فﺮﺼﻣ ﺪﯾﺮﺧ رﺎﺘﻓر ﺮﺑ ﺮﺛﻮﻣ ﻞﻣاﻮﻋ ﯽﺳرﺮﺑ ﺰﺒﺳ ﯽﯾاﺬﻏ تﻻﻮﺼﺤﻣ نﺎﮔﺪﻨﻨﮐ
ﯽﺳﺎﺑﺮﮐ ﺎﺿﺮﯿﻠﻋ
،
1ﻈﻋا ﻪﻬﻟا ﯽﺘﻤﺣر ﻢ
2
*
1 - يزروﺎﺸﮐ هﺪﮑﺸﻧاد دﺎﺘﺳا
، يزروﺎﺸﮐ دﺎﺼﺘﻗا هوﺮﮔ ،
ﺪﻬﺸﻣ ﯽﺳودﺮﻓ هﺎﮕﺸﻧاد ناﺮﯾا ،ﺪﻬﺸﻣ ،
.
2 - يزروﺎﺸﮐ دﺎﺼﺘﻗا ياﺮﺘﮐد يﻮﺠﺸﻧاد
، ﺪﻬﺸﻣ ﯽﺳودﺮﻓ هﺎﮕﺸﻧاد ناﺮﯾا ،ﺪﻬﺸﻣ ،
.
ﻪﻟﺎﻘﻣ تﺎﻋﻼﻃا ﮑﭼ
ﯿ هﺪ
رﺎﺗ ﯾ ﺎﻫ ﺦ ي ﻪﻟﺎﻘﻣ :
رﺎﺗ ﯾ رد ﺦ ﯾ ﺖﻓﺎ : 29 / 02 / 1397
رﺎﺗ ﯾ ﺦ ﺬﭘ ﯾ شﺮ : 22 / 04 / 1400
ﻠﮐ تﺎﻤﻠﮐ ﯿ
ﺪ ي :
،ﺶﻧاد فﺮﺼﻣ كرد ،هﺪﻨﻨﮐ
ﺒﺳ رﺎﺘﻓر ،ﺰ
ﯽﺘﻓﺎﯾزﺎﺑ رﺎﺘﻓر .
DOI: 10.52547/fsct.18.117.343
تﺎﺒﺗﺎﮑﻣ لﻮﺌﺴﻣ
:
ﻪﻫد لﻮﻃ رد ﺐﯾﺮﺨﺗ ﻪﺑ ﺮﺠﻨﻣ تﺎﻣﺪﺧ و ﺎﻫﻻﺎﮐ فﺮﺼﻣ ﺮﯿﮕﻤﺸﭼ و نوﺰﻓازور ﺶﯾاﺰﻓا ،ﻪﺘﺷﺬﮔ يﺎﻫ
ﻂﯿﺤﻣ ﻪﺑ ﺪﯾﺪﺷ ﺐﯿﺳآ و ﯽﻌﯿﺒﻃ ﻊﺑﺎﻨﻣ فﺮﺼﻣ زا يرﺎﯿﺴﺑ ﻪﮐ ﺖﺳا هﺪﺷ ﺖﺴﯾز
ﻪﺘﺷاد نآﺮﺑ ار نﺎﮔﺪﻨﻨﮐ
ﺖﺴﯾز تاﺮﺛا ﺎﺗ ﺖﺳا ﺪﻨﻫد ﺶﻫﺎﮐ ار دﻮﺧ فﺮﺼﻣ ﯽﻄﯿﺤﻣ
. هﺪﺷ ﯽﻌﺳ ﻪﻌﻟﺎﻄﻣ ﻦﯾا رد ﯽﺳرﺮﺑ ﻪﺑ ﺎﺗ
فﺮﺼﻣ كرد ،ﯽﻄﯿﺤﻣ ﺖﺴﯾز ﻞﺋﺎﺴﻣ هرﺎﺑرد ﺶﻧاد ﺮﯿﺛﺄﺗ فﺮﺼﻣ ﯽﺘﻓﺎﯾزﺎﺑ رﺎﺘﻓر و هﺪﻨﻨﮐ
يور ﺮﺑ هﺪﻨﻨﮐ
لﺪﻣ شور زا هدﺎﻔﺘﺳا ﺎﺑ ﺰﺒﺳ تﻻﻮﺼﺤﻣ ﺪﯾﺮﺧ رﺎﺘﻓر ياﺮﺑ ﻪﮐ دﻮﺷ ﻪﺘﺧادﺮﭘ يرﺎﺘﺧﺎﺳ تﻻدﺎﻌﻣ ﯽﺑﺎﯾ
هداد زا رﻮﻈﻨﻣ ﻦﯾا ﯽﻧﺎﻣز ﻊﻄﻘﻣ يﺎﻫ
215 فﺮﺼﻣ لﺎﺳ رد ﺪﻬﺸﻣ ﺮﻬﺷ ﺢﻄﺳ رد هﺪﻨﻨﮐ 1396
ﻪﺘﻓﺮﮔ هﺮﻬﺑ
ﺖﺳا هﺪﺷ .
لﺪﻣ ﺞﯾﺎﺘﻧ فﺮﺼﻣ شﺮﮕﻧ ﺎﯾ كرد ﻪﮐ ﺖﺳا نآ زا ﯽﮐﺎﺣ يرﺎﺘﺧﺎﺳ تﻻدﺎﻌﻣ ﯽﺑﺎﯾ
هﺪﻨﻨﮐ
ﺶﯿﭘ ﻞﻣﺎﻋ ﻦﯾﺮﺘﻤﻬﻣ ﯽﻨﯿﺑ
ﯽﻫﺎﮔآ ﺶﯾاﺰﻓا ياﺮﺑ شﻼﺗ ﻪﮐ ﺖﺳا ﺰﺒﺳ ﯽﯾاﺬﻏ تﻻﻮﺼﺤﻣ ﺪﯾﺮﺧ رﺎﺘﻓر هﺪﻨﻨﮐ
فﺮﺼﻣ ﯽﯾﺎﻧاﻮﺗ عاﻮﻧا ﯽﻓﺮﻌﻣ ياﺮﺑ ﯽﺗﺎﻐﯿﻠﺒﺗ يﺎﻫراﺰﺑا ﻖﯾﺮﻃ زا ،نﺎﮔﺪﻨﻨﮐ ﺎﻬﻧآ يﺎﻫ
ﺐﯾﺮﺨﺗ ﺶﻫﺎﮐ ﺖﻬﺟ
ﻂﯿﺤﻣ ﯽﻣ ﺖﺴﯾز ﺪﺷﺎﺑ راﺬﮔﺮﯿﺛﺄﺗ ﻢﻬﻣ تﺎﻣاﺪﻗا زا ﯽﮑﯾ ﺪﻧاﻮﺗ
. ﺐﺴﭼﺮﺑ ﻦﯿﻨﭽﻤﻫ و تﻻﻮﺼﺤﻣ يراﺬﮔ
ﺖﻤﯿﻗ ﻦﺘﺷاد ﻪﮕﻧ ﻦﯿﯾﺎﭘ ﻂﯿﺤﻣ ﺎﺑ رﺎﮔزﺎﺳ تﻻﻮﺼﺤﻣ يﺎﻫ
ﻦﯿﭙﻤﮐ ﻖﯾﺮﻃ زا ﺖﺴﯾز نﺎﮔرا و ﺎﻫ
يﺎﻫ
ﺖﯾﺎﻤﺣ ﺖﺳا هﺪﺷ دﺎﻬﻨﺸﯿﭘ هﺪﻨﻨﮐ .
ناﺮﯾا ﯽﯾاﺬﻏ ﻊﯾﺎﻨﺻ و مﻮﻠﻋ ﻪﻠﺠﻣ
www.fsct.modares.ac.ir:ﻪﻠﺠﻣ ﺖﯾﺎﺳ
ﻪﻟﺎﻘﻣ ﻤﻠﻋ ﯽ ﺸﻫوﮋﭘ_ ﯽ
1 - ﻪﻣﺪﻘﻣ
ﻪﻫد لﻮﻃ رد فﺮﺼﻣ ﺮﯿﮕﻤﺸﭼ و نوﺰﻓازور ﺶﯾاﺰﻓا ،ﻪﺘﺷﺬﮔ يﺎﻫ
تﺎﻣﺪﺧ و ﺎﻫﻻﺎﮐ ﻪﺑ ﺮﺠﻨﻣ
و ﯽﻌﯿﺒﻃ ﻊﺑﺎﻨﻣ ﺐﯾﺮﺨﺗ ﺪﯾﺪﺷ ﺐﯿﺳآ
ﻂﯿﺤﻣ ﻪﺑ ﺖﺴﯾز ﺖﺳا هﺪﺷ ]
1 [ . رد ﯽﻫﺎﮔآ ﺶﯾاﺰﻓا ﻞﯿﻟد ﻪﺑ ﺎﻣا
ﺖﺴﯾز ﻒﻠﺘﺨﻣ تﻼﮑﺸﻣ درﻮﻣ ﯽﻟﺎﻌﻓ رﻮﻃ ﻪﺑ مدﺮﻣ ،ﯽﻄﯿﺤﻣ
ﯽﻣ ﯽﻌﺳ ﺶﻫﺎﮐ ار دﻮﺧ فﺮﺼﻣ ﯽﻄﯿﺤﻣ ﺖﺴﯾز تاﺮﺛا ﺪﻨﻨﮐ
ﺪﻨﻫد ] 2 [.
فﺮﺼﻣ ًﺎﺣﻼﻄﺻا ﻪﮐ داﺮﻓا ﻦﯾا سﺎﺳا ﻦﯾاﺮﺑ نﺎﮔﺪﻨﻨﮐ
ﯽﻣ هﺪﯿﻣﺎﻧ ﺰﺒﺳ فﺮﺼﻣ و ﺪﯾﺮﺧ يﺎﻫرﺎﺘﻓر ،ﺪﻧﻮﺷ
رد ار دﻮﺧ
ﯽﻣ مﺎﺠﻧا ﺖﺴﯾز ﻂﯿﺤﻣ ﺐﯾﺮﺨﺗ زا يﺮﯿﮔﻮﻠﺟ يﺎﺘﺳار ﻫد
ﺪﻨ ] 3 [ .
