درخت حوزه‌های تخصصی

The aim of this study is to analyze the influence of green marketing communication on green purchasing behavior for sporting goods, taking into account the mediating role of consumer attitudes. This study is application-oriented in terms of its purpose and descriptive-survey-based in terms of its nature, taking into account the characteristics of the statistical population. Furthermore, this study falls into the category of correlation research, as it examines the relationships between variables. The statistical population of the study was consumers of sporting goods. The Morgan table was used to determine the sample size, and given the large statistical population, the maximum sample size of 384 individuals was used using the available sampling method. Standard questionnaires were used to collect the information, and the data required for this study were collected using questionnaires: pricing Van Westendorp (1976), educational level Correia et al. (2023), advertising and sales promotion Haghighat (2013), purchase intention Kim (2008), and consumer attitude Mustafa et al. (2007).  In this study, the partial least squares method was used to analyze the hypotheses with SmartPLS3 software. To evaluate the external validity of the model, reliability tests including Cronbach's alpha coefficient and composite reliability, content validity, convergent validity, and divergent validity were examined, and all tests were confirmed. The results show that the components of green marketing communication have a direct and significant impact on green purchasing behavior and that a strong correlation was found between the attention of consumers of sports products to the green marketing communication of companies and green purchasing behavior. In addition, the positive effect of the mediating variable of consumer attitude on the relationship between green marketing communication and green purchasing behavior was confirmed. Based on the results, it can be concluded that the need for green marketing and a change in consumer attitudes toward an environmentally friendly lifestyle have a strong influence on green purchasing behavior.

The aim of this study is to investigate the mediating role of value co-creation and employee adaptability in the relationship between learning agility and organizational performance in basketball clubs. The current research method is correlational carried out in the field. The research population  was managers and employees of basketball clubs in Iraq. 427 subjects were studied  using the stratified sampling method. The learning agility questionnaires of Gravett and Caldwell (2016), the value co-creation of Nysveen and Pedersen (2014), the adaptability of Van Dam and Meulders (2021), and the organizational performance of Delshab et al. (2022) were used. SPSS version 18 and PLS version 3 software were used for data analysis. The results showed that learning agility has a significant relationship with value co-creation and employee adaptability. Moreover, there is a significant relationship between value co-creation and employee adaptability with organizational performance. Finally, value co-creation and employee’s adaptability have a mediating role in the relationship between learning agility and organizational performance. The current research showed that learning agility is a key concept for enhancing value co-creation and adaptability among employees, which leads to better organizational performance.