Green Sport Marketing Mix on Sportswear Consumers Purchasing Behavior

Journal of System Management

مقاله 3، دوره 4، شماره 1، فروردین 2018، صفحه 45-56

نویسندگان

Mohammad Khorsandi-Fard^{* 1}؛ Reza Ismaeelzadeh²

¹Department of Physical Education and Sport Science,Islamic Azad University, Mashhad Branch, Mashhad, Iran

²Department of Physical Education and Sport Science,Islamic Azad University, Mashhad Branch, Mashhad, Iran.

چکیده

The present study aimed to investigate the impact of green marketing mix on sport wear consumer shopping behavior. Population for the study was professional athletes, Semi-Pro and Club consumers sport wear that due to extensive of operations community according to the Morgan table 386 people was conclude as the sample. Research tool was a sport green marketing questionnaire whit four items that is green produce, green price, green place and green promotion and that its validity by ten professors of management and marketing and sports management were approved. The reliability of the instrument was calculated by using Cronbach alpha test was 0.92. To analyze the data, the Kolmogorov Smirnov test, Pearson correlation and regression analysis were used. The results showed significant correlation and impact of green marketing mix and its components on the shopping behavior of sportswear consumers. According to the findings recommended the manufacturers of sports products to make green marketing mix in their agenda and increase sales and market share by using green marketing strategy.

کلیدواژه‌ها

Green marketing؛ Consumer Purchasing Behavior؛ Sport Consumers