رابطه بین بازاریابی سبز و ادراک از معیارهای اخلاقی تولیدکنندگان با وفاداری مشتریان محصولات ورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه مدیریت ورزشی، دانشگاه شهید رجایی، تهران، ایران

2 گروه تربیت بدنی، آموزش و پرورش، بابل، ایران

3 گروه تربیت بدنی، دانشگاه صنعتی نوشیروانی، بابل، ایران

https://www.doi.org/10.34785/J021.2022.296

چکیده

هدف از اجرای تحقیق حاضر بررسی رابطه بین ابعاد بازاریابی سبز و زبر مجموعه های معیارهای اخلاقی تولیدکنندگان با وفاداری در مشتریان محصولات ورزشی می باشد. روش تحقیق توصیفی و از نوع تحقیقات همبستگی بوده است. نمونه آماری تحقیق حاضر، شامل 357 نفر مشتریان فروشگاه‌های ورزشی در استانهای شمالی کشور بودند که به صورت تصادفی خوشه‌ای انتخاب شدند. برای جمع‌آوری داده ها پرسشنامه آگاهی از بازاریابی سبز حبیبی ساروی (1395)، پرسشنامه وفاداری مصرف کننده به محصولات ورزشی رسول آبادی (١٣٩٤) و پرسشنامه معیارهای اخلاقی تولیدکنندگان سیدی و پاک نژاد (1394) با مقیاس پنج ارزشی لیکرت مورد استفاده قرار گرفت. برای تعیین طبیعی بودن توزیع دادههای تحقیق از آزمون همبستگی پیرسون و تحلیل رگرسیون چندگانه با استفاده از نرم افزار 22SPSS در سطح 05/0≥α تجزیه و تحلیل شد. نتایج تحقیق نشان داد بین بازاریابی سبز با ادارک از معیارهای اخلاقی تولیدکنندگان محصولات ورزشی رابطه وجود دارد. همچنین بین معیارهای اخلاقی تولیدکنندگان با وفاداری مشتریان محصولات ورزشی رابطه وجود دارد. بین مولفه های بازاریابی سبز (محصول سبز، تبلیغ سبز، قیمت سبز، سبک محصول سبز و کیفیت محصول سبز) با وفاداری مشتریان محصولات ورزشی رابطه وجود دارد. نتایج حاصل از تحلیل رگرسیون نشان داد که بازاریابی سبز به میزان (44/0=β) و ادارک از معیارهای اخلاقی تولیدکنندگان به میزان (19/0=β) می‌توانند تغییرات وفاداری مشتریان محصولات ورزشی را پیش بینی کنند. به شرکت‌های تولیدی محصولات ورزشی پیشنهاد می‌شود با اتخاذ استراتژی‌های مناسب بازاریابی محصولات ورزشی سبز در بازارهای هدف به صورت همه جانبه به معرفی و ار‌ائه محصولات دوست‌دار محیط زیست اقدام نمایند.

کلیدواژه‌ها

عنوان مقاله [English]

Relationship between green marketing and the ethical measures of producers with the loyalty of sports products customers

نویسندگان [English]

  • Farshad Yazdani 1
  • Mohammadbagher Forghani Ozrudi 2
  • Ali Yaghobi 3
1 Department of Sports Management, Shahid Rajaei University, Tehran, Iran
2 Department of Physical Education, education office, Babol, Iran
3 Department of Physical Education, Noshirvani University of Technology, Babol, Iran
چکیده [English]

The purpose of this study was to investigate the relationship dimensions green marketing and subcategories producers' ethical standards with customer loyalty of sports products. The research method was descriptive and correlational. The statistical sample of the present study included 357 customers of sports stores in the northern provinces of Iran that were selected randomly. For collect data, Habibi Saravi Green Marketing Knowledge Questionnaire (2016), Consumer Loyalty Questionnaire for Rasoul Abadi Sport Products (2015), and Sidney and Pure Rage Ethical Criteria Questionnaire (2015) with Likert five-point scale were used. Data were analyzed usingPearson correlation test & regression analysis using SPSS22 software at α≥0.05. The results showed that there is a relationship between green marketing and ethical standards of sporting goods manufacturers. There is a relationship between manufacturers ethical standards and customer loyalty to sports products. There is a relationship between the components of green marketing (green product, green advertising, green price, green product style and green product quality) with customer loyalty of sports products. The results of regression analysis showed that green marketing (β=0.44) and perception of producers' ethical standards (β=0.19) can predict customer loyalty changes in sports products. It is suggested that companies that produce sports products adopt comprehensive strategies for marketing green sports products in the target markets and introduce environmentally friendly products.

کلیدواژه‌ها [English]

  • Green Marketing
  • Loyalty
  • Ethical Criteria
  • Manufacturers
  • Customers
  • Sport Products

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