‫داﻧﺸﮑﺪه ﻣﺪﯾﺮﯾﺖ و ﺣﺴﺎﺑﺪاري‬

‫ﺟﻬﺖ اﺧﺬ درﺟﻪ ﮐﺎرﺷﻨﺎﺳﯽ ارﺷﺪ رﺷﺘﻪ ﻣﺪﯾﺮﯾﺖ ﺑﺎزرﮔﺎﻧﯽ‬

‫ﻋﻨﻮان ﭘﺎﯾﺎن ﻧﺎﻣﻪ‪:‬‬

‫ﺑﺮرﺳﯽ رﻓﺘﺎر ﻣﺼﺮفﮐﻨﻨﺪه در راﺑﻄﻪ ﺑﺎ ﺗﺼﻤﯿﻢ ﺧﺮﯾﺪ‬

‫ﮐﺎﻻﻫﺎي ﺳﺒﺰ‬

‫اﺳﺘﺎد راﻫﻨﻤﺎ‬

‫دﮐﺘﺮ ﻏﻼﻣﺤﺴﯿﻦ ﺧﻮرﺷﯿﺪي‬

‫اﺳﺘﺎد ﻣﺸﺎور‬

‫دﮐﺘﺮ ﺷﻬﺮﯾﺎر ﻋﺰﯾﺰي‬

‫ﻧﮕﺎرش‬

‫ﻋﻠﯽ ﺣﺴﯿﻦزاده‬

‫ﺗﺎﺑﺴﺘﺎن ‪1389‬‬
 ‫ﺗﻘﺪﯾﻢ ﺑﻪ‬
‫ﻣﺎدر‪ ،‬ﭘﺪر و‬
‫ﻫﻤﺴﺮ ﻣﻬﺮﺑﺎﻧﻢ‬
 ‫ﺳﭙﺎﺳﮕﺰاري‬

‫ﺑﺮ ﺧﻮد ﻻزم ﻣﯽداﻧﻢ ﺗﺎ از اﺳﺎﺗﯿﺪ ﮔﺮاﻧﻘﺪرم آﻗﺎﯾﺎن دﮐﺘﺮ ﻏﻼﻣﺤﺴﯿﻦ ﺧﻮرﺷﯿﺪي و ﺑﻮﯾﮋه‬
‫دﮐﺘﺮ ﺷﻬﺮﯾﺎر ﻋﺰﯾﺰي ﮐﻪ در ﺗﺪوﯾﻦ ﭘﺎﯾﺎنﻧﺎﻣﻪ ﯾﺎرﯾﮕﺮ ﻣﻦ ﺑﻮدﻧﺪ ﺳﭙﺎﺳﮕﺰاري ﻧﻤﺎﯾﻢ‪.‬‬
‫ﻫﻤﭽﻨﯿﻦ ﻗﺪردان زﺣﻤﺎت و ﻫﻤﻔﮑﺮي دوﺳﺘﺎن ﻋﺰﯾﺰم ﺑﺨﺼﻮص آﻗﺎي ﺣﻤﯿﺪ ﺑﯿﻨﻘﯽ‬
‫ﻫﺴﺘﻢ و از ﺧﺪاوﻧﺪ ﻣﺘﻌﺎل ﺗﻮﻓﯿﻖ و ﺳﺮﺑﻠﻨﺪي اﯾﺸﺎن را ﺧﻮاﺳﺘﺎرم‪.‬‬

‫ﻋﻠﯽ ﺣﺴﯿﻦزاده‬
‫ﺗﺎﺑﺴﺘﺎن ‪1389‬‬
 ‫ﻧﺎم‪ :‬ﻋﻠﯽ‬ ‫ﻧﺎم ﺧﺎﻧﻮادﮔﯽ‪ :‬ﺣﺴﯿﻦزاده‬

‫رﺷﺘﻪ ﺗﺤﺼﯿﻠﯽ و ﮔﺮاﯾﺶ‪ :‬ﻣﺪﯾﺮﯾﺖ ﺑﺎزرﮔﺎﻧﯽ‬ ‫داﻧﺸﮑﺪه‪ :‬ﻣﺪﯾﺮﯾﺖ و ﺣﺴﺎﺑﺪاري‬

‫ﺑﯿﻦ اﻟﻤﻠﻞ ﮔﺮاﯾﺶ ﺣﻘﻮق ﺗﺠﺎرت ﺑﯿﻦ اﻟﻤﻠﻞ‬

‫ﻧﺎم اﺳﺘﺎد راﻫﻨﻤﺎ‪ :‬دﮐﺘﺮ ﻏﻼﻣﺤﺴﯿﻦ ﺧﻮرﺷﯿﺪي ﺗﺎرﯾﺦ ﻓﺮاﻏﺖ از ﺗﺤﺼﯿﻞ‪ :‬ﺗﺎﺑﺴﺘﺎن ‪1389‬‬

‫ﻋﻨﻮان ﭘﺎﯾﺎن ﻧﺎﻣﻪ‪ :‬ﺑﺮرﺳﯽ رﻓﺘﺎر ﻣﺼﺮفﮐﻨﻨﺪه در راﺑﻄﻪ ﺑﺎ ﺗﺼﻤﯿﻢ ﺧﺮﯾﺪ ﮐﺎﻻﻫﺎي ﺳﺒﺰ‬

‫ﭼﮑﯿﺪه‬

‫ﻫﺪف اﯾﻦ ﭘﮋوﻫﺶ ﺑﺮرﺳﯽ رﻓﺘﺎر ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن در ﻣﻮرد ﮐﺎﻻﻫﺎي ﺳﺒﺰ اﺳﺖ‪ .‬در اﯾﻦ ﭘﮋوﻫﺶ ﺑﺎ اﺳﺘﻔﺎده‬

‫از ﯾﮏ ﭘﺮﺳﺸﻨﺎﻣﻪ ﺷﺎﻣﻞ ‪ 34‬ﺳﻮال ﻧﺴﺒﺖ ﺑﻪ ﺟﻤﻊآوري دادهﻫﺎ اﻗﺪام ﺷﺪه اﺳﺖ‪ .‬ﭘﺎﺳﺦدﻫﻨﺪﮔﺎن ‪272‬‬

‫ﺷﻬﺮوﻧﺪ ﺷﺎﻏﻞ ﺗﻬﺮاﻧﯽ ﺑﺎ ﺣﺪاﻗﻞ ﺗﺤﺼﯿﻼت دﯾﭙﻠﻢ ﺑﻮدﻧﺪ‪ .‬ﺑﺮاي ﺗﺤﻠﯿﻞ دادهﻫﺎ از ﺗﺤﻠﯿﻞ ﻫﻤﺒﺴﺘﮕﯽ و‬

‫رﮔﺮﺳﯿﻮن و در ﺑﺨﺶ ﺗﺤﻠﯿﻞ ﺗﮑﻤﯿﻠﯽ‪ ،‬از ﺗﺤﻠﯿﻞ ‪ t-student‬و ‪ ANOVA‬ﯾﮏ ﻃﺮﻓﻪ اﺳﺘﻔﺎده ﺷﺪه‬

‫اﺳﺖ‪ .‬ﻧﺘﺎﯾﺞ ﻧﺸﺎن ﻣﯽدﻫﻨﺪ ﮐﻪ ﺑﯿﻦ ﻋﻘﺎﯾﺪ زﯾﺴﺖﻣﺤﯿﻄﯽ ﺑﺎ رﻓﺘﺎر ﺧﺮﯾﺪ ﺳﺒﺰ و رﻓﺘﺎر ﻋﻤﻮﻣﯽ ﺳﺒﺰ‪ ،‬ﺑﯿﻦ‬

‫ﺗﺠﺮﺑﻪ ﻗﺒﻠﯽ ﻣﺼﺮف ﮐﻨﻨﺪﮔﺎن ﺑﺎ ﮐﯿﻔﯿﺖ درك ﺷﺪه ﮐﺎﻻﻫﺎي ﺳﺒﺰ‪ ،‬و ﻫﻤﭽﻨﯿﻦ ﺑﯿﻦ ﮐﯿﻔﯿﺖ درك ﺷﺪه‬

‫ﮐﺎﻻﻫﺎي ﺳﺒﺰ و رﻓﺘﺎر ﺧﺮﯾﺪ ﺳﺒﺰ ﻫﻤﺒﺴﺘﮕﯽ ﻣﺜﺒﺖ وﺟﻮد دارد‪ .‬اﻣﺎ ﺗﺒﻠﯿﻐﺎت ﺷﻔﺎﻫﯽ ﺑﺎ ﮐﯿﻔﯿﺖ درك ﺷﺪه‬

‫ﻫﻤﺒﺴﺘﮕﯽ ﻣﻌﻨﺎداري ﻧﺪارد‪ .‬در ﻧﻬﺎﯾﺖ اﯾﻨﮕﻮﻧﻪ ﻧﺘﯿﺠﻪﮔﯿﺮي ﺷﺪه اﺳﺖ ﮐﻪ ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻋﻘﺎﯾﺪ ﻣﺜﺒﺖ ﻧﺴﺒﺖ‬

‫ﺑﻪ ﻣﺤﯿﻂ زﯾﺴﺖ در ﺑﯿﻦ ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن ﺗﻬﺮاﻧﯽ‪ ،‬و ﻫﻤﺒﺴﺘﮕﯽ ﻣﺜﺒﺖ آن ﺑﺎ رﻓﺘﺎر ﺧﺮﯾﺪ ﺳﺒﺰ‪ ،‬اﮔﺮ آﻧﻬﺎ از‬

