The eco-engaged runner's edge: how green consumer values drive opportunity spotting and effortless product disposal




Green Consumer Values, Eco-Conscious Consumption, Athletic Footwear Sustainability, Consumer Decision-Making, Lifestyle Moderation Effects


Purpose: Investigate the impact of green consumer values and eco-conscious consumption on the decision-making process for buying and disposing of running shoes, emphasizing the moderation role of the runner's profile.

Design/Methodology/Approach: Utilizes a quantitative survey methodology, analyzing the data with Structural Equation Modelling (SEM). The runner's profile—encompassing running frequency, duration, and its integration into lifestyle—serves as a moderator in the model.

Findings: Reveals a complex interplay between environmental values and consumer habits, moderated by individual running profiles, affecting the purchase and disposal decisions of running shoes.

Practical Implications: Insights can assist companies in tailoring sustainable practices and products to different segments of runners, enhancing environmental stewardship in sports consumerism.

Originality/Value: Adds to the body of knowledge by uniquely combining consumer environmental values, habits, and individual athletic profiles in the context of sports equipment purchase and disposal decisions.

Author Biographies

Jones Ribeiro, Escola Superior de Propaganda e Marketing (ESPM), São Paulo

PhD Student at Graduate Program in Management - Escola Superior de Propaganda e Marketing - ESPM

Marcelo L. D. S. Gabriel , Escola Superior de Propaganda e Marketing (ESPM), São Paulo

Doctor of Education in Science and Technology from the State University of Campinas (UNICAMP, 2011), Master in Business Administration from Álvares Penteado University Center (UNIFECAP, 2005), Executive MBA in Marketing from IBMEC (2001), and Bachelor in History from the University of São Paulo (USP, 1997). Professor in Administration and Consumer Behavior at the Superior School of Advertising and Marketing (ESPM), reviewer for national and international journals, and editor for the Brazilian Journal of Marketing. Research interests include B2B Consumer Behavior, Green Marketing, and Sustainability. Former multinational executive in Sales and Marketing.


Adrita, U. W., & Mohiuddin, M. F. 2020. Impact of opportunity and ability to translate environmental attitude into ecologically conscious consumer behavior. Journal of Marketing Theory and Practice 28(2): 173-186.

Aicher, T., Simmons, J., & Cintron, A. 2018. An analysis of running event consumer behaviors. Journal of Applied Sport Management 10(2): 7.

Albuquerque, D. B., Silva, M. L., Miranda, Y. D. H. B., & Freitas, C. M. S. M. 2018. Street race: a qualitative analysis of the aspects that motivate the practice. Revista Brasileira de Ciência e Movimento, 26(3): 88-95.

Alzubaidi, H., Slade, E. L., & Dwivedi, Y. K. 2021. Examining antecedents of consumers’ pro-environmental behaviours: TPB extended with materialism and innovativeness. Journal of Business Research 122: 685-699.

Amin, Sanjida., & Md Touhiduzzaman Tarun. 2021. Effect of consumption values on customers’ green purchase intention: a mediating role of green trust. Social Responsibility Journal 17(8): 1320-1336.

Awan, U. S. A. M. A., & Raza, M. A. 2012. Green consumer behavior: Empirical study of Swedish consumer behavior. Recent researches in Economics 1: 89-104.

Ayad, T., Eshaer, I. A., Moustafa, M. A., & Azazz, A. M. 2021. Green Product and Sustainable Tourism Development: The Role of Green Buying Behavior. Revista Argentina de Clínica Psicológica 30(2): 236.

Beatty, S. E., Kahle, L. R., Homer, P., & Misra, S. 1985. Alternative measurement approaches to consumer values: The list of values and the Rokeach value survey. Psychology & Marketing 2(3): 181-200.

Behling, Orlando, and Kenneth S. Law. Translating questionnaires and other research instruments: Problems and Instruments. Thousand Oaks, CA: Sage, 2000.

Besomi, M., Leppe, J., Martínez, M. J., Enríquez, M. I., Mauri-Stecca, M. V., & Sizer, P. S. 2017. Running motivations within different populations of Chilean urban runners. European Journal of Physiotherapy, 19(sup1): 8-11.

