The mediating role of ethical marketing in the relationship between environmental factors and the performance of sportswear manufacturing companies
Oral Presentation
Paper ID : 1276-SSRC
Authors
Department of Physical Education, Urmia Branch, Islamic Azad University, Urmia, Iran
Abstract
Aim: The purpose of this research was to investigate the mediating role of ethical marketing in the relationship between environmental factors and the performance of sportswear manufacturing companies.
Methodology: The method of this research is descriptive and of a comparative type that was conducted in the field. This research has two statistical populations. The first statistical population includes Iranian sportswear manufacturers, whose number is 200, all of whom were selected as samples. The second statistical population includes consumers of sportswear, which due to the uncertainty of the size of the statistical population, according to the Cochran formula, 200 people were selected by random sampling method. A questionnaire was used to collect information. In order to measure environmental factors, a researcher-made questionnaire containing 34 questions and 4 dimensions was used. To measure ethical marketing, a researcher-made questionnaire of ethical marketing including 18 questions and 4 dimensions was used. To measure the performance of the companies, a researcher-made questionnaire of 28 questions including 4 dimensions was used. The validity of the questionnaires was confirmed by the professors of sports management and marketing. The reliability of the questionnaires was checked with Cronbach's alpha. Descriptive and inferential statistics and Smart-PLS software were used to analyze the causal relationships between variables.
Results: The results showed that ethical marketing plays a mediating role in the relationship between specific and general environmental factors and the performance of sportswear manufacturing companies. Also, ethical marketing plays a mediating role in the relationship between individual and organizational factors with the performance of sportswear manufacturing companies.
Conclusion: According to the results, it can be said that ethical marketing is one of the most important issues in the corporate environment, and sportswear manufacturing companies should pay special attention to it in order to improve performance.
Methodology: The method of this research is descriptive and of a comparative type that was conducted in the field. This research has two statistical populations. The first statistical population includes Iranian sportswear manufacturers, whose number is 200, all of whom were selected as samples. The second statistical population includes consumers of sportswear, which due to the uncertainty of the size of the statistical population, according to the Cochran formula, 200 people were selected by random sampling method. A questionnaire was used to collect information. In order to measure environmental factors, a researcher-made questionnaire containing 34 questions and 4 dimensions was used. To measure ethical marketing, a researcher-made questionnaire of ethical marketing including 18 questions and 4 dimensions was used. To measure the performance of the companies, a researcher-made questionnaire of 28 questions including 4 dimensions was used. The validity of the questionnaires was confirmed by the professors of sports management and marketing. The reliability of the questionnaires was checked with Cronbach's alpha. Descriptive and inferential statistics and Smart-PLS software were used to analyze the causal relationships between variables.
Results: The results showed that ethical marketing plays a mediating role in the relationship between specific and general environmental factors and the performance of sportswear manufacturing companies. Also, ethical marketing plays a mediating role in the relationship between individual and organizational factors with the performance of sportswear manufacturing companies.
Conclusion: According to the results, it can be said that ethical marketing is one of the most important issues in the corporate environment, and sportswear manufacturing companies should pay special attention to it in order to improve performance.
Keywords