Determinants of Green Sports Product Purchase Intention Among Athletes in Türkiye

With the increase in environmental problems, green consumption has become an effective environmental problem-solving strategy for consumers. This study focuses on tangible sport-related, environmentally sustainable products such as eco‑friendly apparel, footwear and equipment used by athletes. The study examines the intention to purchase green sports products in a developing country, Türkiye, by incorporating product-related factors, individual factors and cultural factors. The study extends the Theory of Planned Behaviour (TPB) and collects data from 438 athletes from five major provinces of Türkiye using a structured questionnaire. The results showed that all TPB antecedents impact purchase intentions of green sports products. Furthermore, individual factors (environmental awareness and environmental concern) have an important role in the purchase intentions of green sports products. However, product-related factors and cultural factors do not affect consumers’ purchase intentions. The TPB framework is more predictive when environmental awareness and concerns are included as additional constructs. This research provides useful information about the influence of consumers on green sport product and service purchase intentions and contributes to existing theory and practice.