طراحی مدل مفهومی محرک های سبزشویی در اقامتگاه های بوم گردی: مطالعه ای داده بنیاد در استان اصفهان (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
با توجه به تأثیرات منفی سبزشویی بر محیط زیست و سایر ذی نفعان گردشگری، این صنعت نیاز مبرم به دستورالعمل های گسترده درباره ی ادعاهای زیست محیطی دارد و برای وضع چنین دستوراتی در ابتدای امر نیاز به شناخت محرک های سبزشویی است؛ بنابراین پژوهش حاضر با هدف شناخت محرک های سبزشویی در اقامتگاه های بوم گردی و طراحی مدل مفهومی آن انجام گرفته است. پژوهش از نوع کاربردی و با استفاده از نظریه داده بنیاد، در استان اصفهان انجام شده است. به منظور جمع آوری داده ها از مطالعه ادبیات پژوهش و مصاحبه عمیق با خبرگان استفاده شد. شرط ورود افراد به جامعه آماری پژوهش، تخصص در حوزه مطالعاتی بازاریابی سبز، سبزشویی، گردشگری و اقامتگاه بوم گردی و همچنین داشتن حداقل سه سال سابقه کار مرتبط بود. نمونه گیری به روش هدفمند بود و تا رسیدن به اشباع داده ها و نظری ادامه یافت. نتایج نشان دهنده آن بود که محرک های سبزشویی در اقامتگاه های بوم گردی به سه دسته تقسیم می شود: عوامل علی (انگیزه بهره گیری از مزایای سبز)، زمینه ای (ضعف محیط داخلی و خارجی) و تعدیل گر (بازخورد زیست محیطی)؛ همچنین نتایج نشان از آن داشت که بازخورد زیست محیطی علاوه بر تعدیل کننده بودن (در رابطه بین عوامل علی و سبزشویی)، به طور مستقیم و غیرمستقیم (از طریق عوامل زمینه ای) نیز بر سبزشویی اثرگذار است. درمجموع، نتایج و پیشنهادهای پژوهش حاضر، بینش جدیدی به برنامه ریزان و مسئولان صنعت برای کنترل سبزشویی در اقامتگاه های بوم گردی می دهد.Designing a Conceptual Model of Greenwashing Stimuli in Eco-Lodges: A Foundation Data Study in Isfahan Province1
Due to the negative effects of greenwashing on the environment and tourism stakeholders, tourism industry is in dire need of extensive guidelines on environmental claims. To establish such guidelines, it is first necessary to know the stimuli of greenwashing in this industry. The present study was conducted with the aim of identifying greenwashing stimuli in eco-lodges and designing its conceptual model. This study, which was an applied research, was done by using foundation data theory in Isfahan Province. To collect the data, a review of the research literature was done and in-depth interviews with the experts were followed. The condition for entering the statistical population of the research was specialization in the field studies of green marketing, greenwashing, tourism, and eco-lodges, as well as having at least 3 years of relevant work experience. Sampling was purposeful and continued until the data and theoretical saturations were achieved. The results showed that greenwashing stimulants in eco-lodges could be divided into 3 categories: causal factors (motivation to take advantage of green benefits), underlying factors (weakness of internal and external environments), and moderators (environmental feedback). The results also showed that environmental feedback, in addition to being moderating (based on the effect of causal factors on greenwashing), directly and indirectly (through underlying factors) affected greenwashing. Overall, the results and suggestions of the present study can give new insights to planners and industry officials to control greenwashing in eco-lodges. Keywords : Greenwashing Stimulants, Eco-lodges, Environmental sustainability, Green marketing, Foundation data Introduction The need for appropriate green management measures (Gavrilović & Maksimović, 2018), the growing demand for green services (de Freitas et al., 2020; Gupta et al., 2019), the desire to pay more for green products, the use of green brands as a competitive advantage (de Freitas Netto et al., 2020), etc. would lead firms to develop green marketing strategies and show their corporate images, besides giving social responsibility to consumers. However, in the midst of such green claims, it is difficult to say who really cares about the future of the planet and who only benefits from a sense of responsibility for the community. Previous research has shown that about 98% of the products claim to be environmentally friendly, while misleading consumers in some way. They are considered a form of greenwashing (Du, 2015). While greenwashing has a negative effect on the green image (Chen et al., 2019), word of mouth (Zareie, Siyahsarani Kajouri & Farsizade, 2014), and green trust in the brand (Karimi Sarme, Esmaeilpour Mobasher Amini, 2019; Khan pour, 2019), continuation of this trend can have consequences for green jobs in tourism, tourists, local community and other tourism stakeholders, thus affecting the future of this industry. Therefore, this industry is in dire need of extensive guidelines on environmental claims. To establish such guidelines, it is first necessary to know the stimuli of greenwashing in this industry. Therefore, the present study was conducted with the aim of identifying greenwashing stimuli in eco-lodges and designing their conceptual model. Materials and Methods To collect the data, a review of the research literature and in-depth interviews with 12 experts were done. Sampling was purposeful and continued until saturation. To analyze the data, the systematic version of the foundation data theory was used. To evaluate the reliability of the results, review and verification methods, inconsistency rate, and Kappa index were applied to provide a rich description. Discussion The results showed that greenwashing stimulants could be divided into 3 categories: causal, underlying, and moderating factors. Causal factors indicate the motivation to take advantage of green benefits, which leads to improving the image, increasing market share (more sales), attracting capital, gaining stakeholders’ trust, economic efficiency, and competitive advantage. Underlying factors indicate the weakness of internal and external environments. Weakness of the internal environment include the two dimensions of weakness of individual psychological stimuli and environmental knowledge. The weakness of the external environment include the two dimensions of the lack of information of the relevant departments and weakness of supervision. Finally, moderators point to environmental feedback, which include the 3 indicators of online tourist interactions about environmental performance of the brands, tourist ranking of the environmental performance of eco-lodges, and tourist demand because the eco-lodge was green. The results also showed that environmental feedback, in addition to being moderating (in the effect of causal factors on greenwashing), directly and indirectly (through underlying factors) affected greenwashing. Conclusion No studies were found to identify the mentioned stimuli in tourism. The results and suggestions of the present study can give new insights for planners and industry officials to control greenwashing in eco-lodges. Considering the possible effects of the incentives to use green benefits on greenwashing, it is suggested that the industry officials and planners explain the long-term consequences of greenwashing to the relevant business owners. Also, due to the weakness of the indoor environment, the following suggestions will be made: Focusing on increasing the knowledge and awareness of the managers and staff of eco-lodges about the environmental hazards of the planet, developing clear, uniform, and consistent standards for implementation of green strategies in eco-lodges, and focusing on individual psychological stimuli. Due to the weakness of the external environment, it is suggested that the information of the relevant departments be strengthened and supervision be increased. It is also suggested that efforts be made to strengthen environmental feedback in order to moderate the effects of causal and underlying factors on greenwashing. Considerations: This article was taken from the first author's doctoral dissertation in the field of tourism, Department of Tourism Management, Faculty of Human Sciences, Science and Arts university, Yazd, Iran. References - Aggarwal, P., & Kadyan, A. (2014). 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