فﺮﺼﻣ رﺎﺘﻓر درﻮﻣ رد ﻪﻌﻟﺎﻄﻣ ﺰﺒﺳ هﺪﻨﻨﮐ
لﺎﺳ لﻮﻃ رد ،1
يﺎﻫ
1970 ﻪﻣﺎﻧﺮﺑ ياﺮﺑ ﻢﻬﻣ عﻮﺿﻮﻣ ﮏﯾ ناﻮﻨﻋ ﻪﺑ ﯽﺑﺎﯾرازﺎﺑ ناﺰﯾر
ﺪﺷ راﺪﯾﺪﭘ ]
4 [ . ﻦﯾاﺮﺑﺎﻨﺑ ﺗ ﺶﯾاﺰﻓا ﻞﯿﻟد ﻪﺑ ﻪﮐ ﺎﺠﻧآ زا ﺐﯾﺮﺨ
ﻂﯿﺤﻣ ﻨﻣ ﺪﺣ زا ﺶﯿﺑ فﺮﺼﻣ و ﺖﺴﯾز ﻞﺋﺎﺴﻣ ،ﯽﻌﯿﺒﻃ ﻊﺑﺎ
ﺖﺴﯾز هﺪﻨﯾاﺰﻓ رﻮﻃ ﻪﺑ ﯽﻄﯿﺤﻣ يا
فﺮﺼﻣ يودﺮﻫ ياﺮﺑ و هﺪﻨﻨﮐ
هﺪﻨﻨﮐﺪﯿﻟﻮﺗ ﺖﺳا ﻪﺘﻓﺎﯾ ﺖﯿﻤﻫا
] 5 [،
ﺮﺳاﺮﺳ ﻒﻠﺘﺨﻣ يﺎﻫرﻮﺸﮐ
مﺎﮔ نﺎﻬﺟ ﻞﻗاﺪﺣ ﻪﺑ ﺖﻬﺟ رد ﯽﯾﺎﻫ
ﺮﻀﻣ تاﺮﺛا نﺪﻧﺎﺳر
ﺖﯿﻟﺎﻌﻓ ﻪﺘﺷادﺮﺑ ﺖﺴﯾز ﻂﯿﺤﻣ يور ﺮﺑ دﻮﺧ رﺎﮐ و ﺐﺴﮐ يﺎﻫ ﺪﻧا
.
ﺰﺒﺳ ﯽﺑﺎﯾرازﺎﺑ ﺎﺘﺳار ﻦﯾا رد ﻋ ﻪﺑ
ناﻮﻨ ﯽﺑﺎﯾرازﺎﺑ يﮋﺗاﺮﺘﺳا ﮏﯾ
ﺪﺷ حﺮﻄﻣ ﮏﻤﮐ فﺪﻫ ﻦﯾا ﻪﺑ ﯽﺑﺎﯿﺘﺳد رد نﺎﺑﺎﯾرازﺎﺑ ﻪﺑ ﻪﮐ
ﯽﻣ دﻮﻤﻧ . ﯽﺑﺎﯿﺘﺳد رد نﺎﺼﻘﻧ نوﺪﺑ ﻪﮐ ﺖﺳا ﻢﻬﻣ نﺎﺑﺎﯾرازﺎﺑ ياﺮﺑ
ﺪﻨﻧﺎﺳر فﺮﺼﻣ ﻪﺑ ﺪﻣارﺎﮐ رﻮﻃ ﻪﺑ ار ﻊﺑﺎﻨﻣ ﯽﻧﺎﻣزﺎﺳ فاﺪﻫا ﻪﺑ .
ﺺﯿﺨﺸﺗ ﻞﺑﺎﻗ يﺎﯾاﺰﻣ دﺎﺠﯾا ﻖﯾﺮﻃ زا ،ﯽﺑﺎﯾرازﺎﺑ عﻮﻧ ﻦﯾا ﺖﺴﯾز ﺮﺑ ﯽﻄﯿﺤﻣ زا دراد ار نآ رﺎﻈﺘﻧا يﺮﺘﺸﻣ ﻪﮐ ﻪﭽﻧآ سﺎﺳا
ﻂﯿﺤﻣ ﯽﻣ ﺖﯾﺎﻤﺣ ﺖﺴﯾز ﺪﻨﮐ
] 6 [.
هژاو
"
ﺰﺒﺳ
"
ﯽﻣﺮﺑرد ار يدﺎﯾز ﻖﯾدﺎﺼﻣ ﯽﻣ ﻪﮐ دﺮﯿﮔ
ﻪﺑ ﺪﻧاﻮﺗ
ﯽﻫﺎﮔآ ،يراﺪﯾﺎﭘ ،ﺖﺴﯾز ﻂﯿﺤﻣ ﻪﺑ ﺖﺒﺴﻧ يرﺎﯿﺷﻮﻫ ناﻮﻨﻋ فﺮﺼﻣ زا ﺖﯾﺎﻤﺣ ،ﯽﺘﺳودﺮﺸﺑ ،ﺖﻇﺎﻔﺣ ،ﮏﯾژﻮﻟﻮﮐا ﻦﯾﻮﻧ هﺪﻨﻨﮐ
ﺖﮐﺮﺷ ﯽﻋﺎﻤﺘﺟا ﺖﯿﻟﻮﺌﺴﻣ و ﺷ ﻒﯾﺮﻌﺗ ﺎﻫ
دﻮ . ﺰﺒﺳ ﯽﺑﺎﯾرازﺎﺑ
ﻪﻫد ﺮﺧاوا رد رﺎﺑ ﻦﯿﻟوا 1970
ﺪﺷ ﯽﻓﺮﻌﻣ ﯽﻧﺎﻣز ؛
ﻦﻤﺠﻧا ﻪﮐ
ﺎﮑﯾﺮﻣا ﯽﺑﺎﯾرازﺎﺑ ﯽﺑﺎﯾرازﺎﺑ درﻮﻣ رد ﯽﺷزﻮﻣآ هﺎﮔرﺎﮐ ﻦﯿﻟوا 2
لﺎﺳ رد ار ﮏﯾژﻮﻟﻮﮐا 1975
ﻦﯿﻟوا نآ ﻞﺼﺣﺎﻣ و دﺮﮐ راﺰﮔﺮﺑ
عﻮﺿﻮﻣ ﺎﺑ هزﻮﺣ ﻦﯾا رد بﺎﺘﮐ
"
ﮏﯾژﻮﻟﻮﮐا ﯽﺑﺎﯾرازﺎﺑ
"
رد ﻪﮐ دﻮﺑ
لﺎﺳ 1976 نﻮﯿﻨﯿﻫ ﻂﺳﻮﺗ ﺪﺷ ﻒﯿﻟﺄﺗ ﺮﯿﻨﯾﺎﮐ و
. ﺮﻈﻧ ﻖﺒﻃ ﺮﺑ
ِنﺎﮔﺪﻨﺴﯾﻮﻧ بﺎﺘﮐ ﻦﯾا
ﻦﯾا ﻪﺑ ﺰﺒﺳ ﯽﺑﺎﯾرازﺎﺑ زا ﻒﯾﺮﻌﺗ ﻦﯿﻟوا
ﺖﺳا ترﻮﺻ :
هدﺎﯿﭘ ﻪﻣﺎﻧﺮﺑ يزﺎﺳ رد هﺪﺷ ﺖﯾاﺪﻫ ﯽﺑﺎﯾرازﺎﺑ يﺎﻫ
ﺖﺴﯾز ﻞﯾﺎﺴﻣ ﻪﺑ ﺖﺒﺴﻧ ﻪﮐ رازﺎﺑ زا ﯽﺸﺨﺑ
ﺪﻨﺘﺴﻫ هﺎﮔآ ﯽﻄﯿﺤﻣ
] 7 [ . ﺖﯿﻟﺎﻌﻓ مﺎﻤﺗ ﻪﺑ ﺰﺒﺳ ﯽﺑﺎﯾرازﺎﺑ ﺮﮕﯾد ﯽﻔﯾﺮﻌﺗ رد ﻪﺘﻔﮔ ﯽﯾﺎﻫ
ﯽﻣ ﺖﻬﺟ رد ﻪﻟدﺎﺒﻣ ﻪﻧﻮﮔﺮﻫ ﻞﯿﻬﺴﺗ و دﺎﺠﯾا ياﺮﺑ ﻪﮐ دﻮﺷ
هدروآﺮﺑ ﻪﺘﺳاﻮﺧ ﺎﯾ ﺎﻫزﺎﯿﻧ يزﺎﺳ ﻪﺑ ﺖﺳا هﺪﺷ ﯽﺣاﺮﻃ ﺮﺸﺑ يﺎﻫ
ﻪﺘﺳاﻮﺧ و ﺎﻫزﺎﯿﻧ ﻦﯾا ندﺮﮐ فﺮﻃﺮﺑ ﻪﮐ يرﻮﻃ ﺮﺛا ﻞﻗاﺪﺣ ﺎﺑ ﺎﻫ
دﻮﺷ مﺎﺠﻧا ﯽﻌﯿﺒﻃ ﻂﯿﺤﻣ يور ﯽﺒﯾﺮﺨﺗ ]
8 [ . ﺖﯿﻤﻫا ﺰﺋﺎﺣ ﻪﺘﮑﻧ
ﺖﯾﺎﻤﺣ ﺮﺑ هوﻼﻋ ﺰﺒﺳ ﯽﺑﺎﯾرازﺎﺑ فﺪﻫ ﻪﮐ ﺖﺳا ﻦﯾا ﻣ ﻂﯿﺤ فﺮﺼﻣ ندﻮﻤﻧ ﺮﯿﮔرد ،ﺖﺴﯾز ﻪﻌﺳﻮﺗ دﺮﮑﯾور رد نﺎﮔﺪﻨﻨﮐ
ﺖﺳا راﺪﯾﺎﭘ .
اﺬﻟ ﺰﺒﺳ ﯽﺑﺎﯾرازﺎﺑ رد ﺖﯿﻤﻫا و هﺎﮕﯾﺎﺟ ﻞﯿﻟد ﻪﺑ
فﺮﺼﻣ ﺪﯾﺮﺧ رﺎﺘﻓر ﺰﺒﺳ هﺪﻨﻨﮐ
ﯽﮑﯾ ناﻮﻨﻋ ﻪﺑ رﺎﺘﻓر ﻦﯾا ﯽﺳرﺮﺑ ،
ﺶﻫوﮋﭘ ﻦﯾﺮﺘﻤﻬﻣ زا ﯽﻤﻠﻋ يﺎﻫ
هزﻮﺣ ﻦﯾا رد ﻪﺘﻓﺮﮔ ترﻮﺻ رد
لﺎﺳ ﺮﯿﺧا يﺎﻫ ﯽﻣ
ور يﺎﻫﺮﯿﻐﺘﻣ نآ رد ﻪﮐ ﺪﺷﺎﺑ ﺪﻨﻧﺎﻣ ﯽﺘﺧﺎﻨﺸﻧا
ﺖﺴﯾز ﯽﻧاﺮﮕﻧ ﯽﺸﺨﺑﺮﺛا ،ﯽﻄﯿﺤﻣ
فﺮﺼﻣ كرد يﺎﻫ و هﺪﻨﻨﮐ
ﺖﺴﯾز ﺶﻧاد هدﺮﺘﺴﮔ رﻮﻄﺑ ﯽﻄﯿﺤﻣ
ﻪﺘﻓﺮﮔ راﺮﻗ هدﺎﻔﺘﺳا درﻮﻣ يا
ﺖﺳا ] 9 و 10 [.
