درخت حوزه‌های تخصصی

The aim of this study is to analyze the influence of green marketing communication on green purchasing behavior for sporting goods, taking into account the mediating role of consumer attitudes. This study is application-oriented in terms of its purpose and descriptive-survey-based in terms of its nature, taking into account the characteristics of the statistical population. Furthermore, this study falls into the category of correlation research, as it examines the relationships between variables. The statistical population of the study was consumers of sporting goods. The Morgan table was used to determine the sample size, and given the large statistical population, the maximum sample size of 384 individuals was used using the available sampling method. Standard questionnaires were used to collect the information, and the data required for this study were collected using questionnaires: pricing Van Westendorp (1976), educational level Correia et al. (2023), advertising and sales promotion Haghighat (2013), purchase intention Kim (2008), and consumer attitude Mustafa et al. (2007).  In this study, the partial least squares method was used to analyze the hypotheses with SmartPLS3 software. To evaluate the external validity of the model, reliability tests including Cronbach's alpha coefficient and composite reliability, content validity, convergent validity, and divergent validity were examined, and all tests were confirmed. The results show that the components of green marketing communication have a direct and significant impact on green purchasing behavior and that a strong correlation was found between the attention of consumers of sports products to the green marketing communication of companies and green purchasing behavior. In addition, the positive effect of the mediating variable of consumer attitude on the relationship between green marketing communication and green purchasing behavior was confirmed. Based on the results, it can be concluded that the need for green marketing and a change in consumer attitudes toward an environmentally friendly lifestyle have a strong influence on green purchasing behavior.

One of the tactics that makes products appear distinctive and valuable—encouraging customers to repurchase—is the use of celebrity endorsements. Therefore, this study aimed to investigate the effect of the perceived value of sports and non-sports products on customers’ purchase intention based on mental involvement in endorser–product congruence. The research method was descriptive-correlational. The statistical population consisted of two parts. In the first part, endorsers and products were identified: Ali Daei and Shahrbanoo Mansourian were selected as famous sports endorsers, while Amin Hayayi and Elham Hamidi were chosen as famous non-sports endorsers. The Majid brand was selected as the sports product, and the Novin Charm brand was chosen as the non-sports product. The sampling method for this stage was purposive. The second part included customers of both sports and non-sports products, categorized into high and low mental involvement groups. Stratified random sampling was applied, and the sample size was estimated at 420 participants. Data were collected using the Perceived Value Questionnaire by Lee et al (2021), the Purchase Intention Scale by Lee et al (2021), and the Mental Involvement Scale by Bian and Moutinho (2011). Data analysis was conducted using SPSS, AMOS, and SmartPLS software. According to the findings, the endorsement of sports and non-sports products by sports celebrities had a stronger influence compared to endorsements by non-sports celebrities. Furthermore, it was found that sports celebrities’ endorsements of sports and non-sports products could enhance the purchase intention of customers with both high and low levels of mental involvement.

This study was a mixed study conducted qualitatively and quantitatively. In order to develop ethical strategies, 19 ethics and sports experts were selected as the research participant. The basic question was, what are the strengths and weaknesses of young athletes in terms of ethics?, and what are the threats and opportunities for the development of ethical values ​​in the future?. To evaluate and rank the results obtained from the qualitative section, 46 sports experts were selected based on their expertise and experience. Data were analyzed using SWOT analysis, environmental assessment matrices and QSPM, as well as Friedman's test in SPSS software package. The results showed that the components of practical ethics for young athletes have 20 strengths and 18 weaknesses, with 13 opportunities and 15 threats fall under the WO position. 8 long-term goals and 12 WO strategies for ethic development of young athletes were identified and confirmed. The results showed that the ethical components have weak points in terms of the internal environment and opportunities in terms of the external environment in compiling practical ethics indicators for young athletes. Based on this, the identified opportunities to cover the weaknesses should be taken into consideration. Identified opportunities to address weaknesses should be considered.