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

Jones  Ribeiro; Marcelo Luiz Dias da Silva Gabriel

doi:10.37497/2965-7393.SDGs-Countries.v6.n00.52

Autores

Jones Ribeiro Escola Superior de Propaganda e Marketing (ESPM), São Paulo https://orcid.org/0000-0003-2193-4622
Marcelo Luiz Dias da Silva Gabriel Escola Superior de Propaganda e Marketing (ESPM), São Paulo https://orcid.org/0000-0001-8861-0783

DOI:

https://doi.org/10.37497/2965-7393.SDGs-Countries.v6.n00.52

Palavras-chave:

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

Resumo

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.

Biografia do Autor

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 Luiz Dias da Silva 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.

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