فﺮﺼﻣ ﺮﺜﮐا ﻪﮐ ﯽﻟﺎﺣرد ﺎﻣا ار نﺎﺷدﻮﺧ نﺎﮔﺪﻨﻨﮐ
سﺎﺴﺣ داﺮﻓا ناﻮﻨﻋ ﻪﺑ ﻂﯿﺤﻣ ﻪﺑ
ﺖﺴﯾز ﯽﻣ ﯽﻓﺮﻌﻣ ،ﺪﻨﻨﮐ
را رد يرﺎﮔزﺎﺳ ﺞﯾﺎﺘﻧ يدﺎﯾز تﺎﻘﯿﻘﺤﺗ رﺎﺘﻓر و ﺎﻋدا ﻦﯾا ﺎﺑ طﺎﺒﺗ
هداﺪﻧ نﺎﺸﻧ ﺪﯾﺮﺧ ﺪﻧا
. جﻮﻣ ﻪﭼﺮﮔا ﺪﻧﺪﻘﺘﻌﻣ نﺎﻘﻘﺤﻣ يرﺎﯿﺴﺑ
ﻪﻫد ﻞﯾاوا زا ،نآ درﻮﻣ رد ﯽﻧاﺮﮕﻧ و ﯽﻄﯿﺤﻣ ﺖﺴﯾز ﯽﻫﺎﮔآ 1970 يرﺎﺘﻓر فﺎﮑﺷ ﺎﻣا ﻪﺘﻓﺎﯾ ﺶﯾاﺰﻓا دﻮﺟو زﻮﻨﻫ ﯽﺷﺮﮕﻧ–
دراد . ﯽﻫﺎﮔآ ﻦﯿﺑ يرادﺎﻨﻌﻣ فﺎﮑﺷ ﺎﯿﻧﺎﺘﯾﺮﺑ رد لﺎﺜﻣ ياﺮﺑ
ﺖﺴﯾز دﻮﺟو رﺎﺘﻓر و ﯽﻄﯿﺤﻣ دراد
. فﺮﺼﻣ ﻪﭼﺮﮔا نﺎﮔﺪﻨﻨﮐ
شﺮﮕﻧ ﻪﺘﺷاد ﮏﯿﻧﺎﮔرا ياﺬﻏ ﻪﺑ يﺪﻋﺎﺴﻣ يﺎﻫ ﺪﻧا
) ﻦﯿﺑ 46 ﺎﺗ 67
ﺪﺻرد ( ﺎﻬﻨﺗ 4 ﺎﺗ 10 هﺪﯾﺮﺧ ار ﯽﻣﻼﻗا ﻦﯿﻨﭼ ًﺎﻌﻗاو ﺪﺻرد ﺪﻧا
] 11 [ ﺖﺳا ﻪﺘﺷاد ﻪﻣادا لﺎﺳ ﻪﺳ ياﺮﺑ ﺪﻧور ﻦﯾا و ]
12 [.
ﺞﯾﺎﺘﻧ
ﺎﮑﯾﺮﻣا هﺪﺤﺘﻣ تﻻﺎﯾا رد ﯽﻬﺑﺎﺸﻣ ﻞﺻﺎﺣ ﺰﯿﻧ
ﺖﺳا هﺪﺷ
] 13 و 14 [.
ﯽﮕﻧﻮﮕﭼ ﻦﺘﺴﻧاد ﻪﮐ ﺎﺠﻧآ زا قﻮﻓ ﺐﻟﺎﻄﻣ ﻪﺑ ﻪﺟﻮﺗ ﺎﺑ ﻦﯾاﺮﺑﺎﻨﺑ فﺮﺼﻣ ندﻮﺑ ﺰﺒﺳ نﺎﺷرﺎﺘﻓر و شﺮﮕﻧ ،ﺶﻧاد ﺐﺴﺣﺮﺑ نﺎﮔﺪﻨﻨﮐ
ﺎﺑ رﺎﮔزﺎﺳ تﻻﻮﺼﺤﻣ ﯽﺑﺎﯾرازﺎﺑ رد ﯽﻤﻬﻣ رﺎﯿﺴﺑ عﻮﺿﻮﻣ ﻂﯿﺤﻣ ﯽﻣ ﺖﺴﯾز ﻦﯿﯿﻌﺗ ﻪﻌﻟﺎﻄﻣ ﻦﯾا فﺪﻫ اﺬﻟ ،ﺪﺷﺎﺑ
ﮏﯾ ﺮﻫ ﺮﯿﺛﺄﺗ
زا فﺮﺼﻣ ﺪﯾﺮﺧ رﺎﺘﻓر يور ﺮﺑ ﻞﻣاﻮﻋ ﻦﯾا هﺪﻨﻨﮐ
ﯽﻣ ﺪﺷﺎﺑ .
2 - شور و داﻮﻣ ﺎﻫ
زا ﯽﻔﯿﺻﻮﺗ ﻖﯿﻘﺤﺗ ،ﺶﻫوﮋﭘ ﻦﯾا رد هدﺎﻔﺘﺳا درﻮﻣ ﻖﯿﻘﺤﺗ شور ﻊﻤﺟ رﻮﻈﻨﻣ ﻪﺑ ﻪﮐ ﺖﺳا ﯽﮕﺘﺴﺒﻤﻫ عﻮﻧ ﯽﻤﮐ ﻞﯿﻠﺤﺗ ﺰﯿﻧ و يروآ
ﺪﺷ هدﺎﻔﺘﺳا ﻪﻣﺎﻨﺸﺳﺮﭘ راﺰﺑا زا ﺰﺒﺳ ﯽﺑﺎﯾرازﺎﺑ صﻮﺼﺧ .
ﺶﻫوﮋﭘ ﻪﻣﺎﻨﺸﺳﺮﭘ ود رد ﺶﻫوﮋﭘ هﺪﻣآ ﺖﺳد ﻪﺑ لﺪﻣ سﺎﺳا ﺮﺑ
ﯽﻣﻮﻤﻋ تﻻاﻮﺳ ﺖﻤﺴﻗ )
رد ﯽﺘﺧﺎﻨﺷ ﺖﯿﻌﻤﺟ و ﯽﻠﮐ تﺎﻋﻼﻃا
نﺎﮔﺪﻨﻫد ﺦﺳﺎﭘ ﺎﺑ ﻪﻄﺑار (
ﯽﺼﺼﺨﺗ تﻻاﻮﺳ و )
ﻞﻣﺎﺷ 22 لاﻮﺳ (
ﻪﮐ هﺪﺷ ﯽﻌﺳ ﯽﺼﺼﺨﺗ تﻻاﻮﺳ ﯽﺣاﺮﻃ رد ؛ﺖﺳا هﺪﺷ ﻪﯿﻬﺗ ﻞﻣﺎﺷ و ﺪﺷﺎﺑ ﻢﻬﻓ ﻞﺑﺎﻗ ﻦﮑﻤﻣ ﺪﺣ ﺎﺗ ﻪﻣﺎﻨﺸﺳﺮﭘ تﻻاﻮﺳ ﯾﺎﻫﺮﯿﻐﺘﻣ ﻪﮐ ﺖﺳا ﯽ ﻨﺒﻣ ﺮﺑ
ﻪﺟرد ﺞﻨﭘ ﻒﯿﻃ يﺎ ﺦﺳﺎﭘ تﺮﮑﯿﻟ يا
هداد ﺖﺳا هﺪﺷ هزاﺪﻧا ﺖﻬﺟ ﻪﻧﻮﻤﻧ ياﺮﺑ ؛
ﺶﻧاد ناﺰﯿﻣ يﺮﯿﮔ
ﯽﺗﺎﻋﻮﺿﻮﻣ زا ﯽﺘﺳﺮﻬﻓ ﯽﻄﯿﺤﻣ ﺖﺴﯾز ﻞﺋﺎﺴﻣ هرﺎﺑرد )
ﺮﯿﻈﻧ
ﻪﻧﺎﺧدور ﯽﮔدﻮﻟآ ،يﺪﯿﺳا نارﺎﺑ /
و ﯽﻧﺎﻬﺟ نﺪﺷ مﺮﮔ ،ﺎﯾرد هﺮﯿﻏ
(
ﻪﺴﯾﺎﻘﻣ ﮏﯾ زا هدﺎﻔﺘﺳا ﺎﺑ 5
ﻪﻨﯾﺰﮔ ﻪﮐ ترﻮﺻ ﻦﯾا ﻪﺑ يا 1
ﻪﺑ
ﯽﻨﻌﻣ
"
ﭼ ﭻﯿﻫ ﻦﻣ ﻢﻧاﺪﯿﻤﻧ عﻮﺿﻮﻣ ﻦﯾا هرﺎﺑرد ﺰﯿ
"
و 5 ﯽﻨﻌﻣ ﻪﺑ
"
ﯽﻣ عﻮﺿﻮﻣ ﻦﯾا درﻮﻣ رد دﺎﯾز ﻦﻣ ﻢﻧاد
"
ﺖﺳا هﺪﺷ ﻒﯾﺮﻌﺗ ، .
ًﻼﻣﺎﮐ ﻪﻨﻣاد رد ﯽﺳﺎﯿﻘﻣ ﺎﺑ يدﺮﻓ رﺎﺘﻓر و كرد ﺮﯿﺛﺄﺗ ﻒﻟﺎﺨﻣ
) 1 (
ًﻼﻣﺎﮐ ﺎﺗ ﻖﻓاﻮﻣ ) 5 ( ﺖﺳا هﺪﺷ هﺪﯿﺠﻨﺳ .
ﯽﺘﻓﺎﯾزﺎﺑ رﺎﺘﻓر ﺖﯾﺎﻬﻧ رد
ﻪﻟﺎﺑز يزﺎﺳاﺪﺟ ﯽﻧاواﺮﻓ ﯽﺳرﺮﺑ ﻪﺑ ﻪﮐ ﻪﻠﻤﺟ زا ﺎﻫ
،ﺬﻏﺎﮐ
ﯽﻣ تاﺰﻠﻓ و ﻪﺸﯿﺷ ،ﮏﯿﺘﺳﻼﭘ سﺎﯿﻘﻣ ﺎﺑ دزادﺮﭘ
5 ﻪﻨﯾﺰﮔ يا
ﺰﮔﺮﻫ ﻪﮐ ﺖﺳا هﺪﺷ ﻒﯾﺮﻌﺗ ترﻮﺻ ﻦﯾا ﻪﺑ تﺮﮑﯿﻟ )
1 ( ﻪﺸﯿﻤﻫ و
) 5 ( ﺖﺳا هداد صﺎﺼﺘﺧا دﻮﺧ ﻪﺑ ار .
سﺎﺳا ﻦﯾاﺮﺑ ﯽﻣﻮﻬﻔﻣ لﺪﻣ
ﯽﺳرﺮﺑ درﻮﻣ ﻞﯾذ ﻞﮑﺷ رد
نﺎﺸﻧ
هﺪﺷ هداد ﺖﺳا . ﯽﻣ عﻮﺿﻮﻣ ﻦﯾا ﯽﺳرﺮﺑ ﻪﺑ لﺪﻣ ﻦﯾا ﻪﮐ دزادﺮﭘ
ز ﺶﻧاد رﻮﻄﭼ ﺖﺴﯾ
فﺮﺼﻣ كرد ،ﯽﻄﯿﺤﻣ ﯽﺘﻓﺎﯾزﺎﺑ رﺎﺘﻓر و هﺪﻨﻨﮐ
ﺪﯾﺮﺧ رﺎﺘﻓر ﺮﺑ ﺰﺒﺳ تﻻﻮﺼﺤﻣ
هﺪﻨﯾﺎﻤﻧ ناﻮﻨﻋ ﻪﺑ زا يا
ﺖﺳا راﺬﮔﺮﯿﺛﺄﺗ ﺰﺒﺳ تﻻﻮﺼﺤﻣ .
