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1- Kharazmi University of Tehran , zahra_asgari@modares.ac.ir
2- Kharazmi University of Tehran
Abstract:   (812 Views)
Many sports consumers are concerned about environmental issues and have expressed interest in buying green products. However, the actual sale of green products is still not as expected. For this reason, the purpose of this study is to investigate the effect of environmental factors (attitude, concern and sense of environmental responsibility) on the purchase intention of environmentally friendly sports consumers. The present survey study collected information from 384 Iranian students using a seven-point Likert electronic questionnaire with 27 questions. The samples were selected using simple random sampling method. A total of 390 questionnaires were returned, of which 384 were approved. To analyze the data, PLS software was used for the reliability and validity of the model and to test the hypotheses of the structural model. The results showed that environmental attitude is an important driver of consumers' green purchasing behavior. Also, a statistically significant relationship between environmental responsibility and green purchasing behavior was obtained. But there was no statistically significant relationship between environmental concerns and green purchasing behavior. In addition, the relationship between individual green values with environmental attitude, environmental concerns, environmental responsibility and green purchasing behavior was statistically insignificant. For this purpose, companies can create a suitable image of environmental responsibility for their products in the minds of customers through appropriate strategies in the branding of their products, which makes them benefit from the support of customers who want to buy environmentally friendly products.
     
Type of Study: Research | Subject: Geography and Urban Planning
Received: 2023/05/17 | Accepted: 2023/07/2

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