Investigating the Impact of Green Marketing Communications on Green Purchasing Behavior of Sports Products, Considering the Mediating Role of Consumer Attitude

Articles in Press

Document Type : Original Article

Authors

1 Ph.D Student in Business Management, Faculty of Social Sciences. Mohaghegh Aradabili University. Ardabil. Iran

2 Assistant professor of Marketing, Department of Business Administration, Payame Noor university, Tehran, Iran,

3 Assistant professor of Marketing, Department of Business Administration, Payame Noor university, Tehran, Iran

10.22034/sms.2025.142868.1456

Abstract

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.

Keywords

Main Subjects

Sports Marketing Studies

Articles in Press, Accepted Manuscript
Available Online from 02 April 2025

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