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Article

The Impact of Health Consciousness and Environmental Awareness on Sports Enthusiasts’ Purchase Intentions for Sustainable Sports Products

by
Youyou Li
1,* and
Ningning An
2
1
Department of Business Administration, Dongshin University, Naju 58245, Republic of Korea
2
Department of Physical Education, Dongshin University, Naju 58245, Republic of Korea
*
Author to whom correspondence should be addressed.
World 2025, 6(1), 20; https://doi.org/10.3390/world6010020
Submission received: 27 November 2024 / Revised: 22 January 2025 / Accepted: 26 January 2025 / Published: 1 February 2025
(This article belongs to the Special Issue Trends and Challenges in Governance, Performance and Risk Management in the Sports Industry)
Browse Figure
Versions Notes

Abstract

:
(1) Background: With the growing severity of global environmental issues and increasing consumer health consciousness, green consumption has become a prominent focus in both research and practice. However, studies on the mechanisms of health consciousness and environmental awareness influencing the purchase intentions of sports enthusiasts toward sustainable sports products remain relatively limited. This study investigates how health consciousness and environmental awareness impact the green consumption behavior of sports enthusiasts through psychological pathways, including attitude, subjective norm, and perceived behavioral control, aiming to reveal their underlying mechanisms. (2) Methods: Based on the extended Theory of Planned Behavior (TPB), this study developed a theoretical model incorporating health consciousness and environmental awareness. Data were collected via a questionnaire survey, yielding 407 valid responses. The sample was gender-balanced (52.8% male, 47.2% female), predominantly consisting of young individuals aged 26–35 (44.7%) and 18–25 (28.0%), with primary occupations being company employees/managers (46.2%) and students/teachers (25.3%). The collected data were analyzed using SPSS and AMOS software to systematically evaluate the research hypotheses and the model’s applicability. (3) Results: The model exhibited excellent fit indices, with a χ2/df value of 2.129, an RMSEA value of 0.053, an RMR value of 0.029, and GFI, CFI, NFI, and NNFI values all exceeding 0.90, indicating that the model structure adequately explained the relationships among latent variables. All research hypotheses were significantly supported (p < 0.01), demonstrating that health consciousness and environmental awareness not only directly influence purchase intentions but also exert significant indirect effects through attitude, subjective norm, and perceived behavioral control. (4) Conclusions: Health consciousness and environmental awareness are critical drivers of sports enthusiasts’ purchasing behavior for sustainable sports products. This study deepens the understanding of the mechanisms underlying green consumption behavior and offers practical implications for related businesses. Companies should enhance product healthiness and environmental friendliness while optimizing consumer psychological perceptions to increase purchase intentions.

1. Introduction

As global environmental issues intensify and consumer environmental awareness increases, sustainable consumption has become a central topic of global concern. Green consumption, as a key pathway to achieving sustainable development goals, not only helps reduce resource depletion and environmental pollution but also facilitates the transition of society and the economy toward sustainable models [1]. Against this backdrop, the sports goods industry, which serves a broad consumer base and encompasses diverse usage scenarios, has garnered growing attention for its potential and challenges in sustainable development [2]. The production and use of traditional sports products are often associated with high resource consumption, environmental pollution, and potential health risks [3,4]. In contrast, sustainable sports products, which employ eco-friendly materials (e.g., biodegradable or recyclable materials) and sustainable production processes, can meet consumer expectations for performance and utility while reducing environmental impact and mitigating potential health risks associated with conventional materials [5,6].
Sports enthusiasts, as consumers who pursue healthy and active lifestyles, typically exhibit higher levels of health awareness [7]. They not only value the performance and utility of sports products but also increasingly consider the environmental friendliness and sustainability of products in their purchasing decisions [8]. Despite this, there remains a segment of sports enthusiasts with low purchase intentions for sustainable sports products, posing challenges to promoting green consumption behavior. Existing research suggests that consumer green purchase intentions are influenced by multiple factors, among which health consciousness and environmental awareness are key drivers of green consumption behavior [9,10]. These two forms of consciousness not only directly influence green purchase intentions but also indirectly impact consumer behavior through a series of psychological mechanisms.
The Theory of Planned Behavior (TPB) is a widely recognized framework for analyzing consumer behavior, with attitude, subjective norms, and perceived behavioral control as the three primary determinants of behavioral intentions [11]. In the context of green consumption, health consciousness and environmental awareness may act as external factors that indirectly drive green consumption intentions by influencing consumers’ attitudes, subjective norms, and perceived behavioral control [12,13]. The application of TPB provides a theoretical tool for understanding the complexities of green consumption behavior and a framework for identifying key drivers that promote green consumption [14]. Therefore, integrating TPB with an in-depth exploration of how health consciousness and environmental awareness influence sports enthusiasts’ purchase intentions for sustainable sports products offers both theoretical and practical value.
This study focuses on sports enthusiasts to systematically examine how health consciousness and environmental awareness influence their purchase intentions for sustainable sports products. Specifically, this study investigates the direct and indirect effects of health consciousness and environmental awareness on purchase intentions through the mediating pathways of attitude, subjective norms, and perceived behavioral control. The theoretical contribution of this research lies in integrating TPB with green consumption behavior, providing a dual perspective on health consciousness and environmental awareness to deepen the understanding of sports enthusiasts’ green consumption behavior. The practical significance lies in offering theoretical guidance for the sports goods industry to develop effective green marketing strategies.

