نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری ،گروه مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران
2 دانشیار ،گروه مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران
3 استاد،گروه مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران
4 استادیار ،گروه رفتارحرکتی ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
This study is descriptive analytical research that is supported by post-positivist worldview considerations and assumptions. The participants of this research were 394 Majid brand customers who participated in the study through an online self-report survey and answered the research questionnaires. The validity of the research tool was confirmed through face and construct validity and its reliability through Cronbach's alpha. To test the hypotheses of this study, partial least square structural equation modeling (PLS-SEM-3) was used. The findings of this study showed that green products positively affect green image, green satisfaction, green trust and green loyalty. Green price has a positive and significant effect on green image, green trust and green loyalty, on the other hand, it has no significant effect on green satisfaction. The green place only has a positive and significant effect on the green image, also the simultaneous green promotion has a positive and significant effect on the green image and green satisfaction, on the other hand, it does not have a significant effect on green trust and green loyalty. Finally, the evaluation of the internal relationships of the special value dimensions of the green brand of sports products showed that the causal relationship between green image and green trust, green image and green loyalty, and green trust and green loyalty is positive and significant. This result shows that the benefits of green sports products are short-term and green products significantly save customers' money and their time to some extent, however, due to the weakness of green place and green promotion. The respective customers refuse to commit to it.
کلیدواژهها [English]