Q methodology identifies fan perceptions of ESG activities in K League clubs, suggesting tailored strategies are needed.
Key Points
This research categorizes K League fans' subjective perceptions of ESG activities using Q methodology.
Conducted literature review and in-depth interviews
Collected 386 Q statements and finalized 34 Q samples
Analyzed Q data using KADE software with principal component analysis and varimax rotation
Identified four perception types: 'Active Support and Participation', 'Transparency Monitoring', 'Demand for Social Responsibility', and 'Performance First Philosophy'
Fans strongly felt the need for governance improvement due to ongoing corruption and operational issues
All types emphasized community collaboration and social inclusion, indicating a focus on the social dimension of ESG activities