Fig 1 conceptual framework of research
ﻦﯾاﺮﺑﺎﻨﺑ ﯽﻣ ﻪﮐ يدﺎﻌﺑا هﺪﺷ مﺎﺠﻧا تﺎﻌﻟﺎﻄﻣ سﺎﺳاﺮﺑ ﺮﺑ ﺪﻧاﻮﺗ
ﺮﯿﺛﺄﺗ ﺰﺒﺳ تﻻﻮﺼﺤﻣ ﺪﯾﺮﺧ دراﻮﻣ رد دراﺬﮕﺑ
ﻞﯾذ هﺪﺷ ﻪﺻﻼﺧ
ﺖﺳا :
ﻒﻟا ( ﺖﺴﯾز ﺶﻧاد ﯽﻄﯿﺤﻣ
و ﯽﻫﺎﮔآ ناﺰﯿﻣ ،ﺰﺒﺳ ﺪﯾﺮﺧ ﻪﻨﯿﻣز رد ﻪﻌﻟﺎﻄﻣ درﻮﻣ دﺎﻌﺑا زا ﯽﮑﯾ فﺮﺼﻣ ﺶﻧاد ﺖﺴﯾز تﻼﮑﺸﻣ هرﺎﺑرد هﺪﻨﻨﮐ
ﻪﮐ ﺖﺳا ﯽﻄﯿﺤﻣ
شﺮﮕﻧ ﮏﯾ دﺎﺠﯾا ياﺮﺑ مدﺮﻣ ندﺮﮐ هدﺎﻣآ رد ار ﯽﻤﻬﻣ ﺶﻘﻧ ﻂﯿﺤﻣ ﻪﺑ ﺖﺒﺴﻧ هﺪﻧزﺎﺳ و ﺖﺒﺜﻣ ﻪﺠﯿﺘﻧ رد و ﺖﺴﯾز
ﻞﺣ ﻪﺑ ﮏﻤﮐ
ﺶﻟﺎﭼ زا ﯽﺧﺮﺑ ﺖﺴﯾز ﻞﺋﺎﺴﻣ و ﺎﻫ
ﯽﻣ يزﺎﺑ ﯽﻄﯿﺤﻣ ﺪﻨﮐ
. ﺶﻧاد
ﺖﺴﯾز ﻂﺑاور و ﻢﯿﻫﺎﻔﻣ ،تﺎﯿﻌﻗاو زا ﯽﻠﮐ ﺶﻧاد ناﻮﻨﻋ ﻪﺑ ﯽﻄﯿﺤﻣ
ﻢﺘﺴﯿﺳﻮﮐا و ﯽﻌﯿﺒﻃ ﻂﯿﺤﻣ ﺎﺑ ﻂﺒﺗﺮﻣ نآ هﺪﻤﻋ يﺎﻫ
"
هﺪﺷ ﻒﯾﺮﻌﺗ
ﺖﺳا ] 15 [.
ﺶﻧاد تاﺮﺛا هرﺎﺑرد ﻪﺘﺷﺬﮔ تﺎﻌﻟﺎﻄﻣ ﻪﺘﺒﻟا
ﺖﺴﯾز ﺖﺴﯾز رﺎﺘﻓر يور ﺮﺑ ﯽﻄﯿﺤﻣ ﯽﻄﯿﺤﻣ
ﯾﺎﺘﻧ ﺞ يدﺪﻌﺘﻣ ار
ﯽﻣ نﺎﺸﻧ ﺪﻫد ] 16 [ . شراﺰﮔ ﻒﻠﺘﺨﻣ تﺎﻘﯿﻘﺤﺗ ﻪﻧﻮﻤﻧ ياﺮﺑ هدﺮﮐ
ﺖﺴﯾز ﺶﻧاد ﻦﯿﺑ ﯽﺘﺒﺜﻣ ﻪﻄﺑار ﻪﮐ ﺪﻧا شﺮﮕﻧ و ﯽﻄﯿﺤﻣ
ﺖﺴﯾز دراد دﻮﺟو ﯽﻄﯿﺤﻣ ]
17 ، 18
، 19 ، 20 و 21 [ . ﯽﻟﺎﺣ رد
ﻪﻄﺑار ﯽﺳرﺮﺑ ﻪﺑ ﻪﮐ نارﺎﮑﻤﻫ و ﺮﺑرﺎﺑ ﺪﻨﻧﺎﻣ نﺎﻘﻘﺤﻣ ﯽﺧﺮﺑ ﻪﮐ ﺖﺴﯾز ﺶﻧاد ﻦﯿﺑ ﺶﻧاد و ﯽﻣﻮﻤﻋ ﯽﻄﯿﺤﻣ
ﺖﺴﯾز صﺎﺧ ﯽﻄﯿﺤﻣ
ﻪﺘﺧادﺮﭘ ﺰﺒﺳ ﺪﯾﺮﺧ رﺎﺘﻓر و ﺪﺼﻗ يور ﺮﺑ ار ﯽﺗوﺎﻔﺘﻣ ﺞﯾﺎﺘﻧ ،ﺪﻧا
ﯽﻣ نﺎﺸﻧ ﺪﻫد . ﺖﺴﯾز ﺶﻧاد ﻪﻌﻟﺎﻄﻣ ﻦﯾا ﺞﯾﺎﺘﻧ ﻖﺒﻃ ﺮﺑ ﯽﻄﯿﺤﻣ
ﯽﻨﻌﻣ تاﺮﺛا لﻮﺼﺤﻣ صﺎﺧ يراد
ﺮﺑ ﺰﺒﺳ ﺪﯾﺮﺧ ﺪﺼﻗ يور
،دراد
ﻟﺎﺣرد ﯽ ﺖﺴﯾز ﺶﻧاد ﻪﮐ ﯽﻤﮐ ﺮﺛا ﯽﻣﻮﻤﻋ ﯽﻄﯿﺤﻣ
دراد ] 22 [ .
ب ( فﺮﺼﻣ كرد هﺪﻨﻨﮐ
ﺼﻣ كرد فﺮ ﯽﻣ هﺪﻨﻨﮐ ﺎﺑ هزرﺎﺒﻣ رد ﯽﻬﺟﻮﺗ ﻞﺑﺎﻗ ﺮﯿﺛﺄﺗ ﺪﻧاﻮﺗ
ﻂﯿﺤﻣ ﺐﯾﺮﺨﺗ ﺪﺷﺎﺑ ﻪﺘﺷاد ﺖﺴﯾز
. ﯽﻣ ضﺮﻓ هﺎﮔﺪﯾد ﻦﯾا ﻪﮐ ﺪﻨﮐ
فﺮﺼﻣ ﯿﺛﺄﺗ ﻪﺑ هﺪﻨﻨﮐ ﺮ
ﺖﺴﯾز رﺎﺘﻓر ﻞﻗاﺪﺣ رد دﻮﺧ ﯽﻄﯿﺤﻣ
يزﺎﺳ
ﺖﺳا ﺪﻘﺘﻌﻣ ﺖﺴﯾز ﻂﯿﺤﻣ يدﻮﺑﺎﻧ ]
23 ، 24
، 25 ، 26 [ . ترﺎﺒﻋ ﻪﺑ
ﺮﮕﯾد كرد ﺖﺴﯾز ﯽﻄﯿﺤﻣ توﺎﻀﻗ ناﻮﻨﻋ ﻪﺑ ﺰﺒﺳ شﺮﮕﻧ ﺎﯾ دﺮﻓ
Purchasing behavior of green food products
Knowledge about environmental
problems Perceived consumer
effectiveness Recycling
behavior
ﻂﯿﺤﻣ ﺞﯾوﺮﺗ ﺎﯾ ﺖﯾﺎﻤﺣ هرﺎﺑرد ﯽﻣ حﺮﻄﻣ ﺖﺴﯾز
دﻮﺷ . ﻪﺸﯿﻤﻫ
ﻦﯾا فﺮﺼﻣ رﺎﺘﻓر ناﺪﻨﻤﺸﻧاد ﻂﺳﻮﺗ روﺎﺑ ﻪﮐ ﻪﺘﺷاد دﻮﺟو هﺪﻨﻨﮐ
ﯽﻣ يدﺮﻓ رﺎﺘﻓر ﺎﯾ ماﺪﻗا ﮏﯾ ﻂﺳﻮﺗ ﺪﻧاﻮﺗ
ﺎﯾ كرد داﺮﻓا شﺮﮕﻧ
ﺶﯿﭘ دﻮﺷ ﯽﻨﯿﺑ ]
27 [ . ﺖﺴﯾز شﺮﮕﻧ ﺎﯾ كرد زا ﯽﮑﯾ ﯽﻄﯿﺤﻣ
ﺶﯿﭘ ﯽﻨﯿﺑ هﺪﻨﻨﮐ رد ﺪﯾﺮﺧ ﻪﺑ ﻞﯾﺎﻤﺗ ﯽﻠﺻا يﺎﻫ ﻒﻠﺘﺨﻣ تﺎﻘﯿﻘﺤﺗ
ﺖﺴﯾز ﺖﺳا هﺪﺷ ﻪﺘﺧﺎﻨﺷ ﯽﻄﯿﺤﻣ ]
28 [ .
ج ( ﯽﺘﻓﺎﯾزﺎﺑ رﺎﺘﻓر
ﺪﻨﻧﺎﻣ نﺎﻘﻘﺤﻣ ﯽﺧﺮﺑ ،قﻮﻓ هﺪﺷ هرﺎﺷا ﻞﻣاﻮﻋ رﺎﻨﮐ رد ]
29
، 30 و
31 [ . زا ﯽﮑﯾ ناﻮﻨﻋ ﻪﺑ ار ﯽﺘﻓﺎﯾزﺎﺑ رﺎﺘﻓر مﺎﻧ ﻪﺑ يﺮﮕﯾد ﻞﻣﺎﻋ
ﻞﻣاﻮﻋ ﻦﯾﺮﺘﻤﻬﻣ ﺗ
ﺄ راﺬﮔﺮﯿﺛ ﯽﯾﺎﺳﺎﻨﺷ ﺰﺒﺳ تﻻﻮﺼﺤﻣ ﺪﯾﺮﺧ ياﺮﺑ
هدﻮﻤﻧ ﺪﻧا . ﯾﺎﻫﺪﻨﯾاﺮﻓ ﯽ ﻣ هدﺎﻔﺘﺳا و ﻪﻟﺎﺑز ﺶﻫﺎﮐ ،ﺖﻓﺎﯾزﺎﺑ ﺪﻨﻧﺎ
تﻻﻮﺼﺤﻣ زا دﺪﺠﻣ ﻪﻠﻤﺟ زا
رﺎﺘﻓر يﺎﻫ ﺖﺴﯾز ﻪﻧﺎﻫﺎﮔآ ﯽﻄﯿﺤﻣ
ﺪﻨﺘﺴﻫ ﺰﺒﺳ ﺪﻬﻌﺗ ناﻮﻨﻋ ﺖﺤﺗ ار نآ نﺎﻘﻘﺤﻣ ﯽﺧﺮﺑ ﻪﮐ ﯽﺳرﺮﺑ 1
هدﺮﮐ ﺪﻧا ] 32 [ . ﻪﮐ دراد دﻮﺟو ﺖﯿﻌﻗاو ﻦﯾا رد ﺮﯿﻐﺘﻣ ﻦﯾا ﺖﯿﻤﻫا
ﺲﮑﻌﻨﻣ ﺖﺳا ﻦﮑﻤﻣ ﮐ
ﻂﯿﺤﻣ ﻪﺑ ﺖﺒﺴﻧ ﯽﻠﮐ شﺮﮕﻧ هﺪﻨﻨ ﺖﺴﯾز
ﺮﻓ ﻪﮐ ﺪﺷﺎﺑ ﺖﺳا ﺖﻓﺎﯾزﺎﺑ صﺎﺧ ﻞﻤﻋ زا ﺮﺗا
.