2. Theoretical Analysis and Research Hypotheses

2.1. Theory of Planned Behavior

The Theory of Planned Behavior (TPB), proposed by Ajzen (1991), is a classic and widely applied framework for predicting behavioral intentions and actions [15]. As a comprehensive model, the TPB explains the formation of behavioral intentions through three core variables: attitude, subjective norms, and perceived behavioral control. It has demonstrated strong theoretical applicability in consumer behavior studies, particularly in the context of green consumption [16,17].
Attitude refers to an individual’s positive or negative evaluation of a behavior and is a critical factor influencing behavioral intentions. In consumer behavior research, attitudes are typically driven by a combination of functional, social, and environmental attributes of a product [18]. In the context of sustainable sports products, sports enthusiasts’ attention to health and environmental attributes significantly shapes their attitudes [19,20]. This multidimensional perception of benefits motivates sports enthusiasts to view purchasing sustainable sports products as aligned with their personal values and social responsibility, thereby fostering positive attitudes and driving their purchase intentions [21].
Subjective norms capture an individual’s perception of social or influential others’ expectations regarding specific behaviors, reflecting their sensitivity to social pressure and willingness to conform to socially accepted behaviors [22]. In studies on green consumption, subjective norms play a vital role in forming behavioral intentions through the internalization of societal expectations [23]. For sports enthusiasts, their intention to purchase sustainable sports products may be influenced by family, friends, and broader social groups. Positive social evaluations of green consumption behaviors and advocacy for environmental actions encourage sports enthusiasts to view purchasing sustainable sports products as a tangible expression of social responsibility. This pursuit of social approval significantly enhances the positive impact of subjective norms on purchase intentions [21].
Perceived behavioral control refers to an individual’s subjective judgment of the ease or difficulty of performing a behavior, encompassing perceptions of available resources and self-efficacy [24]. This variable influences both behavioral intentions and actual behavior. In the context of sustainable sports products, factors such as reasonable pricing and convenient availability reduce barriers for sports enthusiasts, strengthening their sense of control over the behavior [25,26]. When sports enthusiasts perceive that sustainable sports products are accessible and feasible to purchase, their positive evaluation of the behavior’s practicality significantly boosts their purchase intentions.
Based on this analysis, the following hypotheses are proposed:
H1. 
Attitude positively influences sports enthusiasts’ purchase intentions for sustainable sports products.
H2. 
Subjective norms positively influence sports enthusiasts’ purchase intentions for sustainable sports products.
H3. 
Perceived behavioral control positively influences sports enthusiasts’ purchase intentions for sustainable sports products.

2.2. Health Consciousness

Health consciousness, as a key psychological trait, drives individuals to prioritize products that align with their health goals in their consumption choices. Research shows that individuals with higher levels of health consciousness exhibit stronger behavioral proactivity, favoring products and services that align with their health values [27,28]. In the context of sustainable sports products, the role of health consciousness is particularly prominent. Compared to traditional sports products that may pose health risks [29], sustainable sports products meet the functional needs of sports enthusiasts while reducing potential health hazards through the use of eco-friendly materials and sustainable production processes [30]. These attributes strongly resonate with health-conscious sports enthusiasts, thereby enhancing their purchase intentions for sustainable sports products.
The influence of health consciousness extends beyond its direct effect on purchase intentions, operating through intermediary mechanisms such as attitude, subjective norms, and perceived behavioral control [31]. Health-conscious consumers are typically more sensitive to health-related information and can quickly identify and accept the value propositions of products that promote health and sustainability [32]. For sustainable sports products, these value propositions include the use of eco-friendly materials and the reduction of health risks. Such features lead consumers to form a highly favorable attitude toward sustainable sports products, driven by their alignment with personal health goals and values.
Health consciousness also enhances consumers’ sensitivity to socially advocated health behaviors, encouraging them to internalize these societal expectations [33]. Health-conscious sports enthusiasts are more likely to view purchasing sustainable sports products as a response to societal health advocacy, fulfilling both personal health goals and societal expectations for green consumption and healthy lifestyles [34]. This internalization of societal expectations further reinforces their perception of subjective norms, making them more attuned to social or familial support for purchasing sustainable sports products.
Moreover, health-conscious consumers typically exhibit stronger self-efficacy, believing in their ability to achieve desired outcomes through health-oriented behaviors [35]. This self-efficacy increases their perception of the feasibility and convenience of purchasing sustainable sports products [36]. Such positive perceptions of the purchasing process enhance sports enthusiasts’ sense of control over the behavior, indirectly driving their purchase intentions.
Based on this analysis, the following hypotheses are proposed:
H4a. 
Health consciousness positively influences sports enthusiasts’ purchase intentions for sustainable sports products.
H4b. 
Health consciousness positively influences sports enthusiasts’ attitudes toward sustainable sports products.
H4c. 
Health consciousness positively influences sports enthusiasts’ subjective norms.
H4d. 
Health consciousness positively influences sports enthusiasts’ perceived behavioral control.

