نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار مدیریت ورزشى، گروه علوم ورزشى، دانشکده علوم انسانى، دانشگاه بجنورد، بجنورد، ایران
2 استادیار مدیریت ورزشی، گروه مدیریت ورزشی و رفتار حرکتی، دانشکده علوم ورزشی، دانشگاه فردوسی مشهد، مشهد، ایران
3 گروه علوم انسانی کاربردی، مرکز آموزش عالی کاشمر، کاشمر، ایران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Given the increasing attention to environmental issues and the growing role of sustainable approaches in the sports industry, green marketing has become one of the key factors influencing the attraction and retention of sports club customers. Therefore, the present study aimed to investigate the role of green marketing in customer loyalty among fitness clubs in Mashhad, with an emphasis on the mediating roles of perceived value and customers’ green behavior. Data were collected using the Green Marketing Questionnaire developed by Ozgun-Ayar and Selvi (2025), the Perceived Value Questionnaire by Min (2022), the Customers’ Green Behavior Questionnaire by Movahed et al. (2025), and the Customer Loyalty Questionnaire by Lagoudaki et al. (2025). The statistical population consisted of customers of active fitness clubs in Mashhad. A sample of 384 participants was selected using a simple random sampling method. This study was correlational in nature and conducted using a questionnaire-based approach. The reliability coefficients of the questionnaires were estimated at 0.81, 0.76, 0.79, and 0.84, respectively. The findings indicated that green marketing had a significant effect on perceived value, customers’ green behavior, and customer loyalty. Furthermore, perceived value and customers’ green behavior had positive and significant effects on customer loyalty. The results of the indirect path analysis also revealed that green marketing significantly influenced customer loyalty through perceived value and customers’ green behavior. Overall, the findings suggest that green marketing, as a key factor, not only directly affects customer loyalty but also contributes to enhancing customer loyalty in fitness clubs by increasing perceived value and strengthening customers’ green behaviors.
کلیدواژهها [English]
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