The aim of this study was to investigate the effect of ethical values ​​on social entrepreneurship, the mediating role of capital, psychological capital and benevolent marketing. The present study was applied in terms of purpose and quantitative and structural equation modeling research. The statistical population of the present study was all customers of sports clubs in West Azerbaijan province. The sample size was estimated using 360 Morgan sampling table. The research instruments were five questionnaires: personal information, social entrepreneurship, ethical values, psychological capital and benevolent marketing. The face and content validity of the research tool was confirmed by a group of expert professors. SPSS and Smart PLS software were used to analyze the data. The results showed that moral values ​​have a significant effect on benevolent marketing, psychological capital and social entrepreneurship. Benevolent marketing has a significant effect on social entrepreneurship. Psychological capital also has a significant effect on social entrepreneurship. It was found that ethical values ​​have a significant effect on social entrepreneurship through benevolent marketing. Finally, the results showed that ethical values ​​have a significant effect on social entrepreneurship through psychological capital. Given that one of the most important factors that can improve social entrepreneurship in sports clubs is the creation of special working groups to establish effective communication between donors to use common potentials.

Keywords: Social Entrepreneurship, Ethical values, Psychological Capita, Cause-Related Marketing.

     

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