Impact of Perceived Social Responsibility on Consumers' Green Perception and Green Behavior: The Moderating Role of Personality Traits

G. Zarei, K. Mirzaei
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引用次数: 4

Abstract

Green behavior plays an essential role in the continuation of human life. This study aimed to investigate the effect of perceived social responsibility on green perception and behavior. The study was conducted using quantitative methods, sampling a questionnaire to 450 customers of various one-chain store branches in Iran through convenience sampling. The study was conducted from 16 May 2018 through 20 June 2018. Data from the moderating bootstrap analysis was used in PROCESS to analyze the data. The results indicated significant, positive correlations between social responsibility, on the one hand, and green perception and consumers' green behavior, on the other hand. In terms of strength, the coefficients indicated moderate relationships (r=0.345 and r=0.288, respectively). Indirect effects were studied using Macro bootstrap. It was revealed that green perception (β=0.0652) predicts consumers' green behavior and is a moderating variable. Additionally, the moderating impacts of extroversion and openness in the relationship between consumers' green perception and green behavior were identified. According to the research, in addition to increasing social responsibility, companies should try to increase customers' perception of this behavior to help green consumption.
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社会责任感知对消费者绿色感知和绿色行为的影响:人格特质的调节作用
绿色行为对人类生命的延续起着至关重要的作用。本研究旨在探讨社会责任感知对绿色感知和行为的影响。本研究采用定量方法,通过方便抽样的方式,对伊朗各连锁店450名顾客进行问卷调查。该研究于2018年5月16日至2018年6月20日进行。在PROCESS中使用调节引导分析的数据来分析数据。结果表明,社会责任与绿色感知和消费者绿色行为之间存在显著的正相关关系。在强度方面,各系数呈中等关系(r=0.345, r=0.288)。采用宏观自举法研究间接效应。结果表明,绿色感知(β=0.0652)对消费者的绿色行为具有预测作用,并且是一个调节变量。此外,还发现外向型和开放性在消费者绿色感知与绿色行为之间的调节作用。根据研究,除了增加社会责任,企业应该努力增加消费者对这种行为的认知,以帮助绿色消费。
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