چکیده مقاله
Introduction: The purchase intention is one of the factors that increasingly influences a product Many factors affect purchase intention, such as green marketing activities, brand image, and the sports environment This research aims to determine how green marketing, brand image, and the sports environment simultaneously and specifically influence purchase intention in retail environments Methodology: Data collection was conducted using a questionnaire, and the research method employed random sampling of 200 participants SPSS26 was used for analysis Findings: The findings revealed that independent variables simultaneously influence the dependent variable This was indicated by a significance value of 0 001 p < 0 05 and an F value of 31 278, while the F value in the table was 3 10 Since the F value 31 278 was greater than the table F value 3 10 , it was concluded that green marketing had a significant impact on purchase intention The t test result showed that the obtained t value 2 012 was greater than the table t value 1 96 , with a significance level of 0 001, which is less than 0 05 Conclusions: The results indicated that green marketing, brand image, and the sports environment all simultaneously influence purchase intention In conclusion, green marketing, brand image, and the sports environment simultaneously influence purchase intention Therefore, green marketing, through its dimensions, can influence the sports brand image formed in the minds of athletes Green marketing, considering the sports environment and brand image, affects purchase intention This suggests that providing an appropriate sports environment for athletes, combined with the brand image created through green marketing, leads to their purchase intention Thus, all these factors work together to help both athletes and brand managers or marketers achieve their desired goals, such as promoting health for themselves and society in every aspect
کلیدواژهها
نویسندگان
Fariborz Darvishi Harzevili
۱ affiliation not provided
Rahim Ramezaninezhad
۲ affiliation not provided
Hamidreza Goharrostami
۳ affiliation not provided
شیوه ارجاع
Darvishi Harzevili, Fariborz and Ramezaninezhad, Rahim and Goharrostami, Hamidreza,1404,Sport and social media research: A review,The first international conference on civic sport and sustainable development,Tehran
ارائهشده در
مجموعه مقالات اولین همایش بین المللی ورزش شهروندی و توسعه پایدار24 مهر 1404 · تهران