08 خرداد 1403
سيد يعقوب حسيني

سید یعقوب حسینی

مرتبه علمی: دانشیار
نشانی: دانشکده کسب و کار و اقتصاد - گروه مدیریت بازرگانی
تحصیلات: دکترای تخصصی / مدیریت
تلفن: 07731222124
دانشکده: دانشکده کسب و کار و اقتصاد

مشخصات پژوهش

عنوان
بررسی عوامل موثر در ایجاد تصویر سبز برند خودروهای ایرانی در اذهان مشتریان: مورد مطالعه شهر شیراز
نوع پژوهش پارسا
کلیدواژه‌ها
Green Marketing
پژوهشگران رقیه ابراهیمی (دانشجو) ، سید یعقوب حسینی (استاد راهنما) ، مجید اسماعیل پور (استاد مشاور)

چکیده

Environmental issues have found more important in all around the world. Carmakers are playing circular role in conservation and protection of the environment. Therefore, take steps to protect the environment and producing the ecological and environmental friendly cars is essential. Environmentally friendly activities by carmakers companies lead to create the image of environmentally friendly of cars’ brand in the image of customers. The purpose of this research is to study effective factors that create a green brand image in the minds of customers. A head study is a descriptive – survey research. The statically population of this research is car owners of Shiraz city. 323 questionnaires were distributed to test research hypotheses. Reliability and validity of the questionnaire were done with SPSS software and collected data were analyzed by AMOS software. In this study, five hypotheses were tested. the four hypotheses were confirmed and one hypothese rejected.The obtained result from data analysis in this study, confirm positive and significant impact of association of being green and satisfaction of being a green brand in the minds of car owners. According to the research findings, association of being green brand has more influence in shaping of being green brand with respect to the satisfaction of being a green brand in the minds of customers. In addition, positive and significant impact on the attitude of being green brand with respect to associations of being green brand are confirmed. According to the result of the research, confirmed the environmental concerns of a person have positive and significant effect on the attitude of the green brand. According to the research findings, positive and significant effect of environmental knowledge is not confirmed with respect of the attitude of being green brand. Meanwhile, positive and significant impact of environmental knowledge was confirmed with respect to the environmental concerns. Also, distinguished that envir