The mediating role of customer trust in the impact of green and charitable marketing on the mental image of sports goods consumers

Articles in Press

Document Type : Original Article

Authors

1 Department of Physical Education, Islamic Azad University, Takestan branch

2 Department of Physical Education and Sports Sciences, Takestan Branch, Islamic Azad University, Takestan, Iran.

Abstract

The purpose of this research was to investigate the relationship between charity marketing, green marketing and trust with the mental image of sports goods consumers in Tehran. The statistical population of the research included all the customers of sports stores in the 11th district of Tehran, and based on the formula of Kochran's unlimited community size, 385 customers were randomly selected as a sample. The research tool is a checklist of demographic characteristics and 4 questionnaires of charitable marketing (Mahmoudi, 2016), green marketing (Ranai-Kordshuli and El-Yari Bozanjani, 2011), mental image (Bo et al., 2009) and customer trust questionnaire (Chen and Dillon, 2003) that their validity and reliability were confirmed. Based on the findings of the research, it was observed that charitable marketing has a significant positive effect on the mental image of sports goods consumers (Sig=0.001, t=5.180) with the coefficient of influence (β=0.515). Green marketing has a significant positive effect on the mental image of sports goods consumers (Sig=0.001, t=4.768); The value of the coefficient is (β=0.350). Charitable marketing has a significant positive effect on the trust of sports goods consumers

Keywords

Sport Sciences and Health Promotion

Articles in Press, Accepted Manuscript
Available Online from 19 July 2023

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