Bolton, R. N. 2022. The convergence of sustainability and marketing: Transforming marketing to respond to a new world. Australasian Marketing Journal 30(2): 107-112.

Buerke, A., Straatmann, T., Lin-Hi, N., & Müller, K. 2017. Consumer awareness and sustainability-focused value orientation as motivating factors of responsible consumer behavior. Review of Managerial Science, 11(4): 959-991.

Capsi, Josep, and Ramon Llopis-Goig. 2021. Understanding the Expansion of Running from a Social Practice Theory Perspective. A Case Study Focused on the City of Valencia. Sport in Society 26, no. 1 (2021): 67–87.

Carrington, M., Chatzidakis, A., Goworek, H., & Shaw, D. 2021. Consumption ethics: A review and analysis of future directions for interdisciplinary research. Journal of Business Ethics 168: 215-238.

Channa, N. A., Tariq, B., Samo, A. H., Ghumro, N. H., & Qureshi, N. A. 2022. Predicting consumers' intentions to purchase eco-friendly athletic wear in a moderated model of individual green values and gender. International Journal of Sports Marketing and Sponsorship 23(2): 410-436.

Cohen, Jacob. 1992. “Statistical Power Analysis.” Current Directions in Psychological Science 1(3): 98–101.

Davies, M., Hungenberg, E., & Aicher, T. 2018. The relationship between runner environmental paradigm and their motives to participate in an urban or rural marathon. International Journal of Event and Festival Management 10(1): 48-66.

Dhir, A., Talwar, S., Sadiq, M., Sakashita, M., & Kaur, P. 2021. Green apparel buying behaviour: A Stimulus–Organism–Behaviour–Consequence (SOBC) perspective on sustainability‐oriented consumption in Japan. Business Strategy and the Environment 30(8): 3589-3605.

Dickson, M. A. 2000. Personal values, beliefs, knowledge, and attitudes relating to intentions to purchase apparel from socially responsible businesses. Clothing and Textiles Research Journal, 18(1), 19-30.

Dickson, M. A., & Eckman, M. 2013. Attitudes, values, and complex consumer behavior. Journal of Business Research 66(10): 1707-1715.

Etikan, Ilker & Kabiru Bala. 2017. Sampling and sampling methods. Biometrics & Biostatistics International Journal 5(6): 1-3.

Ferreira, R. R. A., Saggin, A. C., Miura, M. N., & Ribeiro, I. 2018. The Perceived Value by the Brazilian Consumer of Running Shoes. Podium Sport, Leisure and Tourism Review, 7(1): 1-21.

Fornell, Claes, and David F. Larcker. 1981. Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research 18(1): 39–50.

Ghalandari, K., Nazarian, M., & Norouzi, A. 2016. Developing a model to predict Intentions customers of sport shoes: The role of consumer values, Involvement, the perceived quality and overall satisfaction with product. The IIOAB Journal, 7(4): 252-259.

Giantari, I Gusti, and I Putu Sukaatmadja. 2021. Effects of Environmental Orientation, Green Marketing Mix and Social Capital on the Competitive Advantage of Real Estate Developers in Bali. Property Management 39(2): 193–209.

Gill, J. D., Grossbart, S., & Laczniak, R. N. 1988. Influence of involvement, commitment and familiarity on brand beliefs and attitudes of viewers exposed to alternative ad claim strategies. Journal of Advertising, 17(2): 33-43.

Goh, Z., Ilham, D., Shahrin, S. N., Lee, C. S., & Ahmad, M. S. 2021. Factors Influencing Green Purchase Intention of Malaysians: A Moderating Role of Gender. Journal of Social Sciences and Humanities 30(3): 507-521.

González-Rodríguez, M. R., Martínez-Fiestas, M., González-García, G., & Torrado-Morales, S. 2021. Understanding the Relationship between Environmental Attitude and Consumers' Willingness to Pay More for Green Products: The Mediating Role of Green Trust. International Journal of Environmental Research and Public Health 18(17): 8892.

Haws, K. L., Winterich, K. P., & Naylor, R. W. (2014). Seeing the world through GREEN-tinted glasses: Green consumption values and responses to environmentally friendly products. Journal of Consumer Psychology 24(3): 336-354.