2.3. Environmental Awareness

Environmental awareness refers to individuals’ understanding of environmental issues and their attention to and support for environmental protection behaviors. It is regarded as a core psychological driver of green consumption behaviors [37]. In green consumption contexts, environmental awareness significantly influences the formation of green behaviors by shaping consumers’ cognitive and decision-making processes. Sustainable sports products, which use eco-friendly materials and sustainable production processes, effectively reduce resource consumption and environmental pollution while meeting consumers’ functional and environmental demands [6]. As a consumer group focused on health and active lifestyles, sports enthusiasts tend to be more sensitive to environmental issues, and this sensitivity can directly or indirectly influence their purchasing decisions [38,39]. For environmentally conscious sports enthusiasts, choosing sustainable sports products with minimal environmental impact is a reflection of their values and sense of responsibility, significantly enhancing their purchase intentions [40].
Environmental awareness not only directly promotes purchase intentions but also operates through mediating mechanisms such as attitude, subjective norms, and perceived behavioral control. Environmentally conscious consumers often exhibit a strong preference for eco-friendly products, such as those made with renewable resources, as these products satisfy their psychological need to protect the environment [41,42]. Sustainable sports products align closely with environmental values by reducing natural resource consumption and minimizing environmental pollution. This alignment increases environmentally conscious consumers’ recognition of sustainable sports products, resulting in more favorable attitudes.
Environmental awareness also strengthens consumers’ perception of societal expectations, significantly impacting subjective norms [43]. Environmentally conscious consumers are more sensitive to societal advocacy for green consumption and tend to internalize these expectations as personal behavioral norms [44]. In the context of sustainable sports products, social promotion of green consumption and the emphasis on environmental behaviors encourage sports enthusiasts to view purchasing sustainable sports products as a way to fulfill personal environmental responsibilities while responding positively to societal expectations [45].
Additionally, environmental awareness enhances consumers’ self-efficacy, influencing their perceived behavioral control [46]. Environmentally conscious consumers often exhibit strong confidence in their ability to engage in environmentally friendly behaviors, believing that their choices can positively impact the environment [47]. In the context of sustainable sports products, this confidence manifests as a belief that choosing eco-friendly sports products both upholds environmental principles and contributes tangibly to environmental protection. This positive perception strengthens their perceived behavioral control.
Based on this analysis, the following hypotheses are proposed:
H5a. 
Environmental awareness positively influences sports enthusiasts’ purchase intentions for sustainable sports products.
H5b. 
Environmental awareness positively influences sports enthusiasts’ attitudes toward sustainable sports products.
H5c. 
Environmental awareness positively influences sports enthusiasts’ subjective norms.
H5d. 
Environmental awareness positively influences sports enthusiasts’ perceived behavioral control.

2.4. Extended Theory of Planned Behavior Model

Based on the above theoretical analysis and research hypotheses, this study extends the classical TPB framework by constructing a theoretical model tailored to sustainable sports product purchase intentions (Figure 1). The model retains the three core TPB variables—attitude, subjective norms, and perceived behavioral control—to explain the formation of sports enthusiasts’ purchase intentions, while introducing health consciousness and environmental awareness as critical external drivers to explore their unique roles in green consumption behavior.

