The Role of the Extended Value-Belief-Norm Theory in Sports Consumers' Intentions to Purchase Green Products: An Approach from the Perspective of Green Image and Social Influence

This study examines the impact of consumers’ values, beliefs, and personal norms on their purchase intentions in the context of eco-friendly sports products. Drawing on the Value-Belief-Norm (VBN) theory, a structural equation modeling approach was employed. Data were collected from 363 consumers in Turkey who had purchased eco-friendly sports products, and the proposed model was tested using confirmatory factor analysis and path analysis. The findings indicate that environmental values influence purchase intention through personal norms, and that green brand image plays a moderating role in this relationship. The study provides both theoretical and practical contributions. Theoretically, it is among the few studies integrating VBN theory within the field of sports marketing. Practically, it highlights the critical role of green strategies in shaping consumer behavior for sports brands.