Head, L., Klocker, N., & Aguirre-Bielschowsky, I. 2019. Environmental values, knowledge and behaviour: Contributions of an emergent literature on the role of ethnicity and migration. Progress in Human Geography, 43(3): 397-415.

Henseler, Jörg. Composite-based structural equation modeling: Analyzing latent and emergent variables. New York, NY: The Guilford Press, 2021.

Hill, C. W. L., & Jones, G. R. 2019. Strategic management: An integrated approach. 13th ed. Cengage Learning.

Huang, M. H., & Rust, R. T. 2011. Sustainability and consumption. Journal of the Academy of Marketing Science, 39(1): 40-54.

Ivković, V. V., & Vujović, A. 2022. The relationship between consumers' perception of value and eco-friendly behavior: The moderating role of pro-environmental self-identity. Economic Research-Ekonomska Istraživanja 35(1): 1691-1705.

Jones, P., Clarke‐Hill, C., Comfort, D. & Hillier, D. 2008. Marketing and sustainability. Marketing Intelligence & Planning 26(2): 123-130.

Jung, J., Kim, S. J., & Kim, K. H. 2020. Sustainable marketing activities of traditional fashion market and brand loyalty. Journal of Business Research, 120: 294-301.

Kahle, L. R., Beatty, S. E., & Homer, P. 1986. Alternative measurement approaches to consumer values: the list of values (LOV) and values and life style (VALS). Journal of consumer research, 13(3): 405-409.

Kaplan, D., & Norton, D. P. 2004. Measuring the strategic readiness of intangible assets. Harvard Business Review 82(2): 52-63.

Kautish, P., Khare, A., & Sharma, R. 2020. Values, sustainability consciousness and intentions for SDG endorsement. Marketing Intelligence & Planning, 38(7): 921-939.

Kemper, J. A., & Ballantine, P. W. 2019. What do we mean by sustainability marketing?. Journal of Marketing Management, 35(3-4): 277-309.

Kempf, D. S., & Smith, R. E. 1998. Consumer processing of product trial and the influence of prior advertising: A structural modeling approach. Journal of Marketing Research 35(4): 325-338.

Kheiry, B., & Nakhaei, A. 2012. Consumers’ green purchase decision: An examination of environmental beliefs, environmental literacy and demographics. International Journals of Marketing and Technology, 2(9): 171-183.

Kumar, S., & Pansari, A. 2016. Role of customer engagement in building consumer loyalty to tourism brands. Journal of Travel Research 55(1): 64-78.

Kumar, S., Giridhar, V., & Sadarangani, P. 2019. A cross-national study of environmental performance and culture: Implications of the findings and strategies. Global Business Review 20(4): 1051-1068.

Laurent, G., & Kapferer, J. N. 1985. Measuring consumer involvement profiles. Journal of Marketing Research 22(1): 41-53.

Lee, Jinhee & Eric Haley. 2022. Green consumer segmentation: consumer motivations for purchasing pro-environmental products. International Journal of Advertising 41(8): 1477-1501.

Lella, A. R., & Durvasula, S. 2006. An investigation of consumer impulsive decision-making behavior in retail environments. Journal of Marketing Theory and Practice 14(2): 95-108.

León-Guereño, P., Galindo-Domínguez, H., Balerdi-Eizmendi, E., Rozmiarek, M., & Malchrowicz-Mośko, E. 2021. Motivation behind running among older adult runners. BMC Sports Science, Medicine and Rehabilitation, 13, 1-10.

Lim, W. M. 2016. A blueprint for sustainability marketing: defining its conceptual boundaries for progress. Marketing theory, 16(2): 232-249.

Lopes, Evandro. L., & Dirceu da Silva. 2011. Integrative models of consumer behavior: a theoretical review. REMark-Revista Brasileira de Marketing 10(3): 03-23.

Mainieri, T., Barnett, E. G., Valdero, T. R., Unipan, J. B., & Oskamp, S. 1997. Green buying: The influence of environmental concern on consumer behavior. The Journal of social psychology, 137(2): 189-204.

Malchrowicz-Mośko, E., Gravelle, F., Dąbrowska, A., & León-Guereño, P. 2020. Do years of running experience influence the motivations of amateur marathon athletes?. International journal of environmental research and public health, 17(2), 585.

