Let's run green! Impact of runners' environmental consciousness on their green perceived quality and supportive intention at participatory sport events

Abstract

Purpose

Sustainability is a major global concern, and research has suggested a bidirectional relationship between participatory sport events and the natural environment. Against this background, we examined the influence of runners’ environmental consciousness on their perceptions of the quality of green initiatives and their supportive intention at a running event.

Design/methodology/approach

We collected questionnaire responses from 496 runners at an event held in Taiwan, and we used partial least squares structural equation modeling for our measurement and structural models.

Findings

Our findings revealed that environmental consciousness had a positive relationship with green perceived quality, and that green perceived quality, in turn, positively affected supportive intention. Green perceived quality also mediated the relationship between environmental consciousness and supportive intention, and running frequency moderated the relationship between environmental consciousness and supportive intention.

Practical implications

Stakeholders should promote the environmental consciousness of event participants and implement sustainable initiatives to enhance participants’ supportive intention towards participatory sport events.

Originality/value

This study contributes to the literature by examining the role of environmental consciousness, green perceived quality and supportive intention in the context of a running event. The findings highlight the importance of environmental sustainability in participatory sport events and provide valuable insights for event organizers and stakeholders in designing and implementing sustainable initiatives.

Citation

Huang, Y. and Chiu, W. (2024), "Let's run green! Impact of runners' environmental consciousness on their green perceived quality and supportive intention at participatory sport events", International Journal of Sports Marketing and Sponsorship, Vol. 25 No. 3, pp. 541-559. https://doi.org/10.1108/IJSMS-12-2023-0250