Going Green for Sustainability in Outdoor Sport Brands: Consumer Preferences for Eco-Friendly Practices

Abstract

The present study investigates consumer preferences for eco-friendly practices implemented by outdoor sport brands, identifying which practices are perceived as most significant among the overall consumer group and within consumer segments differentiated by ecological consciousness. This study targeted consumers who had purchased outdoor sport brand products within the past one to two years. The results indicated that overall consumers regarded ‘Materials usage’, particularly ‘100% organic materials’, as the most critical eco-friendly attribute. The second most significant attribute identified was the ‘Type of campaign’, specifically ‘Consumer behavioral engagement campaigns’. ‘Carbon footprint reduction’, notably ‘Reducing 50% by 2030’, ranked third, while ‘Implementation of donations’ was considered the least important. Segment-specific analysis revealed that high-ecological-conscious consumers prioritized carbon footprint reduction more than other groups. Furthermore, the optimal combination of eco-friendly practices identified for overall and low-ecological-consciousness consumers consisted of using 100% organic materials, implementing consumer behavioral engagement campaigns, reducing carbon footprint by 50%, and actively participating in environmental conservation donations. Highly ecological-conscious consumers preferred a slightly adjusted combination, emphasizing 100% organic materials, followed by reducing carbon footprint by 50%, implementing consumer behavioral engagement campaigns, and actively participating in environmental conservation donations. These findings suggest that outdoor sport brands can strengthen their competitive advantage and sustainability by aligning eco-friendly practices with consumer preferences segmented by ecological consciousness.

1. Introduction

Recently, as global environmental issues have become increasingly critical, consumer awareness and demand for eco-friendly products have been steadily rising [1]. This trend is primarily driven by growing concerns over the potential environmental and health hazards posed by traditionally manufactured products, which often contain pollutants and harmful additives [2]. Consequently, consumers are becoming more conscious of the environmental impact of the products and services they consume, leading to a noticeable increase in the preference for eco-friendly alternatives [3].

This shift in consumer behavior has placed greater emphasis on the necessity of sustainable business practices, compelling companies to integrate environmental responsibility into their operations [4]. In contemporary business environments, eco-friendly practices have evolved beyond a corporate social responsibility (CSR) initiative and are now recognized as a crucial factor in achieving competitive advantage and long-term sustainability [5,6]. In response, many companies are restructuring their approaches to production, communication, and value delivery to align with sustainability objectives. Specifically, organizations are implementing environmentally friendly production processes, optimizing supply chain sustainability, and adopting carbon footprint reduction strategies as key components of their corporate sustainability frameworks [7].

Within this broader context, the sport industry has also intensified its focus on sustainability, actively promoting eco-friendly practices to mitigate its environmental impact. Although the environmental footprint of the sport industry is relatively smaller compared to that of sectors such as energy and transportation, it nonetheless contributes to greenhouse gas emissions and the depletion of natural resources. Consequently, the industry has recognized the urgency of environmental consciousness, positioning sustainability as a strategic priority across various domains [8].

Among the different sectors within the sport industry, the outdoor sport brand sector is particularly vulnerable to climate change and environmental degradation due to its reliance on intact ecosystems for both its business models and product offerings [9]. Given this dependency, outdoor sport brands are at the forefront of promoting sustainable business practices and are widely acknowledged for their leadership in implementing eco-friendly practices. These efforts include integrating sustainable and recycled materials, advancements in manufacturing techniques to reduce water consumption and waste, restrictions on harmful chemical emissions, and adopting sustainable supply chain management frameworks. Such proactive sustainability practices have positioned outdoor brands as more active contributors to climate action and environmental protection compared to other industries [10].

Furthermore, the increasing consumer preference for eco-friendly products extends to the outdoor sport brand industry, where consumers tend to exhibit heightened environmental awareness due to their intrinsic connection with nature [11]. Additionally, consumers generally perceive outdoor sport brands as environmentally responsible and committed to sustainability, reinforcing their preference for eco-friendly offerings [12]. In response to this consumer expectation, many outdoor sport brands have intensified their sustainability efforts, actively implementing eco-friendly practices to align with evolving market demands [10]. These efforts by outdoor sport brands indicate that eco-friendly practices are not merely environmental initiatives but also strategic activities that significantly impact consumer purchasing decisions. Consequently, the eco-friendly practices of outdoor sport brands play a crucial role in reinforcing a sustainable brand image, strengthening brand sustainability, and securing a competitive advantage in the market [13]. Therefore, to maximize the effectiveness of eco-friendly practices in enhancing brand sustainability and securing a competitive advantage in the market, outdoor sport brands must identify which specific eco-friendly practices consumers prefer. By accurately understanding the eco-friendly practices preferred by consumers, outdoor sport brands can strategically reinforce these initiatives to enhance consumer preference. This, in turn, increases the likelihood of influencing consumer purchase decisions and ultimately strengthens the brand’s competitive advantage.

