Iranian Journal of Trade Studies

Iranian Journal of Trade Studies

Ecological Conscience of Consumers & Green Behaviors of Environmental Supporters; Identifying Effective Programs on Stimulating the Consumer’s Ecological Conscience

Document Type : Research Paper

Authors
ali shariatnejad 1
elahe maneshdavi 2
Soraya roshan 2
1 Lorestan university, asisstant professor, management faculty
2 PHD student of management, Lorestan University, Khorramabad, Iran
10.22034/ijts.2024.2040605.4047
Abstract
Each person shows different behaviors and roles in different situations in confrontation with the surrounding environment. It can be said that conscience is a subset of this behavior which plays an essential role in the quality of the output of our behavior and the effects left by our footprints in nature. Therefore, the current research aimed at studying the ecological conscience of the consumer and the green behaviors of environmental supporters and identifying effective programs on stimulating the consumer's ecological conscience. This research is applied in terms of purpose, and in terms of data collection method, it is survey and exploratory, and it has a comparative and inductive research philosophy. The statistical population of the research consists of managers, consumers who support environmental behaviors and university professors, whose sample members were selected using the purposeful sampling method, based on the principle of theoretical saturation. The data collection tool is interview in the qualitative part, and questionnaire in the quantitative part is . The validity and reliability of the tools were analysed using content validity and intra-coder inter-coder reliability for the interview and content validity and retest reliability for the questionnaire, respectively. In this research, the content analysis and coding method was used in the qualitative part and the fuzzy cognitive map method was applied in the quantitative part for data analysis. The findings of the qualitative part include the identification of effective programs on stimulating the ecological conscience of consumers, and the findings of the quantitative part are related to the prioritization of these factors. According to the results, the most effective program to stimulate the ecological conscience of consumers is to use symbols that indicate compatibility with the environment, to change marketing strategies to digital platforms to reduce the negative environmental footprint, and to promote responsible waste disposal programs to increase sustainable participation.
Keywords
Conscience / Ecological Conscience / Environmental Attitude and Green Behavior

Subjects

 
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  • Receive Date 10 September 2024
  • Revise Date 29 October 2024
  • Accept Date 09 November 2024