Affiliation:
1. Doctoral Program for Transnational Sport Management and Innovation, College of Management, National Taiwan Sport University (NTSU), Taoyuan 333325, Taiwan
2. Master Program of Sport Facility Management and Health Promotion, National Taiwan University, Taipei 10617, Taiwan
Abstract
The short-form video platform TikTok has become highly popular. This study explores how professional sports teams can effectively leverage short-form videos to promote green values such as environmental conservation and sustainable development, thereby capturing user attention and enhancing user engagement. This study primarily aimed to investigate the effects of a green brand image on green word of mouth (WOM), customer stickiness, and consumer purchase intention, with further examination regarding the moderating effect of green concerns on these relationships. Few studies have explored the presence of professional sports teams on TikTok, particularly in the context of green issues. Accordingly, this study adopts a novel method to develop specific and actionable recommendations for professional sports teams who have a presence on social media. Additionally, via the application of the Stimulus–Organism–Response theory, this study explains how the green brand image presented by professional sports teams on TikTok influences the interactive relationships among green WOM, customer stickiness, and consumer purchase intention. This study recruited 600 individuals who were either fans of the Taipei Fubon Braves, which is a team in Taiwan’s professional basketball league P.LEAGUE+, or fans of other teams. After a confirmatory factor analysis, structural equation modeling was used to test the hypotheses. The results indicate positive correlations in all tested paths. The green concern of the Taipei Fubon Braves’ fans moderated the relationship between green WOM and purchase intention; however, this moderating effect was not identified among the non-Taipei Fubon Braves fans. These findings introduce innovative concepts to the field of marketing, contributing substantially to both practical applications and academic research.
Reference148 articles.
1. Simanjuntak, M., Nafila, N.L., Yuliati, L.N., Johan, I.R., Najib, M., and Sabri, M.F. (2023). Environmental care attitudes and intention to purchase green products: Impact of environmental knowledge, word of mouth, and green marketing. Sustainability, 15.
2. Green attitude and purchase intention towards environmental friendly product;Phuah;J. Emerg. Econ. Islam. Res.,2018
3. Ha, M.-T. (2022). Greenwash and green brand equity: The mediating role of green brand image, green satisfaction, and green trust, and the moderating role of green concern. PLoS ONE, 17.
4. The influence of consumers’ environmental beliefs and attitudes on energy saving behaviours;Gadenne;Energy Policy,2011
5. Predicting consumer intentions to purchase energy-efficient products;Ha;J. Consum. Mark.,2012