نوع مقاله : مقاله علمی ـ پژوهشی

نویسندگان

1 دانشجوی دکترای مدیریت بازرگانی‌ـ‌بازاریابی، گروه مدیریت، واحد علی‌آباد کتول، دانشگاه آزاد اسلامی، علی‌آباد کتول، ایران

2 استادیار مدیریت صنعتی، گروه مدیریت صنعتی، دانشکده مدیریت و حسابداری، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران

3 استادیار آمار، گروه مدیریت، واحد علی‌آباد کتول، دانشگاه آزاد اسلامی، علی‌آباد کتول، ایران

4 استادیار مدیریت بازرگانی، گروه مدیریت، دانشگاه پیام‌نور، علی‌آباد کتول، ایران

چکیده

مقالۀ حاضر تلاش می‌کند تأثیر ابعاد زنجیرۀ تأمین سبز را بر رضایت مشتریان محصولات لبنی  ‌با توجه به نقش تعدیل‌کنندۀ رقابت‌پذیری شرکت‌ بررسی کند. روش به‌‌کارگرفته‌شده، به‌لحاظ نحوۀ گردآوری داده‌ها، توصیفی‌ـ‌همبستگی با برپایۀ شیوه پیمایشی، و به‌لحاظ هدف یا ماهیت، کاربردی است. برای تبدیل داده‌های کیفی به کمی، از طیف طبقه‌بندی‌شده پنج‌گزینه‌ای لیکرت استفاده کرده‌ایم و ابزار گردآوری داده‌ها، پرسش‌نامه است. آزمون فرضیه‌ها نیز به‌‌کمک نرم‌افزار SmartPLS3 انجام شده است. جامعه آماری موردمطالعه، 695 نشان شرکتی مشغول به فعالیت در زمینۀ تولید محصولات لبنی است که 484 شرکت از وزارت صنعت، معدن، و تجارت و 211 شرکت نیز از وزارت جهاد کشاورزی، مجوز فعالیت دریافت کرده‌اند و روی‌هم‌رفته دارای 2352 شعبه در سطح کشور هستند. برای تعیین حجم بهینۀ نمونه، از نرم‌افزار نمونه‌گیری SPSS Sample Power استفاده کرده‌ایم. حداقل حجم نمونه، 298 شرکت برآورد شد که به‌منظور اطمینان‌یابی بیشتر، تعداد 305 شرکت بررسی شدند. نتایج به‌دست‌آمده نشان می‌دهند که اقدامات سبز داخلی و مشارکت سبز بیرونی، از بیشترین میزان تأثیرگذاری بر نوآوری سبز برخوردار بوده‌اند و همچنین، نوآوری، عملکرد، و کارآفرینی سبز، بر رضایت مشتری تأثیرگذار هستند، اما اثر تعدیلی رقابت‌پذیری شرکت تأیید نشد.

کلیدواژه‌ها

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