3. Research Methods

3.1. Data Collection

Participants were recruited through the sample service provided by WJX, a widely utilized online data collection platform for academic research in China. WJX offers a pre-screened respondent pool encompassing diverse demographic characteristics, including variations in age, gender, education level, and income. The target population for this study consisted of active sports enthusiasts aged 18 and above. Active sports enthusiasts were defined as individuals who engage in physical activities (e.g., running, fitness training, ball games) at least once per week. This inclusion criterion ensured that the recruited sample aligned closely with this study’s focus on sustainable sports product consumption. To minimize potential biases in participants’ understanding of the concept of “sustainable sports products”, the questionnaire included detailed explanations to ensure accurate comprehension of the research content and response requirements. The questionnaire was divided into two sections. The first section collected demographic information (e.g., gender, age, education level, occupation, monthly income) and data related to participants’ sports activities (e.g., type of activity, frequency, average duration per session). The second section measured the core variables of this study, including health consciousness, environmental awareness, attitude, subjective norms, perceived behavioral control, and purchase intention. Participants were expected to complete the questionnaire within 3–5 min, with all questions designed as closed-ended items.
A total of 455 questionnaires were collected, of which 407 were confirmed as valid after screening, resulting in an effective response rate of 89.4%. Table 1 presents the demographic information of the participants. The sample had a balanced gender distribution (52.8% male, 47.2% female), accurately reflecting the gender characteristics of sports enthusiasts. The age structure was dominated by younger individuals, with 44.7% aged 26–35 and 28.0% aged 18–25, highlighting the significance of the younger sports enthusiast demographic in sustainable sports product consumption. The overall education level of the respondents was high, with 52.6% holding a bachelor’s degree or higher, suggesting that highly educated individuals are more likely to engage with health and environmental topics. In terms of occupation, the sample was primarily composed of company employees/managers (46.2%) and students/teachers (25.3%), aligning well with the characteristics of the target consumer group. Monthly income levels were concentrated in the ranges of 5000–8000 CNY (31.4%) and 8000–12,000 CNY (27.0%), indicating that the sample had sufficient economic capability to consider purchasing sustainable sports products. Regarding exercise behavior, 48.2% of respondents reported exercising 2–3 times per week, while 36.6% engaged in exercise 4 times or more per week. The primary types of physical activities included running (25.1%), ball games (30.5%), and fitness training (23.3%). Most respondents reported exercising for 30 min to 1 h per session (53.1%).

3.2. Measurement

The variables measured in this study include health consciousness, environmental awareness, attitude, subjective norms, perceived behavioral control, and purchase intention. The measurement items for each variable were adapted and refined from validated scales in the existing literature to ensure the validity and contextual relevance of the instruments [48,49,50,51]. The specific scales and their corresponding references are listed in Table 2. To minimize unnecessary character space, each variable has been assigned an abbreviation. Each variable was measured using three to four items on a 5-point Likert scale (1 = strongly disagree; 5 = strongly agree), designed to quantify respondents’ agreement with the statements.

4. Data Analysis and Results

4.1. Reliability and Validity Testing

To evaluate the reliability and validity of the measurement instruments, systematic tests were conducted. Prior to factor analysis, the Kaiser-Meyer-Olkin (KMO) test and Bartlett’s test of sphericity were applied to assess the suitability of the data for factor analysis. The results showed a KMO value of 0.940, which is significantly higher than the minimum threshold of 0.6, indicating that the sample data were well suited for factor analysis. Bartlett’s test of sphericity yielded χ2 = 5900.229, df = 210, and p < 0.001, further confirming the appropriateness of the measurement instruments in the study context.
Reliability was assessed by calculating Cronbach’s α coefficients and composite reliability (CR) to evaluate the internal consistency of the scales. The results (Table 3) indicated that Cronbach’s α coefficients for all latent variables exceeded the threshold of 0.7, and CR values were also above the commonly accepted threshold of 0.7, demonstrating high measurement stability and internal consistency.
Moreover, the standardized factor loadings of all measurement items exceeded 0.7, indicating that the items significantly reflected the characteristics of their corresponding latent variables. Additionally, the average variance extracted (AVE) values for all latent variables were greater than 0.5, suggesting that the latent variables adequately explained the variance of their respective items.
Discriminant validity was assessed by comparing the square root of the average variance extracted (AVE) values with the Pearson correlation coefficients between the latent variables (Table 4). The results demonstrated that the square root of each latent variable’s AVE exceeded its correlations with other latent variables, indicating strong discriminant validity among the constructs.

