چکیده:
Understanding the behavior of ethically minded consumers creates a valuable platform for the success of producers and marketers. The main purpose of the study is to design a model of ethical behavior of consumers in the food industry in Golestan province. The statistical population of the study consisted of consumers of food industry in Golestan province on an indefinite number. Structural equation modeling used to test the hypotheses using Smart Plus Software. The results revealed that there is a positive and significant relationship between consumer knowledge and personal values with ethical concerns. Based on the results, the personal values of universalism and benevolence are related to ethical concerns. The findings also show that there is a significant relationship between consumers' ethical concerns and their ethical behaviors. Identifying consumers with high personal values of universalism and benevolence and providing ethical products to them will lead to their satisfaction and the achievement of goals. Promoting behaviors such as buying from local stores and consuming organic products, as well as participating in protests and marches against companies without ethical responsibility, will also be helpful.
خلاصه ماشینی:
The impact of knowledge and individual values on the ethical behavior of consumers with an emphasis on the role of personality and situational characteristics Mehdi Naeimi Nezam Abad 1, Hossein Vazifeh Dost 2 Date received: 2019/07/04, Date accepted: 2019/08/13 Mohammad Ali Abdolvand 3 Behnaz Khodayari 4 Abstract Understanding the behavior of consumers who have an ethical mindset creates a valuable platform for the success of producers and marketers.
Based on the results of this study, to eliminate the gap between attitude and behavior and to strengthen sustainable consumption, actions such as increasing the awareness of consumers and citizens and providing incentives to increase the individual responsibility of the consumer, improving the quality of green products by considering environmental protection features, social issues, and animal welfare, and creating more transparency and trust through standardized and reliable labels and certifications have been suggested.
Based on the results of this research, individual values and consumer knowledge about ethical issues related to food consumption lead to the formation of ethical concerns, and these ethical concerns significantly cause the emergence of ethical behaviors on their part.
From 390 on the other hand, the findings of the present research show that there is no direct and significant relationship between the knowledge and individual values of food consumers in Golestan province and their purchasing behavior.
On the other hand, the findings of the present research show that there is no significant relationship between the knowledge and individual values of food consumers in Golestan province and their purchasing behavior.
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