Typically, consumers approach product and service purchases with distinct needs and expectations, leading to varied preferences. These preferences influence the decision-making process by prompting consumers to consider various factors, thereby enabling them to make rational choices [14]. This preference-driven rational decision-making process is equally applicable to consumers intending to purchase outdoor sport brand products. That is, consumers are likely to make their final purchasing decisions based on the specific eco-friendly practices they prefer among the various sustainability practices implemented by outdoor sport brands.

From a brand perspective, understanding which eco-friendly practices consumers favor allows companies to strategically enhance them, increasing consumer preference and influencing their purchasing decisions. Additionally, given that consumers exhibit varying degrees of preference, they are expected to perceive different eco-friendly practices of outdoor sport brands with differing levels of importance. Identifying which specific eco-friendly practices consumers prioritize in their purchasing decisions is, therefore, a crucial step in formulating effective marketing strategies for outdoor sport brands.

Against this background, the present study poses the following research questions: Which specific eco-friendly practices implemented by outdoor sport brands are most preferred by consumers? And how do these preferences vary depending on their level of ecological consciousness?

To answer this question, this study investigates consumer preferences regarding the various eco-friendly practices adopted by outdoor sport brands and evaluates the relative importance assigned to each practice. For this purpose, this study employs conjoint analysis, a widely used methodological approach that quantifies the relative value of the individual attributes influencing consumer choice behavior [15].

There has been a sustained academic interest in the environmental initiatives pursued by outdoor sport brands in recent years. Numerous studies have either analyzed the cases and strategies of eco-friendly practices to explain brand sustainability [16,17] or investigated the impact of eco-friendly practices on the consumer purchasing behavior of outdoor sport brand products [18,19].

However, while prior research has highlighted the importance of sustainable practices and their general effects on consumer perception and behavior, there remains a notable gap in the literature regarding the specific types of eco-friendly practices that consumers prefer—and the relative importance they assign to each. Most existing studies have not sufficiently addressed the heterogeneity in consumer preferences toward the different sustainability practices currently implemented by outdoor sport brands. Without such insight, it is challenging for brands to decide which initiatives to prioritize from a consumer-centric strategic perspective.

Therefore, this study extends beyond existing research by identifying which specific practices consumers prefer among the various eco-friendly practices currently implemented by outdoor sport brands. This approach offers a strategic direction not only for influencing consumer purchasing behavior but also for guiding brands’ sustainability initiatives, grounded in a more practical and nuanced understanding of consumer preferences. Through this approach, this study seeks to gain insights into consumer preferences regarding outdoor sport brands’ eco-friendly practices and determine which sustainability efforts hold the highest strategic value for brands.

This study contributes to the literature by moving beyond general assessments of eco-friendly brand strategies and offering a granular analysis of consumer preference heterogeneity through conjoint analysis. By identifying which specific sustainability attributes matter most to consumers, the findings provide actionable insights for branding and marketing strategies in the outdoor sport sector.

2. Literature Review

2.1. Eco-Friendly Practices

Eco-friendly practices refer to actions taken by companies, organizations, or individuals to minimize environmental harm while promoting sustainability [20]. These practices encompass efforts to reduce carbon emissions, conserve natural resources, adopt sustainable materials, and integrate green principles into business operations and product design [21].

In recent years, many companies have implemented eco-friendly practices that extend beyond mere regulatory compliance. These initiatives are driven by corporate social responsibility efforts, the need to mitigate negative environmental impacts, and the pursuit of long-term sustainability [22]. Beyond reducing ecological footprints, eco-friendly strategies also foster trust with stakeholders, enhance long-term profitability, and contribute to the establishment of sustainable business models across various operations [23]. Furthermore, they are increasingly recognized as critical factors in securing a long-term competitive advantage [24].

Meanwhile, as eco-friendly practices gain increased importance and visibility, some companies engage in greenwashing, exaggerating the environmental benefits of their products, policies, or activities without implementing substantial actions [25,26]. Greenwashing undermines genuine sustainability efforts and erodes consumer trust, posing significant challenges to the advancement of authentic environmental initiatives [25]. Therefore, transparency and accountability are essential to ensuring that sincere eco-friendly practices can be clearly distinguished from superficial or deceptive marketing tactics [26].

For brands, eco-friendly practices take various forms, including product recycling and reuse, the use of environmentally friendly materials, improvements in energy efficiency throughout the production process, ethical production that ensures fair wages and respects workers’ rights, and corporate social responsibility initiatives [27].

2.2. Conjoint Analysis

Conjoint analysis constitutes a fundamental methodological framework for the empirical assessment of consumer preferences regarding products and services within the domain of consumer behavior research and has been extensively implemented across business administration, management science, and marketing disciplines [15]. This analytical approach is predicated on the theoretical proposition that during consumer decision-making processes, products and services are conceptualized as multidimensional attribute composites, wherein consumers formulate comprehensive evaluative judgments through the aggregation of part-worth utilities derived from constituent attributes [28].

This methodological orientation reflects the cognitive mechanisms through which consumers systematically evaluate and integrate product attributes such as price points, functional capabilities, aesthetic elements, and brand identities to identify utility-maximizing alternatives [15]. The conjoint paradigm posits that analyzing the interactive effects of attribute configurations yields more valid and robust empirical insights than examining isolated attribute valuations in a decontextualized manner [29]. This integrated analytical perspective facilitates outcomes that more accurately approximate authentic consumer decision mechanisms in marketplace contexts.