4.2. Structural Model and Hypothesis Testing

To validate the research hypotheses and assess the overall suitability of the structural model, structural equation modeling (SEM) was employed to analyze the relationships between health consciousness, environmental awareness, and the core variables of the Theory of Planned Behavior (TPB). The model fit indices are presented in Table 5. The χ2/df value was 2.129, which is below the recommended threshold of 3, indicating moderate complexity and good data fit. The RMSEA value was 0.053, below the acceptable standard of 0.10, reflecting minimal residual errors. The RMR value was 0.029, lower than the recommended threshold of 0.05, further confirming that residuals fall within an acceptable range. Additionally, GFI = 0.914, CFI = 0.966, NFI = 0.938, and NNFI = 0.959, all exceeding the recommended threshold of 0.9, suggest that the model structure adequately explains the relationships among latent variables.
The hypothesis testing results, summarized in Table 6, indicate that all hypotheses were significantly supported (p < 0.01), demonstrating the statistical significance of the path relationships within the research model. These findings effectively reveal the mechanisms underlying the interactions among variables.
Attitude (A), subjective norms (SN), and perceived behavioral control (PBC) all had significant positive effects on purchase intention (PI). Specifically: H1: The standardized path coefficient for attitude (A) on purchase intention was 0.249 (p < 0.001), indicating that a positive evaluation of sustainable sports products significantly enhances purchase intention among sports enthusiasts. H2: The path coefficient for subjective norms (SN) on purchase intention was 0.192 (p < 0.001), highlighting the importance of social norms and expectations from significant others in motivating sustainable sports product purchases. H3: The path coefficient for perceived behavioral control (PBC) on purchase intention was 0.229 (p < 0.001), suggesting that perceptions of feasibility and control over the purchase process significantly influence purchase intention.
Health consciousness (HC) had both direct and indirect effects on purchase intention. H4a: Health consciousness had a direct path coefficient of 0.219 (p < 0.001) for purchase intention, demonstrating its significant direct impact. Health consciousness also indirectly influenced purchase intention through attitude, subjective norms, and perceived behavioral control. H4b: The path coefficient for health consciousness on attitude was 0.333 (p < 0.001), indicating that health-conscious sports enthusiasts positively evaluate the functionality and health benefits of sustainable sports products. H4c: Health consciousness significantly influenced subjective norms, with a path coefficient of 0.227 (p < 0.001), suggesting that health consciousness enhances sensitivity to social norms. H4d: Health consciousness had a path coefficient of 0.317 (p < 0.001) on perceived behavioral control, indicating that it boosts confidence in the feasibility of purchasing sustainable sports products.
Environmental awareness (EA) had a significant direct effect on purchase intention and even more pronounced indirect effects through attitude, subjective norms, and perceived behavioral control. H5a: Environmental awareness directly influenced purchase intention, with a path coefficient of 0.178 (p = 0.005). H5b: The path coefficient for environmental awareness on attitude was 0.454 (p < 0.001), showing that environmentally aware consumers are more inclined to appreciate the environmental benefits of sustainable sports products. H5c: Environmental awareness significantly influenced subjective norms, with a path coefficient of 0.510 (p < 0.001), suggesting that it strengthens consumers’ recognition of societal expectations. H5d: Environmental awareness had a path coefficient of 0.431 (p < 0.001) on perceived behavioral control, indicating that it enhances consumers’ confidence in the feasibility of sustainable purchasing behaviors.

4.3. Mediation Effect Analysis

This study employed the percentile Bootstrap method (5000 resamples) to test the mediating roles of attitude (A), subjective norms (SN), and perceived behavioral control (PBC) between the independent and dependent variables, while controlling for demographic variables such as gender, age, education level, occupation, and monthly income. The results indicate that both health consciousness and environmental awareness have significant direct effects on purchase intention, as well as notable indirect effects mediated through the aforementioned variables (Table 7).
The total effect of health consciousness on purchase intention was 0.703 (p < 0.001), with a direct effect of 0.308 (p < 0.001) and an indirect effect of 0.395. This suggests that health consciousness not only directly influences purchase intention but also exerts significant indirect effects through attitude, subjective norm, and perceived behavioral control. For HC→A→PI, the mediating effect of attitude was 0.149 (95% CI: [0.082, 0.164], p < 0.001), indicating that consumers with higher health consciousness are more likely to form positive attitudes toward sustainable sports products, thereby enhancing their purchase intentions. For HC→SN→PI, the mediating effect of subjective norm was 0.099 (95% CI: [0.043, 0.122], p < 0.001), demonstrating that health consciousness indirectly drives purchase intention by heightening consumers’ sensitivity to societal expectations. For HC→PBC→PI, the mediating effect of perceived behavioral control was 0.147 (95% CI: [0.071, 0.170], p < 0.001), suggesting that health consciousness increases consumers’ perceptions of the feasibility of purchasing behavior, further strengthening their purchase intention.
The total effect of environmental awareness on purchase intention was 0.657 (p < 0.001), with a direct effect of 0.267 (p < 0.001) and an indirect effect of 0.390. This indicates that environmental awareness impacts purchase intention through both direct and indirect pathways. For EA→A→PI, the mediating effect of attitude was 0.149 (95% CI: [0.092, 0.190], p < 0.001), showing that consumers with higher environmental awareness are more likely to recognize the environmental attributes of sustainable sports products, thereby significantly increasing their purchase intentions. For EA→SN→PI, the mediating effect of subjective norm was 0.095 (95% CI: [0.044, 0.138], p < 0.001), indicating that environmental awareness indirectly enhances purchase intention by reinforcing consumers’ perceptions of societal promotion of green consumption behaviors. For EA→PBC→PI, the mediating effect of perceived behavioral control was 0.146 (95% CI: [0.081, 0.193], p < 0.001), demonstrating that environmental awareness boosts consumers’ confidence in the feasibility of their purchasing behavior, further enhancing purchase intention.

