توصيفگر لاتين
abstract The purpose of this research was to identify the strategic factors of creating a green brand in sports. The current research will be conducted in terms of practical purpose and in terms of descriptive-analytical method and in terms of the relationship between variables in a combined (qualitative-quantitative) and field method in 1402-1403. Qualitative research method was done by theme analysis. In the qualitative part, the statistical community progressed to the stage of theoretical saturation. The qualitative community consisted of environmental experts and professors of sports management at universities, sports managers and companies manufacturing sports equipment and products, managers of large sports equipment production, managers of sports venues and sports marketers who were selected in a purposeful way and to identify effective dimensions and factors. The components of green productivity in sports were interviewed scientifically. He was a member of the Scientific Association of Sports Management of Iran in the few academic members of the universities. According to the inquiry from the said association, there are 200 people in total. In order to collect information in the qualitative stage, through semi-structured data interviews with experts and knowledgeable informants, it went to theoretical saturation. The face validity of the questionnaire was determined by taking advantage of the corrective comments of the professors, and the sampling adequacy index (KMO) was used to verify the sample size. Reliability index of tool structures was calculated through retest. For statistical analysis, descriptive statistics tests (frequency table, mean, standard deviation, etc.) and structural equation model were performed using SPSS and SmartPLS software. For qualitative analysis in thematic analysis, the powerful and versatile NVivo software is used to organize and code the text and create models and data analysis. In this research, the results and findings of previous researchers were analyzed and by performing the seven steps of Sandelowski and Barroso (2007), the final model for creating a green brand was identified. In order to extract the data from the texts, according to the extensive study of the green brand literature, as well as using the opinions of professors and marketing and sales experts of the sports industry, preliminary coding and extraction of concepts and categories were done. After putting together and integrating the indicators obtained in the two stages of synthesis and content analysis, there are a total of 130 primary codes and 6 final categories including the central phenomenon (creating a green brand), causal conditions (including green culture, green vision, creativity green, green innovation, green supply chain, green services, green recovery, green production, green machines, green clothing, green transparency), background factors (micro and macro), intervening conditions (perceived green values, green brand satisfaction) , skepticism towards the green brand, cognitive dissonance of the green brand), strategies (green marketing strategy, environmental strategy and positioning) and consequences (green brand preference and loyalty to the green brand) were identified. Keywords: strategic factors, green brand, sports.