3. Materials and Methods

3.1. Data Collection

The data for this study were collected through an online survey employing a non-probability purposive sampling method. The survey targeted individuals who had purchased outdoor sport brand products within the past one to two years.

To reach consumers with a higher propensity for purchasing outdoor sport brand products, the researchers collaborated with online communities of hiking and camping clubs. The community administrators gave prior approval for survey distribution, and the survey link was subsequently shared through the clubs’ online channels.

Specifically, the survey sample was drawn from five online communities across major South Korean platforms—Naver Cafes, Naver Band, and KakaoTalk Open Chat—selected for their large memberships and high user activity. Naver Cafes with over 10,000 registered members were targeted, while Naver Band and KakaoTalk Open Chat groups with at least 100 members were included based on their active participation and relevance to this study’s target population. With the consent of each community administrator, the survey link was posted on the community bulletin boards to encourage participation. All responses were submitted voluntarily, and no monetary incentives were offered.

Prior to participation, the survey’s purpose and procedures were clearly explained, and only individuals who voluntarily agreed to take part were included in this study. Participation was entirely anonymous, and informed consent was implied through the completion and submission of the questionnaire, under standard ethical research practices involving minimal risk and the collection of non-identifiable data.

In addition, a screening question was presented at the beginning of the survey to determine whether the respondent had purchased outdoor sport brand products within the past one to two years. Only those who answered ‘yes’ were allowed to proceed with the online questionnaire, ensuring that all participants met the eligibility criteria.

The survey was conducted over one month in October 2024, yielding 274 responses. To ensure data reliability, 13 responses deemed unsuitable for analysis were excluded, resulting in a final dataset of 261 valid responses.

Regarding respondent demographics, 64.8% (n = 169) were male, while 35.2% (n = 92) were female. In terms of age distribution, 18.0% (n = 47) were in their 20s, 30.3% (n = 79) in their 30s, 34.8% (n = 91) in their 40s, and 16.9% (n = 44) were 50 years old or older. For annual purchase frequency of outdoor sport brand products, 32.1% (n = 84) reported purchasing 1 to 2 times per year, 41.8% (n = 109) purchased 3 to 4 times per year, and 26.1% (n = 68) made 5 or more purchases annually. As for monthly participation in outdoor activities, 29.9% (n = 78) engaged in outdoor activities once a month, 40.2% (n = 105) participated twice a month, 16.5% (n = 43) joined three times a month, and 13.4% (n = 35) took part four or more times per month. The detailed demographics of the respondents are illustrated in Figure 1 below.

3.2. Measurement

Conjoint analysis was employed in this study due to its capacity to simultaneously evaluate multiple product attributes and determine their relative importance in influencing consumer decision-making—a methodological advantage particularly salient in the context of eco-friendly practices, which inherently involve complex trade-offs among environmental, functional, and symbolic values. In contrast to conventional techniques such as multiple regression or unidimensional attribute assessments, conjoint analysis facilitates the estimation of consumer preference structures within a simulated and contextually realistic decision-making framework. This analytic strength renders it especially appropriate for investigations seeking to capture the nuanced and multidimensional nature of consumer evaluations of sustainability-focused brand strategies.

A fundamental step in conducting conjoint analysis is the identification and definition of attributes and their corresponding levels. Attributes represent the key features of a product or service, while levels define the specific variations in these attributes [30]. Ensuring methodological rigor in conjoint analysis requires that attributes and levels be carefully selected to reflect factors influencing consumer perception and purchasing behavior concerning the product or service under investigation [31]. Furthermore, the choice of attributes and levels should be guided by their potential to provide measurable value and tangible benefits to consumers [32].

The process of identifying and defining attributes and levels in conjoint analysis is typically conducted using various approaches, including consumer-based methods (directly gathering insights from consumers on factors influencing their preferences), focus group discussions, expert consultations, and literature reviews. Often, a combination of these approaches is employed to develop a robust set of attributes and levels that accurately capture the complex influences on consumer decision-making, providing a solid foundation for designing effective conjoint analysis studies [33].

This study derived the attributes and levels solely through a comprehensive and systematic literature review, which involved analyzing recent academic research, official brand websites, and industry news articles to examine the types and levels of eco-friendly practices adopted by outdoor sport brands. Although no direct input was collected from consumers or experts, this approach based on the literature is consistent with standard practices in the early stages of conjoint study design and enabled the identification of attributes that are both conceptually grounded and reflective of current industry practices. Nonetheless, future research could benefit from incorporating consumer-based methods, such as focus groups or pilot testing, to empirically validate and refine the attribute framework for enhanced robustness and relevance.