د ( رﺎﺘﻓر ﺪﯾﺮﺧ تﻻﻮﺼﺤﻣ ﯽﯾاﺬﻏ
ﺰﺒﺳ
ﻪﻌﻟﺎﻄﻣ ﻦﯾا رد تﻻﻮﺼﺤﻣ
ﯽﯾاﺬﻏ ﺰﺒﺳ ناﻮﻨﻋ ﻪﺑ ﯽﺗﻻﻮﺼﺤﻣ
هﺪﺷ ﯽﻓﺮﻌﻣ ﺑ ﻪﮐ ﺪﻧا
ﻪﺑ ﺐﯿﺳآ ﻦﯾﺮﺘﻤﮐ ﺎ ﻂﯿﺤﻣ
ﺖﺴﯾز ﻞﺻﺎﺣ
ﺪﻨﺷﺎﺑ هﺪﺷ ]
33 [.
ﺪﯾﺮﺧ ياﺮﺑ ﯽﻠﺻا فﺪﻫ عﻮﻧ ﻦﯾا
تﻻﻮﺼﺤﻣ
فﺮﺼﻣ ﻪﮐ ﺖﺳا ﻦﯾا ﻮﺼﺤﻣ ﻦﯾا ﺪﻧراد رﺎﻈﺘﻧا نﺎﮔﺪﻨﻨﮐ
تﻻ
ﻦﻣا و ﺮﺘﻤﻟﺎﺳ ﺪﻨﺷﺎﺑ ﺮﺗ
] 34 [ .
هداد ﯽﺑﺎﯾزرا ياﺮﺑ ﻊﻤﺟ يﺎﻫ
هﺪﺷ يروآ ﯽﻠﺻا فﺪﻫ ﻖﻘﺤﺗ و
ﺶﻫوﮋﭘ لﺪﻣ زا ﺎﺑ يرﺎﺘﺧﺎﺳ تﻻدﺎﻌﻣ يزﺎﺳ مﺮﻧ ﮏﻤﮐ
راﺰﻓا
SMARTPLS لﺪﻣ ﺖﺤﺻ و تﺎﯿﺿﺮﻓ نﻮﻣزآ ﺖﻬﺟ ،
ﺖﺳا هﺪﺷ هدﺎﻔﺘﺳا .
مﺮﻧ ﻦﯾا زا هدﺎﻔﺘﺳا ﺖﺳا ﻞﯿﻟد ﻦﯾا ﻪﺑ راﺰﻓا
و ﻞﯿﻟد ﻪﺑ راﺰﺑا ﻦﯾا رد ﻪﮐ ندﻮﺑ رﻮﺤﻣ ﺲﻧﺎﯾرا
) يراﺰﺑا فﻼﺧﺮﺑ
ﺖﺳا رﻮﺤﻣ ﺲﻧﺎﯾراوﻮﮐ ﻪﮐ لرﺰﯿﻟ ﺪﻨﻧﺎﻣ (
ندﻮﺑ لﺎﻣﺮﻧ ﻪﺑ يزﺎﯿﻧ
هداد ﺖﺴﯿﻧ ﺎﻫ . لﺪﻣ رد ﻪﮐ ﺎﺠﻧآ زا يرﺎﺘﺧﺎﺳ تﻻدﺎﻌﻣ يزﺎﺳ
زا ﺮﺘﻤﮐ ﻪﻧﻮﻤﻧ ﻢﺠﺣ 100
ﯽﻣ ﺐﺳﺎﻨﻣﺎﻧ ﺪﺷﺎﺑ
] 35 [ ، ﻦﯾا رد
ﺶﻫوﮋﭘ زا داﺪﻌﺗ 250 ﻪﻣﺎﻨﺸﺳﺮﭘ هﺪﺷ ﻊﯾزﻮﺗ
شور ﻪﺑ
ﻪﻧﻮﻤﻧ يﺮﯿﮔ سﺮﺘﺳدرد ﺪﻬﺸﻣ ناﺪﻧوﺮﻬﺷ زا 2
داﺪﻌﺗ ، 215
ﻢﻟﺎﺳ ﻪﻣﺎﻨﺸﺳﺮﭘ ﻊﻤﺟ
ﺪﺷ يروآ .
لﺪﻣ رﺎﯿﺴﺑ يﺮﯿﻐﺘﻣﺪﻨﭼ ﻞﯿﻠﺤﺗ ﮏﯿﻨﮑﺗ ﮏﯾ يرﺎﺘﺧﺎﺳ ﻪﻟدﺎﻌﻣ ﯽﺑﺎﯾ ﺮﺘﻘﯿﻗد نﺎﯿﺑ ﻪﺑ و هﺮﯿﻐﺘﻣﺪﻨﭼ نﻮﯿﺳﺮﮔر هداﻮﻧﺎﺧ زا ﺪﻨﻣوﺮﯿﻧ و ﯽﻠﮐ
ﯽﻣ نﺎﮑﻣا ﺮﮕﺸﻫوﮋﭘ ﻪﺑ ﻪﮐ ﺖﺳا ﯽﻠﮐ ﯽﻄﺧ لﺪﻣ ﻂﺴﺑ
ﺪﻫد
ﻪﻋﻮﻤﺠﻣ نﻮﯿﺳﺮﮔر تﻻدﺎﻌﻣ زا يا ﻧﻮﮔ ﻪﺑ ار
ﺰﻤﻫ ﻪ درﻮﻣ نﺎﻣ
ﺪﻫد راﺮﻗ نﻮﻣزآ .
عﻮﻧ ﻦﯾا لﺪﻣ ياﺮﺑ ﻊﻣﺎﺟ دﺮﮑﯾور ﮏﯾ ﯽﺑﺎﯾ
نﺎﻬﻨﭘ و هﺪﺷ هﺪﻫﺎﺸﻣ يﺎﻫﺮﯿﻐﺘﻣ ﻂﺑاور هرﺎﺑرد ،تﺎﯿﺿﺮﻓ نﻮﻣزآ ) نﻮﻨﮑﻣ ( ﺖﺳا ] 36 [ . لﺪﻣ زا ﺶﻫوﮋﭘ ﻦﯾا رد تﻻدﺎﻌﻣ ﯽﺑﺎﯾ
يرﺎﺘﺧﺎﺳ PLS3
ﺲﻧﺎﯾراو ﺮﺑ ﯽﻨﺘﺒﻣ ﯽﺷﺮﮕﻧ هﺪﺷ هدﺎﻔﺘﺳا
ﺖﺳا
دﺎﻌﻣ ﻪﺑﺎﺸﻣ نﻮﻨﻓ ﺎﺑ ﻪﺴﯾﺎﻘﻣ رد ﻪﮐ لرﺰﯿﻟ نﻮﭽﻤﻫ يرﺎﺘﺧﺎﺳ تﻻ
دراد يﺮﺘﻤﮐ طوﺮﺷ ﻪﺑ زﺎﯿﻧ سﻮﻣآ و ]
37 [ . ﺲﮑﻋﺮﺑ لﺎﺜﻣ رﻮﻄﺑ
لﺪﻣ ،لرﺰﯿﻟ ﺮﯿﺴﻣ ﯽﺑﺎﯾ
ﺮﺘﺒﺳﺎﻨﻣ ﯽﻌﻗاو يﺎﻫدﺮﺑرﺎﮐ ياﺮﺑ PLS
ﯽﻣﺎﮕﻨﻫ هﮋﯾو ﻪﺑ ؛ﺖﺳا لﺪﻣ ﻪﮐ
هﺪﯿﭽﯿﭘ ﺎﻫ ﻊﯾزﻮﺗ ﺎﯾ و ﺪﻨﺘﺴﻫ ﺮﺗ
هداد ﯽﻣ لﺎﻣﺮﻧﺮﯿﻏ ﺎﻫ ﺪﻫاﻮﺧ ﺮﺘﺒﺳﺎﻨﻣ شﺮﮕﻧ ﻦﯾا زا هدﺎﻔﺘﺳا ؛ﺪﺷﺎﺑ
دﻮﺑ ] 38 و 39 [ . لﺪﻣ ﯽﻠﺻا ﺖﯾﺰﻣ ﻪﺘﺒﻟا ﯽﺑﺎﯾ
ﻪﺑ ﺖﺒﺴﻧ PLS
دراد زﺎﯿﻧ ﻪﻧﻮﻤﻧ زا يﺮﺘﻤﮐ داﺪﻌﺗ ﻪﺑ ﻪﮐ ﺖﺳا ﻦﯾا رد لرﺰﯿﻟ ]
40 [ .
ﯽﺋﺰﺟ تﺎﻌﺑﺮﻣ ﻞﻗاﺪﺣ شور )
(PLS ار لﺪﻣ ود نﺎﻣﺰﻤﻫ
ﯽﻣ ﯽﺳرﺮﺑ ﯽﻧوﺮﯿﺑ لﺪﻣ ؛ﺪﯾﺎﻤﻧ
) هزاﺪﻧا لﺪﻣ يﺮﯿﮔ
( طﺎﺒﺗرا ﻪﮐ
ﯽﻣ ﯽﺳرﺮﺑ ار نﺎﻬﻨﭘ يﺎﻫﺮﯿﻐﺘﻣ ﺎﺑ رﺎﮑﺷآ يﺎﻫﺮﯿﻐﺘﻣ ﻣ و ﺪﻨﮐ
لﺪ
ﯽﻧورد ) يرﺎﺘﺧﺎﺳ لﺪﻣ (
يﺎﻫﺮﯿﻐﺘﻣ ﺎﺑ نﺎﻬﻨﭘ يﺎﻫﺮﯿﻐﺘﻣ طﺎﺒﺗرا ﻪﮐ ،
هزاﺪﻧا ار ﺮﮕﯾد نﺎﻬﻨﭘ ﯽﻣ يﺮﯿﮔ
ﺪﻨﮐ .
ﺖﺳا ﺮﮐذ ﻪﺑ مزﻻ
، GOF ،شزاﺮﺑ ﯽﺑﻮﺧ رﺎﯿﻌﻣ ناﻮﻨﻋ ﻪﺑ ﺎﺑ
هزﺎﺳ ﻪﻤﻫ ياﺮﺑ كاﺮﺘﺷا ﻂﺳﻮﺘﻣ زا روﺬﺠﻣ ﻪﺸﯾر ﻦﺘﻓﺮﮔ و ﺎﻫ
ﻂﺳﻮﺘﻣ R2 هزﺎﺳ ﻪﺑ طﻮﺑﺮﻣ ﻪﺒﺳﺎﺤﻣ ﻞﯾذ شور ﻪﺑ اﺰﻧورد يﺎﻫ
ﯽﻣ ﻮﺷ د:
(1) ﻦﻫﻮﮐ هﺪﺷ ﺺﺨﺸﻣ هزاﺪﻧا يﺎﻨﺒﻣ ﺮﺑ
) 1988 ( زا R2 ﺎﺑ و
ﯽﻠﻗاﺪﺣ شزرا زا هدﺎﻔﺘﺳا 5/
0 ﺮﮐرﻻ و ﻞﻧرﻮﻓ )
1981 ( ياﺮﺑ
رﺎﯿﻌﻣ ،كاﺮﺘﺷا ناﺰﯿﻣ راﺪﻘﻣ ﻪﺑ ،ﻪﻧﻮﻤﻧ ﻪﺑ ﻪﺟﻮﺗ ﺎﺑ GOF
1/
0
ﺑﺎﻗ ﺖﺳا لﻮﺒﻗ ﻞ .
