نوع مقاله : مقاله پژوهشی
1 دکترای مدیریت استراتژیک در سازمان های ورزشی. دانشگاه آزاد اسلامی
2 استادیار مدیریت ورزشی، گروه تربیت بدنی و علوم ورزشی، واحد مبارکه، دانشگاه آزاد اسلامی، اصفهان، ایران
3 استادیار مدیریت ورزشی، گروه تربیت بدنی و علوم ورزشی، واحد نجف آباد، دانشگاه آزاد اسلامی، نجف آباد، ایران
4 دانشجوی دکترای مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه تهران، تهران، ایران
عنوان مقاله [English]
Growing environmental awareness among consumers and corporate environmental responsibility prompt enterprises to pay more attention to green operations. Green practices, such as green product development (GPD) and green marketing strategies, affect the sustainability of a supply chain.The purpose of this research was to investigate the environmental behaviors of sports consumers with the effects of showing green. A descriptive survey and field research with the statistical population of all the professors and students of physical education in the universities of Isfahan province (Islamic Free Universities of Najaf Abad, Mobarakeh, Isfahan (Khorasgan) and Isfahan University) were consumers of sports equipment. The sample was determined based on Cochran's formula (for indeterminate population), 368 people. Information about green brands was collected by Rahbar & Abdul Wahid (2011) questionnaire. Abdol Rashid's (2009) questionnaire was used to collect information about consumers. Validity and reliability of both questionnaires were confirmed. To analyze the data obtained from the collection of questionnaires, structural equation modeling is used with AMOS software, and SPSS software is used to use Levine and ANOVA tests. The findings showed that first, environmental advertising tools (0.49) have an impact on the buying behavior of sports equipment consumers. Second, the green brand tool (0.41) has an impact on consumer consumption. Third, the green label tool had the most impact (0.38) on consumers' behavior, but for low consumption consumer purchases. These results were obtained at the alpha level of 0.01. In order to improve the environment, it is better for consumers to have an increased use of a green product and for consumers to obtain a better benefit for consuming vegetables.