Construction and Validation of Green Marketing Mixes Measurement Tool in Sports Tourism

Document Type : Original Article

Authors

1 Msc. in Events Management and Sports Tourism, Sport Sciences Group, Faculty of Physical Education and Sports Science, University of Birjand, Birjand, Iran

2 Associate Professor, Department of Sports Sciences, Faculty of Physical Education and Sports Sciences, University of Birjand, Birjand, Iran

3 Assistant Professor, Department of Sports Sciences, Faculty of Physical Education and Sports Sciences, University of Birjand, Birjand, Iran

Abstract

Introduction
In contemporary society, the conservation of natural resources and the mitigation of environmental pollution have become pressing global concerns. Marketing, as a discipline dedicated to understanding and fulfilling human needs, plays a pivotal role in identifying these concerns and shaping consumer attitudes toward sustainability. By leveraging the marketing mix framework, organizations can promote environmentally responsible behaviors and enhance ecological awareness. The present study aims to develop and validate a comprehensive instrument for measuring the green marketing mix in the context of sports tourism.
 
Methodology
This research employed an applied, exploratory mixed-methods design. Data were collected through a two-phase field study—qualitative and quantitative—to identify and evaluate green marketing mix components in sports tourism. In the qualitative phase, a comprehensive review of relevant literature yielded ten core constructs, which were operationalized into 45 initial items. These items were refined using the Delphi method, with input from domain experts, until theoretical saturation was achieved. Following the consolidation of overlapping items and elimination of redundant ones, a 38-item questionnaire was developed, using a five-point Likert scale (ranging from very low to very high). Kendall’s W test confirmed expert consensus (W = 0.129, p < 0.05). Instrument validity was assessed through content validity ratio (CVR), content validity index (CVI), and average variance extracted (AVE), while reliability was evaluated using Cronbach’s alpha and composite reliability. For the quantitative phase, the finalized questionnaire was administered to a random sample of 384 sports tourists in South Khorasan Province—individuals participating in sporting events or visiting natural sports tourism sites such as mountains and deserts—selected according to the Krejcie and Morgan sampling table. Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) were conducted using SPSS 22 and AMOS 22, respectively.
 
Findings
All items demonstrated acceptable content validity, with CVR > 0.59, CVI > 0.79, and AVE > 0.50. The instrument exhibited high reliability, with Cronbach’s alpha = 0.964 and composite reliability = 0.973. The Kaiser-Meyer-Olkin (KMO) measure was above 0.70, and Bartlett’s test of sphericity was statistically significant (p < 0.001), confirming the suitability of the data for factor analysis. EFA, employing principal component analysis and varimax rotation, revealed a 10-factor structure: *Green Product Quality* (3 items), *Green Product Design* (2 items), *Environmental Green Responsibility* (4 items), *Green Price* (3 items), *Green Place* (3 items), *Green Promotion* (3 items), *Green Process* (5 items), *Green People* (5 items), *Green Policies and Planning* (5 items), and *Green Participation* (3 items). Subsequent CFA confirmed the robustness of the factor structure, with all items loading significantly (λ > 0.50, t > 1.96, p < 0.05). The model demonstrated excellent fit across multiple goodness-of-fit indices (e.g., CFI > 0.95, TLI > 0.95, RMSEA < 0.06, SRMR < 0.08).
 
Discussion and Conclusion
Despite the growing emphasis on green marketing in tourism, the domain of sports tourism has received limited scholarly attention regarding the conceptualization and measurement of green marketing mix elements. This study addresses this gap by developing and validating a reliable, theory-driven instrument tailored to the sports tourism context. The findings confirm that the proposed questionnaire possesses strong psychometric properties and represents a valid and reliable tool for assessing green marketing practices in sports tourism. As such, it offers a valuable resource for researchers and practitioners aiming to promote sustainability within this rapidly evolving sector.

Keywords

Main Subjects

References

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