مهندسی سیستم و بهره‌وری

مهندسی سیستم و بهره‌وری

شناسایی و اولویت‌بندی تلنگرهای موثر در پذیرش اجتماعی برق سبز: یک مطالعه دلفی فازی

نوع مقاله : پژوهشی

نویسندگان
علی موسوی رمضان‌زاده 1
محسن نظری 2
1 دانشجوی دکتری، گروه مدیریت بازرگانی، پردیس بین‌الملل ارس، دانشگاه تهران، تهران، ایران
2 نویسنده مسئول: استاد، گروه بازاریابی و توسعه بازار، دانشکده مدیریت کسب‌وکار، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران
10.22034/sep.2025.2065794.1352
چکیده
پژوهش حاضر به تحلیل و تعیین اولویت عوامل مؤثر بر پذیرش اجتماعی انرژی‌های سبز در ایران می‌پردازد. با توجه به اهمیت انرژی‌های تجدیدپذیر در کاهش آلودگی‌های زیست‌محیطی و محدودیت منابع فسیلی، بررسی عواملی که بر پذیرش این انرژی‌ها تأثیر می‌گذارند، اهمیت بیشتری یافته است. تحقیق به‌صورت ترکیبی از روش‌های کیفی و کمی در دو مرحله انجام‌شده است. در مرحله نخست، با مرور جامع منابع علمی، ۱۲۹ مقاله از پایگاه داده معتبر موردبررسی قرار گرفت و درنهایت ۴۸ مقاله مرتبط انتخاب و ۱۵ نوع تلنگر شناسایی شد. در مرحله دوم، با استفاده از روش دلفی فازی و همکاری ۱۷ متخصص در زمینه‌های انرژی، اقتصاد رفتاری، روانشناسی اجتماعی، مدیریت انرژی و بازاریابی اجتماعی، تلنگرهای شناسایی‌شده بر اساس سه معیار اثرگذاری، قابلیت اجرا و پذیرش اجتماعی در ایران اولویت‌بندی شدند. نتایج نشان داد که تلنگرهای اطلاعاتی، گزینه‌های پیش‌فرض سبز، برچسب‌گذاری بصری، بازخورد مصرف انرژی، هنجارهای اجتماعی و مشوق‌های مالی با طراحی مناسب بالاترین رتبه را کسب کردند. همچنین، متخصصان چهار تلنگر جدید شامل تلنگرهای بومی-فرهنگی، تلنگرهای مذهبی-اخلاقی، تلنگرهای آموزشی خانواده و تلنگرهای مبتنی بر تأثیرگذاران را معرفی کردند. این یافته‌ها می‌تواند راهنمایی برای سیاست‌گذاران و برنامه‌ریزان جهت ترویج انرژی‌های تجدیدپذیر فراهم آورد و بستر مناسبی برای پذیرش اجتماعی این انرژی‌ها در جامعه ایران ایجاد کند.

تازه های تحقیق

  • تلنگرهای اطلاعاتی، گزینه‌های پیش‌فرض سبز و برچسب‌گذاری بصری مؤثرترین تلنگرها در پذیرش برق سبز هستند.
  • چهار تلنگر جدید متناسب با بافت فرهنگی ایران شناسایی شدند.
  • ترکیب انواع تلنگرها می‌تواند اثربخشی بیشتری در افزایش پذیرش اجتماعی برق سبز داشته باشد.

کلیدواژه‌ها
تلنگر
پذیرش اجتماعی
برق سبز
انرژی تجدیدپذیر
دلفی فازی
موضوعات

عنوان مقاله English

Identifying and Prioritizing Effective Nudges for Social Acceptance of Green Electricity: A Fuzzy Delphi Study

نویسندگان English

Ali Mousavi Ramezanzadeh 1
Mohsen Nazari 2
1 Ph.D. Candidate, Department of Business Management, Aras International Campus, University of Tehran, Tehran, Iran
2 Corresponding author: Professor, Department of Marketing and Market Development, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran
چکیده English

The present study analyzes and prioritizes the factors affecting the social acceptance of green energies in Iran. Given the importance of renewable energies in reducing environmental pollution and the limitations of fossil resources, examining the factors influencing the acceptance of these energies has gained more importance. The research was conducted using a combination of qualitative and quantitative methods in two stages. In the first stage, a comprehensive review of scientific resources was conducted, examining 129 articles from reputable databases, and eventually, 48 relevant articles were selected, identifying 15 types of nudges. In the second stage, using the fuzzy Delphi method and collaboration with 17 experts in the fields of energy, behavioral economics, social psychology, energy management, and social marketing, the identified nudges were prioritized based on three criteria: impact, feasibility, and social acceptance in Iran. The results showed that informational nudges, green default options, visual labeling, energy consumption feedback, social norms, and well-designed financial incentives received the highest ranks. Additionally, experts introduced four new nudges including indigenous-cultural nudges, religious-ethical nudges, family educational nudges, and influencer-based nudges. These findings can provide guidance for policymakers and planners to promote renewable energies and create a suitable platform for the social acceptance of these energies in Iranian society.

کلیدواژه‌ها English

Nudge
Social Acceptance
Green Electricity
Renewable Energy
Fuzzy Delphi

Copyright © Ali Mousavi Ramezanzadeh, Mohsen Nazari

 

License

This article is released under the Creative Commons Attribution (CC BY 4.0) license. Anyone is free to copy, share, translate, and adapt this article for any purpose, whether commercial or non-commercial, as long as proper citation is given to the authors and original publication.

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مهندسی سیستم و بهره‌وری
دوره 5، شماره 4 - شماره پیاپی 17
شماره پیاپی 17، فصلنامه زمستان
زمستان 1404
صفحه 149-167

  • تاریخ دریافت 22 تیر 1404
  • تاریخ بازنگری 15 مرداد 1404
  • تاریخ پذیرش 20 مرداد 1404
  • تاریخ اولین انتشار 20 مرداد 1404
  • تاریخ انتشار 01 دی 1404