5. Conclusions

5.1. Key Findings and Discussion

This study examines how health consciousness and environmental awareness influence sports enthusiasts’ purchase intentions for sustainable sports products through attitudes, subjective norms, and perceived behavioral control. The findings indicate that both health consciousness and environmental awareness play significant roles in driving purchase intentions, particularly through indirect effects mediated by psychological mechanisms such as attitudes, subjective norms, and perceived behavioral control. The key findings and discussion are as follows:
Attitude has the most significant impact on purchase intention for sustainable sports products in the TPB model, and it plays a dominant role in the indirect influence pathways of health consciousness and environmental awareness on purchase intention. Specifically, health consciousness (H4a) and environmental awareness (H5a) significantly enhance purchase intentions by strengthening consumers’ attitudes toward sustainable sports products (β = 0.249, p < 0.001). This indicates that sports enthusiasts’ positive attitudes toward sustainable sports products play a key role in their purchase decisions. This finding is consistent with previous research, suggesting that consumer attitudes toward green products are an important psychological mechanism driving green purchase behavior [52,53].
Health consciousness has a significant total effect on purchase intention, particularly through the indirect effects of attitude, subjective norms, and perceived behavioral control. Specifically, health consciousness (H4a, β = 0.219, p < 0.001) directly enhances sports enthusiasts’ purchase intentions while significantly boosting purchase intentions through attitude (indirect effect = 0.149, p < 0.001), subjective norms (indirect effect = 0.099, p < 0.001), and perceived behavioral control (indirect effect = 0.147, p < 0.001). Consistent with prior research, health consciousness not only influences consumers’ product choices but also shapes their purchase decisions through psychological mechanisms such as attitude, subjective norms, and behavior control [46,54].
Although environmental awareness has a significant direct effect on purchase intention (H5a, β = 0.178, p = 0.005), its indirect effect through attitude, subjective norms, and perceived behavioral control is even more pronounced. Specifically, environmental awareness indirectly strengthens purchase intentions through attitude (indirect effect = 0.149, p < 0.001), subjective norms (indirect effect = 0.095, p < 0.001), and perceived behavioral control (indirect effect = 0.146, p < 0.001). Environmental awareness enhances consumers’ recognition of environmental values, making them more attuned to societal expectations and the implementation of environmentally friendly behaviors when purchasing sustainable sports products [21,55]. This suggests that environmental awareness not only influences the direct path to purchase decisions but also indirectly drives green consumer behavior through psychological mechanisms such as attitude [41,56].
Subjective norms and perceived behavioral control have relatively weaker direct effects on purchase intention (β = 0.192, p < 0.001 and β = 0.229, p < 0.001, respectively), but they play an important supporting role in the indirect pathways of health consciousness and environmental awareness on purchase intention [57]. Subjective norms influence purchase intention indirectly by enhancing consumers’ sensitivity to societal expectations, while perceived behavioral control fosters confidence in the feasibility of purchasing behavior, thus facilitating the formation of purchase intentions. The results suggest that social norms and perceived behavioral control are important drivers of the purchase of sustainable sports products [21,26].

5.2. Research Significance

This study extends the Theory of Planned Behavior (TPB) by incorporating health consciousness and environmental awareness as external driving factors, thereby enhancing the applicability of the TPB model in the context of green consumption. The findings indicate that health consciousness and environmental awareness significantly influence sports enthusiasts’ purchase intentions for sustainable sports products through psychological mechanisms such as attitude, subjective norms, and perceived behavioral control. This theoretical expansion provides a new perspective for the study of green consumer behavior, particularly in explaining consumer purchase intentions through psychological mechanisms, thus offering a rich theoretical foundation for future research.
From a practical standpoint, this study offers valuable insights for companies in formulating marketing strategies for sustainable sports products. Companies can highlight the health and environmental benefits of their products through precise market positioning and product design, thereby strengthening consumer awareness of sustainable sports products. Additionally, through celebrity endorsements, social media, and other channels, companies can enhance consumers’ sense of social identity and recognition. Furthermore, companies can target health-oriented and environmentally conscious sports enthusiasts by implementing tailored marketing campaigns, such as organizing health-themed events or participating in environmental public welfare projects, to foster emotional connections with consumers and drive their purchase intentions. Additionally, by optimizing the purchasing process and offering price incentives, companies can effectively enhance consumers’ sense of control over sustainable sports product purchases, thereby promoting the occurrence of green consumer behaviors.