To explore the role of sustainability in outdoor sport brands, several studies have examined their eco-friendly practices. Xu et al. [16] emphasized that integrating environmental protection into brand sustainability strategies is essential. They identified key approaches such as the adoption of eco-friendly materials and the optimization of production processes through carbon footprint reduction and energy conservation. Similarly, Tarwater and Kim [34] argued that using environmentally harmful materials in outdoor gear contradicts sustainability principles, highlighting the necessity of developing and implementing eco-friendly alternatives to mitigate environmental impact.

In line with circular economy principles, Fuchs and Hovemann [17] identified the utilization of recycled materials as a fundamental strategy for enhancing sustainability in outdoor sport equipment. This perspective is reinforced by Schulte and Ferrari [35], who reported that the outdoor sport brand ‘Mammut’ is striving to achieve a net-zero carbon footprint reduction by 2050. Additionally, ‘Salewa’, another outdoor sport brand, is actively working to achieve carbon footprint reduction and incorporate more recycled materials into its products. Slutz [36] further noted that carbon footprint reduction is becoming a core priority in production processes across the outdoor industry as part of broader sustainability initiatives.

Beyond production-related efforts, research also highlights the importance of eco-friendly campaigns in shaping consumer perceptions of sustainability. Guerreiro et al. [6] analyzed the impact of Patagonia’s green marketing initiatives, finding that they significantly influence consumer attitudes toward sustainability. Their findings align with those of Kirchherr et al. [37], who emphasized that visible environmental actions and strategic media campaigns can enhance consumer awareness and engagement. Additionally, a 2023 report by the European Outdoor Conservation Association (EOCA), a non-profit organization supporting global conservation projects, revealed that EUR 5.4 million has been donated or invested in conservation efforts across 65 countries. Furthermore, Cohune [38] highlighted Patagonia’s commitment to sustainability through its ‘Earth Tax’ initiative, which involves donating 1% of its total profits to grassroots environmental organizations worldwide.

This study collected and analyzed academic articles published within the past five years, official brand websites, and news reports to identify the eco-friendly practice attributes of outdoor sport brands. Key content related to sustainable practices was extracted, and thematically similar practices were grouped into overarching categories. Based on these higher-level categories and their associated sub-practices, preliminary candidates for the main attributes and levels were derived.

To ensure the content validity of the identified attributes and levels, expert consultations were conducted with both academic researchers and industry professionals specializing in marketing and outdoor sport branding. Their feedback contributed to refining and finalizing the classification of attributes into four primary categories: ‘Sustainable and Recycled Materials’, ‘Eco-friendly Campaigns’, ‘Eco-friendly Manufacturing’, and ‘Environmental Conservation Donations’. This classification process was grounded in both empirical evidence gathered from recent academic and industry sources and validated through expert input to ensure conceptual relevance, practical applicability, and credibility of the attribute framework. These finalized categories and representative outdoor sport brands actively engaged in each are summarized in

Table 1. Eco-friendly practices of outdoor sport brands.

Eco-Friendly Practices	Outdoor Sport Brands
Sustainable and recycled materials	Arc’teryx, Columbia, Fjällräven, Icebreaker Klattermusen, Patagonia, Mammut, REI, The North Face, Pinewood, Tentree, Marmot
Eco-friendly campaign	Arc’teryx, Fjällräven, Icebreaker, Klattermusen, Mammut, Patagonia, REI, The North Face
Eco-friendly manufacturing	Arc’teryx, Columbia, Cotopaxi, Fjallraven, Icebreaker, Mammut, Patagonia, REI, Tentree, The North Face, VAUDE
Environmental conservation donation	Arc’teryx, Columbia, Cotopaxi, Mammut, Patagonia, prAna, REI, The North Face

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Furthermore, an attribute was identified for each eco-friendly practice to capture its defining characteristics. For ‘Sustainable and recycled materials’, the attribute was ‘Materials usage’; for ‘Eco-friendly campaign’, the attribute was ‘Type of campaign’; for ‘Eco-friendly manufacturing’, the attribute was ‘Carbon footprint reduction’; and for ‘Environmental conservation donation’, the attribute was ‘Implementation of donation’.

Next, the levels for each attribute were systematically defined. In conjoint analysis, the existing literature suggests that attributes should typically comprise two to four distinct levels to ensure analytical rigor and interpretability [39]. Establishing attribute levels necessitates a balance between empirical validity and practical relevance, requiring that the levels accurately reflect real-world consumer decision-making contexts [40]. Additionally, each level must be precisely defined to maintain conceptual clarity, ensuring mutual exclusivity and avoiding any potential overlap or ambiguity [30].

By adhering to these methodological principles, this study identified and structured the most appropriate levels for each attribute. Accordingly, the finalized attributes and their respective levels for eco-friendly practices in outdoor sport brands are presented in

Table 2. Attributes and level of eco-friendly practices of outdoor sport brands.

