The Role of Green Marketing Mixes and Mental Image to Return of students to Sport Olympiads

Document Type : Research Paper

Authors

1 Assistant Professor, Department of Sports Science, Imam Khomeini International University, Qazvin, Iran

2 Assistant Professor, Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran

3 Ph.D. in Sport Management, University of Allameh Tabataba’i, Tehran, Iran

4 Assistant Professor, Department of Sports Science, Takestan Branch, Islamic Azad University, Iran

Abstract

The purpose of this study was to investigate the role of green marketing mixes and mental image on the intention of students to return to sport Olympiads. The research method was correlation with the structural equation model approach. The statistical population included all managers, physical education teachers and high school students in Tehran, 331 of them selected as a sample by random-cluster method. To collect data from 3 questionnaires Ranaei Green Marketing (2012), the mental image of Boo et al (2009) and intention to return Mohammadi (2017) were used. The face and content validity of the questionnaires was confirmed by experts and their reliability was obtained using Cronbach's alpha of 0.806, 0.856 and 0.800, respectively. Descriptive and inferential statistics were used to analyze. It was found that the green marketing mixes and mental image had a significant positive effect on students 'intention to return to Olympiads and green marketing mixes had a significant positive effect on students' mental image. The results emphasize the need to improve the quality of the Olympiad by moving towards green sport services, green advertising, environmentally friendly sport fields, mental image creating environmental attitudes and suitable environmental space for maximum participation of students in sport Olympiads.

Keywords

References

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Educational and Scholastic studies
Volume 12, Issue 2 - Serial Number 35
September 2023
Pages 523-501

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