نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران
2 استادیار بازاریابی، گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Increased awareness about various environmental problems has led to changes in consumer lifestyles. Consumer attitudes toward green lifestyles have changed, but this has not been reflected broadly in consumer purchasing behavior. Businesses have observed this shift in consumer attitudes and are trying to gain an edge in the competitive marketplace by leveraging the potential of green marketing communications. Therefore, this study seeks to answer the question of whether companies' green marketing communications, as well as the importance of consumer attitudes, affect green purchasing behavior of sports products. The statistical population of the study is consumers of sports products who were selected using convenience sampling method and standard questionnaires were used to collect data. To externally evaluate the model, reliability, convergent validity, and divergent validity tests were reviewed and confirmed. Hypothesis analysis was performed using SmartPLS software. The findings show that the components of green marketing communications (level of education, product promotion, pricing, and advertising) have a direct and significant effect on green purchasing behavior, and a strong correlation was identified between the attention of sports product consumers to companies' green marketing communications and green purchasing behavior. Also, the positive effect of the mediating variable of consumer attitude on green purchasing behavior was confirmed. Therefore, it is essential to develop and implement strategies regarding green sports products to guide retailers and consumers towards a green transition. Also, the need for green marketing and a shift in consumer attitudes towards environmentally friendly lifestyles is strongly felt to influence green purchasing behavior.
کلیدواژه‌ها [English]
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