purchase intention through altruistic and selfish motivation and the moderating role of green attitude.
Research Methodology
The present study is applied in terms of purpose and descriptive in terms of data analysis of the correlation type (structural equation modeling). The statistical population of this study is the consumers of Tabiat Sabz Pars Kohan Company, which offers green products in the market. Tabiat Sabz Pars Kohan Company offers environmentally friendly food products and uses sustainable resources. The survey was shared through various channels such as social media platforms (Telegram, Instagram, WhatsApp, and Rubika) and email invitations to reach a diverse sample of respondents. In addition, a permission letter was attached to the survey to increase the response rate. Considering that the statistical population of the present study is unlimited, the statistical sample size of the study was 384 people based on the Morgan table.Although the survey was limited to consumers who had previous experience purchasing green products through social media platforms, consumers were asked to indicate their level of experience when using social media platforms for shopping. Since they had previously been influenced by social media, they were given access to the questions. While those who had no previous experience were denied access to the questions. In this study, a questionnaire was used to collect the data required for the study.
Findings
The results showed the impact of social media on consumer intention as well as altruistic and selfish values. In addition, altruistic and selfish values ​​had a significant impact on green purchase intention. The results indicate a stronger level of acceptance of altruistic value. In addition, green attitude had a positive impact on green purchase intention and there was a significant moderating effect between the independent variables on green purchase intention.
Discussion & Conclusion
The present study aimed to determine the effect of social media on green purchase intention through altruistic and selfish motivation and the moderating role of green attitude. The present study is unique compared to other studies conducted in Iran because it fully examines the effect of social media on altruistic and selfish motivation, in addition to the conventional factors of the theory of planned behavior. The findings show that social media positively affects altruistic and selfish motivation as well as green purchase intention. This indicates that social media can help shape altruistic and selfish concerns of consumers of green products and at the same time their purchase intention. In fact, people living in Iran have a positive attitude towards green products and suggest that they will purchase green products in the future. The findings of the present study are in line with the research of Zaheed et al. (2018), Mabakht et al. (2022), Nabivi (2025), Samaniego-Arias & et al. (2025), and Kumar & Pandey (2023). Social media has undoubtedly played an important role in raising environmental issues. This has attracted the attention of academic experts and researchers. The emergence of social media can positively contribute to individuals' environmental behavior and influence individual purchase intention. Based on the feedback, Iranian people believe that information about green products from social media is reliable, which affects their purchase intention. This led to the belief that humans should treat nature fairly to ensure health and a quality lifestyle. Previous research predicted the impact of social media on purchase intention (Mabkhot & et al., 2022; Morvaningtias & et al., 2020). Social media influencers can strengthen purchase intention by understanding consumer behavior; therefore, social media plays an important role in influencing Iranian people to purchase green products. For example, with the influence of social media, green products offer a multitude of environmental and health benefits that cannot be ignored. They cause significantly less damage to the environment and can have a significant positive impact on consumers' mental and general health. Moreover, their biodegradability is a valuable asset in nature. Social media is a powerful tool that influences consumer activities and responses to the environment, which the findings of the present study confirm.
 

کلیدواژه‌ها [English]

  • Social media
  • Green purchase intention
  • Altruistic motivation
  • Selfish motivation
  • Green attitude

مراجع

منابع
انصاری، آذرنوش؛ شجاعیان، پری و آروانه، مرجان (1401). نقش رسانه‌های اجتماعی در انگیزه‌های نوع‌دوستانه و خودخواهانه بر قصد خرید مصرف‌کنندگان لوازم آرایشی سبز. فصلنامه راهبردهای بازرگانی، 29(20)، 147-170.
پوردلان، نیلوفر؛ رحیم‌نیا، فریبرز؛ بهبودی، امید و شیخ الاسلامی، زینب (1403). بررسی تأثیر محتوای تولیدشده در رسانه‌های اجتماعی توسط اینفلوئنسرها و کاربران بر قصد خرید مشتریان کم‌درآمد، کاربست مدل SOR، بررسی‌های مدیریت رسانه، 3(2)، 260-287.
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بررسی‌های مدیریت رسانه
دوره 4، شماره 1
1404
صفحه 83-109

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