Malhotra, Naresh K. Marketing research: An applied orientation. Harlow: Pearson, 2020.

Malisoux, L., Ramesh, J., Mann, R., Seil, R., Urhausen, A., & Theisen, D. 2015. Can parallel use of different running shoes decrease running‐related injury risk?. Scandinavian journal of medicine & science in sports, 25(1): 110-115.

Maniatis, Paraschos. 2016. Investigating factors influencing consumer decision-making while choosing green products. Journal of Cleaner Production 132(2): 215-228.

Mariadoss, B. J., Echambadi, R., Arnold, M. J., & Bindroo, V. 2010. An examination of the effects of perceived difficulty of manufacturing the extension product on brand extension attitudes. Journal of the Academy of Marketing Science 38(6), 704-719.

Matsumura, Kouki, and Susumu Harada. 2016. The Relevance of Product Satisfaction, Brand Trust, and Brand Loyalty in Purchasing Behavior Relating to Running Shoes. Journal of Japan Society of Sports Industry 26(1): 93-105.

Mazaheri, E., Richard, M.-O., & Laroche, M. 2015. Online consumer behavior: Comparing Canadian and Chinese website visitors. Journal of Business Research 68(9): 1905-1910.

McDonald, S., & Oates, C. J. 2006. Sustainability: Consumer perceptions and marketing strategies. Business strategy and the environment, 15(3): 157-170.

Meneses, G. D., & Palacio, A. B. 2005. Recycling behavior: A multidimensional approach. Environment and behavior, 37(6): 837-860.

Minton, A. P., & Rose, R. L. 1997. The effects of environmental concern on environmentally friendly consumer behavior: An exploratory study. Journal of Business research, 40(1): 37-48.

Mishra, S., Malhotra, G., Chatterjee, R., & Kareem Abdul, W. 2023. Ecological consciousness and sustainable purchase behavior: the mediating role of psychological ownership. Asia Pacific Journal of Marketing and Logistics 35(2): 414-431.

Mohammadi, S., Hosseini, S., Arami, M., & Moussavi, S. R. 2012. The Effect of Advertisement on Customer Behavior in Telecommunication Sector in Iran. Procedia - Social and Behavioral Sciences 62: 1203-1207.

Mohammadshamsi, A., Ganjavi, A., & Rezvani, Z. 2015. The Impact of Internet Advertising on Consumer Behavior by Considering the Effect of Customer Prior Knowledge. Procedia - Social and Behavioral Sciences 207: 542-549.

Nadeem, S., Azeem, M. U., & Naz, F. 2021. Impact of Celebrity Endorsement on Consumer Behavior: Mediating Role of Brand Image. Business and Economic Research 11(1): 126-145.

Nikolaidis, P. T., Chalabaev, A., Rosemann, T., & Knechtle, B. 2019. Motivation in the Athens classic marathon: The role of sex, age, and performance level in Greek recreational marathon runners. International journal of environmental research and public health, 16(14): 2549.

Nunnally, Jum C., and Ira H. Bernstein. Psychometric theory. New York: McGraw-Hill, 1994.

Oliveira, A. P. M., Alves, H., & Simões, C. 2020. The role of brand love in consumer behavior: A literature review. Journal of Brand Management 27(3): 317-331.

Onel, Naz. 2017. Pro-environmental purchasing behavior of consumers: The role of norms. Social Marketing Quarterly 23(2):, 103-121.

Othman, N. B., Ariffin, M. F. B., & Muda, M. 2021. Factors Influencing Tourists' Intention to Purchase Green Hotels in Malaysia. Journal of Environmental and Tourism Analyses 9(1): 3-17.

Park, H., Lee, H. M., & Ulgado, F. M. 2015. The impact of environmental friendly products on customer purchase intention: Analyzing the mediating role of customer knowledge. Social Science Journal 52(3): 398-405.

Park, Hyejune & Youn-Kyung Kim. 2016. An empirical test of the triple bottom line of customer-centric sustainability: The case of fast fashion. Fashion and Textiles, 3(1), 25.

Pasquali, Luiz. Psicometria Teoria dos testes na psicologia e na educação. Petrópolis: Vozes, 2009.

