تأثیر بازاریابی سبز بر تمایل مشتریان به خرید محصولات ورزشی با نقش میانجی تصویر برند

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانش‌آموخته کارشناسی ارشد مدیریت ورزشی، دانشگاه صنعتی شاهرود، شاهرود، ایران

2 استادیار مدیریت ورزشی، دانشگاه صنعتی شاهرود، شاهرود، ایران

3 دانش‌آموخته دکتری بازاریابی ورزشی، دانشگاه تربیت مدرس تهران، تهران، ایران

https://www.doi.org/10.34785/J021.2022.259

چکیده

هدف پژوهش حاضر بررسی تأثیر فعالیت‌های بازاریابی سبز بر تمایل به خرید مشتریان به واسطه تصویر برند بود. این پژوهش از نظر هدف، کاربردی و از نظر استراتژی از نوع همبستگی است. جامعه آماری پژوهش را مشتریان فروشگاه‌های پوشاک ورزشی مجید در شهر تهران تشکیل دادند. تعداد 172 نفر از مشتریان این فروشگاه‌ها به شیوه تصادفی ساده به عنوان نمونه پژوهش انتخاب شدند. داده‌ها با استفاده از پرسشنامه‌های بازاریابی سبز (با 75/0=α؛ 83/0=CR) و تصویر برند (با 83/0=α؛ 88/0=CR) جواهر، پوداروث و نویائوکس (2012) و پرسشنامه تمایل به خرید (با 83/0=α؛ 90/0=CR) کو، هانگ و کیم (2013) جمع‌آوری شدند. روایی محتوا، همگرا و واگرای پرسشنامه‌ها نیز به ترتیب توسط صاحب‌نظران، محاسبه میانگین واریانس استخراج‌شده و بارهای عاملی متقابل تأیید شد. مدل‌سازی معادلات ساختاری با استفاده از روش حداقل مربعات جزئی و با به کارگیری نرم‌افزار Smart PLS انجام شد. نتایج نشان داد که بازاریابی سبز تأثیر مثبت و معناداری بر تصویر برند و تمایل به خرید مشتریان دارد. تصویر برند نیز به طور معناداری بر تمایل به خرید مشتریان تأثیرگذار است. همچنین، تصویر برند نقش واسطه‌ای معناداری در ارتباط بین بازاریابی سبز و تمایل به خرید ایفا می‌کند. در نهایت، شاخص-های برازش محاسبه‌شده، نشان‌دهنده‌ برازش مطلوب مدل بودند. به طور کلی، می‌توان نتیجه گرفت که بازاریابی سبز از طریق فعالیت‌های منطبق با محیط زیست، می‎تواند تصویری مثبت از شرکت و محصولات آن در ذهن مشتریان ایجاد و آنها را برای خرید ترغیب کند.

کلیدواژه‌ها

عنوان مقاله [English]

The Effect of Green Marketing on Purchase Intention of Customers to Sports Products with Mediating Role of Brand Image

نویسندگان [English]

  • Ehsan Baghban Baghestan 1
  • Hadi Bagheri 2
  • Ali Nazemi 3
1 MA. of Sport Management, Shahrood University of Technology, Shahrood, Iran.
2 Assistant Professor in Sport Management, Shahrood University of Technology, Shahrood, Iran
3 Ph.D. in Sport Management, Tarbiat Modarres University, Tehran, Iran.
چکیده [English]

The purpose of this study was to investigate the effect of green marketing activities on the purchase intention of customers through brand image. This study was applied in terms of purpose and correlational in terms of strategy. The statistical population consisted of all customers of Majid sports store in Tehran. 172 customers of these stores were selected by simple random sampling. Data were collected using green marketing (with α=0.75, CR=0.83) and the brand image (with α=0.83, CR=0.88) questionnaires of Juwaheer, Pudaruth & Noyaux (2012) and the purchase intention questionnaire (with α=0.83, CR=0.90) of Ko, Hwang and Kim (2013). The content validity, convergent, and divergent of the questionnaires were also confirmed by the experts, the calculation of the mean extracted variance and the cross-factor loadings, respectively. The structural equation modeling was performed using partial least squares method and Smart PLS software. The results showed that green marketing has a positive and significant effect on brand image and purchase intention of customers. Also, brand image significantly affects purchase intention of customers. Furthermore, brand image plays a significant mediator role in the relationship between green marketing and purchase intention of customers. Finally, the calculated indices showed the goodness of fit of the model. In general, it can be concluded that green marketing due to environmentally-friendly activities, can create a positive image of the corporate and its products in the minds of customers and persuade them to purchase.

کلیدواژه‌ها [English]

  • Environmental Activities
  • Green Product
  • Green Brand
  • Green Purchase Intention

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