راﺪﻘﻣ نﺎﻘﻘﺤﻣ ﯽﺧﺮﺑ ﺮﻈﻧ ﻖﺒﻃ ﺮﺑ ﻦﯿﻨﭽﻤﻫ
لﺪﻣ شزاﺮﺑ ﺺﺧﺎﺷ )
(GOF زا ﺮﺘﮔرﺰﺑ ﺪﯾﺎﺑ 36
/0 ﺪﺷﺎﺑ ] 41 [.
3 - ﺞﯾﺎﺘﻧ ﻞﯿﻠﺤﺗ
تﺎﻋﻼﻃا ،يرﺎﺘﺧﺎﺳ تﻻدﺎﻌﻣ شور زا ﻞﺻﺎﺣ ﺞﯾﺎﺘﻧ ﻪﺋارا زا ﻞﺒﻗ ﺖﯿﻌﻤﺟ ﯽﺘﺧﺎﻨﺷ يرﺎﻣآ ﻪﻌﻣﺎﺟ ﺖﺳا هﺪﺷ ﻪﺋارا
. سﺎﺳاﺮﺑ ﺞﯾﺎﺘﻧ
ﺪﺟ و ل ) 1 ( داﺪﻌﺗ زا ، 215
ﻧﻮﻤﻧ ،هﺪﺷ ﻪﺘﻓﺮﮔ ﻪ 2/
50 و نز 8/
49
ﺎﻬﻨﺗ داﺪﻌﺗ ﻦﯾا زا ﻪﮐ ﺪﻧدﻮﺑ دﺮﻣ ﺪﺻرد 6/
45 ﺖﺳﺮﭘﺮﺳ ﺪﺻرد
ﺪﻧدﻮﺑ راﻮﻧﺎﺧ .
ﻪﻧﻮﻤﻧ ﻢﺠﺣ ﻦﯾﺮﺘﺸﯿﺑ )
8/
35 ﺪﺻرد ( هوﺮﮔ رد
ﻪﺘﻓﺮﮔ راﺮﻗ نﻮﯿﻠﯿﻣ ود ﺎﺗ ﮏﯾ ﻦﯿﺑ ﻪﻧﺎﯿﻫﺎﻣ ﺪﻣآرد ﺪﻧا
. ﻦﻤﺿ رد
ﯿﺑ داﺮﻓا ار ﻪﻧﻮﻤﻧ ﺪﺻرد ﻦﯾﺮﺘﺸﯿﺑ ﻦ
31 ﺎﺗ 40 هداد ﻞﯿﮑﺸﺗ لﺎﺳ
ﺖﺳا . دوﺪﺣ 7/
36 و ﻢﻠﭙﯾد كرﺪﻣ ياراد ﻪﻧﻮﻤﻧ ﺪﺻرد 3/
23
ار ﻪﻧﻮﻤﻧ ﺪﺻرد ﻦﯾﺮﺘﺸﯿﺑ ﻪﮐ ﺪﻧدﻮﺑ ﺲﻧﺎﺴﯿﻟ كرﺪﻣ ياراد ﺪﺻرد ﺪﻧداد صﺎﺼﺘﺧا دﻮﺧ ﻪﺑ ﺐﯿﺗﺮﺗ ﻪﺑ .
داﺮﻓا ،ﻞﻐﺷ عﻮﻧ ﺮﻈﻧ زا
دوﺪﺣ ﺎﺑ دازآ ﻞﻐﺷ ياراد 32
ار ﻪﻧﻮﻤﻧ ﺪﺻرد ﻦﯾﺮﺘﺸﯿﺑ ﺪﺻرد
ﺪﻧداد صﺎﺼﺘﺧا دﻮﺧ ﻪﺑ .
Table 1 Demographic data of respondents
Variables
Items Frequency (%)
Female
49.8
Gender
Male 50.2
Under 20 6.5
21-30 22.3
31-40 42.8
41-50 20
Age
Over 51 8.4
Illiterate
0.5
Middle school or below
17.2
Diploma
36.7
Associate Degree
14.4
Bachelor
23.3
M.A. 5.1
Education
Ph.D.
2.8
Student
7.9
Unemployed
0.5
Self-employed
32.1
Employee
19.5
Retired
2.8
Housewife
25.1
Occupation
Other
12.1
Yes 45.6
Households
No 54.4
No income
17.2
Under 1
26
1-2 35.8
2-3 15.3
3-4 2.8
Monthly income ) Million Toman (
Over 4
2.8
(Source: Research Findings)
ﺦﺳﺎﭘ هﺎﮔﺪﯾد زا
ﻪﯾﻮﮔ زا ﮏﯾﺮﻫ ﺖﯿﻌﺿو نﺎﮔﺪﻨﻫد ﺮـﺑ ﺮﺛﻮـﻣ يﺎﻫ
ﻞـﺻﺎﺣ ﺞﯾﺎﺘﻧ و ﯽﺳرﺮﺑ ﺰﺒﺳ ﺪﯾﺮﺧ رﺎﺘﻓر لوﺪـﺟ رد
) 2 ( ﻪـﺋارا
ﺪﺷ ﺖﺳا ه . خﺎـﺒﻧوﺮﮐ يﺎـﻔﻟآ ،ﺶﻫوﮋـﭘ راﺰـﺑا ﯽﯾﺎﯾﺎﭘ ﻦﯿﯿﻌﺗ ياﺮﺑ
ﺶﺨﺑ ياﺮﺑ
يﺎـﻔﻟآ راﺪـﻘﻣ ؛ﺪـﺷ ﻦﯿـﯿﻌﺗ ﻪﻣﺎﻨﺸـﺳﺮﭘ ﻒﻠﺘﺨﻣ يﺎﻫ
لوﺪﺟ رد ﻒﻠﺘﺨﻣ يﺎﻫﺮﯿﻐﺘﻣ ياﺮﺑ خﺎﺒﻧوﺮﮐ )
2 ( هﺪﺷ شراﺰﮔ
ﻊﻤﺟ راﺰﺑا ﺐﺳﺎﻨﻣ رﺎﺒﺘﻋا ﻦﯿﺒﻣ ﻪﮐ ﺖﺳا هداد يروآ
ﺖﺳﺎﻫ . ﻪـﮑﻨﯾا ﻪﻠﻤﺟ زا خﺎﺒﻧوﺮﮐ يﺎﻔﻟآ شور تﻻﺎﮑﺷا ﻪﺑ ﻪﺟﻮﺗ ﺎﺑ ﻪﺘﺒﻟا
لاﻮﺳ مﺎﻤﺗ ياﺮﺑ
زا ،دراد دﻮـﺟو ﯽﻧﺎﺴـﮑﯾ شزرا هزﺎﺳ ﮏﯾ يﺎﻫ
ﯽﺒﯿﮐﺮﺗ ﯽﯾﺎﯾﺎﭘ شور ﭘ ﻪﺒـﺳﺎﺤﻣ رﻮﻈﻨﻣ ﻪﺑ ﺰﯿﻧ 1
ﻪﻣﺎﻨﺸـﺳﺮﭘ ﯽﯾﺎـﯾﺎ
ﺪﺷ هدﺎﻔﺘﺳا .
ﯽـﻣ نﺎﺸـﻧ ﺞﯾﺎﺘﻧ ﻪﮐ رﻮﻄﻧﺎﻤﻫ ﯽﯾﺎـﯾﺎﭘ ﺮﯾدﺎـﻘﻣ ﺪـﻫد
زا ﺮﺗﻻﺎﺑ ﺐﮐﺮﻣ 7/
0 ﻦﯿﺑ و 749 /0 ﺎﺗ 915 /0 ﯽﻣ ﯽﮐﺎﺣ ﻪﮐ ﺪﻨﺷﺎﺑ
هزﺎﺳ ﻪﯿﻠﮐ ﻪﮐ ﺖﺳا نآ زا رادرﻮـﺧﺮﺑ ﯽﻟﻮـﺒﻗ ﻞـﺑﺎﻗ ﯽﯾﺎـﯾﺎﭘ زا ﺎـﻫ
ﺪﻨﺘﺴﻫ . هزﺎـﺳ ﻪـﯿﻠﮐ ياﺮﺑ ﻪﮐ داد نﺎﺸﻧ ﺞﯾﺎﺘﻧ ﻦﯿﻨﭽﻤﻫ طﺮـﺷ ﺎـﻫ
ﻗﺮﺑ ﺰﯿﻧ اﺮﮕﻤﻫ ﯽﯾاور راﺪـﻘﻣ و ﺖـﺳا راﺮ
هﺪـﺷ شراﺰـﮔ AVE
هزﺎﺳ ﻪﯿﻠﮐ ياﺮﺑ زا ﺮﺗﻻﺎﺑ ﺎﻫ
4/
0 ﯽﻣ ﺪﺷﺎﺑ . ﻦﯿﻨﭽﻤﻫ ﯽﯾاور ﯽﺳرﺮﺑ
رﺬﺟ ﻪﺴﯾﺎﻘﻣ ﻖﯾﺮﻃ زا اﺮﮔاو ﺐﯾاﺮـﺿ ﺮﯾدﺎﻘﻣ ﺎﺑ هزﺎﺳ ﺮﻫ AVE
هزﺎﺳ ﻦﯿﺑ ﯽﮕﺘﺴﺒﻤﻫ
رﺬـﺟ ﻪﮐ داد نﺎﺸﻧ ﺎﻫ زا هزﺎـﺳ ﺮـﻫ AVE
هزﺎﺳ ﺎﺑ هزﺎﺳ نآ ﯽﮕﺘﺴﺒﻤﻫ ﺐﯾاﺮﺿ
ﺖﺳا هﺪﺷ ﺮﺘﺸﯿﺑ ﺮﮕﯾد يﺎﻫ
ﻄﻣ ﻦﯾا ﻪﮐ هزﺎﺳ ياﺮﮔاو ﯽﯾاور ندﻮﺑ لﻮﺒﻗ ﻞﺑﺎﻗ زا ﯽﮐﺎﺣ ﺐﻠ ﺎـﻫ
ﯽﻣ ﺪﺷﺎﺑ . هزاﺪﻧا لﺪﻣ ﻖﯾﺪﺼﺗ ﻞﺣاﺮﻣ ﯽﻃ زا ﺲﭘ ﯽﯾاور تﺎﺒﺳﺎﺤﻣ و يﺮﯿﮔ
ﯽﻣ ﻪﻠﺣﺮﻣ ﻦﯾا رد ﯽﺼﯿﺨﺸﺗ و هزﺎﺳ ﻦﯿـﺑ ﻂـﺑاور نﻮﻣزآ ﻪﺑ ناﻮﺗ
هزﺎﺳ ﺖﺧادﺮﭘ ﺶﻫوﮋﭘ يﺎﻫ .
