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Assessing fans´ requirements and consumer behaviour towards sustainability in sports merchandising - the influence of fans´ sustainability attitude
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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.
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Sports managament Football Merchandising Sustainability Consumer behaviour Willingness to pay Intention to purchase Internal legitimacy Fan identification Sustainability labels