Eco-Friendly Practices	Attributes	Level
Sustainable and recycled materials	Material usage	100% organic materials
		100% recycled materials
		Blended materials (50% recycled + 50% organic)
Eco-friendly campaign	Type of campaign	Consumer behavioral engagement campaign (plogging, clean up, recycling participation)
		Consumer awareness enhancement campaign (Patagonia: ‘Don’t Buy This Jacket’ and The North Face: ‘Exploration Without Compromise’)
Eco-friendly manufacturing	Carbon footprint reduction	Reducing 30% by 2030
		Reducing 50% by 2030
		No reduction
Environmental conservation donation	Implementation of donation	Implemented
		Not Implemented

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In the second stage of the conjoint analysis process, once the attributes and levels have been determined, researchers must develop conjoint profiles. These profiles represent various hypothetical scenarios, each comprising a unique combination of predefined attributes and levels, allowing for an evaluation of consumer preferences [41].

The full-profile approach generates all possible attribute and level combinations, enabling consumers to assess realistic product configurations [41]. While comprehensive, this method has a notable drawback: the total number of possible combinations can become excessively large, potentially overwhelming respondents and complicating the preference evaluation process. In this study, the full-profile approach would have resulted in 36 distinct profiles based on a 3 × 2 × 3 × 2 combination structure. Such an extensive set of profiles could lead to respondent fatigue and reduce the reliability of preference assessments [42].

To address this issue, a fractional factorial design was employed as an alternative methodology to reduce the number of profiles while maintaining analytical rigor. This approach enhances the feasibility of conjoint analysis by limiting the total number of profiles presented to respondents, ensuring a more manageable and focused assessment process. By minimizing respondent burden, fractional factorial design enables more accurate and reliable preference data collection [15]. Accordingly, this study applied a fractional factorial design to derive 12 optimized profiles that effectively represent the eco-friendly practices of outdoor sport brands. These refined profiles were subsequently presented to respondents for evaluation, ensuring a balanced and systematic analysis of consumer preferences.

In the third stage, respondents were presented with 12 conjoint profiles, each representing a unique combination of attributes and levels associated with eco-friendly practices in outdoor sport brands. Participants were then asked to rank these profiles from most to least preferred based on their individual preferences.

In the fourth stage, the data from respondents’ rankings were analyzed to determine the relative importance of eco-friendly practices’ attributes in outdoor sport brands. Additionally, respondents were segmented into high-involvement and low-involvement groups according to their level of ecological consciousness to facilitate further analysis.

Finally, in the fifth stage, this study determined the optimal combination of attributes and levels for eco-friendly practices in outdoor sport brands by calculating the relative importance and part-worth utility values of each level based on consumer preferences. The 12 conjoint profiles used in the survey are listed in

Table 3. Profiles of eco-friendly practices in outdoor sport brand.

Profiles	Material Usage	Type of Campaign	Carbon Footprint Reduction	Implementation of Donations
1	100% recycled materials	Consumer behavioral engagement campaign	Reducing 30% by 2030	Implemented
2	100% organic materials	Consumer behavioral engagement campaign	Reducing 30% by 2030	Implemented
3	Blended materials (50% recycled + 50% organic)	Consumer behavioral engagement campaign	Reducing 30% by 2030	Implemented
4	100% organic materials	Consumer behavioral engagement campaign	No reduction	Not Implemented
5	Blended materials (50% recycled + 50% organic)	Consumer behavioral engagement campaign	Reducing 50% by 2030	Implemented
6	Blended materials (50% recycled + 50% organic)	Consumer behavioral engagement campaign	Reducing 30% by 2030	Implemented
7	100% recycled materials	Consumer behavioral engagement campaign	No reduction	Implemented
8	Blended materials (50% recycled + 50% organic)	Consumer awareness enhancement campaign	Reducing 50% by 2030	Implemented
9	Blended materials (50% recycled + 50% organic)	Consumer behavioral engagement campaign	Reducing 30% by 2030	Not Implemented
10	100% organic materials	Consumer behavioral engagement campaign	Reducing 50% by 2030	Not Implemented
11	100% recycled materials	Consumer behavioral engagement campaign	No reduction	Not Implemented
12	Blended materials (50% recycled + 50% organic)	Consumer awareness enhancement campaign	Reducing 50% by 2030	Not Implemented

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3.3. Instrument

To assess the relative importance of eco-friendly practices in outdoor sport brands based on consumers’ ecological consciousness levels, this study categorized consumers into distinct groups according to their degree of involvement. Ecological consciousness involvement was measured using specific variables reflecting environmental awareness and engagement.

The measurement items for ecological consciousness involvement were adapted from the five-question framework developed by Mishra et al. [43]. A 5-point Likert scale was utilized, where 1 represented ‘strongly disagree’ and 5 indicated ‘strongly agree’.

To ensure the construct validity of these measurement items, exploratory factor analysis (EFA) was conducted. Principal component analysis (PCA) with Varimax rotation was applied, and the results confirmed that ecological consciousness involvement was extracted as a single factor. The total variance explained was 76.40%, with all factor loadings exceeding 0.70. Additionally, the Kaiser–Meyer–Olkin (KMO) test yielded a value of 0.729, indicating the suitability of factor analysis. Following this, reliability testing was performed on the extracted factors. The Cronbach’s α coefficient was measured at 0.821, signifying high internal consistency. Moreover, Bartlett’s test of sphericity returned a significant result (p < 0.000), supporting the appropriateness of the factor structure.

