نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تبریز و تهران، تبریز و تهران، ایران

2 دانشیارمدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه خوارزمی، تهران، ایران

3 دکتری مدیریت ورزشی، دانشکدة تربیت بدنی و علوم ورزشی، دانشگاه خوارزمی، تهران، ایران

چکیده

هدف کلی پژوهش حاضر تعیین تأثیر مسئولیت اجتماعی و نگرش زیست‌محیطی بر عملکرد بازاریابی سبز برنامه‌های ورزشی شهرداری تهران است. پژوهش حاضر پژوهشی توصیفی از نوع همبستگی و مبتنی بر مدلسازی معادلات ساختاری است. جامعة آماری تحقیق مدیران مناطق 22 گانه و مجموعه‌های ورزشی شهرداری تهران (800 نفر) بودند و نمونۀ آماری براساس فرمول کوکران 260 نفر انتخاب شد. در این تحقیق از پرسشنامه‌های مسئولیت اجتماعی تورکر (2009)، نگرش زیست‌محیطی بانرجی (2002) و عملکرد بازاریابی فراج (2013) استفاده شد. روایی صوری پرسشنامه‌ها با استفاده از نظر متخصصان و روایی سازه (واگرا و همگرا) با استفاده از تحلیل عاملی تأییدی و معیار فورنل و لارکر ارزیابی شد. برای تأیید پایایی پرسشنامه‌ها از آزمون آلفا کرونباخ (77/0=α) استفاده شد. همچنین برای مطالعة داده‌ها از تحلیل معادلات ساختاری با نرم‌افزار آماری پی ال اس بهره گرفته شد. نتایج نشان داد مسئولیت اجتماعی بر عملکرد بازاریابی تأثیر مثبت و معنادار دارد و 3/38 درصد از واریانس عملکرد بازاریابی را تبیین می‌کند. درحالی‌که نگرش زیست‌محیطی تأثیر معناداری بر عملکرد بازاریابی نشان نداد. بنابراین پیشنهاد می‌شود راهبرد‌های بازارگرایی سبز به‌عنوان یکی از مهم‌ترین راهبردها در راستای بهبود عملکرد سبز در سازمان ورزش شهرداری تهران مدنظر قرار گیرد.
واژگان کلیدی: عملکرد بازاریابی سبز؛ مسئولیت اجتماعی؛ نگرش زیست‌محیطی

عنوان مقاله [English]

The Impact of Social Responsibility and Environmental orientation on Green Marketing Performance of Tehran Municipal Sports Programs

نویسندگان [English]

  • Fariba Askarian 1
  • Najaf Aghaei 2
  • Abazar Ziyaee 3

1 Associate professor, Faculty of Physical Education and Sport Sciences. University of Tabriz & Tehran, Tabriz &Tehran, Iran

2 Associate professor, Faculty of Physical Education and Sport Sciences. Kharazmi University, Tehran, Iran

3 Ph.D. Faculty of Physical Education and Sport Sciences. Kharazmi University, Tehran, Iran

چکیده [English]

 The overall objective of the present study was to determine the impact of social responsibility and environmental orientation on green marketing performance of Tehran municipality sports programs. The present study was a descriptive correlational research based on structural equation modeling. The statistical population of the study consisted of managers of Tehran municipality (managers of 22 districts and sports complexes) with 800 persons and the statistical sample was selected based on Cochran formula 260. In this study, Turker (2009) Social Responsibility Questionnaire, Banerjee (2002) Environmental Attitude and Fraj (2013) Marketing Performance Questionnaire were used. The apparent validity of the questionnaires was assessed using expert opinion and the construct validity (divergent and convergent) was assessed using confirmatory factor analysis and Fornell and Larcker criteria. Cronbach's alpha test was used to confirm the reliability of the questionnaires (α=0.77). Structural equation analysis with PLS statistical software was also used to analyze the data. The results showed that social responsibility has a positive and significant effect on marketing performance and explains 38.3% of the variance of marketing performance. However, environmental attitude did not show a significant effect on marketing performance. Therefore, it is suggested that green market orientation strategies be considered as one of the most important strategies in green performance improvement in RTSA in Tehran Municipality Sport Organization. 

کلیدواژه‌ها [English]

  • Social Responsibility"
  • Environmental Attitude"
  • Green Marketing Performance"
  • Tehran Municipality"
  • "
  • Sports Programs"
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