| Green Marketing in the Sports Industry: An Exploratory Approach |
| Paper ID : 1291-SSRC-13TH (R1) |
| Authors |
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Golnoush Moallaeianaraki *1, vahid saatchian2 1student of imam Raza international university of Mashhad 2imam reza international university, sport science department. |
| Abstract |
| Introduction Over the past three decades, environmental awareness has increased and the issue of the environment has become a major issue from a marginal issue. Therefore, considering the importance of green marketing and environmental protection, the purpose of this study was to provide a green marketing process model in the country's sports industry. Methodology For this purpose, 13 elites familiar with the field of environment, business and sports management were purposefully selected for a comprehensive, unstructured discussion, and the data were analyzed simultaneously using a set of numerical, selective and theoretical inferences. Were analyzed. The process of conducting interviews and collecting data proceeded to the full stage of expressing opinions and theoretical saturation. Findings In the section of factors affecting green marketing in the sports industry, we can mention cultural, structural, managerial and especially economic factors. Also, in the field of barriers to green sports marketing, there is a lack of belief in green marketing among the top managers of the sports industry as an effective and sustainable cost in sports, lack of alignment of sports investors with green marketing policies in the current situation (infrastructure, economy and sanctions). And the impossibility of accurately identifying the amount of marketing returns in various angles, including sports and the environment for investors in this period, as well as the risks of return on investment in the short term, which are the most important obstacles that should be mentioned. Discussion and conclusion From the research findings, it is concluded that integrated green sports marketing shows an increase in the correct, purposeful, efficient and coherent use of an accurate culture in the service of the environment and the continuous growth of sports as an integrated strategy that combines active and sustainable use of factors. And the control of green products will be by athletes and fans, which has been focused on it through various factors in the ministry, federations and clubs. |
| Keywords |
| Green Marketing, Sports Industry, Strategy |
| Status: Abstract Accepted (Poster Presentation) |