‫ﮐﯿﻔﯿﺖ ﮐﺎﻻﻫﺎي ﺳﺒﺰ اﻃﻤﯿﻨﺎن ﭘﯿﺪا ﮐﻨﻨﺪ ﻧﺴﺒﺖ ﺑﻪ ﺧﺮﯾﺪ اﯾﻦ ﮐﺎﻻﻫﺎ اﻗﺪام ﺧﻮاﻫﻨﺪ ﻧﻤﻮد‪.‬‬

‫واژﮔﺎن ﮐﻠﯿﺪي‬

‫رﻓﺘﺎر ﻣﺼﺮفﮐﻨﻨﺪه‪ ،‬ﺗﺒﻠﯿﻐﺎت ﺷﻔﺎﻫﯽ )‪ ،(WOM‬ﮐﯿﻔﯿﺖ درك ﺷﺪه‪ ،‬رﻓﺘﺎر ﺧﺮﯾﺪ ﺳﺒﺰ‪ ،‬ﮐﺎﻻﻫﺎي ﺳﺒﺰ‬
 ‫‪I‬‬ ‫ﺑﺮرﺳﯽ رﻓﺘﺎر ﻣﺼﺮف ﮐﻨﻨﺪه در راﺑﻄﻪ ﺑﺎ ﺗﺼﻤﯿﻢ ﺧﺮﯾﺪ ﮐﺎﻻﻫﺎي ﺳﺒﺰ‬

‫ﻓﻬﺮﺳﺖ ﻣﻄﺎﻟﺐ‬
‫ﻓﺼﻞ اول ‪6 ..................................................................................................................................................‬‬

‫‪ 1-1‬ﺑﯿﺎن ﻣﺴﺄﻟﻪ ‪7 ........................................................................................................................................‬‬

‫‪ 2-1‬ﺿﺮورت و اﻫﻤﯿﺖ اﻧﺠﺎم ﺗﺤﻘﯿﻖ ‪8 .......................................................................................................‬‬

‫‪ 3-1‬اﻫﺪاف ﺗﺤﻘﯿﻖ ‪9 .................................................................................................................................‬‬

‫‪ 1-3-1‬ﻫﺪف اﺻﻠﯽ ﺗﺤﻘﯿﻖ‪9 ....................................................................................................................................................‬‬

‫‪ 2-3-1‬اﻫﺪاف ﻓﺮﻋﯽ ﺗﺤﻘﯿﻖ‪9 ..................................................................................................................................................‬‬

‫‪ 4-1‬ﭼﺎرﭼﻮب ﻧﻈﺮي ﺗﺤﻘﯿﻖ ‪10 ...................................................................................................................‬‬

‫‪ 1-4-1‬ﻣﺘﻐﯿﺮﻫﺎي ﻣﺴﺘﻘﻞ ‪10 ..................................................................................................................................................‬‬

‫‪ 2-4-1‬ﻣﺘﻐﯿﺮﻫﺎي واﺑﺴﺘﻪ ‪10 ...................................................................................................................................................‬‬

‫‪ 5-1‬ﺳﺌﻮاﻻت ﺗﺤﻘﯿﻖ و ﻓﺮﺿﯿﻪﻫﺎ‪10 ...........................................................................................................‬‬

‫‪ 1-5-1‬ﺳﻮال اﺻﻠﯽ ‪10 ..............................................................................................................................................................‬‬

‫‪ 2-5-1‬ﺳﻮاﻻت ﻓﺮﻋﯽ ‪10 ..........................................................................................................................................................‬‬
‫‪ 3-5-1‬ﺑﯿﺎن ﻓﺮﺿﯿﻪﻫﺎ ‪11 ..........................................................................................................................................................‬‬

‫‪ 6-1‬ﺗﻌﺮﯾﻒ ﻋﻤﻠﯿﺎﺗﯽ ﻣﺘﻐﯿﺮﻫﺎ ‪12 .................................................................................................................‬‬

‫ﻓﺼﻞ دوم‪15 ................................................................................................................................................‬‬

‫ﻣﻘﺪﻣﻪ ‪16......................................................................................................................................................‬‬

‫ﮔﻔﺘﺎر اول‪ :‬رﻓﺘﺎر ﻣﺼﺮفﮐﻨﻨﺪه ‪16................................................................................................................‬‬

‫‪ 1-2‬ﺗﻌﺮﯾﻒ رﻓﺘﺎر ﻣﺼﺮفﮐﻨﻨﺪه ‪16..............................................................................................................‬‬

‫‪ 2-2‬رﻓﺘﺎر ﻣﺼﺮفﮐﻨﻨﺪه از دﯾﺪﮔﺎه ﺳﺎﯾﺮ ﻋﻠﻮم ‪18 .....................................................................................‬‬

‫‪ 1-2-2‬رﻓﺘﺎر ﻣﺼﺮفﮐﻨﻨﺪه از دﯾﺪﮔﺎه اﻗﺘﺼﺎدي ‪19 ..............................................................................................................‬‬

‫‪ 2-2-2‬رﻓﺘﺎر ﻣﺼﺮفﮐﻨﻨﺪه از دﯾﺪﮔﺎه رواﻧﺸﻨﺎﺳﯽ‪21 ...........................................................................................................‬‬
‫‪ 1-2-2-2‬ﯾﺎدﮔﯿﺮي ﻣﺼﺮف ‪22 ..........................................................................................................................................‬‬
‫‪ 2-2-2-2‬ارﺿﺎء ﻧﯿﺎزﻫﺎ و رﻓﺘﺎر ﻣﺼﺮفﮐﻨﻨﺪه ‪23 ...........................................................................................................‬‬
‫‪ 3-2-2-2‬ﺗﺌﻮري ﻓﺴﺘﯿﻨﮕﺮ در زﻣﯿﻨﻪ ﺗﻀﺎد ﺷﻨﺎﺧﺘﯽ ‪24 .............................................................................................‬‬
‫‪ 3-2-2‬رﻓﺘﺎر ﻣﺼﺮفﮐﻨﻨﺪه از دﯾﺪﮔﺎه ﺟﺎﻣﻌﻪﺷﻨﺎﺳﺎن ‪25 ....................................................................................................‬‬
‫‪ 1-3-2-2‬ﻓﺮاﯾﻨﺪ اﺷﺎﻋﻪ در ﺟﺎﻣﻌﻪ ‪25 ..............................................................................................................................‬‬

‫‪ 3-2‬ﻣﺪلﻫﺎي رﻓﺘﺎر ﻣﺼﺮفﮐﻨﻨﺪه ‪27........................................................................................................‬‬

‫‪ 1-3-2‬ﻣﺪل وﯾﻠﮑﯽ ‪29 ..............................................................................................................................................................‬‬

 ‫‪II‬‬ ‫ﺑﺮرﺳﯽ رﻓﺘﺎر ﻣﺼﺮف ﮐﻨﻨﺪه در راﺑﻄﻪ ﺑﺎ ﺗﺼﻤﯿﻢ ﺧﺮﯾﺪ ﮐﺎﻻﻫﺎي ﺳﺒﺰ‬

‫‪ 3-3-2‬ﻣﺪل ﺷﯿﻔﻤﻦ‪30 ............................................................................................................................................................‬‬

‫‪ 4-3-2‬ﻣﺪل ﻫﻮارد‪ -‬ﺷﺲ ‪31 ...................................................................................................................................................‬‬
‫‪ 1-4-3-2‬ﺳﺎﺧﺘﺎر ادراﮐﯽ ‪35 .............................................................................................................................................‬‬
‫‪ 2-4-3-2‬ﺳﺎﺧﺘﺎر ﯾﺎدﮔﯿﺮي ‪35 .........................................................................................................................................‬‬
‫‪ 2-3-2‬ﻣﺪل ﻫﺎوﮐﯿﻨﺰ ‪37 ...........................................................................................................................................................‬‬

‫‪ 4-2‬ﻋﻮاﻣﻞ ﺗﺄﺛﯿﺮﮔﺬار ﺑﺮ رﻓﺘﺎر ﻣﺼﺮفﮐﻨﻨﺪه ‪38 .......................................................................................‬‬

‫‪ 1-4-2‬ﻋﻮاﻣﻞ ﺗﺄﺛﯿﺮﮔﺬار دروﻧﯽ ‪38 .........................................................................................................................................‬‬

‫‪ 2-4-2‬ﻋﻮاﻣﻞ ﺗﺄﺛﯿﺮﮔﺬار ﺑﺮوﻧﯽ ‪42 ..........................................................................................................................................‬‬

‫‪ 5-2‬ﻓﺮآﯾﻨﺪ ﺗﺼﻤﯿﻢﮔﯿﺮي ﻣﺼﺮفﮐﻨﻨﺪه ‪44 ...............................................................................................‬‬

‫‪ 6-2‬ﺗﺼﻤﯿﻢﮔﯿﺮي درﺑﺎره ﺧﺮﯾﺪ ‪50 .............................................................................................................‬‬

‫‪ 1-6-2‬ﻋﻮاﻣﻞ ﻣﺆﺛﺮ ﺑﺮﺗﺼﻤﯿﻢ ﺧﺮﯾﺪ ‪51 ..................................................................................................................................‬‬

‫‪ 7-2‬ﻣﺪﻟﻬﺎي رﻓﺘﺎر دوﺳﺘﺪار ﻣﺤﯿﻂ زﯾﺴﺖ ﻣﺼﺮفﮐﻨﻨﺪه ‪52 ....................................................................‬‬

