The aim of this study was to investigate the impact of green marketing tools on the environmental behaviors of sports product customers in Tabriz. The present study is applied in terms of purpose and quantitative in terms of survey strategy. The statistical population included all sports product customers in Tabriz. The sample size was estimated to be 384 individuals using the Cochran formula given that the size of the statistical population was indeterminate. In order to collect data, documentary methods and a standard questionnaire were used; which included the Green Marketing Questionnaire of Rahbar et al. (2009) and the Standard Consumer Environmental Behavior Questionnaire of Ko et al. (2013). Structural equation modeling method was used to examine the relationships between research variables using AMOS software. The results of data analysis showed that green marketing tools have an impact on the environmental behaviors of sports product customers in Tabriz. The three components of advertising, brand name, and environmental label had a positive and significant effect on the environmental behaviors of sports product customers in Tabriz. Among them, advertising with an impact coefficient of 0.66 has the highest impact and brand name with an impact coefficient of 0.17 has the lowest impact on the environmental behaviors of sports product customers.

Keywords: Green marketing tools, advertising, brand name, label, environmental behaviors