Sustainability in sport through the eyes of Generation Z: communication levers for moving from values to action

Objective This study aims to examine how members of Generation Z perceive sustainability within the context of sport and which communication factors influence their decision-making processes. It focuses on identifying barriers that hinder responsible consumption and on analyzing the role educational institutions play in this process. Methods A sequential mixed-methods approach was employed, targeting Generation Z university students. Quantitative data were collected via a structured online survey ( N = 120) assessing spontaneous sustainability associations, academic exposure, cognitive barriers (e.g., greenwashing skepticism and sustainability fatigue), and purchase intentions using ranking tasks, Likert scales, and Net Promoter Scores. To contextualize these statistical trends, qualitative insights were gathered through a semi-structured focus group ( N = 6). Analytical procedures integrated thematic analysis with inferential statistics, specifically utilizing Pearson's correlations, Mann–Whitney U -tests, and Chi-square tests of independence. Results The findings empirically confirm the “Generation Z paradox.” While respondents articulated strong normative support for sustainable production, practical purchasing decisions were overwhelmingly dictated by pragmatic attributes, primarily price and quality. Furthermore, respondents exhibited a fragmented conceptualization of the Triple Bottom Line, equating sustainability almost exclusively with environmental protection while marginalizing socio-ethical and economic dimensions. Significant cognitive barriers were also identified: pro-environmental attitudes positively correlated with acute greenwashing skepticism, while overexposure to green narratives triggered “sustainability fatigue.” Most disruptively, the study unveiled an “academic exposure paradox.” Formal university instruction on sustainability in sport was significantly negatively associated with both the willingness to purchase sustainable sportswear and the propensity to recycle sports equipment, indicating potential psychological reactance. Conclusion Bridging the attitude-behavior gap requires a substantial paradigm shift. Sport organizations must prioritize authentic engagement over superficial messaging to overcome skepticism. Concurrently, academic institutions should transition from abstract, prescriptive instruction toward applied, project-based learning to empower sustainable actions without triggering cognitive resistance.