‫‪ 1-7-2‬ﻣﺪل ﺳﻨﺘﯽ رﻓﺘﺎر زﯾﺴﺖ ﻣﺤﯿﻄﯽ ﻣﺼﺮفﮐﻨﻨﺪه ‪52 ...............................................................................................‬‬

‫‪ 2-7-2‬ﺗﺌﻮري ﻋﻤﻞ ﻣﺴﺘﺪل از اﺟﺰن و ﻓﯿﺸﺒﯿﻦ ‪53 ............................................................................................................‬‬
‫‪ 3-7-2‬ﻣﺪل رﻓﺘﺎر ﻣﺴﺌﻮﻻﻧﻪ زﯾﺴﺖ ﻣﺤﯿﻄﯽ ﻫﺎﯾﻨﺰ‪54 ........................................................................................................‬‬
‫‪ 4-7-2‬ﻣﺪل رﻓﺘﺎر زﯾﺴﺖ ﻣﺤﯿﻄﯽ ﻓﯿﺘﮑﺎﺋﻮ و ﮐﺴﻞ ‪56 ........................................................................................................‬‬
‫‪ 5-7-2‬ﻣﺪل ﺑﻠﯿﮏ ‪58 ................................................................................................................................................................‬‬

‫ﮔﻔﺘﺎر دوم‪ :‬ﺗﻮﺳﻌﻪ ﭘﺎﯾﺪار و ﻣﺤﯿﻂ زﯾﺴﺖ ﮔﺮاﯾﯽ ‪59 ..................................................................................‬‬

‫‪ 7-2‬ﻣﻔﻬﻮم ﺗﻮﺳﻌﻪ ﭘﺎﯾﺪار ‪59 .....................................................................................................................‬‬

‫‪ 1-7-2‬ﺻﻨﻌﺖ و ﺗﻮﺳﻌﻪ ﭘﺎﯾﺪار‪63 ............................................................................................................................................‬‬

‫‪ 3-8-2‬ﻣﺴﺌﻮﻟﯿﺖ اﺟﺘﻤﺎﻋﯽ ‪65 ................................................................................................................................................‬‬
‫‪ 4-8-2‬ﺑﺎزارﯾﺎﺑﯽ ﺳﺒﺰ ‪68 ...........................................................................................................................................................‬‬

‫‪ 9-2‬ﻣﺤﯿﻂ زﯾﺴﺖ ﮔﺮاﺋﯽ ‪72......................................................................................................................‬‬

‫‪ 1-9-2‬ﺗﺎرﯾﺨﭽﻪ ﻣﺤﯿﻂ زﯾﺴﺖ ﮔﺮاﯾﯽ ‪72 ..............................................................................................................................‬‬

‫‪ 2-9-2‬ﺣﻔﺎﻇﺖ از ﻣﺤﯿﻂ زﯾﺴﺖ ‪79 .......................................................................................................................................‬‬
‫‪ 3-9-2‬ﮐﺎﻻﻫﺎي ﺳﺒﺰ‪82 ............................................................................................................................................................‬‬

‫‪ 10-2‬ﭘﯿﺸﯿﻨﻪ ﺗﺤﻘﯿﻖ ‪83 ............................................................................................................................‬‬

‫‪ 1-10-2‬ﭘﯿﺸﯿﻨﻪ ﺗﺤﻘﯿﻖ در اﯾﺮان ‪83 .....................................................................................................................................‬‬

‫‪ 2-10-2‬ﭘﯿﺸﯿﻨﻪ ﺗﺤﻘﯿﻖ در ﺧﺎرج از ﮐﺸﻮر ‪87 .....................................................................................................................‬‬

‫ﻓﺼﻞ ﺳﻮم ‪91...............................................................................................................................................‬‬

‫ﻣﻘﺪﻣﻪ ‪92 .....................................................................................................................................................‬‬

‫‪III‬‬ ‫ﺑﺮرﺳﯽ رﻓﺘﺎر ﻣﺼﺮف ﮐﻨﻨﺪه در راﺑﻄﻪ ﺑﺎ ﺗﺼﻤﯿﻢ ﺧﺮﯾﺪ ﮐﺎﻻﻫﺎي ﺳﺒﺰ‬

‫‪ 1-3‬ﺗﻌﺮﯾﻒ روش ﺗﺤﻘﯿﻖ ‪92 ......................................................................................................................‬‬

‫‪ 2-3‬ﻃﺮح ﺗﺤﻘﯿﻖ ‪93..................................................................................................................................‬‬

‫‪ 1-2-3‬ﻓﺮﺿﯿﻪﻫﺎي ﺗﺤﻘﯿﻖ ‪93 .................................................................................................................................................‬‬

‫‪ 3-3‬ﻧﻮع ﺗﺤﻘﯿﻖ ‪93...................................................................................................................................‬‬

‫‪ 1-3-3‬ﻃﺒﻘﻪ ﺑﻨﺪي اﻧﻮاع ﺗﺤﻘﯿﻖ ﺑﺮ ﺣﺴﺐ روش ‪94 ...........................................................................................................‬‬

‫‪ 2-3-3‬ﻃﺒﻘﻪ ﺑﻨﺪي اﻧﻮاع ﺗﺤﻘﯿﻖ ﺑﺮﺣﺴﺐ ﻫﺪف ‪95 ............................................................................................................‬‬

‫‪ 4-3‬ﺟﺎﻣﻌﻪ آﻣﺎري ‪96 .................................................................................................................................‬‬

‫‪ 5-3‬ﻧﻤﻮﻧﻪ آﻣﺎري و روش ﺗﻌﯿﯿﻦ آن ‪97.....................................................................................................‬‬

‫‪ 1-5-3‬ﺣﺠﻢ ﻧﻤﻮﻧﻪ ‪97 ..............................................................................................................................................................‬‬

‫‪ 2-5-3‬روش ﻧﻤﻮﻧﻪﮔﯿﺮي ‪98 ....................................................................................................................................................‬‬

‫‪ 6-3‬اﺑﺰار ﺟﻤﻊ آوري دادهﻫﺎ ‪99 .................................................................................................................‬‬

‫‪ 1-6-3‬اﻧﻮاع اﺑﺰارﻫﺎ ‪99 ...............................................................................................................................................................‬‬

‫‪ 7-3‬ﺳﺎﺧﺘﺎر ﭘﺮﺳﺸﻨﺎﻣﻪ‪100........................................................................................................................‬‬

‫‪ 8-3‬رواﯾﯽ و ﭘﺎﯾﺎﯾﯽ ﺗﺤﻘﯿﻖ‪102 .................................................................................................................‬‬

‫‪ 1-8-3‬رواﯾﯽ ﺗﺤﻘﯿﻖ ‪102 ........................................................................................................................................................‬‬

‫‪ 2-8-3‬ﭘﺎﯾﺎﯾﯽ ﺗﺤﻘﯿﻖ ‪102 .......................................................................................................................................................‬‬

‫‪ 9-3‬روش ﺗﺠﺰﯾﻪ و ﺗﺤﻠﯿﻞ دادهﻫﺎ ‪104 .......................................................................................................‬‬

‫‪ 10-3‬اﺑﺰار ﺗﺠﺰﯾﻪ و ﺗﺤﻠﯿﻞ دادهﻫﺎ ‪104 .......................................................................................................‬‬

‫ﻓﺼﻞ ﭼﻬﺎرم ‪105..........................................................................................................................................‬‬

‫‪ 1-4‬ﺗﺤﻠﯿﻞ ﺗﻮﺻﯿﻔﯽ ‪106 .............................................................................................................................‬‬

‫‪ 2-4‬آﻣﺎر اﺳﺘﻨﺒﺎﻃﯽ‪ :‬ﺗﺠﺰﯾﻪ ﺗﺤﻠﯿﻞ ﻓﺮﺿﯿﺎت ‪108......................................................................................‬‬

‫‪ 3-4‬ﺗﺠﺰﯾﻪ ﺗﺤﻠﯿﻞ ﺗﮑﻤﯿﻠﯽ ‪121 .................................................................................................................‬‬

‫‪ 3-4‬ﻧﺘﯿﺠﻪﮔﯿﺮي ‪124 .................................................................................................................................‬‬

‫ﻓﺼﻞ ﭘﻨﺠﻢ ‪125 ...........................................................................................................................................‬‬

‫‪ 1-5‬ﺧﻼﺻﻪ و ﻧﺘﺎﯾﺞ ﺗﺤﻘﯿﻖ‪126 .................................................................................................................‬‬

‫‪ 2-5‬ﺗﺤﻠﯿﻞ ﯾﺎﻓﺘﻪﻫﺎ ‪127 .............................................................................................................................‬‬

‫‪ 3-5‬ﻣﺤﺪودﯾﺖﻫﺎي ﺗﺤﻘﯿﻖ‪133................................................................................................................‬‬

‫‪ 4-5‬ﭘﯿﺸﻨﻬﺎدﻫﺎي ﺗﺤﻘﯿﻖ ‪134 ...................................................................................................................‬‬

‫‪IV‬‬ ‫ﺑﺮرﺳﯽ رﻓﺘﺎر ﻣﺼﺮف ﮐﻨﻨﺪه در راﺑﻄﻪ ﺑﺎ ﺗﺼﻤﯿﻢ ﺧﺮﯾﺪ ﮐﺎﻻﻫﺎي ﺳﺒﺰ‬

‫‪ 1-4-5‬ﭘﯿﺸﻨﻬﺎدﻫﺎي اﺟﺮاﯾﯽ ﺑﺮاي ﺳﺎزﻣﺎنﻫﺎ و ﻣﺪﯾﺮان ‪134 .............................................................................................‬‬

