Purpose

The environmental, social and governance (ESG) movement has become a global phenomenon, penetrating even the sports branding industry. Accordingly, this study investigated whether ESG activities can lead to positive attitudes among customers and thereby affect their behavioral intentions.

Design/methodology/approach

We collected data by administering questionnaires to 154 consumers, after which we conducted partial least squares structural equation modeling to test the hypothesized relationships.

Findings

The results indicated that ESG activities favorably influenced brand image and brand loyalty. Brand loyalty was positively associated with the willingness to pay (WTP) for a price premium. The indirect effect of brand loyalty was confirmed in the association between ESG activities and WTP a price premium. ESG activities indirectly affected WTP a price premium via serial mediation through brand image and brand loyalty.

Originality/value

This research extends our understanding of the mechanism behind consumers’ decision-making processes on the basis of ESG activities and their impact on WTP a price premium.

中文翻译：

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运动品牌活动的影响：消费者是否愿意支付溢价？

 目的

环境、社会和治理 （ESG） 运动已成为一种全球现象，甚至渗透到体育品牌行业。因此，本研究调查了 ESG 活动是否可以导致客户产生积极的态度，从而影响他们的行为意图。

设计/方法/方法

我们通过对 154 名消费者进行问卷调查来收集数据，然后我们进行了偏最小二乘结构方程建模以测试假设的关系。

 发现

结果表明，ESG 活动对品牌形象和品牌忠诚度产生了有利影响。品牌忠诚度与溢价支付意愿 （WTP） 呈正相关。品牌忠诚度的间接影响在 ESG 活动与 WTP 之间的关联中得到了证实，即价格溢价。ESG 活动通过品牌形象和品牌忠诚度的连续中介间接影响了 WTP 的价格溢价。

 原创性/价值

这项研究扩展了我们对消费者基于 ESG 活动决策过程背后的机制及其对 WTP 的影响的理解：溢价。