Fariborz Darvishi Harzevili; Rahim Ramezaninezhad; Hamidreza Goharrostami
Abstract
The purpose of this study was to determine influence of green marketing on sport brand image and intention to purchase of athletes in Rasht. The present study was applied in terms of purpose and descriptive-survey in terms of nature. The statistical population consisted of all athletes in Rasht city ...
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The purpose of this study was to determine influence of green marketing on sport brand image and intention to purchase of athletes in Rasht. The present study was applied in terms of purpose and descriptive-survey in terms of nature. The statistical population consisted of all athletes in Rasht city with unlimited number of people who through randomly targeted sampling and according to the coronavirus conditions, 160 people participated in the study. The main research tools included three collected or researcher-made questionnaires of green marketing (33 items), sport brand image (10 items) and purchase intention (9 items) with five-point Likert scale that were distributed and collected by referring to clubs. Data analysis using structural equations modeling and SPSS26 and PLS3 softwares showed that green marketing on sport brand image (β= 0/62, t= 10/413) and on intention to purchase (β= 0/55, t= 7/745); and sport brand image has a positive and significant effect on intention to purchase (β= 0/50, t= 6/978). Also, influence of green marketing on intention to purchase with sport brand image mediator (VAF= 0/37, Sobel test= 6/068) was positive and significant. Consequently, by choosing a place or channel as well as good and suitable products and services, can be influenced sport brand image and intention to purchase athletes.
