Assessing fans´ requirements and consumer behavior towards sustainability in sports merchandising - impact of sustainability criteria rating on intention to purchase / willingness to pay & impact of demographic factors

Abstract

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, while sustainability attitude has a significant influence on willingness to pay. Low CO2 emissions and sustainability of materials and packaging are the most important sustainability criteria to fans, while transparency proves to be relevant as an attribute of label. This study contributes to a better understanding of merchandise consumer behaviour in the context of sustainability labels and offers practical implications for football clubs.