‫‪ 2-4-5‬ﭘﯿﺸﻨﻬﺎدﻫﺎﯾﯽ ﺑﺮاي ﺗﺤﻘﯿﻘﺎت آﺗﯽ ‪135 ....................................................................................................................‬‬

‫ﻣﻨﺎﺑﻊ و ﻣﺂﺧﺬ‪137........................................................................................................................................‬‬

‫ﭘﯿﻮﺳﺖ ‪140 ..................................................................................................................................................‬‬

‫ﭘﺮﺳﺸﻨﺎﻣﻪ ‪141 ............................................................................................................................................................................‬‬

‫ﻓﻬﺮﺳﺖ ﺟﺪاول‬
‫ﺟﺪول ‪ 1-2‬ﻣﻨﺎﺑﻊ ﻣﺘﺪوﻟﻮژيﻫﺎي ﺗﺤﻘﯿﻘﺎت رﻓﺘﺎر ﻣﺼﺮفﮐﻨﻨﺪه ‪17 .................................................................................‬‬
‫ﺟﺪول ‪ 2-2‬ﻧﻤﻮدار ﺟﺮﯾﺎن ﯾﺎﻓﺘﻦ اﻃﻼﻋﺎت‪ :‬ﻃﺒﻘﻪ ﺑﻨﺪي دادهﻫﺎ ‪35 ...................................................................................‬‬
‫ﺟﺪول ‪ 3 -2‬اﺣﮑﺎم دهﮔﺎﻧﻪ ﻣﺴﺌﻮﻟﯿﺖ اﺟﺘﻤﺎﻋﯽ )رادرﯾﮕﺰ‪ ،1380 ،‬ص ‪67 ............................................................ (450‬‬
‫ﺟﺪول ‪ 1-3‬ﺗﻔﮑﯿﮏ ﺳﺆاﻻت ﭘﺮﺳﺸﻨﺎﻣﻪ ﺑﺮ اﺳﺎس ﻓﺮﺿﯿﻪﻫﺎ ‪101 .......................................................................................‬‬
‫ﺟﺪول ‪ 2-3‬ﺿﺮﯾﺐ آﻟﻔﺎي ﮐﺮوﻧﺒﺎخ ﻣﺘﻐﯿﺮﻫﺎ ‪103 ..................................................................................................................‬‬
‫ﺟﺪول ‪ 1-4‬ﺗﺮﮐﯿﺐ ﺟﻨﺴﯿﺘﯽ ﭘﺎﺳﺦدﻫﻨﺪﮔﺎن ﭘﺮﺳﺸﻨﺎﻣﻪ ‪107 ...........................................................................................‬‬
‫ﺟﺪول ‪ 2-4‬ﺗﺮﮐﯿﺐ ﺳﻨﯽ ﭘﺎﺳﺦدﻫﻨﺪﮔﺎن ‪107 .....................................................................................................................‬‬
‫ﺟﺪول ‪ 3-4‬ﻣﺸﺨﺼﺎت ﻧﻤﻮﻧﻪ از ﻧﻈﺮ ﺗﺤﺼﯿﻼت ‪108 ............................................................................................................‬‬
‫ﺟﺪول ‪ 4-4‬دادهﻫﺎي ﺗﻮﺻﯿﻔﯽ ﻣﺘﻐﯿﺮﻫﺎ ‪109 .........................................................................................................................‬‬
‫ﺟﺪول ‪ 5-4‬ﻫﻤﺒﺴﺘﮕﯽ ﺑﯿﻦ ﻋﻘﺎﯾﺪ ﻣﺼﺮفﮐﻨﻨﺪه ﻧﺴﺒﺖ ﺑﻪ ﻣﺤﯿﻂ زﯾﺴﺖ و رﻓﺘﺎر ﻋﻤﻮﻣﯽ زﯾﺴﺖ ﻣﺤﯿﻄﯽ ‪110 ......‬‬
‫ﺟﺪول ‪ 6-4‬ﻧﺘﯿﺠﻪ آزﻣﻮن دورﺑﯿﻦ واﺗﺴﻮن ﺑﺮاي ﻓﺮﺿﯿﻪ اول‪ -‬اﻟﻒ ‪111 ...........................................................................‬‬
‫ﺟﺪول ‪ 7-4‬ﺗﺤﻠﯿﻞ وارﯾﺎﻧﺲ رﮔﺮﺳﯿﻮن ﻓﺮﺿﯿﻪ اول‪ -‬اﻟﻒ‪112 ............................................................................................‬‬
‫ﺟﺪول ‪ 8-4‬ﻧﺘﺎﯾﺞ ﺗﺤﻠﯿﻞ رﮔﺮﺳﯿﻮن ﺑﺮاي ﻓﺮﺿﯿﻪ اول‪ -‬اﻟﻒ ‪113 .......................................................................................‬‬
‫ﺟﺪول ‪ 9-4‬آﻣﺎر ﺗﻮﺻﯿﻔﯽ ﻣﺘﻐﯿﺮﻫﺎ ‪114 ..................................................................................................................................‬‬
‫ﺟﺪول ‪ 10-4‬ﻫﻤﺒﺴﺘﮕﯽ ﺑﯿﻦ ﻋﻘﺎﯾﺪ و رﻓﺘﺎر ﺧﺮﯾﺪ ﺳﺒﺰ ‪114 ..............................................................................................‬‬
‫ﺟﺪول ‪ 11-4‬ﺧﻼﺻﻪ ﻣﺪل رﮔﺮﺳﯿﻮن ﻓﺮﺿﯿﻪ اول‪ -‬ب ‪114 ................................................................................................‬‬
‫ﺟﺪول ‪ 12-4‬ﻧﺘﺎﯾﺞ ﺗﺤﻠﯿﻞ رﮔﺮﺳﯿﻮن ﺑﺮاي ﻓﺮﺿﯿﻪ اول‪ -‬ب ‪115 .......................................................................................‬‬
‫ﺟﺪول ‪ 13-4‬دادهﻫﺎي ﺗﻮﺻﯿﻔﯽ ‪116 ......................................................................................................................................‬‬
‫ﺟﺪول ‪ 14-4‬ﻫﻤﺒﺴﺘﮕﯽ ﺑﯿﻦ ﮐﯿﻔﯿﺖ درك ﺷﺪه و ﺗﺒﻠﯿﻐﺎت ﺷﻔﺎﻫﯽ ‪116 .......................................................................‬‬
‫ﺟﺪول ‪ 15-4‬ﺗﺤﻠﯿﻞ ﺗﻮﺻﯿﻔﯽ ﻣﺘﻐﯿﺮﻫﺎ ‪117 ..........................................................................................................................‬‬
‫ﺟﺪول ‪ 16-4‬آزﻣﻮن ﻫﻤﺒﺴﺘﮕﯽ ﺑﯿﻦ ﺗﺠﺮﺑﻪ ﻗﺒﻠﯽ و ﮐﯿﻔﯿﺖ درك ﺷﺪه ‪117 ...................................................................‬‬
‫ﺟﺪول ‪ 17-4‬ﺧﻼﺻﻪ ﺟﺪول رﮔﺮﺳﯿﻮن ﺑﺮاي ﻓﺮﺿﯿﻪ ﺳﻮم‪117 ..........................................................................................‬‬
‫ﺟﺪول ‪ 18-4‬ﻧﺘﺎﯾﺞ ﺗﺤﻠﯿﻞ رﮔﺮﺳﯿﻮن ﺑﺮاي ﻓﺮﺿﯿﻪ ﺳﻮم ‪118 .............................................................................................‬‬
‫ﺟﺪول ‪ 19-4‬ﺗﺤﻠﯿﻞ ﺗﻮﺻﯿﻔﯽ ﻣﺘﻐﯿﺮﻫﺎ ‪119 ..........................................................................................................................‬‬
 ‫‪V‬‬ ‫ﺑﺮرﺳﯽ رﻓﺘﺎر ﻣﺼﺮف ﮐﻨﻨﺪه در راﺑﻄﻪ ﺑﺎ ﺗﺼﻤﯿﻢ ﺧﺮﯾﺪ ﮐﺎﻻﻫﺎي ﺳﺒﺰ‬

‫ﺟﺪول ‪ 20-4‬ﻧﺘﺎﯾﺞ آزﻣﻮن ﻫﻤﺒﺴﺘﮕﯽ ﺑﯿﻦ ﮐﯿﻔﯿﺖ درك ﺷﺪه و رﻓﺘﺎر ﺧﺮﯾﺪ ﺳﺒﺰ ‪119 ................................................‬‬
‫ﺟﺪول ‪ 21-4‬ﺧﻼﺻﻪ ﺟﺪول رﮔﺮﺳﯿﻮن ﺑﺮاي ﻓﺮﺿﯿﻪ ﭼﻬﺎرم ‪119 ......................................................................................‬‬
‫ﺟﺪول ‪ 22-4‬ﻧﺘﺎﯾﺞ ﺗﺤﻠﯿﻞ رﮔﺮﺳﯿﻮن ﺑﺮاي ﻓﺮﺿﯿﻪ ﭼﻬﺎرم ‪120 .........................................................................................‬‬
‫ﺟﺪول ‪ 23-4‬ﻣﻘﺎﯾﺴﻪ ﻣﯿﺎﻧﮕﯿﻦ دو ﺟﺎﻣﻌﻪ زﻧﺎن و ﻣﺮدان‪121 ..............................................................................................‬‬
‫ﺟﺪول ‪ 24-4‬ﻧﺘﺎﯾﺞ آزﻣﻮن ‪ ANOVA‬ﺑﺮاي ﻣﻘﺎﯾﺴﻪ ﮔﺮوﻫﻬﺎي ﺳﻨﯽ ‪123 .......................................................................‬‬
‫ﺟﺪول ‪ 25-4‬ﻣﻘﺎﯾﺴﻪ ﻣﯿﺎﻧﮕﯿﻦ ﮐﺴﺐ ﺷﺪه ﻣﺘﻐﯿﺮﻫﺎ ﺑﺎ ﻣﯿﺎﻧﮕﯿﻦ ﻃﯿﻒ ‪124 .....................................................................‬‬
‫ﺟﺪول ‪ 26-4‬ﻧﺘﯿﺠﻪ آزﻣﻮن ﻓﺮﺿﯿﺎت ‪124 ..............................................................................................................................‬‬