Overall, the findings from the exploratory factor analysis and reliability test provide strong evidence of the construct validity and internal consistency of the ecological consciousness involvement scale. The single-factor structure, high factor loadings, sufficient sample size, and strong reliability coefficient indicate that the selected items effectively capture consumers’ ecological consciousness involvement within the context of outdoor sport brands. The results of the exploratory factor analysis and reliability test are provided in

Table 4. Exploratory factor analysis and reliability analysis of ecological consciousness involvement.

Construct	Scale Items	Factor Loading
Ecological consciousness	I make every effort to buy products made from recycled material	0.821
	2. Whenever possible, I buy products packaged in reusable containers	0.788
	3. If I understand the potential damage to the environment that some products can cause, I do not purchase those products	0.754
	4. I have purchased products because they cause less pollution	0.722
	5. I have convinced members of my family or friends not to buy some products that are harmful to the environment	0.699
	Cronbach α	0.768
	KMO Measure of Sampling Adequacy = 0.832; Bartlett’s test of sphericity = 462.449; df = 3, sig = 0.000.

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This study aimed to assess the relative importance of eco-friendly practices in outdoor sport brands based on consumers’ levels of ecological consciousness involvement. Specifically, the research sought to classify consumers into high- and low-involvement groups according to their ecological consciousness and analyze the relative importance of eco-friendly practices within each segment.

To establish classification criteria, the mean ecological consciousness involvement score among respondents (3.42) was used as a benchmark. Consumers with scores above the mean were categorized as the high-involvement group, while those below the mean were classified as the low-involvement group. The results indicated that the average score for the high-involvement group was 4.26, whereas the low-involvement group had an average score of 2.74. A detailed summary of the findings is presented in

Table 5. Classification of ecological consciousness involvement.

Construct	Classification	Involvement Value (Mean)	Number of Consumers (%)
Ecological consciousness involvement	High-ecological consciousness	4.26 (3.42)	157 (60.2)
	Low-ecological consciousness	2.74 (3.42)	104 (39.8)

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To enhance understanding of the data collection and methodology presented in this section, and to provide an overall overview of the research procedure, a schematic illustration is provided in Figure 2.

4. Results

4.1. Aggregate Conjoint Analysis

The first analysis of this study evaluated the relative importance of the eco-friendly practices’ attributes of outdoor sport brands through conjoint analysis among all consumers of outdoor sport brands. This analysis derived the relative importance of each attribute and its part-worth utility.

The results showed that the overall consumers of outdoor sport brands perceived ‘Materials usage’, an attribute of ‘Sustainable and recycled materials’ practice, as the most important (36.3%). In particular, ‘100% organic materials’ displayed the highest part-worth utility, indicating its significance at an important level. Secondly, ‘Type of campaign’, an attribute of ‘Eco-friendly campaign’ practice, was recognized as the second most important (29.5%), with the ‘Consumer behavioral engagement campaign’ showing the highest part-worth utility. Thirdly, ‘Carbon footprint reduction’, an attribute of ‘Eco-friendly manufacturing’, demonstrated an importance of 21.3%, with ‘Reducing 50% by 2030’ exhibiting the highest part-worth utility, thus being evaluated as an important level. Finally, ‘Implementation of donations’, an attribute of ‘Environmental conservation donation’ practice, showed the relatively lowest importance (12.9%).

In conjoint analysis, Pearson’s correlation coefficient (Pearson’s r) was utilized to assess the model fit, a measure that determines how accurately the estimated utilities reflect respondents’ observed preferences. Higher Pearson’s r values indicate greater model explanatory capability, with scholarly consensus suggesting that values exceeding 0.7 represent a satisfactory model fit [44]. The analysis yielded a Pearson’s r value of 0.869 (p < 0.001), indicating a robust correlation between predicted and actual preferences. This statistical outcome validates the conjoint analysis model’s appropriateness for the dataset and confirms substantial alignment between the model’s predictions and respondents’ actual selection. The detailed results of the relative importance are shown in

Table 6. The relative importance of eco-friendly practice in outdoor sport brands for all consumers.

Attributes	Level	PWU	RI (%)	Rating
Material usage	100% organic materials 100% recycled materials Blended materials (50% recycled + 50% organic)	0.420 −0.636 0.216	36.268	1
Type of campaign	Consumer behavioral engagement campaign Consumer awareness enhancement campaign	0.541 −0.541	29.564	2
Carbon footprint reduction	Reducing 30% by 2030 Reducing 50% by 2030 No reduction	0.232 0.362 −0.594	21.261	3
Implementation of donations	Implemented Not implemented	0.287 −0.287	12.907	4
Pearson’s R = 0.869 (p < 0.001)

PWU = part-worth utility; RI = relative importance.

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4.2. Conjoint Analysis by Involvement

The second phase of this study categorized outdoor sport brand consumers based on their level of ecological consciousness involvement and analyzed the relative importance of attributes related to eco-friendly practices for both highly involved and less involved consumers.

