Abstract:
مشارکت در فعالیت‌های حفاظت از محیط‌زیست و رفتارهای طرفدار محیط‌زیست با تمایل به پرداخت مصرف‌کنندگان برای کالاهایی که کمتر به محیط‌زیست آسیب می‌رسانند در ارتباط است. در این راستا پژوهش حاضر باهدف بررسی تأثیر مسئولیت‌پذیری اجتماعی و رفتار طرفدار محیط‌زیست برند بر تمایل به پرداخت مصرف‌کنندگان با نقش میانجی ارزش ویژه برند در میان مصرف‌کنندگان آب‌میوه طبیعی در شهرستان اردبیل انجام گرفت. بدین منظور این پژوهش با روش توصیفی-پیمایشی و با استفاده از مدل‌سازی معادلات ساختاری انجام گرفت. جامعه آماری این پژوهش کلیه مصرف‌کنندگان آبمیوه‌های طبیعی در شهر اردبیل بود که با استفاده از فرمول کوکران تعداد حجم نمونه 384 نفر به روش نمونه‌گیری در دسترس انتخاب گردید و به پرسشنامه‌های استاندارد پژوهش پاسخ دادند. روایی و پایایی پرسشنامه با استفاده از روایی سازه و ضریب آلفای کرونباخ مورد تائید قرار گرفت. آزمون مدل پژوهش بر اساس روش مدل‌یابی معادلات ساختاری در نرم‌افزار AMOS25 انجام گرفت. نتایج نشان داد که تأثیر ارزش ویژه برند بر تمایل به پرداخت مصرف‌کنندگان مثبت است و مسئولیت‌پذیری اجتماعی شرکت بر ارزش ویژه برند تأثیر دارد. همچنین ارزش ویژه برند نقش میانجی در ارتباط بین مسئولیت‌پذیری اجتماعی شرکت و تمایل به پرداخت مصرف‌کنندگان را ایفا می‌نماید. همچنین اثر مثبت و معنادار رفتار طرفدار محیط‌زیست برند بر تمایل به پرداخت مصرف‌کنندگان و ارزش ویژه برند تائید گردید و در نهایت ارتباط بین رفتار طرفدار محیط‌زیست برند و تمایل به پرداخت مصرف‌کنندگان با نقش میانجی ارزش ویژه برند تقویت گردید.
Extended Abstract Abstract The present study was conducted with the aim of investigating the effect of social responsibility and pro-environmental behavior of the brand on consumers' willingness to pay and the mediating role of brand equity among natural fruit juice consumers in Ardabil city. For this purpose, this research was conducted with a descriptive-survey method and using structural equation modeling. The statistical population of this research was all the consumers of natural juices in Ardabil City. Using Cochran's formula, a sample size of 384 people was selected by available sampling method, and they answered the standard research questionnaires. The validity and reliability of the questionnaire was confirmed using construct validity and Cronbach's alpha coefficient. The test of the research model was done based on the structural equation modeling method in AMOS25 software. The results showed that the effect of brand equity on consumers' willingness to pay is positive, and the company's social responsibility has an effect on brand equity. Also, brand equity plays a mediating role in the relationship between corporate social responsibility and consumers' willingness to pay. Also, the positive and significant effect of pro-environmental brand behavior on consumers' willingness to pay and brand equity was confirmed, and finally, the relationship between brand pro-environmental behavior and consumers' willingness to pay was strengthened with the mediating role of brand equity.IntroductionConsumers have become increasingly aware of the importance of healthy and natural foods and tend to pay more money to buy natural foods compared to other products. In this regard, participation in environmental protection activities and pro-environmental behaviors are related to consumers' willingness to pay for products that harm the environment less. This willingness to pay is especially close to reality when consumers understand that the company, they are looking for has social responsibility and is not indifferent to environmental issues.Case studyThe statistical population of the research includes all consumers of natural juice in Ardabil.Materials and Methods Due to the unlimited size of the statistical population, the number of 384 people was obtained according to the Cochran formula, which was selected by the available sampling method, and the research questionnaire was distributed among them.Discussion and Results The present study was conducted with the aim of investigating the effect of social responsibility and pro-environmental behavior of the brand on consumers' willingness to pay, with the mediating role of brand equity among consumers (of fruit juice) in Ardabil city. Pro-environmental behaviors are a set of people's actions towards the environment, which, in a wide range, include all feelings, desires, and preparations to preserve and protect it in formats such as transportation, recycling, and consumption compatible with It includes nature, energy consumption, etc. Pro-environmental behavior includes a wide range of actions and is synonymous with other terms such as environmentally responsible behavior, environmentally friendly behavior, green behavior, and environmentally friendly behavior. Determining the position of the brand as an environmental brand requires communication and active differentiation of the brand from its competitors through the production of healthy and environmentally friendly products.ConclusionIt is necessary for managers and officials of brands to produce products that can be decomposed after consumption and cause the least damage to the environment. As much as fruit juice-producing companies pay attention to keeping the environment healthy, it will improve the brand value of that company. In this regard, it is suggested to expand their brand in people's minds and improve their brand value by informing people about the features of their products as healthy products for people and the environment. In this context, officials can use two emotional strategies (feeling comfortable in connection with activities in humanitarian ways, expressing themselves as a pro-environmental brand) and a practical one (informing about the healthiness of the product and differentiating themselves from competitors as a pro-environmental brand). Promote your brand.
(
, 
, 
)
