Advanced
search

To read this content please select one of the options below:

Predicting consumers' intentions to purchase eco-friendly athletic wear in a moderated model of individual green values and gender

Nisar Ahmed Channa (Department of Business Administration, Sukkur IBA University, Sukkur, Pakistan)
Beenish Tariq (Marketing Department, School of Business Studies, Institute of Business Administration, Karachi, Pakistan)
Altaf Hussain Samo (Department of Business Administration, Sukkur IBA University, Sukkur, Pakistan)
Niaz Hussain Ghumro (Department of Business Administration, Sukkur IBA University, Sukkur, Pakistan)
Naveed Akhtar Qureshi (Department of Business Administration, Sukkur IBA University, Sukkur, Pakistan)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 October 2021

Issue publication date: 5 April 2022

1780

Abstract

Purpose

Using three theoretical lenses − organismic integration theory (OIT), theory of values-belief-norm (VBN) and gender schema theory (GST) − this study aims to examine the effect of environmental factors (environmental attitude, environmental concerns, perceived environmental responsibility and peer influence) on consumers' intentions to purchase eco-friendly athletic wear.

Design/methodology/approach

A sample of n = 380 Pakistani consumers was used to test hypothesized relationships. Data were analyzed through the partial least square structural equation modeling (PLS-SEM) technique using SmartPLS version 3.3.3.

Findings

Findings suggest that environmental attitude, environmental concerns, perceived environmental responsibility and peer influence are positively associated with green purchase behavior. The moderating effects of individual green values were found statistically significant between peer influence and green purchase behavior. The data further revealed that the effect of environmental attitude, environmental concerns, peer influence and perceived environmental responsibility on green purchase behavior varies across the gender.

Originality/value

This research is one of the first attempts to explore the effect of environmental motivational factors on consumers' intentions to purchase eco-friendly athletic wear using theories of OIT, VBN and GST. This study employs advanced analytical methods to perform multi-group analysis and establish the predictive relevance of the model, using PLS-SEM in sports management and marketing context.

Keywords

Citation

Channa, N.A., Tariq, B., Samo, A.H., Ghumro, N.H. and Qureshi, N.A. (2022), "Predicting consumers' intentions to purchase eco-friendly athletic wear in a moderated model of individual green values and gender", International Journal of Sports Marketing and Sponsorship, Vol. 23 No. 2, pp. 410-436. https://doi.org/10.1108/IJSMS-12-2020-0215

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

Related articles

Manage cookies

We’re listening — tell us what you think

Join us on our journey