Brinca, PedroFriedrich, Lena2024-12-062024-12-062024-01-122024-01-12http://hdl.handle.net/10362/176255This 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.engSports managementFootballSustainabilityConsumer behaviourWillingness to payIntention to purchaseFan indientificationmaster thesis203680740