تاثیر محرک های بازاریابی سبز بر عملکرد اماکن ورزشی با میانجی گری مسئولیت اجتماعی

Today, with the competitiveness of markets and the ever-changing environment, organizations have come to realize that they are no longer confronted with a growing economic system and growing markets. Therefore, each customer has its own special value and must fight to gain more market share. Although until yesterday, marketers were only thinking about finding new customers, but in today's view, customer commitment has a special place, and customer growth means paying attention to satisfaction, effective communication with him and measuring quality from his point of view. An organization is a supporter and supporter of the organization inside the partner and outside the organization. Therefore, only customers who have a sense of belonging and heart and have profitability and longevity are considered capital for organizations. Marketing process design and Performing activities to produce, price, promote and distribute goods and services to meet the needs and wants of customers and achieve the goals of the organization. But sport has unique characteristics that distinguish it from goods and even other services, and requires methods beyond the usual concepts and methods of commercial marketing. On the other hand, marketing mix is one of the topics of interest in marketing, which is a combination of product strategy, price, location and promotion. These elements are commonly referred to as marketing mixes. The decisions and strategies of each of them are very important for the sports marketer. The most important decision and one of the biggest challenges of sports marketing is how to combine a mixed marketing strategy for complete customer satisfaction, achieving organizational goals, increasing market position and increasing competitive advantage. Sports facilities marketing begins with looking at what should be sold in the facilities. Sports facilities have two types of products for sale: experiences and goods. Experiences may include enjoying a race or activity in a magnificent place, these experiences are difficult to price; However, it is very valuable for some people. Goods may include food, playgrounds, and venues themselves. Before creating a marketing plan, a list of places marketing assets should be prepared that includes a review of all the experiences and products that can be sold or offered. It is also important to know what is involved in marketing. Green marketing Environmental marketing includes all activities designed to create and facilitate exchanges in order to satisfy human needs and wants, so that these needs and wants are met with the least harmful and destructive effects on the environment. To be In other words, green marketing refers to the development and improvement of pricing, promotion and distribution of products that do not harm the environment. The green marketing mix describes environmental efforts, design, promotion, pricing and distribution of products that do not harm the environment.Therefore, in order to achieve these goals, every organization must assume responsibilities towards the community. Corporate social responsibility is a set of duties and responsibilities that an organization must fulfill in order to maintain, care for and help the community in which it operates. In general, what jobs give back to society It also introduces corporate social responsibility as the voluntary and economic, legal and ethical expectations that society has of organizations at all times. From an individual and human perspective, social responsibility is a set of activities that an individual performs not only for the purpose of the job, but also to serve the community and on a larger scale to the community. Organizations today need to continuously improve their performance in order to survive and thrive in a competitive environment. Improving individual and organizational performance is the key to success in competition. Performance is defined as efficiency and effectiveness because effectiveness refers to the extent to which goals are achieved, and efficiency refers to how resources are used economically to achieve goals, they can be considered two important dimensions. Know the performance. That is, both internal causes (efficiency) and external causes (effectiveness) for specific parts of performance can exist. Hence, performance is a function of the efficiency and effectiveness of the activities performed Proper performance of the organization indicates the ability of actors and processes of the organization to meet organizational goals. Organizational performance is derived from the philosophy of the organization and the satisfaction of stakeholders and customers of the organization is completely affected by it. The concept of organizational performance is widely used to integrate the activities of the organization to achieve strategic and long-term achievements while controlling daily activities. It also contributes to continuous improvement and comprehensive development. Lorsch and Lawrence have concluded that performance is not only related to the action of individual characteristics, but also to the organization and the environment. Individuals, even with maximum motivation and all the necessary skills, may not be effective unless they receive the support and guidance the organization needs and their work is compatible with the needs of the organization and their environment. Considering that the importance of marketing in order to develop various institutions in a practical and experimental way has always been emphasized, but this issue has always been neglected in the country's sports business environment, while the development of marketing in sports institutions. It can significantly improve their performance and enable the sports community to avoid wasting time and money by understanding the needs and wants of the audience and thus generating more revenue for the organization, accountability and initiative in the organization, recognizing competitors and Be ahead of the competition. Marketing can also increase stock prices, hire insurance members and attract and increase the income of athletes and the like. Sports venues are places of comfort and health for many people in the community. If these spaces do not meet the required standards and environmental standards are not observed in them, on the one hand, it will cause harm and physical danger to the participants and on the other hand, the number of participants is increasing day by day for safety. The lack of environment will be reduced, and as a result, in such a situation, we will face a sedentary society and unhealthy citizens, which will have many negative consequences for individuals and society, and will impose heavy costs on the government in the future. Appeared Considering the above, it seems that green marketing stimuli can directly and indirectly mediate the performance of Tehran's university facilities through social responsibility. A descriptive-correlational design was employed on this study, following an applied approach. Two standard questionnaires of social responsibility and business performance and one researcher-made questionnaires of green marketing were used for this study. The validity of the questionnaire was confirmed by 10 experts. The reliability coefficients of the questionnaires are business performance (0.76), green marketing (0.78), social responsibility (0.89). The statistical population under study included the head and staff of the physical education department of universities in Tehran. According to the research approach, sampling was stratified and included 4 people. Spss 25 and Amous 24 were used for statistical analysis. The results showed that legal obligations have a significant positive effect on the performance of sports facilities in Tehran public universities (B = 0.353, Sig = 0.001, t = 3.787). Green advertising has a significant positive effect on the performance of sports venues (B = 0.138, Sig = 0.015, t = 2.503) but social responsibility has not played a mediating role in the relationship between green marketing and the performance and sustainable development of places. The research results showed that, it can be stated that more attention is given by the officials and staff of the Universities of Physical Education to the legal responsibilities in their field of work, as well as the promotion of programs and services electronically, as opposed to paper advertising no adverse effects on the environment it improves the performance of college sport facilities.