Exploring the impact of sustainable marketing on consumer behavior in the sports industry

The general consensus is that climate change poses a significant danger. Scientists and policymakers are increasingly acknowledging that consumer behavior plays a crucial role in this matter. Specifically, the choices people make regarding what they consume, how they consume it, and the quantities they consume have a direct impact on the environment. In this context, this study aims to examine the effects of sustainable marketing strategies and environmental consciousness on consumer behavior. The research collected data from 532 respondents by administering an online questionnaire. The partial least square structural equation modeling (PLS-SEM) using the SmartPLS 4 was used to test the hypotheses, and the findings revealed that sustainable marketing strategies positively influence consumer behavior and environmental consciousness levels of consumers. In addition, environmental consciousness positively mediated the relationship between sustainable marketing strategies and consumer behavior. The study also found that environmental knowledge moderates the relationship between sustainable marketing strategies and environmental consciousness. The theoretical implications of the research suggest that sustainable marketing strategies can be effective in shaping consumer behavior and promoting environmental consciousness. The managerial implications propose that manufacturing firms in the sports industry can benefit from implementing sustainable marketing strategies and promoting environmental consciousness among their consumers.