Central China Normal University, Wuhan, China.
Wuhan Technology and Business University, Wuhan, 430065, China.
Environ Sci Pollut Res Int. 2023 Sep;30(43):97723-97733. doi: 10.1007/s11356-023-29215-z. Epub 2023 Aug 19.
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.
普遍共识认为气候变化构成重大威胁。科学家和政策制定者越来越承认，消费者行为在这方面起着关键作用。具体而言，人们在消费什么、如何消费以及消费数量方面的选择对环境有直接影响。在这种情况下，本研究旨在检验可持续营销策略和环境意识对消费者行为的影响。该研究通过在线问卷向 532 名受访者收集数据。使用 SmartPLS 4 的偏最小二乘结构方程建模 (PLS-SEM) 来检验假设，研究结果表明，可持续营销策略对消费者行为和环境意识水平有积极影响。此外，环境意识对可持续营销策略和消费者行为之间的关系具有积极的中介作用。该研究还发现，环境知识调节了可持续营销策略和环境意识之间的关系。该研究的理论意义表明，可持续营销策略可以有效地塑造消费者行为并提高环境意识。管理意义表明，体育行业的制造企业可以受益于实施可持续营销策略并在消费者中推广环境意识。