5.3. Limitations and Future Research Directions

Despite the significant findings in this study regarding the mechanisms through which health consciousness and environmental awareness influence purchase intentions for sustainable sports products, certain limitations exist, providing directions for future research. First, the sample of this study primarily comes from sports enthusiasts in China, which may not comprehensively represent the behavioral characteristics of consumers from different cultural backgrounds. This cultural and regional limitation may restrict the external applicability of the findings, and future studies could include samples from diverse cultural backgrounds or broader consumer groups to validate the generalizability of the model. Secondly, this study focuses on health consciousness and environmental awareness as primary drivers but does not address other variables that may significantly influence green consumer behavior, such as price sensitivity and brand trust. These factors could play a critical role in green consumer behavior, and future research could incorporate more related variables to further refine and extend the theoretical model. Lastly, while this study focuses on sustainable sports products, a field with certain typical characteristics, the findings may not fully apply to other categories of green products. Future studies could expand the scope to other consumer contexts, such as green food, eco-friendly household products, or sustainable fashion, to test the model’s broader applicability across different product types and explore the specific impact of product attributes on consumers’ green consumption behaviors.

Author Contributions

Conceptualization, Y.L. and N.A.; methodology, Y.L.; software, Y.L.; validation, Y.L.; formal analysis, Y.L.; investigation, N.A. and Y.L.; resources, Y.L.; data curation, Y.L.; writing—original draft preparation, Y.L.; writing—review and editing, Y.L. and N.A.; visualization, Y.L.; supervision, Y.L. and N.A.; project administration, Y.L. All authors have read and agreed to the published version of the manuscript.

Funding

This research received no external funding.

Institutional Review Board Statement

Not applicable.

Informed Consent Statement

Informed consent was obtained from all subjects involved in this study.

Data Availability Statement

The original contributions presented in this study are included in the article; further inquiries can be directed to the corresponding author.

Conflicts of Interest

The authors declare no conflicts of interest.

