چكيده به لاتين
This study examines factors that can increase people's willingness to purchase green goods through sharing negative experiences on social networks. The main goal of this study is to identify and prioritize these factors and present a model that can increase people's willingness to use green goods. With increasing awareness of environmental issues, the willingness to consume green goods is increasing. In the meantime, social networks act as platforms for sharing consumers' experiences. Negative experiences about environmentally harmful goods can affect consumers' views and behaviors. This study seeks to identify factors that can strengthen the willingness to consume green goods in this way. In the first stage, the literature related to the willingness to consume green goods and the impact of social networks was reviewed to provide the necessary theoretical framework. Based on the initial findings, a questionnaire was designed that included questions about the effects of negative experiences in increasing the willingness to consume green goods. To conduct this research, people who are actively present on social networks and are potential and actual consumers of green goods were considered as the statistical population. The questionnaire was distributed among the people to collect sufficient data. The number of people who filled out the questionnaire was 395. The collected data was examined using exploratory factor analysis to identify the effective factors. The results of the analysis showed that all factors affecting the desire to buy green goods can be divided into two general categories: psychological factors: including the motivation to change behavior, creating awareness, creating a positive attitude, buying a green product, social feelings and supporting the green brand and environmental factors: including the adoption of laws, campaigns, a safe atmosphere of dialogue, improving company performance, producing critical content and producing content by influencers. After identifying the factors, these factors were prioritized in order using the Friedman ranking test. This stage helps to better understand the importance of each factor and how it affects consumers' desire. This research can be useful for commercial and research companies related to green goods, as well as government agencies and policy-making organizations that pay attention to environmental issues. The findings of this study can be used as a basis for developing effective marketing strategies in the field of green goods and creating public awareness. This research is unique in that no study has specifically investigated the factors affecting the increase in people's desire for green goods through sharing bad experiences on social networks.