The findings revealed that consumers with high-ecological-consciousness involvement, much like the overall consumer group, placed the greatest emphasis (37.5%) on ‘Materials usage’, a key attribute within the ‘Sustainable and Recycled Materials’ practice. Among the different levels, ‘100% organic materials’ held the highest significance. Following this, ‘Carbon footprint reduction’, an attribute under ‘Eco-friendly manufacturing’, was the second most important (28.3%). Within this category, consumers assigned the highest part-worth utility to ‘Reducing carbon footprint by 50% by 2030’. The third most influential attribute for high-involvement consumers was the ‘Type of campaign,’ categorized under ‘Eco-friendly campaigns’ (18.4%). In particular, ‘Consumer behavioral engagement campaigns’ were regarded as the most impactful level. Lastly, consistent with the overall consumer group, high-involvement consumers considered ‘Implementation of donations’—an attribute within ‘Environmental conservation donations’—to have the lowest relative importance (15.8%).

With a Pearson’s correlation coefficient of 0.873 (p < 0.001), the conjoint analysis demonstrates strong statistical reliability, confirming the model’s suitability and effective representation of consumer preferences in this research context. The detailed results are presented in

Table 7. The relative importance of eco-friendly practices for high-ecological consciousness.

Attributes	Level	PWU	RI (%)	Rating
Material usage	100% organic materials 100% recycled materials Blended materials (50% recycled + 50% organic)	0.454 −0.570 0.116	37.500	1
Type of campaign	Consumer behavioral engagement campaign Consumer awareness enhancement campaign	0.413 −0.413	18.402	3
Carbon footprint reduction	Reducing 30% by 2030 Reducing 50% by 2030 No reduction	0.211 0.408 −0.619	28.317	2
Implementation of donations	Implemented Not implemented	0.312 −0.312	15.781	4
Pearson’s R = 0.873 (p < −0.001)

PWU = part-worth utility; RI = relative importance.

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The subsequent analysis focused on low-ecological-consciousness (low-involvement) consumers, revealing that while the ranking of relative importance mirrored that of the overall consumer group, the importance values differed.

Specifically, low-involvement consumers, like the overall consumer group, identified ‘Materials usage’—an attribute of ‘Sustainable and recycled materials’—as the most critical (34.7%). Among the levels, that of ‘100% organic materials’ was perceived as the most significant.

Following this, the ‘Type of campaign’, an attribute of ‘Eco-Friendly Campaigns’, held the second-highest importance (32.5%). Notably, the ‘Consumer behavioral engagement campaign’ exhibited the highest part-worth utility. The third most influential attribute was ‘Carbon footprint reduction’, within the ‘Eco-friendly manufacturing’ practice, with an importance of 19.1%. Among its levels, ‘Reducing carbon footprint by 50% by 2030’ demonstrated the highest part-worth utility, indicating its strong significance. Lastly, ‘Implementation of Donations’, an attribute of ‘Environmental Conservation Donations’, was assigned the lowest relative importance (13.7%).

With a Pearson’s correlation coefficient of 0.881 (p < 0.001), the conjoint analysis exhibits high statistical reliability, validating the model’s appropriateness and its effectiveness in capturing consumer preferences within this study. The results of the relative importance are shown in

Table 8. The relative importance of eco-friendly practices for low-ecological consciousness.

Attributes	Level	PWU	RI (%)	Rating
Material usage	100% organic materials 100% recycled materials Blended materials (50% recycled + 50% organic)	0.336 −0.517 0.181	34.689	1
Type of campaign	Consumer behavioral engagement campaign Consumer awareness enhancement campaign	0.398 −0.398	32.473	2
Carbon footprint reduction	Reducing 30% by 2030 Reducing 50% by 2030 No reduction	0.207 0.401 −0.608	19.167	3
Implementation of donations	Implemented Not implemented	0.165 −0.165	13.671	4
Pearson’s R = 0.881 (p < 0.001)

PWU = part-worth utility; RI = relative importance.

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4.3. The Optimal Combination of Eco-Friendly Practices in Outdoor Sport Brands

To establish the optimal configuration, the total utility value was calculated by multiplying each attribute’s relative importance with its corresponding part-worth utility value, as these utility values manifest differently according to relative importance, thereby enabling valid comparisons between combinations.

By applying this analytical approach, firstly, this study identified the optimal combination of eco-friendly practices for outdoor sport brands from the perspective of overall consumers, comprising ‘100% organic materials (0.139), consumer behavioral engagement campaign (0.101), reducing carbon footprint by 50% by 2030 (0.073), and implemented donation (0.037)’, resulting in a total utility value of 0.350. The optimal combinations of eco-friendly practices for all consumers are summarized in

Table 9. The optimal combination of eco-friendly practices in outdoor sport brands for all consumers.

