The Effect of Green Marketing Tools on Sport Products Consumers' Behavior Hamedan Islamic-Azad-University Higher Education Students and Faculty Members view point

The aim of this study is to investigate the consumer's attitude toward green marketing and its effect on green purchase decision of sport equipment consumers. For this purpose, a sample of 384 samples has been selected using stratified random method from physical education university students of Islamic Azad University of Hamedan in all degrees (associate degree, bachelor's, and master's). By studying the theoretical basis of green marketing mix and green purchase decision, the conceptual model and questionnaire have been designed and developed and data has been collected. Finally, regression results on consumer purchasing behavior have been used to examine the hypotheses. Findings imply that aspects green marketing have significant and positive influence on consumer's green purchase decision.