The impact of eco-friendly marketing by sportswear brands in response to climate change awareness on the intention to continue use: The mediating effects of social value and corporate reputation

This study investigates the structural relationships between eco-friendly marketing, social value, corporate reputation and the intention to continue using sportswear brands grounded in climate change awareness. Moreover, it aims to explore the mediating effects of social value and corporate reputation within the relationship between eco-friendly marketing and intention to continue use. It explores the mediating effects of social value and corporate reputation on sportswear brands’ eco-friendly marketing and intention to continue use. 240 sports enthusiasts relevant to eco-friendly marketing by sportswear brands were selected for a survey using convenience sampling. Data were analyzed using SPSS and AMOS for descriptive statistics, confirmatory factor analysis, reliability analysis, correlation analysis, structural equation modeling and bootstrapping. It was found that awareness of climate change positively influenced eco-friendly marketing. Eco-friendly marketing positively influenced intention to continue use, social value and corporate reputation, social value positively influenced intention to continue use, corporate reputation positively influenced intention to continue use, social value showed a significant mediating effect in the relationship between eco-friendly marketing and intention to continue use and corporate reputation showed a significant mediating effect between eco-friendly marketing and intention to continue use. These results provide foundational data for sportswear brands to establish eco-friendly marketing strategies in response to climate change and offer practical insights for enhancing consumers’ intentions to continue using.