Title

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

Author Affiliation

Beenish Tariq is Assistant Professor at Institute of Business Administration (IBA), Karachi

Faculty / School

School of Business Studies (SBS)

Department

Department of Marketing

Was this content written or created while at IBA?

Yes

Document Type

Article

Source Publication

International Journal of Sports Marketing and Sponsorship

ISSN

1464-6668

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.

Indexing Information

HJRS - X Category, Scopus, Web of Science - Social Sciences Citation Index (SSCI)

Journal Quality Ranking

Impact Factor: 3.21

Publication Status

Published

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