Do Snow-Based Sport Participants Intend to Purchase Products from Environmentally Friendly Companies?

Shintaro Sato*, Yong Jae Ko, Timothy B. Kellison, Munehiko Harada, Yoshifumi Bizen

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

11 Citations (Scopus)


To extend the literature on consumer pro-environmentalism, this study explores the relationships between individuals’ participation in outdoor, snow-based sport; their pro-environmental behavioral intentions (PBIs); and their intentions to purchase from environmentally friendly companies (PI-EFCs). Participants were recruited from an international ski resort in Japan (N = 286). The results indicate that snow-based sport involvement influences PI-EFCs through PBIs when associated actions were perceived to be directly relevant to the outdoor sports environment (i.e. PBI to reduce CO2 emission). Conversely, the relationship was not mediated by PBIs when environmental issues were less relevant to a snow-based sport environment (i.e. air pollution, water pollution). The findings imply that pro-environmental marketing efforts can be an effective approach to increase PI-EFCs when corporations focus on sport-specific environmental issues germane to snow-based sport participants such as global warming.

Original languageEnglish
Pages (from-to)182-195
Number of pages14
JournalJournal of Global Sport Management
Issue number3
Publication statusPublished - 2017 Jul 3
Externally publishedYes


  • Environment
  • balance theory
  • green marketing
  • involvement
  • outdoor sport

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Strategy and Management


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