Modeling the Structural Equations of Green Marketing and Desire to Buy Customers with Mediation of Social Responsibility

	Modeling the Structural Equations of Green Marketing and Desire to Buy Customers with Mediation of Social Responsibility
Journal of Sociological and Managerial Analysis in sports
Volume 2, Issue 6, Summer 2021 PDF (459.89 K)
Abstract
The present research aims to model the structural equations of green marketing and the desire to buy customers through the mediation of social responsibility. The research method is a descriptive correlation, which has been done in field experiments. For this purpose, 384 customers of Tehran's sporting goods stores were randomly selected using the Monroe method as a statistical sample. Data were gathered by green marketing awareness and willingness to purchase Habibi Saravi (2016) (α=0.92), social responsibility of Park & et al. (2017) (α=0.73) with a Likert scale of 5 Became for data normalization, the Kolmogorov-Smirnov test was used to test the research hypotheses. Structural equation modelling, including confirmatory factor analysis and path analysis using AMOS software and statistical software SPSS22, were used at the significance level of P≤0.05. Inferential results showed a relationship between the marketing of green and the desire to buy sports products from customers with the mediating role of social responsibility of vendors. Also, the communication model between the three meters has adequate fitness.
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