‫ﻓﻬﺮﺳﺖ ﻧﮕﺎرهﻫﺎ‬

‫ﻧﮕﺎره ‪ 1-2‬ﺳﻠﺴﻠﻪ ﻣﺮاﺗﺐ ﻧﯿﺎزﻫﺎي ﻣﺰﻟﻮ )‪24 ..........................................................(BELCH AND BELCH, 2003, 109‬‬
‫ﻧﮕﺎره ‪ 2-2‬ﻣﻨﺤﻨﯽ اﺷﺎﻋﻪ ﻧﻮآوري در ﺟﺎﻣﻌﻪ )ﻧﺒﯿﺰاده‪27 .......................................................................... (274 ،1373 ،‬‬
‫ﻧﮕﺎره ‪ 3-2‬ﻣﻘﺎﯾﺴﻪ ﻣﺪﻟﻬﺎي ﺟﻌﺒﻪ ﺳﯿﺎه و ‪28 ..................................................................... (WILKIE, 1994, 179) CIP‬‬
‫ﻧﮕﺎره ‪ 4-2‬ﻣﺪل رﻓﺘﺎر ﻣﺼﺮفﮐﻨﻨﺪه از دﯾﺪﮔﺎه وﯾﻠﯿﺎم وﯾﻠﮑﯽ )‪30 ................................................... (WILKIE, 1994, Ӏ‬‬
‫ﻧﮕﺎره ‪ 5-2‬ﻣﺪل رﻓﺘﺎر ﻣﺼﺮفﮐﻨﻨﺪه از دﯾﺪﮔﺎه ﺷﯿﻔﻤﻦ ‪31 .................................................................................................‬‬
‫ﻧﮕﺎره ‪ 6-2‬ﻣﺪل رﻓﺘﺎر ﻣﺼﺮفﮐﻨﻨﺪه ﻫﻮارد‪ -‬ﺷﺲ )ﻧﺒﯿﺰاده‪34 .................................................................(277 ،1373 ،‬‬
‫ﻧﮕﺎره ‪ 7-2‬ﻣﺪل ﻫﺎوﮐﯿﻨﺰ )روﺳﺘﺎ و ﺑﻄﺤﺎﯾﯽ‪ ،1385 ،‬ص ‪37 ......................................................................................... (2‬‬
‫ﻧﮕﺎره ‪ 8-2‬ﻣﺮاﺣﻞ ﺑﯿﻦ ارزﯾﺎﺑﯽ ﮔﺰﯾﻨﻪﻫﺎ و ﺗﺼﻤﯿﻢ ﺧﺮﯾﺪ )ﮐﺎﺗﻠﺮ و آرﻣﺴﺘﺮاﻧﮓ‪50 ............................... .(219 ،1383 ،‬‬
‫ﻧﮕﺎره ‪ 9-2‬ﻣﺪلﻫﺎي آﻏﺎزﯾﻦ رﻓﺘﺎر ﻫﻮاداري )دوﺳﺘﺪار( ﻣﺤﯿﻂ زﯾﺴﺖ ‪52 ........................................................................‬‬
‫ﻧﮕﺎره ‪ 10-2‬ﺗﺌﻮري ﻋﻤﻞ ﻣﺴﺘﺪل )‪54 ............................................................................. (AJZEN & FISHBIEN, 1980‬‬
‫ﻧﮕﺎره ‪ 11-2‬ﻣﺪل ﻓﺎﮐﺘﻮرﻫﺎي ﭘﯿﺶ ﺑﯿﻨﯽ ﮐﻨﻨﺪه رﻓﺘﺎر زﯾﺴﺖ ﻣﺤﯿﻄﯽ )‪56 .......................... (HINES ET AL., 1986‬‬
‫ﻧﮕﺎره ‪ 12-2‬ﻣﺪل رﻓﺘﺎر زﯾﺴﺖ ﻣﺤﯿﻄﯽ )‪57 ................................................................... (FIETKAU & KESSEL, 1981‬‬
‫ﻧﮕﺎره ‪ 13-2‬ﻣﻮاﻧﻊ ﺑﯿﻦ ﻧﮕﺮاﻧﯽﻫﺎي زﯾﺴﺖ ﻣﺤﯿﻄﯽ و رﻓﺘﺎر ﻫﻮاداري زﯾﺴﺖ ﻣﺤﯿﻄﯽ )‪58 .............. (BLAKE, 1999‬‬
‫ﻧﮕﺎره ‪ 14-2‬ﻧﻤﺎﯾﺶ ﮔﺮاﻓﯿﮑﯽ ﺗﻮﺳﻌﻪ ﭘﺎﯾﺪار )راﺋﻮ‪62 ................................................................................. (155 ،1385 ،‬‬
‫ﻧﮕﺎره ‪ 15-2‬ﻣﺪل اوﻟﯿﻪ ﺗﻤﺎﯾﻞ ﺑﻪ ﺧﺮﯾﺪ ﭘﺎﺳﺨﮕﻮي ﻣﺤﯿﻄﯽ ‪84 ..........................................................................................‬‬
‫ﻧﮕﺎره ‪ 16-2‬ﻣﺪل ﻧﻬﺎﯾﯽ ﺗﻤﺎﯾﻞ ﺑﻪ ﺧﺮﯾﺪ ﭘﺎﺳﺨﮕﻮي ﻣﺤﯿﻄﯽ ﺳﺮوي ﻫﻤﭙﺎ )‪86 ................................................. (1386‬‬
‫ﻧﮕﺎره ‪ 17-2‬ﻣﺪل رﻓﺘﺎر ﻫﻮاداري ﻣﺤﯿﻂ زﯾﺴﺖ ﮐﻮﻟﻤﺎس و اﮔﯿﻤﻦ )‪90 ..............................................................(2002‬‬
‫ﻧﮕﺎره ‪ 1-3‬ﻓﺮﻣﻮل ﮐﻮﮐﺮان ‪98 ..................................................................................................................................................‬‬
‫ﻧﮕﺎره ‪ 1-4‬ﻧﻤﻮدار ﺗﻮزﯾﻊ ﺧﻄﺎﻫﺎ در راﺑﻄﻪ ﺑﺎ ﻓﺮﺿﯿﻪ اول‪ -‬اﻟﻒ ‪112 ...................................................................................‬‬
‫ﻧﮕﺎره ‪ 2-4‬ﻧﻤﻮدار ﺗﻮزﯾﻊ ﺧﻄﺎﻫﺎ ﺑﺮاي ﻓﺮﺿﯿﻪ اول‪ -‬ب ‪115 .................................................................................................‬‬
‫ﻧﮕﺎره ‪ 3-4‬ﻧﻤﻮدار ﺗﻮزﯾﻊ ﺧﻄﺎﻫﺎ ﺑﺮاي ﻓﺮﺿﯿﻪ ﺳﻮم ‪118 .......................................................................................................‬‬
‫ﻧﮕﺎره ‪ 4-4‬ﻧﻤﻮدار ﺗﻮزﯾﻊ ﺧﻄﺎﻫﺎ ﺑﺮاي ﻓﺮﺿﯿﻪ ﭼﻬﺎرم ‪120 ....................................................................................................‬‬
‫ﻓﺼﻞ اول‬
‫ﮐﻠﯿﺎت ﺗﺤﻘﯿﻖ‬
‫‪7‬‬ ‫ﻓﺼﻞ اول‪ :‬ﮐﻠﯿﺎت ﺗﺤﻘﯿﻖ‬

‫‪ 1-1‬ﺑﯿﺎن ﻣﺴﺄﻟﻪ‬

‫در ﮔﺬﺷﺘﻪ اﻧﺴﺎﻧﻬﺎ ﺷﺎﯾﺪ ﺑﻪ ﻏﺮﯾﺰه‪ ،‬درﯾﺎﻓﺘﻪ ﺑﻮدﻧﺪ ﮐﻪ رﻣﺰ ﺑﻘﺎي آﻧﻬﺎ در ﮔﺮو ﻫﻤﺎﻫﻨﮕﯽ ﺑﺎ ﻃﺒﯿﻌﺖ اﺳﺖ و‬

‫آﻣﻮﺧﺘﻪ ﺑﻮدﻧﺪ ﮐﻪ زوال ﻃﺒﯿﻌﺖ زوال آﻧﻬﺎﺳﺖ‪ .‬ﻟﯿﮑﻦ در ﯾﮑﯽ دو ﻗﺮن اﺧﯿﺮ‪ ،‬ﺑﺎ اوج ﮔﯿﺮي ﺗﻮاﻧﺎﺋﯽﻫﺎي‬