ﻪﯿﺿﺮﻓ ﯽﺳرﺮﺑ ياﺮﺑ ﺶﻫوﮋـﭘ يﺎـﻫ
ﮓﻨﯿﭘاﺮﺘﺳا تﻮﺑ نﺎﻣﺮﻓ زا ﯽـﺟوﺮﺧ ﻪـﮐ ﺪـﺷ هدﺎﻔﺘـﺳا 2
ﻞـﺻﺎﺣ
ﺐﯾاﺮﺿ ﯽﻣ نﺎﺸﻧ ار t
ﺪﻫد . ﻪﯿـﺿﺮﻓ نﻮﭼ
،ﺪﻨﺘﺴـﻫ ﻪـﻨﻣاد ود ﺎـﻫ
ﺢﻄﺳ رد ﺮﻔﺻ ﻪﯿﺿﺮﻓ ندﺮﮐ در ياﺮﺑ 5
ﻖﻠﻄﻣ رﺪﻗ راﺪﻘﻣ ﺪﺻرد
t-value ﻖﻠﻄﻣرﺪـﻗ زا ﺮﺘﮔرﺰﺑ ﺪﯾﺎﺑ ،هﺪﺷ هﺪﻫﺎﺸﻣ 96
/1 ﺪـﺷﺎﺑ
فﺮﺼـﻣ كرد ياﺮـﺑ ﺎﻬﻨﺗ طﺮﺷ ﻦﯾا ﻪﮐ رد و ﺪـﺷ ﺐﺴـﮐ هﺪـﻨﻨﮐ
ﺪﺷ ﺪﯿﯾﺄﺗ ﺶﻫوﮋﭘ مود ﻪﯿﺿﺮﻓ ﺎﻬﻨﺗ ﻪﺠﯿﺘﻧ .
ﻖﺒﻃ ﺮﺑ ﻪﺴﯾﺎﻘﻣ ﺞﯾﺎﺘﻧ
هزﺎﺳ ﻪﺳ يﺎﻫ رد ﺰﺒـﺳ تﻻﻮﺼـﺤﻣ ﺪـﯾﺮﺧ رﺎـﺘﻓر هزﺎـﺳ ﺮﺑ ﻪﻧﺎﮔ
ﯽﻣ نﺎﺸﻧ ﺰﺒﺳ ﯽﺑﺎﯾرازﺎﺑ
ﻞﻣﺎﻋ ﺎﻬﻨﺗ ﻪﮐ ﺪﻫد
"
فﺮﺼﻣ كرد
هﺪﻨﻨﮐ
"
ﺐﯾﺮﺿ ﺎﺑ 568
/0 و دراد ﺰﺒـﺳ ﺪﯾﺮﺧ رﺎﺘﻓر رد ار ﺶﻘﻧ ﻦﯾﺮﺘﺸﯿﺑ
ﻞﻣاﻮﻋ ﻪﺑ طﻮﺑﺮﻣ تﺎﯿﺿﺮﻓ
"
ﺖﺴﯾز ﻞﺋﺎﺴﻣ هرﺎﺑرد ﺶﻧاد ﯽﻄﯿﺤﻣ
"
و
"
ﯽﺘﻓﺎﯾزﺎﺑ رﺎﺘﻓر
"
ﺐﯿﺗﺮﺗ ﻪﺑ ﺮﯿﺴﻣ ﺐﯾاﺮﺿ ﺎﺑ
120 /0 و 002 /0
ﻞﮑﺷ رد ﻪﮐ ﺪﺷ در )
2 ( ﺮﯿﺴـﻣ ﺐﯾاﺮﺿ و يدﺎﻬﻨﺸﯿﭘ لﺪﻣ ﺞﯾﺎﺘﻧ
ﺖﺳا هﺪﺷ هداد نﺎﺸﻧ .
ﺎـﻬﻨﺗ هﺪﺷ شراﺰﮔ ﻦﯿﯿﻌﺗ ﺐﯾﺮﺿ سﺎﺳاﺮﺑ
37 فﺮﺼـﻣ ﺪﯾﺮﺧ رﺎﺘﻓر تاﺮﯿﯿﻐﺗ زا ﺪﺻرد لﺪـﻣ ﻂـﺳﻮﺗ هﺪـﻨﻨﮐ
ﺶﯿﭘ ﺖﺳا هﺪﺷ ﯽﻨﯿﺑ .
1. Composite Reliability 2. Bootstrapping
Table 2 Descriptive analysis of the constructs and Cronbach’s Alpha, CR, AVE
Constructs Item Label Mean Standard
Deviation
Cronbach’s
Alpha CR AVE
Acid rain K1 2.39 1.07
Sea/river pollution K2 3.12 1.01 Air pollution from power
stations K3 2.97 1.12
Global warming K4 2.89 1.13
Ozone layer depletion K5 2.85 1.10 Pollution of drinking water K6 3.54 0.989
Pollution from
pesticides/insecticides K7 2.83 1.205 Destruction of the rain forests K8 3.59 1.01
solar irradiation (energy) K9 2.96 1.12 Knowledge
about environmental
problems
World population explosion K10 2.69 1.22
0.882 0.892 0.457
Each person’s behavior can have a positive effect on
society by
signing a petition in support of promoting the
environment.
P1 4.48 0.676
I feel I can help solve natural resource problem by conserving water and energy.
P2 4.09 0.919
I can protect the environment by buying products that are friendly to the environment.
P3 4.01 0.995
Perceived Consumer Effectiveness
I feel capable of helping solve
the environment problems. P4 3.32 1.11
0.596 0.749 0.474
I choose the environmentally- friendly alternative if one of a
similar price is available
B1 1.03 4.16
I choose the environmentally- friendly alternative regardless
of price.
B2 3.51 1.25
I try to discover the environmental effects of
products prior to Purchase.
B3 3.48 1.11
Purchasing behavior of green food products
I have this tendency to buy green food products at a higher price than similar
products.
B4 3.17 1.36
0.889 0.915 0.729
Recycling paper R1 3.81 1.31
Recycling glass R2 3.47 1.43
Recycling plastics R3 3.81 1.25 Recycling
behavior
Recycling metals R4 3.47 1.54
0.751 0.841 0.583 (Source: Research Findings)
لﺪﻣ شزاﺮﺑ ياﺮﺑ ﻪﮐ يﺮﮕﯾد رﺎﯿﻌﻣ ﺶﻫوﮋﭘ ﻦﯾا رد ﻦﯿﻨﭽﻤﻫ رﻮﻣ يرﺎﺘﺧﺎﺳ ﯽﻠﮐ ﺺﺧﺎﺷ ناﺰﯿﻣ ،ﺖﺳا ﻪﺘﻓﺮﮔ راﺮﻗ هدﺎﻔﺘﺳا د
شزاﺮﺑ ﯽﻣ 1
ﺮﺑاﺮﺑ نآ راﺪﻘﻣ ،هﺪﺷ ﻪﺋارا لﻮﻣﺮﻓ ﻖﺒﻃ ﺮﺑ ﻪﮐ ﺪﺷﺎﺑ
456 /0 زا ﺶﯿﺑ راﺪﻘﻣ ﻦﯾا ﻪﮑﻨﯾا ﻪﺑ ﻪﺟﻮﺗ ﺎﺑ ﻪﮐ ﺪﻣآ ﺖﺳد ﻪﺑ
36 /0 ﯽﻣ راﺮﻗ ﺪﯿﯾﺄﺗ درﻮﻣ لﺪﻣ ،ﺖﺳا دﺮﯿﮔ
. سﺎﺳا ﻦﯾاﺮﺑ
ﯽﻣ ﺺﺨﺸﻣ ﺪﯾﺮﺧ رﺎﺘﻓر ﺮﺑ راﺬﮔﺮﺛا ﺮﯿﻐﺘﻣ ﻦﯾﺮﺘﻤﻬﻣ ﻪﮐ دﻮﺷ
ﻣ فﺮﺼﻣ كرد ﺮﯿﻐﺘﻣ ،نﺎﯾﻮﮕﺨﺳﺎﭘ ﻦﯿﺑ رد ﺰﺒﺳ تﻻﻮﺼﺤ هﺪﻨﻨﮐ
ﺖﺳا . شوﺮﻓ زا ﯽﺑﻮﻠﻄﻣ ﺢﻄﺳ ﻪﺑ نﺪﯿﺳر ياﺮﺑ ﺮﮕﯾد ترﺎﺒﻋ ﻪﺑ
ﺰﮐﺮﻤﺘﻣ ﺮﯿﻐﺘﻣ ﻦﯾا يور ﺪﯾﺎﺑ نآ ﺰﺒﺳ ﯽﺑﺎﯾرازﺎﺑ و ﺰﺒﺳ تﻻﻮﺼﺤﻣ ﺪﺷ .
Fig 2 Estimates of the structural equation model
4 - ﻪﺠﯿﺘﻧ و يﺮﯿﮔ تادﺎﻬﻨﺸﯿﭘ
ﮑﻨﯾا ﻞﯿﻟد ﻪﺑ ﺎﯾ كرد ﻪﮐ ﺖﺳا نآ زا ﯽﮐﺎﺣ ﺶﻫوﮋﭘ ﺞﯾﺎﺘﻧ ﻪ
فﺮﺼﻣ شﺮﮕﻧ ﺶﯿﭘ زا ﯽﮑﯾ هﺪﻨﻨﮐ
ﯽﻨﯿﺑ ﻪﺑ ﻞﯾﺎﻤﺗ ﯽﻠﺻا يﺎﻫ هﺪﻨﻨﮐ
ﺪﯾﺮﺧ ﺰﺒﺳ تﻻﻮﺼﺤﻣ ﯽﻣ
ﺪﺷﺎﺑ نﺎﺑﺎﯾرازﺎﺑ ﻪﺑ ﻦﯾاﺮﺑﺎﻨﺑ ،
ﯽﻣ دﺎﻬﻨﺸﯿﭘ ﺰﺒﺳ تﻻﻮﺼﺤﻣ تﺎﻣاﺪﻗا دﻮﺷ
ﻞﯾذ ﺪﻨﻫد مﺎﺠﻧا ار :
ﺖﮐﺮﺷ ﺖﺳا يروﺮﺿ ﺐﺴﭼﺮﺑ ﺮﺑ هوﻼﻋ ﺎﻫ
تﻻﻮﺼﺤﻣ يراﺬﮔ
ﺰﻓا ﺖﻬﺟ دﻮﺧ فﺮﺼﻣ ﯽﻫﺎﮔآ ﺶﯾا
يﺎﻫراﺰﺑا زا ،نﺎﮔﺪﻨﻨﮐ
فﺮﺼﻣ و ﻪﺘﻓﺮﮔ ﮏﻤﮐ ﯽﺗﺎﻐﯿﻠﺒﺗ عاﻮﻧا زا ار نﺎﮔﺪﻨﻨﮐ
ﯽﯾﺎﻧاﻮﺗ ﻂﯿﺤﻣ ﺐﯾﺮﺨﺗ ﺶﻫﺎﮐ ﺖﻬﺟ نﺎﺸﯾﺎﻫ ﺪﻧزﺎﺳ ﻊﻠﻄﻣ ﺖﺴﯾز
.
