The Impact of Ethical Marketing on Consumption Behavior and Motivation Sports of women

Miryousefi, Seyyed Jalil; Derosti, Zeinab; Nezadsajjadi, Seyyed Ahmad

doi:10.22089/rws.2025.17903.1062

The Impact of Ethical Marketing on Consumption Behavior and Motivation Sports of women

Articles in Press

Document Type : Original Article

Authors

seyyed jalil miryousefi ¹

zeinab derosti ²

seyyed ahmad nezadsajjadi ³

¹ Assistant Professor of Sports Management, Faculty of Literature and Humanities, vali- e-Asr University, Rafsanjan, Iran

² Master's student in sports marketing management, Department of Sports Sciences, Faculty of Literature and Humanities, vali- e-Asr University, Rafsanjan, Iran

³ Assocaited Professor of Sports Management, Department of Sports Sciences, Faculty of Literature and Humanities, vali-E- Asr University, Rafsanjan, Iran

10.22089/rws.2025.17903.1062

Abstract

The purpose of this study was to investigate the effects of ethical marketing on sports consumption behavior and sports motivation of women in Kerman. This study was a descriptive-correlative type that was administered as a field study. The population of this study included all women over the age of 18 in the city of Kerman. (un limited), that among them Using Cochran's formula 384 persons selected by cluster sampling method. After determining validity and reliability, in order to data gathering use of ethical marketing of Safari et al. (2016), the sports motivation of Polytir et al. (2013) and the sports consumer behavior of Neshat et al. (2016) questionnaires. Descriptive statistics were used to describe the data, and structural equation modeling with a partial least squares approach was used for inferential analysis of the data. Findings indicated that ethical marketing has a direct and significant impact on consumption behavior and sports motivation. According to the findings of this study, suggested to the managers and officials of sports pay special attention to the development and promotion of ethical marketing. These actions can lead to the improvement of consumption behavior and sports motivation and the positive experience of women in organizations, clubs and sports environments.

Keywords

Ethical marketing

Sports consumer behavior

Sports motivation

Women's sports