PUB - Publikationen an der Universität Bielefeld

According to the German Football League’s guidelines, football clubs are expected to contribute to sustainable development. This study analyzes football fans’ interest in and willingness-to-pay for socially and environmentally sustainable merchandise clothing. Data from fans of a German Football Bundesliga club were collected using an online survey in 2022 (n = 1,019). A set of linear, logistic, log-linear, and zero-inflated Poisson regressions was estimated. The estimations reveal that environmental concerns, environmental knowledge, past purchase of merchandise products, and awareness of sustainable labels significantly positively affect fans’ interest in sustainable clothing. The probability of reporting a positive willingness-to-pay (>€0) is significantly positively affected by fans’ interest in sustainable clothes. Team identification has a significant negative effect on the amount of willingness-to-pay for a sustainable t-shirt in the subsample of respondents with a positive willingness-to-pay.