The relationship between green marketing and the trust and loyalty of customers of sports goods in Mashhad

Today, due to competition in businesses, managers and salespeople are looking for ways to gain the trust and loyalty of customers, which one of their tools is usage of green marketing capabilities. Green marketing is the marketing of products and services that help improvement of the environment in a sustainable way. The customer is looking for a product that has the least environmental damage.The purpose of the study was to investigate the relationship between green marketing and the trust and loyalty of customers of sports goods in Mashhad.The method of the study was descriptive-correlation, which in terms of purpose, was among the applied studies. The population included the costumers of sport goods in Mashhad. According to the Cochran formula (unlimited population size) and by convenience sampling method, ۳۸۵ customers were included in the study. Data collection tools were demographic information form, Green marketing Questionnaire (Moghimi, ۲۰۱۱), Customers trust Questionnaire (Alsad et al, ۲۰۱۷), and Customers loyalty Questionnaire (Rundle-Thiele, ۲۰۰۵). To analyze the data, descriptive statistics (mean, percentage, etc.) and inferential statistics (Kolmogorov-Smirnov and Pearson correlation coefficient) were use.The results showed that there is a significant relationship between green marketing and customers trust (sig <۰.۰۵). It was also found that there is a significant relationship between green marketing and customers loyalty (sig <۰.۰۵).Based on the findings, it was found that managers of sports stores in Mashhad can use the elements of green marketing as a marketing strategy, which leads to a strong emotional relationship between the store and customers, which will bring customer trust and loyalty.

کلیدواژه ها:

Customers' trust ، Customers' loyalty ، Green marketing ، Sports goods