Modeling the Green Marketing and Customer's Behavior of Winter Sports

Haji Heidari, Mahshid; Sajjadi, Seyed Nasrolah; Hamidi, Mehrzad; Rajabi, Hossein

doi:10.22059/jsm.2022.221936.1739

Modeling the Green Marketing and Customer's Behavior of Winter Sports

Document Type : Research Paper

Authors

Mahshid Haji Heidari ¹

Seyed Nasrolah Sajjadi ²

Mehrzad Hamidi ²

Hossein Rajabi ³

¹ Department of Sport Management, Faculty of Physical Education and Sport Sciences, Kish International Campus, Kish, Iran

² Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran

³ Department of Sport Management, Kish International Campus, Kish, Iran

https://doi.org/10.22059/jsm.2022.221936.1739

Abstract

Introduction: The aim of this Research was to design a model for relationship between green marketing mix and Customer behavior of winter sports.
Methods: The research method was survey and descriptive. The statistical population included 240 persons who were athletes and employees in ski center office, and sport tourisms in Ski slopes. Sampling method was random classification and for data analyzing SEM method using AMOS 22 and SPSS 21 software were utilized. Index values in model were in acceptable range and model was confirmed.
Results: In this structural model, the findings showed that the appropriate indices of the measurement models and the structural model are at an optimal level, so the collected data was suitable for the research model.
The four variables consisted of "green price", "green product", "green place" and "promotion" for green marketing: considering that these four variables have a positive and significant effect on customer behavior, so green marketing also affects customer behavior and the main hypothesis was confirmed.
Conclusion: Iran has a lot of strengths and potentials in natural sources and environment. Environmental protection is done by people who are eager to implement green marketing and environmental programs. Therefore, it is necessary to get more information and knowledge in the field of environmental protection development and green marketing. we need to get information and awareness and provide grounds for the participation of the general public in these matters. The present paper has implications for managers of service and ski industrial corporations and marketing and sport management researchers.

Keywords

customer behavior

Green marketing

Modeling

winter sports

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