Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/333297 
Year of Publication: 
2024
Citation: 
[Journal:] Journal of Economics and Statistics [ISSN:] 2366-049X [Volume:] 244 [Issue:] 5/6 [Year:] 2024 [Pages:] 557-583
Publisher: 
De Gruyter Oldenbourg, Berlin
Abstract: 
According to the German Football League's guidelines, football clubs are expected to contribute to sustainable development. This study analyzes football fans' interest in and willingness-to-pay for socially and environmentally sustainable merchandise clothing. Data from fans of a German Football Bundesliga club were collected using an online survey in 2022 ( n = 1,019). A set of linear, logistic, log-linear, and zero-inflated Poisson regressions was estimated. The estimations reveal that environmental concerns, environmental knowledge, past purchase of merchandise products, and awareness of sustainable labels significantly positively affect fans' interest in sustainable clothing. The probability of reporting a positive willingness-to-pay (>€0) is significantly positively affected by fans' interest in sustainable clothes. Team identification has a significant negative effect on the amount of willingness-to-pay for a sustainable t-shirt in the subsample of respondents with a positive willingness-to-pay.
Subjects: 
football
interest
merchandise
monetary valuation
sustainability
willingness-to-pay
JEL: 
Z23
Q50
L83
D12
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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