چکیده:
The aim of this study was investigation of green marketing and its impacts on consumer
behavior in sports shops in East Azerbaijan province of Iran. The present study is
functionalized by objectives and done by field. The study statistical society was sports
shops in East Azerbaijan and 210 samples were chosen randomly according to Morgan
sampling method and 196 questionnaires were collected finally. The author-prepared
questionnaire’s validity was approved by some experts in sport management and marketing.
Field and the reliability were assessed by pilot study using Chronbach’s Alpha (α= 819%)
which showed that the tool was reliable. The questionnaire had 30 items rated by Lakers
scale. Questionnaire introduction contained demographic pieces information of age, income
and education degree. Results shows that a significant relationship between green products
features, green promotion, green pricing and green distributing with consumer green
behavior; and education, income, and age, but not marital status, gender had a moderating
effect on consumer green sports behavior
هدف از تحقیق حاضر بررسی بازاریابی سبز و اثر آن بر رفتار مشتری در مغازههای ورزشی آذربایجان شرقی بود. جامعه آماری تحقیق مغازههای ورزشیفروش استان آذربایجانشرقی و بر اساس جدول نمونه گیری مورگان ٢١٠ مورد بصورت تصادفی انتخاب گردید. روایی پرسش نامه محقق ساخته بازاریابی سبز توسط اساتید مدیریت ورزشی و بازاریابی تایید شد. پایایی پرسش نامه با استفاده از روش آلفای کرونباخ (٠٨١٩=α)
تعیین گردید. پرسشنامه حاوی ٣٠ گویه بر اساس مقیاس لیکرت پنج طیفی بود. مقدمه پرسش نامه ، شامل سوالات جمعیت شناختی شامل سن ، درآمد، وضعیت تاهل و سطح تحصیل بود. نتایج تحقیق نشان داد بین ویژگی محصول سبز، ارتقا سبز، قیمت گذاری سبز و توزیع سبز با رفتار سبز مشتری و همچنین سطح درآمد، سطح تحصیلات، و جنسیت رابطه معنیداری وجود داشت . اما سن و وضعیت تاهل اثر تعدیل کننده بر روی رفتار سبز مشتری نداشت .
خلاصه ماشینی:
"Results shows that a significant relationship between green products features, green promotion, green pricing and green distributing with consumer green behavior; and education, income, and age, but not marital status, gender had a moderating effect on consumer green sports behavior.
According to the results of the analysis, environmental awareness, green product features, green promotion activities and green price affect green purchasing behaviors of the consumers in a positive way (14).
Findings of the research have been explored, demonstrating that all the adopted variables namely; consumer belief, social influence, environmental attitude, and perceived quality of green product significantly and positively influence the green purchasing intention of young Malaysian consumers and are considered significant predictors.
This favors Hajieqrari (2014) research result, which also showed a significant relationship between environmental knowledge, green product features enhanced green, green pricing and green certificates, with consumer green behavior (21), and this favors Boztepe (2012) results that show environmental awareness, green product features, green promotion activities and green price affect green purchasing behaviors of the consumers in a positive way (15).
This is both in line and inconsistent with Boztepe (2012) results that show demographic characteristics (age, income education, gender and marital status) have moderate effect on green purchase behavior and This is both in line and inconsistent with Kaufmann, Panni, and Orphanidou (2012) research results that showed that age, gender, income level, education level, ethnicity, and occupation are demographic variables and environmental knowledge, environmental awareness are independent variables (14)."