The Effect of Green Marketing Mix on Purchase Decision of Sporting Products (Case Study: Customers of Sporting Products Stores in Tehran City)

The aim of this study was to investigate the effect of green marketing mix on decision to purchase sporting products (case study: customers of sporting products stores in Tehran city). The population consisted of customers of all sporting products stores in Tehran city. Sporting products were purchased in these stores in September 2015. 384 subjects were randomly selected as the sample by convenience sampling method. This study was application in terms of aims and method of data collection was descriptive correlation. Data were collected by researcher-made questionnaires. The reliability of these questionnaires was evaluated by Cronbach's alpha: 0.79 and 0.81 for the Purchase Intent and Green Marketing Questionnaires. For data analysis, descriptive statistics such as mean, standard deviation and inferential statistics such as multivariate regression and Spss20 software were used. The results showed that all components of green marketing mix (price, product, distribution and promotion) had a significant and positive effect on decision to purchase green sporting products. Therefore, it is recommend that price, distribution and green sporting products should have the ability to compete with similar products in the market.