Green Marketing Mix Analysis in Promoting the Culture of Using Bicycles with a Sport-Recreational Approach
(Case Study: Public Bike System of Mashhad City)

Dolatkhah Laein, Dorri; Saatchian, Vahid; Keshtidar, Mohammad

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Volume 6, Issue 22 (Autumn 2018)

3 2018, 6(22): 81-92

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Green Marketing Mix Analysis in Promoting the Culture of Using Bicycles with a Sport-Recreational Approach (Case Study: Public Bike System of Mashhad City)

Dorri Dolatkhah Laein¹

, Vahid Saatchian²

, Mohammad Keshtidar

1- MSc Student of Sport Management, Imam Reza International University, Mashhad, Iran
2- Assistant Professor, Department of Sport Management, Imam Reza International University, Mashhad, Iran
3- Associate Professor, Department of Motor Behavior, Ferdowsi University of Mashhad, Mashhad, Iran , keshtidar@um.ac.ir

Abstract: (3932 Views)

The aim of this study was to analyze green marketing mix in promoting the culture of using bicycles with a sport-recreational approach. The research method was descriptive-correlation. 170 users of public bikes on a daily basis were selected as the sample by Cochran formula (N=300). The questionnaire derived from the literature used 17 items in a 5-point Likert Scale to evaluate green marketing mix on public bikes. SPSS 19 and LISREL 8.8 were used for the data analysis at a significance level P≤0.05. The results showed that green product, green price, green promotion and green place had respectively the highest priority among public bicycle users. According to the results of the analysis, the great importance of green marketing mix, especially the green product, indicated the need to pay attention to green transportation vehicles which can be a good alternative to strengthening urban culture. Bicycles can be particularly welcomed by the public as a green product that reduces air pollution and improves physical fitness. Also, the culture of using public bicycles among citizens was promoted by informing and creating environmental attitudes towards their benefits.

Keywords: bicycling culture, green market mix, public bicycle, sport – recreational approach, sustainable transportation

Full-Text [PDF 228 kb] (1794 Downloads)

Type of Study: Research | Subject: Special

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Dolatkhah Laein D, Saatchian V, Keshtidar M. Green Marketing Mix Analysis in Promoting the Culture of Using Bicycles with a Sport-Recreational Approach (Case Study: Public Bike System of Mashhad City). 3 2018; 6 (22) :81-92
URL: http://ntsmj.issma.ir/article-1-1174-en.html

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