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

Document Type : Original Article

Authors

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

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

Abstract

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.

Keywords

References

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Sports Marketing Studies
Volume 2, Issue 4 - Serial Number 8
January 2022
Pages 65-97

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