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

Document Type : Original Article

Authors

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

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

Abstract

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.

Keywords

References

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