شﻼﺗ ﺪﯾﺎﺑ نﺎﺑﺎﯾرازﺎﺑ ﻦﯾاﺮﺑﺎﻨﺑ نﺪﻧﺎﺳر ﯽﻫﺎﮔآ ياﺮﺑ ار دﻮﺧ يﺎﻫ
فﺮﺼﻣ ﺪﻨﻨﮐ نﺎﮔ ﺖﺴﯾزﺮﯿﻏ يﺎﻫرﺎﺘﻓر يﺎﻫﺪﻣﺎﯿﭘ زا رﺎﺛآ و ﯽﻄﯿﺤﻣ
ﻧ ﯽﺘﻣﻼﺳ ﻂﯿﺤﻣ ﺎﺑ رﺎﮔزﺎﺳ تﻻﻮﺼﺤﻣ ﺪﯾﺮﺧ زا ﯽﺷﺎ ﺖﺴﯾز
ﺪﻨﯾﺎﻤﻧ فﻮﻄﻌﻣ ﻪﮐ
،ﻪﻧﺎﺳر نﺎﯿﻣ ﻦﯾا رد نﺎﻣزﺎﺳ
ﺖﯾﺎﻤﺣ يﺎﻫ هﺪﻨﻨﮐ
ﻂﯿﺤﻣ و ﺖﺴﯾز ﯽﺑﺎﯾرازﺎﺑ نﺎﺸﻓﺪﻫ ﻪﮐ ﯽﯾﺎﻫرﺎﮐ و ﺐﺴﮐ
يزروﺎﺸﮐ دﺎﻬﺟ ﻦﯿﻨﭽﻤﻫ و ﺖﺳا ﺰﺒﺳ تﻻﻮﺼﺤﻣ ﯽﻣ
ﺪﻨﻧاﻮﺗ
ﺪﻨﯾﺎﻤﻧ يزﺎﺑ ﯽﻤﻬﻣ ﺶﻘﻧ .
ﻦﯿﻨﭽﻤﻫ ﺶﯾاﺰﻓا ﻪﮑﻨﯾا ﻪﺑ ﻪﺟﻮﺗ ﺎﺑ
فﺮﺼﻣ كرد ﮐ
تﻻﻮﺼﺤﻣ ﺮﺗﻻﺎﺑ ﺖﻤﯿﻗ لﻮﺒﻗ لﺎﻤﺘﺣا هﺪﻨﻨ ﺰﺒﺳ
ار
ﯽﻣ ﺶﯾاﺰﻓا ﯽﻣ دﺎﻬﻨﺸﯿﭘ اﺬﻟ ،ﺪﻫد
كرد ﺶﯾاﺰﻓا ياﺮﺑ ﻂﯾاﺮﺷ دﻮﺷ
فﺮﺼﻣ دﻮﺷ ﻢﻫاﺮﻓ نﺎﺑﺎﯾرازﺎﺑ ﻂﺳﻮﺗ نﺎﮔﺪﻨﻨﮐ .
ﺖﺴﯾز ﺶﻧاد يراﺬﮔﺮﯿﺛﺄﺗ ﺶﻫوﮋﭘ ﻦﯾا رد ﻪﭼﺮﮔا
ﺮﺑ ﯽﻄﯿﺤﻣ
ﺞﯾﺎﺘﻧ ﺎﺑ ﻪﺠﯿﺘﻧ ﻦﯾا ﻪﮐ ﺪﺷ در ﺰﺒﺳ تﻻﻮﺼﺤﻣ ﺪﯾﺮﺧ رﺎﺘﻓر تﺎﻘﯿﻘﺤﺗ ) 16 و 22 ( ﻪﺑ عﻮﺿﻮﻣ ﻦﯾا ﺎﻣا ،ﺖﺳا ﻮﺴﻤﻫ ﯽﻧﺎﻘﻘﺤﻣ
ﯽﺑ ﯽﻨﻌﻣ ﯽﻤﻧ ﺮﯿﻐﺘﻣ ﻦﯾا ندﻮﺑ ﺖﯿﻤﻫا ﺪﺷﺎﺑ
. نﺎﻤﻫ ﻪﮑﻠﺑ ﻪﮐ ﻪﻧﻮﮔ
تﺎﻌﻟﺎﻄﻣ ﺮﯾﺎﺳ )
4 ( ﯽﻣ نﺎﺸﻧ ﻢﻫ ﺪﻫد
ﻪﭼﺮﮔا ﺪﻨﻧﺎﻣ ﯽﻧاور ﻞﻣاﻮﻋ
فﺮﺼﻣ شﺮﮕﻧ و كرد ﺗ هﺪﻨﻨﮐ
ﺄ هﺪﻨﻨﮐﺪﻋﺎﻘﺘﻣ ﺮﯿﺛ يور ﺮﺑ يﺮﺗ
فﺮﺼﻣ رﺎﺘﻓر ﺪﻧراد هﺪﻨﻨﮐ
، ﺎﻣا ﺎﺗ ﺖﺳا يروﺮﺿ داﻮﺳ ﻪﻨﯿﻣز رد
و
ﺖﺴﯾز ﺶﻧاد مﺎﻋ رﻮﻃ ﻪﺑ ﻪﭼ و صﺎﺧ رﻮﻃ ﻪﺑ ﻪﭼ داﺮﻓا ﯽﻄﯿﺤﻣ
ﻪﻧﺎﺳر ﻖﯾﺮﻃ زا دﺮﯾﺬﭘ ترﻮﺻ ﯽﺗﺎﻣاﺪﻗا ﯽﻋﺎﻤﺘﺟا يﺎﻫ
.
ﻦﯿﻨﭽﻤﻫ ﺶﻫوﮋﭘ ﻦﯾا رد ﺮﺑ دﺮﻓ ﯽﺘﻓﺎﯾزﺎﺑ رﺎﺘﻓر ﻪﯿﺿﺮﻓ در ﺖﻠﻋ
ار ﺰﺒﺳ تﻻﻮﺼﺤﻣ ﺪﯾﺮﺧ يور ﺶﻫوﮋﭘ ﺎﺑ ﺮﯾﺎﻐﻣ ﻪﮐ
يﺎﻫ ) 5 و
32 ( و ار ﺖﺳا ﯽﻣ ﻗ عﻮﺿﻮﻣ ﻪﮐ ﺖﻓﺎﯾ عﻮﺿﻮﻣ ﻦﯾا رد ناﻮﺗ ﺖﻤﯿ
ياﺮﺑ يﺮﺘﻤﻬﻣ ﻞﺋﺎﺴﻣ داﺮﻓا ﯽﺘﻓﺎﯾزﺎﺑ رﺎﺘﻓر دﻮﺟو ﻢﻏﺮﯿﻠﻋ ﯽﻣ ﺪﻬﺸﻣ ناﺪﻧوﺮﻬﺷ ؛ﺪﺷﺎﺑ
ﻪﺘﻓﺎﯾ ﻪﮐ ﺎﺠﻧآ زا ﯽﮐﺎﺣ ﺶﻫوﮋﭘ يﺎﻫ
ار ﺖﻓﺎﯾزﺎﺑ يﺮﺘﺸﯿﺑ تﺎﻌﻓد داﺪﻌﺗ ﻪﮐ ﯽﻧاﺪﻧوﺮﻬﺷ ﻪﮐ ﺖﺳا نآ زا هداد مﺎﺠﻧا ﺖﻤﯿﻗ ياﺮﯾﺬﭘ ﺮﺘﻤﮐ ،ﺪﻧا ﺮﺗﻻﺎﺑ يﺎﻫ
ﺰﺒﺳ تﻻﻮﺼﺤﻣ
ﯽﻣ دﺎﻬﻨﺸﯿﭘ اﺬﻟ ،ﺪﻨﺘﺴﻫ ﯾﻮﺸﺗ ﺖﻬﺟ دﻮﺷ
يﺎﻫرﺎﺘﻓر ﻦﯾا ﻖ
ﻦﯿﭙﻤﮐ رد ﯽﺘﻓﺎﯾزﺎﺑ ﻦﯾا نﺎﺑﺎﯾرازﺎﺑ ﻂﺳﻮﺗ هﺪﺷ دﺎﺠﯾا يﺎﻫ
هداد هﮋﯾو رﻮﻃ ﻪﺑ داﺮﻓا ﻦﯾا ﺖﻬﺟ مزﻻ تﺎﻔﯿﻔﺨﺗ تﻻﻮﺼﺤﻣ دﻮﺷ . ﻦﯿﻨﭽﻤﻫ ﺦﺳﺎﭘ زا ﯽﻤﯿﻧ زا ﺶﯿﺑ ﻪﮐ ﺎﺠﻧآ زا ﺖﺒﺴﻧ نﺎﮔﺪﻨﻫد
ﺮﺗﻻﺎﺑ ﺖﻤﯿﻗ ﻪﺑ ﺰﺒﺳ تﻻﻮﺼﺤﻣ
ﺶﻫﺎﮐ ﻦﯾاﺮﺑﺎﻨﺑ ،ﺪﻨﺘﺴﻫ سﺎﺴﺣ
فﺮﺼﻣ بﺬﺟ رد ﺰﺒﺳ تﻻﻮﺼﺤﻣ ﺖﻤﯿﻗ ﯽﻣ نﺎﮔﺪﻨﻨﮐ
ﯽﮑﯾ ﺪﻧاﻮﺗ
ﺪﺷﺎﺑ ﻪﻨﯿﻣز ﻦﯾا رد ﺮﺛﻮﻣ تﺎﻣاﺪﻗا زا .
نﺎﻣزﺎﺳ نﺎﯿﻣ ﻦﯾا رد يﺎﻫ
ﺖﯾﺎﻤﺣ ﻂﯿﺤﻣ زا هﺪﻨﻨﮐ نﺎﻣزﺎﺳ ﻦﯿﻨﭽﻤﻫ و ﯽﺘﻟود ﺖﺴﯾز
يﺎﻫ
ﯽﻣ ﯽﺘﻟودﺮﯿﻏ و ناراﺪﯾﺮﺧ زا ﺖﯾﺎﻤﺣ رد ﯽﻤﻬﻣ ﺶﻘﻧ ﺪﻨﻧاﻮﺗ
ﻪﻨﯾدﺎﻬﻧ ﺪﻨﯾﺎﻤﻧ ﺎﻔﯾا ﺰﺒﺳ ﺪﯾﺮﺧ يزﺎﺳ .
5 - ﻊﺑﺎﻨﻣ
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Investigating the factors affecting Consumers Purchasing Behavior of green food products
Karbasi, A. 1, Rahmati, E. A. 2*
1. Respectively Professor of the department of Agricultural economics of Ferdowsi University, Mashhad, Iran.
2. Ph.D. student of of the department of Agricultural economics ,Ferdowsi university, Mashhad, Iran.
ABSTRACT ARTIClE INFO
Article History:
Received 2018/ 05/ 19 Accepted 2021/ 07/ 13
Keywords:
Green Behavior, Knowledge, Perceived effectiveness, Recycled behavior.
Over the last decade, consumer consumption of goods and services has increased tremendously across the world, leading to depletion of natural resources and severe damage to the environment which has led many consumers to reduce the environmental impact of their consumption. In this study, it is tried to investigate the effect of knowledge about environmental problems, perceived consumer effectiveness, and recycling behavior on the purchasing behavior of green food products by using structural equation modeling. To achieve this purpose, is used from the data of 215 consumers in the city of Mashhad was used in 2017. The results show that perceived consumer effectiveness or attitude is the most important predictor of green food purchasing behavior. So trying to increase consumer awareness through advertising tools to introduce their various capabilities to reduce environmental degradation can be one of the most effective measures. Also, green product labeling and lower prices of environmentally friendly products through campaigns and support organizations have been suggested.
DOI: 10.52547/fsct.18.117.343
*Corresponding Author E-Mail:
Iranian Journal of Food Science and Technology
Homepage:www.fsct.modares.ir
Scientific Research
