Document Type : Research Paper
Authors
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
Abstract
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.
Keywords
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