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Assessing fans requirements and consumer behaviour towards sustainability in sports merchandising - the influence of internal legitimacy
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| 5.36 MB | Adobe PDF |
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Resumo(s)
This master's thesis addresses the topic of sustainability in football merchandising and the
growing need for innovative and sustainable strategies. The conducted survey shows that
emotional connection to a club has a strong effect on purchase intention. This study contributes
to a better understanding of merchandise consumer behaviour in the context of sustainability
labels and offers practical implications for football clubs.
Descrição
Palavras-chave
Sports management Football Sustainability Consumer behaviour Willingness to pay Intention to purchase Fan indientification