Paswan, A., Guzmán, F., & Lewin, J. 2017. Attitudinal determinants of environmentally sustainable behavior. Journal of Consumer Marketing, 34(5): 414–426.

Phulwani, P. R., Kumar, D., & Goyal, P. 2021. From systematic literature review to a conceptual framework for consumer disposal behavior towards personal communication devices. Journal of Consumer Behaviour 20(5): 1353-1370.

Pickett‐Baker, J., & Ozaki, R. 2008. Pro‐environmental products: marketing influence on consumer purchase decision. Journal of consumer marketing, 25(5), 281-293.

Punyatoya, Plavini. 2014. “Linking Environmental Awareness And Perceived Brand Eco-Friendliness To Brand Trust And Purchase Intention”. Global Business Review 15(2): 279-289.

Rahman, Imran, and Dennis Reynolds. 2017. The Influence of Values and Attitudes on Green Consumer Behavior: A Conceptual Model of Green Hotel Patronage. International Journal of Hospitality & Tourism Administration 20(1): 47–74.

Riisgaard, L., Lomax, W., & McLoughlin, D. 2020. Sports consumer behavior: An introduction. European Sport Management Quarterly 20(1): 1-7.

Roberts, J. A., & Bacon, D. R. 1997. Exploring the subtle relationships between environmental concern and ecologically conscious consumer behavior. Journal of business research, 40(1): 79-89.

Rojo, J. R., Starepravo, F. A., Mezzadri, F. M., & Moraes e Silva, M. (2017). Corrida de Rua: Reflexões sobre o “Universo” da Modalidade. Corpoconsciência, 21(3): 82–96.

Rosen, C. C., Levy, P. E., & Hall, R. J. 2006. Placing perceptions of politics in the context of the feedback environment, employee attitudes, and job performance. Journal of Applied Psychology 91(1): 211-220.

Sachdeva, S., Ilaboya, O. J., & Nwankwo, S. 2022. The impact of green marketing on consumer behavior and purchase intentions: Evidence from the Nigerian consumer market. Journal of Global Marketing 35(1): 25-37.

Schamp, C., Heitmann, M., & Katzenstein, R. 2019. Consideration of ethical attributes along the consumer decision-making journey. Journal of the Academy of Marketing Science, 47, 328-348.

Smyczek, S. 2020. Consumer Values and Misbehavior in the Context of Sustainable Consumption. Review of Business, 40(2): 75-88.

Solomon, M. R. 2020. Consumer behavior: Buying, having, and being. Hoboken, NJ: Pearson.

Tajvidi, M., & Sajadi, S. N. 2021. Social media and green purchase intention: The mediating role of green trust and green attitude. Journal of Cleaner Production 322: 129023.

Tanner, C., & Wölfing Kast, S. .2003. Promoting sustainable consumption: Determinants of green purchases by Swiss consumers. Psychology & marketing, 20(10): 883-902.

Triantafyllidis, S., & Kaplanidou, K. 2021. Marathon runners: a fertile market for “Green” donations?. Journal of Global Sport Management, 6(4): 359-372.

Trudel, R., Argo, J. J., & Meng, M. D. 2016. The recycled self: consumers’ disposal decisions of identity-linked products. Journal of Consumer Research 43(2): 246-264.

Verma, V. K., Chandra, B., & Kumar, S. 2019. Values and ascribed responsibility to predict consumers' attitude and concern towards green hotel visit intention. Journal of Business Research, 96: 206-216.

Vinson, D. E., Scott, J. E., & Lamont, L. M. 1977. The role of personal values in marketing and consumer behavior. Journal of marketing, 41(2): 44-50.

White, K., Habib, R., & Hardisty, D. J. 2019. How to SHIFT consumer behaviors to be more sustainable: A literature review and guiding framework. Journal of Marketing, 83(3): 22-49.

Witek, Lucina & Wieslawa Kuźniar. 2020. Green purchase behavior: The effectiveness of sociodemographic variables for explaining green purchases in emerging



How to Cite

Ribeiro, J., & Gabriel , M. L. D. S. (2024). The eco-engaged runner’s edge: how green consumer values drive opportunity spotting and effortless product disposal. Review of Sdgs in Emerging Countries, 6(00), e52.