The Role of Body Image in Selecting the Color of Sports Apparel (a Case Study: Academics of Mazandaran University)

The aim of this study was to investigate the role of body image in selecting the color of sports apparel. The population of this study consisted of academics of Mazandaran University. According to Morgan table and by using simple random sampling method, 379 of them were considered as the sample. Data was gathered electronically by a combined questionnaire of body image and the color selection of sports apparel and results of poly-nominal logistic regression indicated that the role of body image is significant in selecting the color of sports apparel. Academics of Mazandaran University, who consider themselves superior in terms of feeling attractiveness and appearance evaluation of body image, use neutral and cold colors as a symbol of showing this attractiveness in their coverage. Therefore, it should be mentioned that selecting a color based on body image depends on which dimension of body image people consider themselves superior.