‫اﺑﺰاري ﺑﺸﺮ‪ ،‬ﺗﻌـﺎدل زﯾﺴﺖ ﻣﺤﯿﻄﯽ ﻗﺮون ﮔﺬﺷﺘﻪ ﺑﻪ زﯾﺎن ﻃﺒﯿﻌﺖ ﺑﺮﻫﻢ ﺧﻮرد‪ .‬ﻟﻄﻤﺎت وارده ﺑﺮ ﻃﺒﯿﻌﺖ‬

‫در اﯾﻦ دوران اﺑﻌﺎد ﮔﺴﺘﺮده و ﻏﯿﺮ ﻗﺎﺑﻞ ﺟﺒﺮاﻧﯽ ﯾﺎﻓﺖ و در رﺑﻊ آﺧﺮ ﻗﺮن ﺑﯿﺴﺘﻢ ﺑﻪ ﯾﮏ ﻣﻌﻨﺎ از ﻣﺮز‬

‫ﻓﺎﺟﻌﻪ ﻧﯿﺰ ﮔﺬﺷﺖ‪ .‬اﺷﻠﯽ در ﺳﺎل ‪ 1993‬ﺑﯿﺎن ﻧﻤﻮد ﮐﻪ ‪ 70‬درﺻﺪ ﻣﺤﺼﻮﻻت ﻃﺮاﺣﯽ ﺷﺪه و ﻓﺮاﯾﻨﺪﻫﺎي‬

‫ﺗﻮﻟﯿﺪي ﻣﺮﺗﺒﻂ‪ ،‬از ﻧﻈﺮ زﯾﺴﺖ ﻣﺤﯿﻄﯽ ﻣﻀﺮﻧﺪ‪ .‬آﻟﻮدﮔﯽ ﻣﺤﯿﻂ زﯾﺴﺖ ﺑﺎﻋﺚ ﺷﺪه اﺳﺖ ﮐﻪ ﻓﺸﺎرﻫﺎي‬

‫اﺟﺘﻤﺎﻋﯽ از ﺟﺎﻧﺐ ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن و ﺧﻂﻣﺸﯽﻫﺎي دوﻟﺖ‪ ،‬ﺷﺮﮐﺖﻫﺎ را ﺑﻪ ﺳﻮي ﺳﺒﺰ ﺷﺪن ﺗﻐﯿﯿﺮ ﺟﻬﺖ‬

‫داده )ﮐﺎﺗﺐ و ﻫﻠﺴﻦ‪ (2004 ،‬در راﺳﺘﺎي ﻧﻬﻀﺖ ﻣﺤﯿﻂزﯾﺴﺖﮔﺮاﺋﯽ و ﺑﺎزارﯾﺎﺑﯽ ﺳﺒﺰ ﮔﺎم ﺑﺮدارﻧﺪ‪.‬‬

‫اﻣﺎ از ﺳﻮي دﯾﮕﺮ ﻫﺪف ﻋﻤﺪه ﺷﺮﮐﺖﻫﺎي اﻧﺘﻔﺎﻋﯽ رﺳﯿﺪن ﺑﻪ ﺳﻮد از ﻓﻌﺎﻟﯿﺖﻫﺎي ﺧﻮد ﻣﯽﺑﺎﺷﺪ‪ ،‬و در‬

‫زﻣﯿﻨﻪ ﺳﺎﺧﺖ ﮐﺎﻻﻫﺎي دو ﺳﺘﺪار ﻣﺤﯿﻂ زﯾﺴﺖ ﻧﯿﺰ آﻧﻬﺎ از اﯾﻦ اﻣﺮ ﻣﺴﺘﺜﻨﯽ ﻧﻤﯽﺑﺎﺷﻨﺪ؛ ﺑﺪﯾﻦ ﻣﻌﻨﺎ ﮐﻪ‬

‫ﺷﺮﮐﺖﻫﺎ ﺑﺎ اﻧﺠﺎم ﻓﻌﺎﻟﯿﺖ ﻫﺎي دوﺳﺘﺪار ﻣﺤﯿﻂ زﯾﺴﺘﯽ و ﯾﺎ ﺗﻮﻟﯿﺪ ﮐﺎﻻﻫﺎي ﺳﺒﺰ ﺑﻪ دﻧﺒﺎل ﺟﺬب ﻣﺸﺘﺮﯾﺎن‬

‫و ﺗﺤﺼﯿﻞ ﺳﻮد ﺑﯿﺸﺘﺮ و در ﻧﻬﺎﯾﺖ ﮐﺴﺐ ﻣﺰﯾﺖ رﻗﺎﺑﺘﯽ ﻧﺴﺒﺖ ﺑﻪ ﺷﺮﮐﺖ ﻫﺎي ﺑﯽﺗﻮﺟﻪ ﺑﻪ اﯾﻦ ﻣﻘﻮﻟﻪ‬

‫ﻫﺴﺘﻨﺪ‪.‬‬

‫ﺑﺮاي رﺳﯿﺪن ﺑﻪ اﯾﻦ ﻣﻘﺼﻮد ﺷﺮﮐﺖﻫﺎ ﺑﺎﯾﺪ از رﻓﺘﺎر ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن در زﻣﯿﻨﻪ ﺧﺮﯾﺪ ﺳﺒﺰ آﮔﺎه ﺷﺪه و‬

‫درﯾﺎﺑﻨﺪ ﮐﻪ آﯾﺎ ﺑﯿﻦ رﻓﺘﺎر ﻣﺼﺮف ﮐﻨﻨﺪﮔﺎن در زﻣﯿﻨﻪ ﺧﺮﯾﺪ ﮐﺎﻻﻫﺎي ﺳﺒﺰ و رﻓﺘﺎر آﻧﻬﺎ در ﺷﺮاﯾﻂ ﻋﺎدي و‬

‫ﺧﺮﯾﺪ ﮐﺎﻻﻫﺎﺋﯽ ﮐﻪ داراي ﭼﻨﯿﻦ ﺧﺼﻮﺻﯿﺎﺗﯽ ﻧﯿﺴﺘﻨﺪ ﺗﻔﺎوﺗﯽ وﺟﻮد دارد ﯾﺎ ﺧﯿﺮ و اﮔﺮ وﺟﻮد دارد اﯾﻦ‬

‫ﺗﻔﺎوتﻫﺎ را ﺗﺸﺮﯾﺢ و ﺗﺤﻠﯿﻞ ﻧﻤﺎﯾﻨﺪ‪ .‬آﻧﻬﺎ ﺑﺎﯾﺪ ﺑﺪاﻧﻨﺪ ﻣﻮاﻧﻊ و ﻣﺸﻮقﻫﺎي اﺻﻠﯽ ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن ﺑﺮاي‬

‫ﺧﺮﯾﺪ ﮐﺎﻻﻫﺎي ﺳﺒﺰ ﭼﻪ ﻫﺴﺘﻨﺪ‪ ،‬ﻋﻮاﻣﻞ ﺗﺄﺛﯿﺮ ﮔﺬار در اﯾﻦ زﻣﯿﻨﻪ ﮐﺪاﻣﻨﺪ و ﻣﻨﺎﺑﻊ اﻃﻼﻋﺎﺗﯽ آﻧﻬﺎ ﭼﯿﺴﺖ‪.‬‬

‫ﺑﺮ ﻫﻤﯿﻦ اﺳﺎس اﯾﻦ ﺗﺤﻘﯿﻖ ﺑﺪﻧﺒﺎل آن اﺳﺖ ﮐﻪ ﺑﺎ ﻧﮕﺎﻫﯽ ﻋﻠﻤﯽ و دﻗﯿﻖ رﻓﺘﺎر ﻣﺼﺮفﮐﻨﻨﺪه را در راﺑﻄﻪ‬

‫ﺑﺎ ﺗﺼﻤﯿﻢ ﺧﺮﯾﺪ ﻣﺸﺘﺮﯾﺎن ﻧﺴﺒﺖ ﺑﻪ ﮐﺎﻻﻫﺎي ﺳﺒﺰ ﺑﺮرﺳﯽ ﮐﻨﺪ ﺗﺎ ﺑﻨﮕﺎهﻫﺎ ﺑﺘﻮاﻧﻨﺪ ﺑﺮ اﺳﺎس آن از‬

‫اﺳﺘﺮاﺗﮋي ﻣﻨﺎﺳﺒﯽ اﺳﺘﻔﺎده ﮐﻨﻨﺪ‪.‬‬

 ‫‪8‬‬ ‫ﻓﺼﻞ اول‪ :‬ﮐﻠﯿﺎت ﺗﺤﻘﯿﻖ‬

‫‪ 2-1‬ﺿﺮورت و اﻫﻤﯿﺖ اﻧﺠﺎم ﺗﺤﻘﯿﻖ‬

‫وﻗﻮع ﭘﺪﯾﺪه ﻫﺎي ﺟﻮي ﻏﯿﺮ ﻃﺒﯿﻌﯽ ﻫﻤﭽﻮن ﺟﻤﻠﻪ ﺗﺨﺮﯾﺐ ﻻﯾﻪ اوزون‪ 1‬ﮐﻪ وﺳﻌﺖ اﯾﻦ ﺗﺨﺮﯾﺐ و ﺣﻔﺮه‬

