Objective The objective of this study is to explore the discrepancy between consumers’ stated attitudes toward sustainability and their actual purchasing-related evaluations within the context of outdoor sports apparel. Using the Theory of Planned Behavior (TPB) as an interpretive framework, the study examines how key TPB-related factors manifest in descriptive patterns of consumer responses. The study employs an exploratory quantitative approach to identify how these theoretically grounded factors relate to purchase probability and willingness to pay for sustainable outdoor apparel. Methods The research employs a quantitative methodology based on electronic surveying. Data were obtained from 311 respondents who actively engage in outdoor sports and activities. The theory of planned behavior is applied for data analysis, allowing for a deeper understanding of customer preferences and specific consumer behavior. Results The results indicate that price perception plays a crucial role, with the higher price of sustainable apparel being a significant barrier to purchasing decisions. The study further revealed that consumer awareness of sustainable attributes positively influences their willingness to purchase and accept higher prices. The findings also suggest that situational factors can significantly impact the final purchasing decision. Conclusion The article provides recommendations for outdoor companies on how to effectively communicate the sustainable attributes of products, increase customer awareness, and mitigate the impact of perceived high prices. The study's conclusions support the idea that educational campaigns aimed at clarifying the importance of sustainability and the practical benefits of sustainable products can lead to changes in purchasing behavior and promote sustainable consumption in the outdoor industry. The study emphasizes the need to focus on communicating the practical benefits of sustainable products, such as their longevity and durability.
Voráček et al. (Mon,) studied this question.