Impact of (environmental) sustainability and other factors on the perception of and willingness to pay for sport brands and sport services

Environmental or ecological sustainability (ES) is a topic that is a concern for more and more people. Particularly in sport, however, the economic impact of implementing sustainability has virtually not been scrutinized at all. One example of this gap is the lack of research concerning sustainability as a purchase criterion in sport contexts. This means that companies and organizations within this field have no academic basis as to whether a higher priority on sustainability is economically viable and pays off. This PhD project constitutes a contribution to closing this research gap and to providing information about the impact of ES and other factors (e.g., demographic variables and brand-related factors) on the perception of and willingness to pay for selected sport products and services. In order to achieve this goal, surveys with both open and closed questions as well as conjoint measurements are currently planned. Apart from their academic importance, the insights gained in this PhD project have high practical relevance for companies and other organizations in the sport sector.