تأثیر بازاریابی سبز بر تصویر برند ورزشی و قصد خرید ورزشکاران شهر رشت

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناسی ارشد گروه 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 استادیار مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه گیلان، رشت، ایران.

https://www.doi.org/10.34785/J021.2022.766

چکیده

هدف از این تحقیق تعیین تأثیر بازاریابی سبز بر تصویر برند ورزشی و قصد خرید ورزشکاران شهر رشت بود. پژوهش حاضر به لحاظ هدف، کاربردی و به لحاظ ماهیت توصیفی-پیمایش بود. جامعه آماری شامل همۀ ورزشکاران شهر رشت با تعداد نامحدود بودند که از طریق نمونه-گیری به صورت تصادفی هدفمند و با توجه به شرایط کرونا، 160 نفر در تحقیق شرکت کردند. ابزار اصلی تحقیق، شامل سه پرسشنامه گردآوری شده یا محقق ساخته بازاریابی سبز (33 گویه)، تصویر برند (10 گویه) و قصد خرید (9 گویه) با طیف لیکرت پنج ارزشی بودند که با مراجعه به باشگاه‌ها توزیع و جمع‌آوری شد. تحلیل داده ها با استفاده از مدل‌سازی معادلات ساختاری و نرم‌افزارهای SPSS26 و PLS3 نشان داد که بازاریابی سبز بر تصویر برند ورزشی (β= 0/62, t= 10/413) و بر قصد خرید (β= 0/55, t= 7/745)؛ و تصویر برند ورزشی بر قصد خرید (β= 0/50, t= 6/978) تأثیر مثبت و معنی‌داری دارد. همچنین تأثیر بازاریابی سبز بر قصد خرید با میانجی تصویر برند ورزشی (VAF= 0/37, Sobel test= 6/068)مثبت و معنی‌دار بود. در نتیجه، می‌توان با انتخاب مکان یا کانال و نیز محصولات و خدمات خوب و مناسب، تصویر برند ورزشی و قصد خرید ورزشکاران را تحت تأثیر قرر داد.

کلیدواژه‌ها


عنوان مقاله [English]

Influence of green marketing on sport brand image and intention to purchase Athletes in Rasht

نویسندگان [English]

  • Fariborz Darvishi Harzevili 1
  • Rahim Ramezaninezhad 2
  • Hamidreza Goharrostami 3
1 Master of Sports Management Group, Faculty of Physical Education and Sports Sciences, University of Guilan, Rasht, Iran
2 Professor of Sport Management, , Faculty of Physical Education and Sport Sciences, University of Gulian, Rasht, Iran
3 Assistant Professor of Sport Management,Faculty of Physical Education and Sport Sciences, University of Gulian, Rasht, Iran.
چکیده [English]

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.

کلیدواژه‌ها [English]

  • Green Marketing
  • Sports Brand Image
  • Intention to Purchase
  • Sport Products
  • Environment
  • Athletes
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