ﺄﺛﯿﺮ ﺑﺎزارﯾﺎﺑﯽ ﺳﺒﺰ ﺑﺮ ﺗﻤﺎﯾﻞ ﻣﺸﺘﺮﯾﺎن ﺑﻪ ﺧﺮﯾﺪ ﻣﺤﺼﻮﻻت ورزﺷﯽ ﺑﺎ ﻧﻘﺶ ﻣﯿﺎﻧﺠﯽ ﺗﺼﻮﯾﺮ ﺑﺮﻧﺪ

The Effect of Green Marketing on Purchase Intention of Customers to Sports Products with Mediating Role of Brand Image

ﭼﮑﯿﺪه ﻫﺪف ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﺑﺮرﺳﯽ ﺗﺄﺛﯿﺮ ﺑﺎزارﯾﺎﺑﯽ ﺳﺒﺰ ﺑﺮ ﺗﻤﺎﯾﻞ ﺑﻪ ﺧﺮﯾﺪ ﻣﺸﺘﺮﯾﺎن ﺑﻪواﺳﻄﻪ ﺗﺼﻮﯾﺮ ﺑﺮﻧﺪ ﺑﻮد. ﭘﮋوﻫﺶ از ﻧﻮع ﻫﻤﺒﺴﺘﮕﯽ و ﮐﺎرﺑﺮدي اﺳﺖ. ﺟﺎﻣﻌﻪ آﻣﺎري ﭘﮋوﻫﺶ را ﻣﺸﺘﺮﯾﺎن ﻓﺮوﺷﮕﺎهﻫﺎي ﭘﻮﺷﺎك ورزﺷﯽ ﻣﺠﯿﺪ در ﺷﻬﺮ ﺗﻬﺮان ﺗﺸﮑﯿﻞ دادﻧﺪ. ﺗﻌﺪاد 172 ﻧﻤﻮﻧﻪ ﺑﻪ ﺷﯿﻮه ﺗﺼﺎدﻓﯽ ﺳﺎده اﻧﺘﺨﺎب ﺷﺪﻧﺪ. دادهﻫﺎ ﺑﺎ اﺳﺘﻔﺎده از ﭘﺮﺳﺸﻨﺎﻣﻪﻫﺎي ﺑﺎزارﯾﺎﺑﯽ ﺳﺒﺰ )0/75=α؛ 0/83=CR( و ﺗﺼﻮﯾﺮ ﺑﺮﻧﺪ )0/83=α؛ 0/88=CR( ﺟﻮاﻫﺮ، ﭘﻮداروث و ﻧﻮﯾﺎﺋﻮﮐﺲ )2012( و ﭘﺮﺳﺸﻨﺎﻣﻪ ﺗﻤﺎﯾﻞ ﺑﻪ ﺧﺮﯾﺪ )0/83=α؛ 0/90=CR( ﮐﻮ، ﻫﺎﻧﮓ و ﮐﯿﻢ )2013( ﺟﻤﻊآوري ﺷﺪﻧﺪ. رواﯾﯽ ﻣﺤﺘﻮا، ﻫﻤﮕﺮا و واﮔﺮاي ﭘﺮﺳﺸﻨﺎﻣﻪﻫﺎ ﺑﻪﺗﺮﺗﯿﺐ ﺗﻮﺳﻂ ﺻﺎﺣﺐﻧﻈﺮان، ﻣﺤﺎﺳﺒﻪ ﻣﯿﺎﻧﮕﯿﻦ وارﯾﺎﻧﺲ اﺳﺘﺨﺮاجﺷﺪه و ﺑﺎرﻫﺎي ﻋﺎﻣﻠﯽ ﻣﺘﻘﺎﺑﻞ ﺗﺄﯾﯿﺪ ﺷﺪ. ﻣﺪلﺳﺎزي ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎري ﺑﺎ اﺳﺘﻔﺎده از روش ﺣﺪاﻗﻞ ﻣﺮﺑﻌﺎت ﺟﺰﺋﯽ و ﺑﺎ ﺑﻪﮐﺎرﮔﯿﺮي ﻧﺮماﻓﺰار Smart PLS اﻧﺠﺎم ﺷﺪ. ﻧﺘﺎﯾﺞ ﻧﺸﺎن داد ﮐﻪ ﺑﺎزارﯾﺎﺑﯽ ﺳﺒﺰ ﺗﺄﺛﯿﺮ ﻣﺜﺒﺖ و ﻣﻌﻨﺎداري ﺑﺮ ﺗﺼﻮﯾﺮ ﺑﺮﻧﺪ و ﺗﻤﺎﯾﻞ ﺑﻪ ﺧﺮﯾﺪ ﻣﺸﺘﺮﯾﺎن دارد. ﺗﺼﻮﯾﺮ ﺑﺮﻧﺪ ﻧﯿﺰ ﺑﻪﻃﻮر ﻣﻌﻨﺎداري ﺑﺮ ﺗﻤﺎﯾﻞ ﺑﻪ ﺧﺮﯾﺪ ﻣﺸﺘﺮﯾﺎن ﺗﺄﺛﯿﺮﮔﺬار اﺳﺖ. ﻫﻤﭽﻨﯿﻦ، ﺗﺼﻮﯾﺮ ﺑﺮﻧﺪ ﻧﻘﺶ واﺳﻄﻪاي ﻣﻌﻨﺎداري در ارﺗﺒﺎط ﺑﯿﻦ ﺑﺎزارﯾﺎﺑﯽ ﺳﺒﺰ و ﺗﻤﺎﯾﻞ ﺑﻪ ﺧﺮﯾﺪ اﯾﻔﺎ ﻣﯽﮐﻨﺪ. درﻧﻬﺎﯾﺖ، ﺷﺎﺧﺺﻫﺎي ﺑﺮازش ﻣﺤﺎﺳﺒﻪﺷﺪه، ﻧﺸﺎندﻫﻨﺪه ﺑﺮازش ﻣﻄﻠﻮب ﻣﺪل ﺑﻮدﻧﺪ. درﻧﺘﯿﺠﻪ، ﻓﻌﺎﻟﯿﺖﻫﺎي ﻣﻨﻄﺒﻖ ﺑﺎ ﻣﺤﯿﻂزﯾﺴﺖ ﻣﯽﺗﻮاﻧﺪ ﺗﺼﻮﯾﺮي ﻣﺜﺒﺖ از ﺷﺮﮐﺖ و ﻣﺤﺼﻮﻻت آن در ذﻫﻦ ﻣﺸﺘﺮﯾﺎن اﯾﺠﺎد و آنﻫﺎ را ﺑﺮاي ﺧﺮﯾﺪ ﺗﺮﻏﯿﺐ ﮐﻨﺪ.

The purpose of this study was to investigate the effect of green marketing activities on the purchase intention of customers through brand image. This study was applied in terms of purpose and correlational in terms of strategy. The statistical population consisted of all customers of Majid sports store in Tehran. 172 customers of these stores were selected by simple random sampling. Data were collected using green marketing (with α=0.75, CR=0.83) and the brand image (with α=0.83, CR=0.88) questionnaires of Juwaheer, Pudaruth & Noyaux (2012) and the purchase intention questionnaire (with α=0.83, CR=0.90) of Ko, Hwang and Kim (2013). The content validity, convergent, and divergent of the questionnaires were also confirmed by the experts, the calculation of the mean extracted variance and the cross-factor loadings, respectively. The structural equation modeling was performed using partial least squares method and Smart PLS software. The results showed that green marketing has a positive and significant effect on brand image and purchase intention of customers. Also, brand image significantly affects purchase intention of customers. Furthermore, brand image plays a significant mediator role in the relationship between green marketing and purchase intention of customers. Finally, the calculated indices showed the goodness of fit of the model. In general, it can be concluded that green marketing due to environmentally-friendly activities, can create a positive image of the corporate and its products in the minds of customers and persuade them to purchase.