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Weaving the Future: Factors Influencing Consumers' Purchase Intention and Behaviour of Sustainable Sportswear and Footwear
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Author(s): Alejandro Gualda-Gea (University of Almeria, Spain), Eduardo Terán-Yépez (University of Almeria, Spain & Andalusian Institute of Research and Innovation in Tourism, Spain)and Gema María Marín-Carrillo (University of Almeria, Spain & Andalusian Institute of Research and Innovation in Tourism, Spain)
Copyright: 2025
Pages: 28
Source title:
Global Impacts and Sustainable Practices in Fast Fashion
Source Author(s)/Editor(s): Timilehin Olasoji Olubiyi (Babcock University, Nigeria), Santosh Kumar Behera (Kazi Nazrul University, India)and Tien Anh Tran (Vietnam Maritime University, Vietnam)
DOI: 10.4018/979-8-3693-7853-3.ch015
Purchase
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Abstract
This study explores consumers intentions and behaviour when purchasing sustainable sportswear and athletic footwear, using the theory of planned behaviour (TPB) as a framework. The research examines how subjective norms, perceived behavioural control, and attitudes influence purchasing decisions. Data was collected through an online survey with 118 Spanish consumers and analysed using partial least squares structural equation modelling (PLS-SEM). The findings confirm that all three factors play a significant role in shaping purchase intentions, supporting previous research. However, the novelty is that this study reveals that the factor that becomes more important is the subjective norm, that is, social pressure and influence of the close circle. Furthermore, the study highlights that purchase behaviour is closely linked to purchase intention. These findings provide useful insights for brands aiming to create more effective marketing strategies that resonate with consumers' values and encourage the adoption of sustainable sportswear and footwear.
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