The Effect of Green Marketing on the Environmental Behaviors of Sports Consumers with the Mediating Role of Values and Social Norms.

Document Type : Research article extracted from thesis and dissertation

Authors

1 arak university

2 Department of Sport Management, Faculty of Sport Sciences, Arak University, Arak, Iran

3 Assistant Professor, Department of Sociology, Arak University, Arak, Iran

Abstract

Introduction: This study aimed to examine the impact of green marketing on the environmental behaviors of sports consumers, with a particular focus on the mediating role of social values and norms. Given the increasing environmental awareness, identifying the factors influencing consumer behavior in the sports industry has become critically important.

Methodology: This research is applied in terms of purpose and adopts a descriptive-survey method based on a quantitative approach. The statistical population consisted of consumers of sports goods and services in Markazi Province, from which 153 individuals were selected as the sample. Data were collected using standardized questionnaires, and their reliability was confirmed using Cronbach’s alpha coefficients for green marketing (0.917), environmental behavior (0.925), social values (0.871), and social norms (0.856). Data analysis was conducted using the Kolmogorov–Smirnov test, Pearson correlation, and structural equation modeling (SEM) with SPSS and PLS software.

Results: The results indicated that green marketing has a direct, positive, and significant effect on the environmental behaviors of sports consumers. Furthermore, social values and norms play a significant mediating role in this relationship, strengthening the effect of green marketing on consumer behavior.

Conclusion: The findings suggest that implementing green marketing strategies by sports brands can not only enhance environmental behaviors but also lead to increased customer loyalty. Finally, the results of this study can serve as both a theoretical and practical foundation for managers, policymakers, and researchers in designing and developing sustainable marketing strategies within the sports industry.

Keywords

Main Subjects

References

Reference

 
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Journal of Society and the Environment
Volume 3, Issue 10
September 2026
Pages 75-91

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