The Relationship between Organizational Ethical Values and Learning Agility in Football Club Consumers

Introduction: Learning agility is an important area of study among consumers due to its significant impact on adaptability and success. The exploration of learning agility in marketing is increasing; however, little attention has been paid so far to its predictors and consequences. The aim of the present study is to examine the relationship between organizational ethical values and learning agility in football club consumers. Material and Methods: This research is descriptive-correlational in nature. The statistical population included customers of sports clubs in Iraq, and a sample of 411 individuals was selected using stratified sampling. The study utilized the Learning Agility Questionnaire by Gravett and Caldwell and the Organizational Ethical Values Questionnaire. Data were analyzed using structural equation modeling and the SPSS version 18 and PLS version 4 software packages. Results: The results showed that ethical values have a significant relationship with learning agility. Conclusion: The present study highlighted that ethical values play an important role in learning agility, which leads to perceived value in the use of sports services by consumers.