رابطه بازاريابي سبز و ادراك از معيارهاي اخلاقي توليدكنندگان با وفاداري مشتريان محصولات ورزشي

Relationship Green Marketing and Ethical Measures of Producers with the Loyalty of Sports Products Customers

ﻫﺪف از ﺗﺤﻘﯿﻖ ﺣﺎﺿﺮ ﺑﺮرﺳﯽ راﺑﻄﻪ ﺑﯿﻦ اﺑﻌﺎد ﺑﺎزارﯾﺎﺑﯽ ﺳﺒﺰ و ادارك از ﻣﻌﯿﺎرﻫﺎي اﺧﻼﻗﯽ ﺗﻮﻟﯿﺪﮐﻨﻨﺪﮔﺎن ﺑﺎ وﻓﺎداري در ﻣﺸﺘﺮﯾﺎن ﻣﺤﺼﻮﻻت ورزﺷﯽ ﺑﻮد. روش ﺗﺤﻘﯿﻖ ﺗﻮﺻﯿﻔﯽ- ﻫﻤﺒﺴﺘﮕﯽ اﺳﺖ. 357 ﻧﻔﺮ از ﻣﺸﺘﺮﯾﺎن ﻓﺮوﺷﮕﺎهﻫﺎي ورزﺷﯽ در اﺳﺘﺎنﻫﺎي ﺷﻤﺎﻟﯽ ﮐﺸﻮر ﺑﻪﺻﻮرت ﺗﺼﺎدﻓﯽ ﺧﻮﺷﻪاي ﺑﺮاي ﻧﻤﻮﻧﻪ اﻧﺘﺨﺎب ﺷﺪﻧﺪ. ﺑﺮاي ﺟﻤﻊآوري دادهﻫﺎ از ﭘﺮﺳﺸﻨﺎﻣﻪ آﮔﺎﻫﯽ از ﺑﺎزارﯾﺎﺑﯽ ﺳﺒﺰ، ﭘﺮﺳﺸﻨﺎﻣﻪ وﻓﺎداري ﻣﺼﺮفﮐﻨﻨﺪه ﺑﻪ ﻣﺤﺼﻮﻻت ورزﺷﯽ و ﭘﺮﺳﺸﻨﺎﻣﻪ ﻣﻌﯿﺎرﻫﺎي اﺧﻼﻗﯽ ﺗﻮﻟﯿﺪﮐﻨﻨﺪﮔﺎن اﺳﺘﻔﺎده ﺷﺪ. دادهﻫﺎي ﺗﺤﻘﯿﻖ ﺑﺎ آزﻣﻮن ﻫﻤﺒﺴﺘﮕﯽ ﭘﯿﺮﺳﻮن و ﺗﺤﻠﯿﻞ رﮔﺮﺳﯿﻮن ﭼﻨﺪﮔﺎﻧﻪ و ﻧﺮماﻓﺰار SPSS22 ﺗﺠﺰﯾﻪوﺗﺤﻠﯿﻞ ﺷﺪ. ﻧﺘﺎﯾﺞ ﻧﺸﺎن داد ﺑﯿﻦ ﺑﺎزارﯾﺎﺑﯽ ﺳﺒﺰ ﺑﺎ ادارك از ﻣﻌﯿﺎرﻫﺎي اﺧﻼﻗﯽ ﺗﻮﻟﯿﺪﮐﻨﻨﺪﮔﺎن ﻣﺤﺼﻮﻻت ورزﺷﯽ و ﻫﻢﭼﻨﯿﻦ ﺑﯿﻦ ﻣﻌﯿﺎرﻫﺎي اﺧﻼﻗﯽ ﺗﻮﻟﯿﺪﮐﻨﻨﺪﮔﺎن ﺑﺎ وﻓﺎداري ﻣﺸﺘﺮﯾﺎن ﻣﺤﺼﻮﻻت ورزﺷﯽ راﺑﻄﻪ وﺟﻮد دارد. ﺑﯿﻦ ﻣﺆﻟﻔﻪﻫﺎي ﺑﺎزارﯾﺎﺑﯽ ﺳﺒﺰ ﺑﺎ وﻓﺎداري ﻣﺸﺘﺮﯾﺎن ﻣﺤﺼﻮﻻت ورزﺷﯽ راﺑﻄﻪ وﺟﻮد دارد. ﻧﺘﺎﯾﺞ ﺗﺤﻠﯿﻞ رﮔﺮﺳﯿﻮن ﻧﺸﺎن داد ﮐﻪ ﺑﺎزارﯾﺎﺑﯽ ﺳﺒﺰ و ادارك از ﻣﻌﯿﺎرﻫﺎي اﺧﻼﻗﯽ ﺗﻮﻟﯿﺪﮐﻨﻨﺪﮔﺎن ﻣﯽﺗﻮاﻧﻨﺪ ﺗﻐﯿﯿﺮات وﻓﺎداري ﻣﺸﺘﺮﯾﺎن ﻣﺤﺼﻮﻻت ورزﺷﯽ را ﭘﯿﺶﺑﯿﻨﯽ ﮐﻨﻨﺪ. ﺑﻪ ﺷﺮﮐﺖ ﻫﺎي ﺗﻮﻟﯿﺪي ﻣﺤﺼﻮﻻت ورزﺷﯽ ﭘﯿﺸﻨﻬﺎد ﻣﯽﺷﻮد ﺑﺎ اﺗﺨﺎذ اﺳﺘﺮاﺗﮋيﻫﺎي ﻣﻨﺎﺳﺐ ﺑﺎزارﯾﺎﺑﯽ ﻣﺤﺼﻮﻻت ورزﺷﯽ ﺳﺒﺰ در ﺑﺎزارﻫﺎي ﻫﺪف ﺑﻪﺻﻮرت ﻫﻤﻪﺟﺎﻧﺒﻪ ﺑﻪ ﻣﻌﺮﻓﯽ و اراﺋﻪ ﻣﺤﺼﻮﻻت دوﺳﺖدار ﻣﺤﯿﻂزﯾﺴﺖ اﻗﺪام ﻧﻤﺎﯾﻨﺪ.

The purpose of this study was to investigate the relationship dimensions green marketing and subcategories producers' ethical standards with customer loyalty of sports products. The research method was descriptive and correlational. The statistical sample of the present study included 357 customers of sports stores in the northern provinces of Iran that were selected randomly. For collect data, Habibi Saravi Green Marketing Knowledge Questionnaire (2016), Consumer Loyalty Questionnaire for Rasoul Abadi Sport Products (2015), and Sidney and Pure Rage Ethical Criteria Questionnaire (2015) with Likert five-point scale were used. Data were analyzed usingPearson correlation test & regression analysis using SPSS22 software at α≥0.05. The results showed that there is a relationship between green marketing and ethical standards of sporting goods manufacturers. There is a relationship between manufacturers ethical standards and customer loyalty to sports products. There is a relationship between the components of green marketing (green product, green advertising, green price, green product style and green product quality) with customer loyalty of sports products. The results of regression analysis showed that green marketing (β=0.44) and perception of producers' ethical standards (β=0.19) can predict customer loyalty changes in sports products. It is suggested that companies that produce sports products adopt comprehensive strategies for marketing green sports products in the target markets and introduce environmentally friendly products.