Sustainable Sports Consumption: What Motivates Eco-Friendly Behavior?
Sustainable Sports Consumption: What Motivates Eco-Friendly Behavior?

Summary/Abstract: The article aimed to examine the determinants of sustainable behavior in the context of sports consumption, with a focus on three key dimensions: eco-friendly purchasing, environmental awareness, and recycling. A cross-sectional survey was conducted among 587 respondents aged 18–65, and data were analyzed using Generalized Structural Equation Modeling (GSEM) to explore the influence of social, cognitive, and demographic variables. Composite indicators were developed to assess attitudes, knowledge, social influence, trust in green claims, and ecological locus of control. Statistical methodology allowed for the simultaneous estimation of multiple ordinal outcomes, increasing model robustness. Findings indicated that pro-environmental attitudes, personal responsibility, and knowledge were consistent predictors of sustainable behaviors. Social influence and information trust had limited impact, particularly on recycling behaviors. Demographic factors such as age, education, and income showed selective effects, while gender and physical activity frequency were not significant predictors. These results underscored the role of internal motivations and cognitive orientation over external or structural factors in driving ecological behavior in sport settings. The study is relevant for sports marketers and policymakers seeking to foster sustainable consumption through value-based strategies. Its findings contribute to the empirical understanding of behavioral segmentation and offer a foundation for targeted educational and communication initiatives.

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