أثر التسويق الأخضر عبر مواقع التواصل الاجتماعي على نية المستهلك المصري لشراء المنتجات الخضراء

نوع المستند : المقالة الأصلية

المؤلف

قسم الإعلام كلية الإنسانيات والعلوم الاجتماعية جامعة بدر بالقاهرة، وقسم العلاقات العامة والإعلان كلية الإعلام جامعة القاهرة

المستخلص

تهدف الدراسة إلى التعرف على أثر التسويق الأخضر عبر مواقع التواصل الاجتماعي على نية المستهلك المصري لشراء المنتجات الخضراء، وتعتمد الدراسة على نظرية السلوك المخطط مع اختبار مجموعة من المتغيرات منها المعرفة البيئية، والوعي بأسعار المنتجات الخضراء، والتسويق الأخضر عبر مواقع التواصل الاجتماعي على النية الشرائية للمنتجات الخضراء، واستخدمت الدراسة منهج المسح الإعلامي. وتكوَّن مجتمع الدراسة الميدانية من المستهلكين المصريين مستخدمي مواقع التواصل الاجتماعي، واعتمدت الدراسة على عينة متاحة مكونّة من 400 مفردة، وجُمعت البيانات عن طريق الاستبانة الإلكترونية.
وتوصلت الدراسة إلى عدد من النتائج، منها:

تشكل مواقع التواصل الاجتماعي المصدر الأول لحصول المستهلك المصري على المعلومات عن المنتجات الخضراء؛ حيث أفاد 75.3% من أفراد عينة الدراسة بأنهم يعتمدون عليها كمصدر رئيس للمعلومات عن هذه المنتجات.
توجد علاقة ارتباطية ذات دلالة إحصائية بين المواقف تجاه المنتجات الخضراء والنية الشرائية للمنتجات الخضراء.
كلما زاد إدراك الفرد لقدرته على التحكم في سلوكه زادت نيته الشرائية للمنتجات الخضراء.
توجد علاقة ارتباطية ذات دلالة إحصائية بين تسويق المنتجات الخضراء عبر مواقع التواصل الاجتماعي وكل من: (المعايير الذاتية، إدراك التحكم في السلوك، الوعي بالسعر، وإدراك فاعلية تأثير سلوك المستهلك، المعرفة بالمنتجات الخضراء، والنية الشرائية للمنتجات الخضراء).

الكلمات الرئيسية

الموضوعات الرئيسية


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