‫اﯾﺠﺎد ﺷﺪه در آن در ﺳﭙﺘﺎﻣﺒﺮ ﺳﺎل ‪ 2000‬ﺑﻪ ﺑﯿﺶ از ﻣﺴﺎﺣﺖ اﻗﯿﺎﻧﻮس ﻣﻨﺠﻤﺪ ﺷﻤﺎﻟﯽ اﻓﺰاﯾﺶ ﯾﺎﻓﺖ‬

‫)ﺑﯿﺶ از ‪ 28‬ﻣﯿﻠﯿﻮن ﮐﯿﻠﻮﻣﺘﺮ ﻣﺮﺑﻊ( و ﯾﺎ اﻓﺰاﯾﺶ ﮔﺎزﻫﺎي ﮔﻠﺨﺎﻧﻪاي ﮐﻪ ﻣﻬﻤﺘﺮﯾﻦ ﻋﺎﻣﻞ در ﮔﺮم ﺷﺪن‬

‫زﻣﯿﻦ اﺳﺖ ﮐﻪ ﻃﺒﻖ ﺟﺪﯾﺪﺗﺮﯾﻦ آﻣﺎرﻫﺎ ﻣﯿﺰان ﺗﻮﻟﯿﺪ اﯾﻦ ﮔﺎزﻫﺎ در ﺟﻬﺎن از ‪ 50‬ﻣﯿﻠﯿﻮن ﺗﻦ در ﺳﺎل‬

‫‪ 1971‬ﺑﻪ ‪ 500‬ﻣﯿﻠﯿﻮن ﺗﻦ در ﺳﺎل ‪ 2008‬ﻣﯿﻼدي اﻓﺰاﯾﺶ ﯾﺎﻓﺘﻪ اﺳﺖ )‪ (UNEP, 2002‬و ﻫﻤﭽﻨﯿﻦ‬

‫آﻟﻮده ﺷﺪن روز اﻓﺰون ﻣﺤﯿﻂزﯾﺴﺖ ﺗﻮﺳﻂ ﻣﻮاد و ﭘﺴﻤﺎﻧﺪﻫﺎي ﺷﯿﻤﯿﺎﯾﯽ ﺑﻪ ﻫﻤﺮاه وﻗﻮع ﻓﺎﺟﻌﻪﻫﺎي‬

‫زﯾﺴﺖﻣﺤﯿﻄﯽ ﻣﺜﻞ ﻓﺎﺟﻌﻪ ﻫﺴﺘﻪاي ﺑﻮﭘﺎل‪ 2‬ﻫﻨﺪ‪ ،‬ﺟﻬﺎن را ﺑﻪ ﻓﮑﺮ اﻧﺪاﺧﺘﻪ اﺳﺖ؛ اﯾﻦﻫﺎ ﻣﺴﺎﺋﻠﯽ ﻓﺮا ﻣﻠﯽ‬

‫ﺑﻮده و ﺑﻪ ﮐﺸﻮر و ﻣﻨﻄﻘﻪاي ﺧﺎص ﻣﺤﺪود ﻧﻤﯽﮔﺮدد ﺑﺎ اﯾﻦ ﺣﺎل اﮔﺮ ﺑﺨﻮاﻫﯿﻢ ﺑﻪ ﻃﻮر ﻣﻨﻄﻘﻪاي و‬

‫ﻧﺰدﯾﮑﺘﺮ ﺑﻪ ﻣﻮﺿﻮع ﻧﮕﺎه ﺑﯿﺎﻧﺪازﯾﻢ‪ ،‬ﺧﻮاﻫﯿﻢ دﯾﺪ ﮐﻪ ﻣﻘﺎم اﯾﺮان در ﺗﻮﻟﯿﺪ ﮔﺎزﻫﺎي ﮔﻠﺨﺎﻧﻪاي از رﺗﺒﻪ ﺳﯽام‬

‫ﺑﻪ ﯾﺎزدﻫﻢ رﺳﯿﺪه اﺳﺖ‪ .‬اﯾﻦ ﻣﺴﺄﻟﻪ ﻟﺰوم ﺗﻮﺟﻪ ﺟﺪي ﻣﺴﺌﻮﻻن و ﺷﺮﮐﺖﻫﺎ را ﺑﻪ ﻣﺤﯿﻂ زﯾﺴﺖ ﮔﻮﺷﺰد‬

‫ﻣﯽﮐﻨﺪ‪.‬‬

‫در ﺳﺮاﺳﺮ دﻧﯿﺎ رﻗﺎﺑﺖ ﺷﺪﯾﺪ و اﻓﺰاﯾﺶ ﻧﮕﺮاﻧﯽ ﻧﺴﺒﺖ ﺑﻪ ﻣﺤﯿﻂ زﯾﺴﺖ و ﻫﻤﭽﻨﯿﻦ ﻣﻘﺮرات دوﻟﺘﯽ در‬

‫زﻣﯿﻨﻪ ﻋﺪم ﺗﻮﻟﯿﺪ ﮐﺎﻻﻫﺎي ﻣﺨﺮب ﻣﺤﯿﻂ‪ ،‬ﺷﺮﮐﺖﻫﺎ را ﺑﺮ آن داﺷﺘﻪ ﺗﺎ در زﻣﯿﻨﻪ ﺳﻼﻣﺖ ﺟﺴﻤﺎﻧﯽ‪ ،‬رواﻧﯽ‬

‫و ﭘﺎﮐﯿﺰﮔﯽ ﻣﺤﯿﻂ ﻣﺼﺮف ﮐﻨﻨﺪﮔﺎن ﻧﯿﺰ ﺗﺄﻣﻞ ﮐﻨﻨﺪ‪ .‬ﺑﺎ ﻧﮕﺎه ﺑﻠﻨﺪ ﻣﺪت رﻋﺎﯾﺖ ﻣﺴﺎﺋﻞ زﯾﺴﺖﻣﺤﯿﻄﯽ ﺑﺎﻋﺚ‬

‫اﯾﺠﺎد ﻣﺰﯾﺖ رﻗﺎﺑﺘﯽ ﺑﺮاي ﺷﺮﮐﺖ ﺧﻮاﻫﺪ ﺷﺪ و از اﯾﻦ ﻃﺮﯾﻖ ﺷﺮﮐﺖ ﻣﯽﺗﻮاﻧﺪ ﺑﻪ اﯾﺠﺎد ﯾﮏ ﭘﺎﯾﮕﺎه ﺧﻮب‬

‫در ﺑﺎزار دﺳﺖ ﯾﺎﺑﺪ‪ .‬ﺑﺪﯾﻦ ﺗﺮﺗﯿﺐ ﺑﻪ ﻣﺮور زﻣﺎن ﻣﻔﺎﻫﯿﻤﯽ ﻧﻈﯿﺮ ﺑﺎزارﯾﺎﺑﯽ اﺟﺘﻤﺎﻋﯽ‪ ،‬ﺑﺎزارﯾﺎﺑﯽ ﻣﺤﯿﻄﯽ و‬

‫ﺑﺎزارﯾﺎﺑﯽ ﺳﺒﺰ ﺑﺮاي ﻋﻤﻞ ﺑﻪ ﻣﺴﺌﻮﻟﯿﺖ اﺟﺘﻤﺎﻋﯽ ﺑﻨﮕﺎهﻫﺎ وارد ادﺑﯿﺎت ﺑﺎزارﯾﺎﺑﯽ ﺷﺪﻧﺪ‪ .‬ﺑﺎزارﯾﺎﺑﯽ ﺳﺒﺰ ﺑﻪ‬

‫ﺗﻮﺳﻌﻪ و ﺑﻬﺒﻮد ﻗﯿﻤﺖﮔﺬاري‪ ،‬ﺗﺮﻓﯿﻊ و ﺗﻮزﯾﻊ ﻣﺤﺼﻮﻻﺗﯽ اﻃﻼق ﻣﯽﺷﻮد ﮐﻪ ﺑﻪ ﻣﺤﯿﻂ آﺳﯿﺐ ﻧﻤﯽرﺳﺎﻧﻨﺪ‬

‫)ﭘﺮاﯾﺪ و ﻓﯿﺮل‪ .(1995 ،‬ﺷﺮﮐﺖﻫﺎي ﺑﺰرگ رﻓﺘﻪ رﻓﺘﻪ در ﻣﯽﯾﺎﺑﻨﺪ ﮐﻪ ﮔﺰﯾﻨﻪﻫﺎي ﺳﺒﺰ ﻣﯽﺗﻮاﻧﻨﺪ ﺑﻪ ﻣﻌﻨﯽ‬

‫ﺳﻮد ﺑﯿﺸﺘﺮ ﺑﺎﺷﻨﺪ‪ .‬ﺣﻮزه ﻣﺤﯿﻂ زﯾﺴﺖ و ﻣﺴﺎﺋﻞ ﻣﺮﺑﻮط ﺑﻪ آن ﺗﺎﮐﻨﻮن ﺑﻪ ﺻﻮرت ﮔﺴﺘﺮده و ﻫﻤﻪ ﺟﺎﻧﺒﻪ‬

‫‪1‬‬
‫‪Ozone‬‬
‫‪2‬‬
‫‪Bhopal‬‬
‫‪9‬‬ ‫ﻓﺼﻞ اول‪ :‬ﮐﻠﯿﺎت ﺗﺤﻘﯿﻖ‬

‫ﺗﻮﺳﻂ ﻣﺘﺨﺼﺼﺎن رﺷﺘﻪ ﻣﺪﯾﺮﯾﺖ در اﯾﺮان ﺑﺮرﺳﯽ ﻧﺸﺪه اﺳﺖ و ﻣﯽﺗﻮان ﮔﻔﺖ ﻣﻬﺠﻮر ﻣﺎﻧﺪه اﺳﺖ‪ .‬اﻣﺎ ﺑﺎ‬

