The Effect of Benign and Malignant Jealousy on the Desire to Buy Luxury Sports Goods with the Mediating Role of Moral Indifference in Customers of Sports Stores

Subject Areas : Sport management

Maryam  Madadkhani ¹ (Department of Physical Education, Birjand Branch, Islamic Azad University, Birjand, Iran)
Iman  Safaei ² (Department of Physical Education, Bandar Gaz Branch, Islamic Azad University, Bandar Gaz, Iran)
Nematollah  Nemati ³ (Department of Sport Science, Damghan Branch, Islamic Azad University, Damghan, Iran)

Received: 2023-09-30 Accepted : 2023-11-27 Published : 2024-06-18

Keywords: Luxury Goods, Benign jealousy, Desire to buy, Malignant jealousy, Moral indifference,

Abstract :

This study aimed to investigate the effect of benign and malignant jealousy on the desire to buy luxury sports goods with the mediator role of moral indifference in customers of Sistan and Baluchestan sports stores. This study was descriptive and correlational. The statistical population included all customers of Sistan and Baluchestan sports stores. A total of 384 individuals were selected as a statistical sample based on the Krejcie Morgan table and in multi-stage clusters. Data collection tools included the Lang & Cressius Malignant Jealousy Questionnaire, Lang & Cressius Benign Jealousy Jealousy Questionnaire, Rabio-Garay Ethical Indifference Questionnaire, and Progin and Bagozi Tendency to Buy Questionnaire. Confirmatory exploratory factor analysis was used to determine the validity of the questionnaires and internal consistency (Cronbach's alpha coefficient) was used to determine the validity. For data analysis, a modeling method with a path analysis approach was used. The findings showed that the ethical indifference variable mediates the relationship between jealousy and the desire to buy luxury goods in customers' sports stores. In addition, the research model has a favorable fit. It is suggested that officials and cultural and sports institutions create a culture of proper use of religious teachings in strengthening religious beliefs and spiritual values to guide and manage the community of athletes and prevent the promotion of a culture of luxury and consumerism with an emphasis on focusing on Achieve lofty sports goals.

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