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World 06 00020 g001
Figure 1. Research model.
Figure 1. Research model.
World 06 00020 g001
Table 1. Demographic information of participants.
Table 1. Demographic information of participants.
VariableCategoryNumberPercentage (%)
GenderMale21552.8
Female19247.2
Age18–2511428.0
26–3518244.7
36–457317.9
>45389.3
Educational levelHigh school or below327.9
Junior college9423.1
Undergraduate degree21452.6
Master’s degree or above6716.5
OccupationStudent/teacher10325.3
Public institution/servant5613.8
Company employee/manager18846.2
Freelancer/self-employed4711.5
Other133.2
Monthly income (CNY)<50009222.6
5000–800012831.4
8000–12,00011027.0
>12,0007718.9
Weekly exercise frequency1 time6215.2
2–3 times19648.2
4–5 times9924.3
>5 times5012.3
Main exercise typeRunning10225.1
Fitness (e.g., strength training, yoga)9523.3
Ball sports (e.g., basketball, soccer)12430.5
Outdoor sports (e.g., hiking, cycling)6115.0
Water sports (e.g., swimming, rowing)194.7
Other61.5
Average exercise duration<30 min7217.7
30 min–1 h21653.1
>1 h11929.2
Table 2. Measurement items and references.
Table 2. Measurement items and references.
VariableMeasurement ItemsReferences
Health consciousnessHC1I always choose healthy products.[48]
HC2I consider myself a health-conscious consumer.
HC3I always consider health issues in my daily activities.
Environmental awarenessEA1Environmental problems are an urgent issue.[49]
EA2Environmental issues are the responsibility of consumers.
EA3I hope the production processes for sports products are sustainable.
EA4I am concerned about the environmental impact of all my activities.
AttitudeA1I believe purchasing sustainable sports products is beneficial.[50]
A2I think purchasing sustainable sports products is a good idea.
A3I believe purchasing sustainable sports products is safe.
Subjective normSN1My family believes I should buy sustainable sports products instead of regular products.[50]
SN2My close friends think I should buy sustainable sports products instead of regular products.
SN3Most people important to me believe I should buy sustainable sports products instead of regular products.
Perceived behavioral controlPBC1I am confident I can purchase sustainable sports products at any time.[50]
PBC2I believe I will have the ability to purchase sustainable sports products in the future.
PBC3I have the resources, time, and willingness to purchase sustainable sports products.
PBC4I may have many opportunities to purchase sustainable sports products.
Purchase intentionPI1I plan to purchase sustainable sports products in the future.[51]
PI2I am willing to buy more sustainable sports products.
PI3I intend to purchase sustainable sports products in the future.
PI4I intend to pay more for sustainable sports products.
Table 3. Standardized loading coefficient, Cronbach’s α, AVE, and CR.
Table 3. Standardized loading coefficient, Cronbach’s α, AVE, and CR.
VariableStandardized Loading CoefficientCronbach’s αAVECR
Health consciousnessHC10.8140.8470.6560.851
HC20.835
HC30.779
Environmental awarenessEA10.7970.8970.6870.898
EA20.822
EA30.850
EA40.846
AttitudeA10.8100.8450.6460.846
A20.786
A30.816
Subjective normSN10.7820.8080.5870.810
SN20.762
SN30.753
Perceived behavioral controlPBC10.8660.9180.7380.918
PBC20.880
PBC30.812
PBC40.875
Purchase intentionPI10.8500.9100.7180.911
PI20.842
PI30.830
PI40.868
Table 4. Pearson correlations and AVE square roots.
Table 4. Pearson correlations and AVE square roots.
HCEAASNPBCPI
HC0.810
EA0.4670.829
A0.4660.5230.804
SN0.3860.5090.5660.766
PBC0.4630.5110.5510.5440.859
PI0.5750.6130.6430.5970.6340.847
Table 5. Results of model fitting effects.
Table 5. Results of model fitting effects.
Fit IndexRecommended ValueFitted Value
χ2/df<32.129
RMSEA<0.100.053
RMR<0.050.029
GFI>0.90.914
CFI>0.90.966
NFI>0.90.938
NNFI >0.90.959
Table 6. Hypothesis testing results.
Table 6. Hypothesis testing results.
HypothesisPathStandardized Regression Coefficientz (CR-Value)p-ValueConclusion
H1A→PI0.2494.5460.000True
H2SN→PI0.1923.5910.000True
H3PBC→PI0.2294.7490.000True
H4aHC→PI0.2194.0990.000True
H4bHC→A0.3335.5820.000True
H4cHC→SN0.2273.6730.000True
H4dHC→PBC0.3175.5400.000True
H5aEA→PI0.1782.8360.005True
H5bEA→A0.4547.5460.000True
H5cEA→SN0.5107.8300.000True
H5dEA→PBC0.4317.5010.000True
Table 7. Mediation effect analysis results.
Table 7. Mediation effect analysis results.
PathEffect TypeEffect Value95% CISE Valuep-ValueConclusion
LowerUpper
HC→A→PIIndirect effect0.1490.0820.1640.0210.000Partial mediation
HC→SN→PI0.0990.0430.1220.0200.000Partial mediation
HC→PBC→PI0.1470.0710.1700.0250.000Partial mediation
HC→PIDirect effect0.3080.2190.3980.0460.000
HC→PITotal effect0.7030.6050.8000.0500.000
EA→A→PIIndirect effect0.1490.0920.1900.0250.000Partial mediation
EA→SN→PI0.0950.0440.1380.0240.000Partial mediation
EA→PBC→PI0.1460.0810.1930.0280.000Partial mediation
EA→PIDirect effect0.2670.1820.3510.0430.000
EA→PITotal effect0.6570.5740.7390.0420.000
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Li, Y.; An, N. The Impact of Health Consciousness and Environmental Awareness on Sports Enthusiasts’ Purchase Intentions for Sustainable Sports Products. World 2025, 6, 20. https://doi.org/10.3390/world6010020

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Li Y, An N. The Impact of Health Consciousness and Environmental Awareness on Sports Enthusiasts’ Purchase Intentions for Sustainable Sports Products. World. 2025; 6(1):20. https://doi.org/10.3390/world6010020

Chicago/Turabian Style

Li, Youyou, and Ningning An. 2025. "The Impact of Health Consciousness and Environmental Awareness on Sports Enthusiasts’ Purchase Intentions for Sustainable Sports Products" World 6, no. 1: 20. https://doi.org/10.3390/world6010020

APA Style

Li, Y., & An, N. (2025). The Impact of Health Consciousness and Environmental Awareness on Sports Enthusiasts’ Purchase Intentions for Sustainable Sports Products. World, 6(1), 20. https://doi.org/10.3390/world6010020

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