‫رﺷﺪ آﮔﺎﻫﯽﻫﺎي زﯾﺴﺖﻣﺤﯿﻄﯽ ﻣﺮدم اﯾﺮان از ﯾﮏ ﺳﻮ و اﻗﺪاﻣﺎت ﺳﺎزﻣﺎنﻫﺎي ذيﺻﻼح ﻣﺎﻧﻨﺪ ﺳﺎزﻣﺎن‬

‫ﺣﻔﺎﻇﺖ ﻣﺤﯿﻂزﯾﺴﺖ در ﺗﺪوﯾﻦ ﻗﻮاﻧﯿﻦ و ﻧﻈﺎرت ﺑﺮ ﻓﻌﺎﻟﯿﺖﻫﺎي ﺷﺮﮐﺖﻫﺎ از ﺳﻮي دﯾﮕﺮ ﻟﺰوم ﺗﻮﺟﻪ ﺑﻪ‬

‫اﯾﻦ ﻣﺴﺄﻟﻪ در ﺑﯿﻦ ﺷﺮﮐﺖﻫﺎ اﺣﺴﺎس ﻣﯽﺷﻮد‪.‬‬

‫‪ 3-1‬اﻫﺪاف ﺗﺤﻘﯿﻖ‬

‫اﻫﺪاف ﺗﺤﻘﯿﻖ ﺑﻪ دو ﮔﺮوه اﻫﺪاف اﺻﻠﯽ و اﻫﺪاف ﻓﺮﻋﯽ ﺗﻘﺴﯿﻢ ﺷﺪهاﻧﺪ ﮐﻪ در اداﻣﻪ ﻫﺮﯾﮏ ﻣﻄﺮح ﮔﺮدﯾﺪه‬

‫اﺳﺖ‪.‬‬

‫‪ 1-3-1‬ﻫﺪف اﺻﻠﯽ ﺗﺤﻘﯿﻖ‬

‫ﻫﺪف اﺻﻠﯽ اﯾﻦ ﺗﺤﻘﯿﻖ ﺑﺮرﺳﯽ رﻓﺘﺎر ﻣﺼﺮفﮐﻨﻨﺪه در راﺑﻄﻪ ﺑﺎ ﺗﺼﻤﯿﻢ ﺧﺮﯾﺪ ﮐﺎﻻﻫﺎي ﺳﺒﺰ ﻣﯽﺑﺎﺷﺪ‪.‬‬

‫‪ 2-3-1‬اﻫﺪاف ﻓﺮﻋﯽ ﺗﺤﻘﯿﻖ‬

‫‪ -1‬ﺑﺮرﺳﯽ ارﺗﺒﺎط ﺑﯿﻦ ﻋﻘﺎﯾﺪ ﻣﺼﺮفﮐﻨﻨﺪه ﻧﺴﺒﺖ ﺑﻪ ﻣﺤﯿﻂ زﯾﺴﺖ و رﻓﺘﺎر ﻋﻤﻮﻣﯽ زﯾﺴﺖ‬

‫ﻣﺤﯿﻄﯽ‬

‫‪ -2‬ﺑﺮرﺳﯽ ارﺗﺒﺎط ﺑﯿﻦ ﻋﻘﺎﯾﺪ ﻣﺼﺮفﮐﻨﻨﺪه ﻧﺴﺒﺖ ﺑﻪ ﻣﺤﯿﻂ زﯾﺴﺖ و رﻓﺘﺎر ﺧﺮﯾﺪ ﺳﺒﺰ‬

‫‪ -3‬ﺑﺮرﺳﯽ وﺟﻮد ﺷﮑﺎف ﺑﯿﻦ ﻋﻘﺎﯾﺪ ﻣﺼﺮفﮐﻨﻨﺪه و رﻓﺘﺎر او در راﺑﻄﻪ ﺑﺎ ﻣﺼﺮف ﺳﺒﺰ‬

‫‪ -4‬ﺑﺮرﺳﯽ ارﺗﺒﺎط ﺑﯿﻦ ﺗﺒﻠﯿﻐﺎت ﺷﻔﺎﻫﯽ و ﮐﯿﻔﯿﺖ درك ﺷﺪه ﮐﺎﻻﻫﺎي ﺳﺒﺰ‬

‫‪ -5‬ﺑﺮرﺳﯽ ارﺗﺒﺎط ﺑﯿﻦ ﺗﺠﺮﺑﻪ ﻗﺒﻠﯽ ﻣﺼﺮفﮐﻨﻨﺪه و ﮐﯿﻔﯿﺖ دركﺷﺪه ﮐﺎﻻﻫﺎي ﺳﺒﺰ‬

‫‪ -6‬ﺑﺮرﺳﯽ راﺑﻄﻪ ﺑﯿﻦ ﮐﯿﻔﯿﺖ درك ﺷﺪه ﮐﺎﻻﻫﺎي ﺳﺒﺰ و رﻓﺘﺎر ﺧﺮﯾﺪ ﺳﺒﺰ‬
‫‪10‬‬ ‫ﻓﺼﻞ اول‪ :‬ﮐﻠﯿﺎت ﺗﺤﻘﯿﻖ‬

‫‪ 4-1‬ﭼﺎرﭼﻮب ﻧﻈﺮي ﺗﺤﻘﯿﻖ‬

‫ﻣﺘﻐﯿﺮﻫﺎي ﺗﺤﻘﯿﻖ ﭘﯿﺶ رو ﺑﻪ ﺗﺮﺗﯿﺐ در دو ﮔﺮوه ﻣﺘﻐﯿﺮﻫﺎي ﻣﺴﺘﻘﻞ و ﻣﺘﻐﯿﺮﻫﺎي واﺑﺴﺘﻪ در اداﻣﻪ ﻣﻌﺮﻓﯽ‬

‫ﺧﻮاﻫﻨﺪ ﺷﺪ‪:‬‬

‫‪ 1-4-1‬ﻣﺘﻐﯿﺮﻫﺎي ﻣﺴﺘﻘﻞ‬

‫ﻋﻘﺎﯾﺪ ﻣﺼﺮفﮐﻨﻨﺪه‪ ،‬ﺗﺒﻠﯿﻐﺎت ﺷﻔﺎﻫﯽ‪ ،‬ﺗﺠﺮﺑﻪ ﻗﺒﻠﯽ و ﮐﯿﻔﯿﺖ درك ﺷﺪه‬

‫‪ 2-4-1‬ﻣﺘﻐﯿﺮﻫﺎي واﺑﺴﺘﻪ‬

‫رﻓﺘﺎر ﻋﻤﻮﻣﯽ زﯾﺴﺖ ﻣﺤﯿﻄﯽ‪ ،‬رﻓﺘﺎر ﺧﺮﯾﺪ ﺳﺒﺰ و ﮐﯿﻔﯿﺖ درك ﺷﺪه‬

‫‪ 5-1‬ﺳﺌﻮاﻻت ﺗﺤﻘﯿﻖ و ﻓﺮﺿﯿﻪﻫﺎ‬

‫در اﯾﻦ ﺗﺤﻘﯿﻖ ﺑﻪ ﯾﮏ ﺳﻮال اﺳﺎﺳﯽ و ‪ 6‬ﺳﻮال ﻓﺮﻋﯽ ﭘﺎﺳﺦ داده ﺧﻮاﻫﺪ ﺷﺪ ﮐﻪ در اداﻣﻪ ﺗﻮﺿﯿﺢ داده‬

‫ﻣﯽﺷﻮﻧﺪ‪.‬‬

‫‪ 1-5-1‬ﺳﻮال اﺻﻠﯽ‬

‫رﻓﺘﺎر ﻣﺼﺮفﮐﻨﻨﺪه در راﺑﻄﻪ ﺑﺎ ﮐﺎﻻﻫﺎي ﺳﺒﺰ ﺑﻪ ﭼﻪ ﺻﻮرت ﻣﯽﺑﺎﺷﺪ؟‬

‫‪ 2-5-1‬ﺳﻮاﻻت ﻓﺮﻋﯽ‬

‫‪ -1‬آﯾﺎ ﺑﯿﻦ ﻋﻘﺎﯾﺪ ﻣﺼﺮف ﮐﻨﻨﺪه ﻧﺴﺒﺖ ﺑﻪ ﻣﺤﯿﻂ زﯾﺴﺖ و رﻓﺘﺎر ﻋﻤﻮﻣﯽ زﯾﺴﺖ ﻣﺤﯿﻄﯽ راﺑﻄﻪ‬

‫وﺟﻮد دارد؟‬

‫‪ -2‬آﯾﺎ ﻋﻘﺎﯾﺪ ﻣﺼﺮفﮐﻨﻨﺪه ﻧﺴﺒﺖ ﺑﻪ ﻣﺤﯿﻂ زﯾﺴﺖ ﺑﺎ رﻓﺘﺎر ﺧﺮﯾﺪ ﺳﺒﺰ راﺑﻄﻪ دارد؟‬

‫‪ -3‬آﯾﺎ ﺑﯿﻦ ﻋﻘﺎﯾﺪ ﻣﺼﺮف ﮐﻨﻨﺪه و رﻓﺘﺎر او در راﺑﻄﻪ ﺑﺎ ﻣﺼﺮف ﺳﺒﺰ ﺷﮑﺎف وﺟﻮد دارد؟‬