fateme Daneshgar; Gholam Ali Kargar; Javad Shahlaee
Abstract
The study is to assess the desirability of using green advertising based on indigenous values in the management of sports venues and to determine the methods of using this advertising. It was in the category of applied and survey-descriptive researches. The statistical population included the managers ...
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The study is to assess the desirability of using green advertising based on indigenous values in the management of sports venues and to determine the methods of using this advertising. It was in the category of applied and survey-descriptive researches. The statistical population included the managers of indoor sports venues in Yazd (600 people). Based on Morgan table, 234 managers were selected by simple random sampling as the statistical samples. The data collection tool was a researcher-made questionnaire which was used after confirming its validity and reliability. The construct validity of the questionnaire was confirmed using structural equations and its reliability was confirmed using Cornbrash’s alpha. SPSS V26 and Smart PLS 3 soft wares were used for data analysis.
The results showed that the reduction of noise pollution based on indigenous values, increasing green space based on indigenous values, garbage disposal based on indigenous values and energy saving based on indigenous values are the factors affecting the green advertising methods. Of these 4 factors, the most attention is related to the index of “construction waste and rubbish” (with an average of 3/06) and the least attention is related to the index of “increase of green space” (with an average of 2/18), which is in the fourth place.
Therefore, the use of methods to portray the responsibility of increasing green space based on moral, national and historical values and values of modern life in the management of sports venues to achieve sustainable development can be seen.
