بررسی تاثیر بازاریابی سبز بر نیات رفتاری مصرف کنندگان برندهای ورزشی با نقش میانجی مسئولیت اجتماعی و ترجیح برند

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه گیلان، رشت، ایران

2 استاد مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه گیلان، رشت، ایران

3 کارشناس ارشد مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه گیلان، رشت، ایران

https://www.doi.org/10.34785/J021.2020.128

چکیده

     روش پژوهش توصیفی پیمایشی بود که به روش میدانی  انجام شده است. جامعه آماری تحقیق شامل کلیه مصرف­کنندگان برندهای ورزشی بودند و نمونه آماری بر مبنای تعداد قابل کفایت جهت مدل­سازی در نرم‌افزار اسمارت پی­ال­اس به تعداد 10 تا 20 برابر ابعاد گویه پژوهش انتخاب گردید  (41*10=410). ابزارهای پژوهش شامل پرسشنامه بازاریابی سبز، پرسشنامه مسئولیت اجتماعی، پرسشنامه ترجیح برند و پرسشنامه نیات رفتاری مشتریان بودند. از روش تحلیل عاملی تأییدی و تحلیل مسیر در نرم‌افزار اسمارت پی­ال­اس ، جهت بررسی روایی سازه و تحلیل فرضیات اصلی استفاده شد. نتایج نشان داد که بازاریابی سبز دارای اثر مستقیم و معنی­داری بر مسئولیت اجتماعی، ترجیح برند و نیات رفتاری و اثر غیرمستقیم بر نیات رفتاری از هر دو مسیر میانجی مسئولیت اجتماعی  و ترجیح برند دارد. بنابراین می­توان بیان کرد هرچند بازاریابی سبز به طور مستقیم سبب افزایش نیات رفتاری مثبت مشتریان می­شود، اما مداخلاتی همچون رعایت مسئولیت اجتماعی نسبت به مشتریان و ترجیح دادن برند سبز مشتریان نسبت به برندهای دیگر، اثر آن را افزایش می­دهد.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating the effect of green marketing on the behavioral intentions of consumers of sports brands with the mediating role of social responsibility and brand preference

نویسندگان [English]

  • hossein brakhas 1
  • Mehrali HemmatiNezhad 2
  • zohreh izanloo 3
1 PhD student in Sports Management, Faculty of Physical Education and Sports Sciences, University of Guilan, Rasht, Iran
2 Professor of Sports Management, Faculty of Physical Education and Sport Sciences, University of Guilan, Rasht, Iran
3 Master of Sport Management, Faculty of Physical Education and Sports Sciences, University of Guilan, Rasht, Iran
چکیده [English]

The research method was descriptive survey which was done by field method. The statistical population of the study included all consumers of sports brands and the statistical sample was selected based on a sufficient number for modeling in Smart PLS software 10 to 20 times the dimensions of the research item (410 = 10 * 41). Research tools included Green Marketing Questionnaire, Social Responsibility Questionnaire, Brand Preference Questionnaire and Customer Behavioral Intent Questionnaire. Confirmatory factor analysis and path analysis in Smart PLS software were used to evaluate the construct validity and analyze the main hypotheses. The results showed that green marketing has a direct and significant effect on social responsibility, brand preference and behavioral intentions and an indirect effect on behavioral intentions through both mediating social responsibility and brand preference. Therefore, it can be said that although green marketing directly increases the positive behavioral intentions of customers, but interventions such as observing social responsibility towards customers and preferring the green brand of customers to other brands, increase its effect.

کلیدواژه‌ها [English]

  • Green Marketing
  • Behavioral intentions
  • Social Responsibility
  • Brand Preference
  • consumer's sport

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