Investigating the Effect of the Consumer's Perceived Value of Sustainable Marketing Features on the Willingness to Participate in Packaging Container Recycling
Sustainable marketing is one of the marketing innovations that flourished at the same time as environmental protection movements. The present study was conducted with the aim of investigating the effect of the consumer's perceived value of sustainable marketing characteristics (relative advanta...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Islamic Azad University, Zahedan Branch
2023-05-01
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| Series: | مطالعات مدیریت و توسعه پایدار |
| Subjects: | |
| Online Access: | https://msds.zahedan.iau.ir/article_703007_ff7379a4428e942032488edccd081e07.pdf |
| _version_ | 1797738681859047424 |
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| author | Saeid Landaran Isfahani Abdolaziz Jamshidi Elham Razzaghi Saied Amirhosiein Afzal |
| author_facet | Saeid Landaran Isfahani Abdolaziz Jamshidi Elham Razzaghi Saied Amirhosiein Afzal |
| author_sort | Saeid Landaran Isfahani |
| collection | DOAJ |
| description | Sustainable marketing is one of the marketing innovations that flourished at the same time as environmental protection movements. The present study was conducted with the aim of investigating the effect of the consumer's perceived value of sustainable marketing characteristics (relative advantage, compatibility, complexity, testability) on the willingness to participate in the recycling of packaging containers. This research is based on practical purpose and in terms of data collection method, it is descriptive and survey of correlation type. The statistical population includes the customers of a number of fast-food restaurants in Isfahan, and using Cochran's formula, the sample size was estimated to be 384 people. In this research, an available sampling method was used to collect data from a researcher-made questionnaire, whose validity was confirmed by calculating convergent and divergent validity and its reliability through Cronbach's alpha index. In statistical analysis, a structural equation modeling approach and Smart-PLS software have been used. The results showed that relative advantage, complexity, and testability have a significant effect on the perceived value of the consumer, but compatibility does not have a significant effect on the perceived value of the consumer. Also, the perceived value of the consumer has a significant effect on the willingness to participate in the recycling of packaging containers. Relative advantage, complexity, and testability have a significant effect on the willingness to participate in packaging container recycling through the mediating role of consumer perceived value, but compatibility does not have a significant effect on the willingness to participate in packaging container recycling through the mediating role of consumer perceived value. |
| first_indexed | 2024-03-12T13:47:24Z |
| format | Article |
| id | doaj.art-b1d45970ec99495b807460082b98dbac |
| institution | Directory Open Access Journal |
| issn | 2783-4395 |
| language | English |
| last_indexed | 2024-03-12T13:47:24Z |
| publishDate | 2023-05-01 |
| publisher | Islamic Azad University, Zahedan Branch |
| record_format | Article |
| series | مطالعات مدیریت و توسعه پایدار |
| spelling | doaj.art-b1d45970ec99495b807460082b98dbac2023-08-23T08:44:55ZengIslamic Azad University, Zahedan Branchمطالعات مدیریت و توسعه پایدار2783-43952023-05-0131214810.30495/msds.2023.1980038.1121703007Investigating the Effect of the Consumer's Perceived Value of Sustainable Marketing Features on the Willingness to Participate in Packaging Container RecyclingSaeid Landaran Isfahani0Abdolaziz Jamshidi1Elham Razzaghi2Saied Amirhosiein Afzal3Assistant Professor, Department of Management, Islamic Azad University, Mobarakeh Branch, Mobarakeh, Iran.Ph.D. student of Business Administration, Department of Management, Islamic Azad University, Mobarakeh Branch, Mobarakeh, Iran.Ph.D. student of Business Administration, Department of Management, Islamic Azad University, Mobarakeh Branch, Mobarakeh, Iran.Ph.D. student of Business Administration, Department of Management, Islamic Azad University, Mobarakeh Branch, Mobarakeh, Iran.Sustainable marketing is one of the marketing innovations that flourished at the same time as environmental protection movements. The present study was conducted with the aim of investigating the effect of the consumer's perceived value of sustainable marketing characteristics (relative advantage, compatibility, complexity, testability) on the willingness to participate in the recycling of packaging containers. This research is based on practical purpose and in terms of data collection method, it is descriptive and survey of correlation type. The statistical population includes the customers of a number of fast-food restaurants in Isfahan, and using Cochran's formula, the sample size was estimated to be 384 people. In this research, an available sampling method was used to collect data from a researcher-made questionnaire, whose validity was confirmed by calculating convergent and divergent validity and its reliability through Cronbach's alpha index. In statistical analysis, a structural equation modeling approach and Smart-PLS software have been used. The results showed that relative advantage, complexity, and testability have a significant effect on the perceived value of the consumer, but compatibility does not have a significant effect on the perceived value of the consumer. Also, the perceived value of the consumer has a significant effect on the willingness to participate in the recycling of packaging containers. Relative advantage, complexity, and testability have a significant effect on the willingness to participate in packaging container recycling through the mediating role of consumer perceived value, but compatibility does not have a significant effect on the willingness to participate in packaging container recycling through the mediating role of consumer perceived value.https://msds.zahedan.iau.ir/article_703007_ff7379a4428e942032488edccd081e07.pdfsustainable marketingconsumer perceived valueparticipation in packaging container recycling |
| spellingShingle | Saeid Landaran Isfahani Abdolaziz Jamshidi Elham Razzaghi Saied Amirhosiein Afzal Investigating the Effect of the Consumer's Perceived Value of Sustainable Marketing Features on the Willingness to Participate in Packaging Container Recycling مطالعات مدیریت و توسعه پایدار sustainable marketing consumer perceived value participation in packaging container recycling |
| title | Investigating the Effect of the Consumer's Perceived Value of Sustainable Marketing Features on the Willingness to Participate in Packaging Container Recycling |
| title_full | Investigating the Effect of the Consumer's Perceived Value of Sustainable Marketing Features on the Willingness to Participate in Packaging Container Recycling |
| title_fullStr | Investigating the Effect of the Consumer's Perceived Value of Sustainable Marketing Features on the Willingness to Participate in Packaging Container Recycling |
| title_full_unstemmed | Investigating the Effect of the Consumer's Perceived Value of Sustainable Marketing Features on the Willingness to Participate in Packaging Container Recycling |
| title_short | Investigating the Effect of the Consumer's Perceived Value of Sustainable Marketing Features on the Willingness to Participate in Packaging Container Recycling |
| title_sort | investigating the effect of the consumer s perceived value of sustainable marketing features on the willingness to participate in packaging container recycling |
| topic | sustainable marketing consumer perceived value participation in packaging container recycling |
| url | https://msds.zahedan.iau.ir/article_703007_ff7379a4428e942032488edccd081e07.pdf |
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