مقاله انگلیسی رایگان در مورد مدل سازی قصد خرید سبز با استفاده از بازاریابی ویروسی – اسپرینگر 2018

This study explores a model of viral marketing emotional methods to increase the green purchase intention in the social networks. In the process of this research, 500 forms were distributed to respondents, and 384 responses used for analysis. All of the viral marketing emotional method items were created by Delphi method. The study discovered that the viral marketing-based joy and surprise have a significant positive effect on the social value of the green product consumption. Also, the effect of the social value of green product consumption on the green purchase intention was confirmed. The green activists and marketers can improve their green product markets for the future using this approach to viral marketing. In this way, the marketers in all green product industries can increase the consumption of the green product. The main contribution of this study is the light it sheds on how the viral marketing emotions have an effect on the green purchase intention in the social network.

Introduction

This is obvious that when a consumer chooses a product, this choice has both direct and indirect effects on the environment and society (Gruber and Schlegelmilch 2014; Lai and Cheng 2016). For many years, humans have been dominated by nature but in the recent years, limitations of the natural resources have been found to be more important (Kotler 2014). Today, protection of the environment is considered as an ethical issue; therefore, ignoring this issue will have a bad consequence for humans (Kim 2002). In this regard, at present, concepts such as green marketing, product and activities are becoming more widely used, reflecting the growing interest of society in the impact of growing consumption on the environment. For instance, protection of the environment can be done by green products and green activities. The green product is the one claiming to be environmentally friendly and biodegradable and green activities are activities that support environment (Weber 1991). Green marketing consists of multiple activities designed to ensure the key aspect of marketing–product exchange with minimal negative environmental impact (Lieskovska 2010). Peattie defines green marketing as a holistic management process responsible for identifying, anticipating and meeting the needs of consumers and companies in an efficient and sustainable way (Moravcikova et al. 2017). While most of the green activities have become prevalent in the twentieth century (Hai and Mai 2012), these activities only increase the peoples’ interest to environmental issues and there is not enough growth to purchase green products (Kaufmann et al. 2012). Although consumers are sensitive to the environment and participate in the green marketing initiatives, they do not consider the environmental issues in their buying behavior. In fact, the production of the green products is only one of the requirements for the environment protection but it is not sufficient and real effort to environment protection is buying these products and using them. This means that the green purchase intention and the green consumption are real environmental protection. The green purchase intention is a willingness to consume with minimal damage to the environment (Anderson and Cunningham 1974; Brooker 1976). Regarding the importance of the green purchase intention and traditional marketing weakness to eliminate environmental problems (Porter and Golan 2006), the green activists and marketers need to look for more effective ways to encourage consumers to consume green products. In this regard and regarding the increasing growth in the social networks, they can use these networks as a golden opportunity to enhance the green purchase intention and protect the environment. Also, the viral marketing is one of the most important methods in the social networks to message diffusing. This method focuses on the diffusion of product information by deliberately exploiting existing social networks to encourage people to make referrals to their friends (i.e., share news or information about a product or service) (Leskovec et al. 2007). The importance of the green purchase intention, high capabilities of the viral marketing and the increasing growth in the social networks show that the green activists and marketers should use the viral marketing techniques to increase green purchase intention in the social network.