Attributes	Level	PWU	RI (%)	PWU*RI
Material usage	100% organic materials 100% recycled materials Blended materials (50% recycled + 50% organic)	0.383 −0.599 0.216	36.268	0.139 −0.217 0.078
Type of campaign	Consumer behavioral engagement campaign Consumer awareness enhancement campaign	0.341 −0.341	29.564	0.101 −0.101
Carbon footprint reduction	Reducing 30% by 2030 Reducing 50% by 2030 No reduction	0.202 0.342 −0.544	21.261	0.043 0.073 −0.116
Implementation of donations	Implemented Not implemented	0.207 −0.207	12.907	0.027 −0.027
The optimal combination: 100% organic materials (0.139) + consumer behavioral engagement campaign (0.101) + reducing carbon footprint by 50% by 2030 (0.073) + implemented donation (0.037) = 0.350

PWU = part-worth utility; RI = relative importance.

.

Next, this study examined the optimal combination of eco-friendly practices for outdoor sport brands as perceived by high-ecological-consciousness consumers. The results identified ‘100% organic Materials (0.151), reducing carbon footprint by 50% by 2030 (0.102), consumer behavioral engagement campaign (0.076), and implemented donation (0.049)’, yielding a total utility value of 0.378.

Additionally, when examining the optimal combination for consumers with low-ecological consciousness, the analysis yielded a configuration consisting of 100% organic materials (0.117) + consumer behavioral engagement campaign (0.129) + reducing carbon footprint by 50% by 2030 (0.061) + implemented donation (0.023), generating a total utility value of 0.330. While this result mirrors the preferred combination identified for the aggregate consumer sample, notable differences were observed in the specific utility values associated with each attribute, indicating variations in preference intensity despite the similarity in the overall combination. The optimal combinations of the eco-friendly practices for each segment of eco-consciousness are summarized in

Table 10. The optimal combination of eco-friendly practice for high-ecological consciousness.

Attributes	Level	PWU	RI (%)	PWU*RI
Material usage	100% organic materials 100% recycled materials Blended materials (50% recycled + 50% organic)	0.404 −0.644 0.240	37.500	0.151 −0.241 0.090
Type of campaign	Consumer behavioral engagement campaign Consumer awareness enhancement campaign	0.413 −0.413	18.402	0.076 −0.076
Carbon footprint reduction	Reducing 30% by 2030 Reducing 50% by 2030 No reduction	0.223 0.360 −0.583	28.317	0.063 0.102 −0.165
Implementation of donations	Implemented Not implemented	0.312 −0.312	15.781	0.049 −0.049
The optimal combination: 100% organic materials (0.151) + reducing carbon footprint by 50% by 2030 (0.102) + consumer behavioral engagement campaign (0.076) + implemented donation (0.049) = 0.378

PWU = part-worth utility; RI = relative importance.

and

Table 11. The optimal combination of eco-friendly practice for low-ecological consciousness.

Attributes	Level	PWU	RI (%)	PWU*RI
Material usage	100% organic materials 100% recycled materials Blended materials (50% recycled + 50% organic)	0.336 −0.517 0.181	34.689	0.117 −0.179 0.062
Type of campaign	Consumer behavioral engagement campaign Consumer awareness enhancement campaign	0.398 −0.398	32.473	0.129 −0.129
Carbon footprint reduction	Reducing 30% by 2030 Reducing 50% by 2030 No reduction	0.197 0.318 −0.515	19.167	0.038 0.061 −0.099
Implementation of donations	Implemented Not implemented	0.165 −0.165	13.671	0.023 −0.023
The optimal combination: 100% organic materials (0.117) + consumer behavioral engagement campaign (0.129) + reducing carbon footprint by 50% by 2030 (0.061) + implemented donation (0.023) = 0.330

PWU = Part-worth utility; RI = Relative importance.

.

5. Discussion

The first key finding of this study reveals that among the various eco-friendly practices implemented by outdoor sport brands, ‘materials usage’—especially the use of ‘100% organic materials’—was consistently identified as the most preferred attribute across all consumer segments. This preference remained robust regardless of consumers’ ecological consciousness levels, as shown by the part-worth utility scores: 0.420 for the aggregate group, 0.454 for highly ecologically conscious consumers, and 0.336 for those with lower ecological consciousness (see Table 6, Table 7 and Table 8). The uniformity of these results suggests that consumers perceive the use of sustainable materials as the most tangible and credible indicator of a brand’s environmental responsibility. Unlike abstract long-term goals such as carbon neutrality, material choices are visible, verifiable, and embedded directly in the product, which allows consumers to evaluate a brand’s environmental commitment more intuitively and confidently.

This prominent preference can be further understood through the lens of the Value–Belief–Norm (VBN) theory. According to this framework, individuals with strong biospheric values are likely to form beliefs about the environmental harms of conventional production methods, which in turn activate personal moral norms that promote environmentally responsible behavior. In this context, ‘materials usage’ functions not merely as a product attribute but as a symbolic expression of ethical commitment. Notably, even among consumers with low ecological consciousness, there was a relatively high preference for organic materials, suggesting that internalized social norms and cultural expectations around sustainability may influence consumer behavior even in the absence of explicit pro-environmental values.

This finding is also reflected in current industry trends. For example, organic cotton—grown without harmful chemicals and associated with benefits such as improved soil health and reduced water usage—has been increasingly adopted by outdoor brands seeking to align with consumer expectations for sustainability [45,46,47]. The consistency between consumer preference and brand practice highlights the strategic relevance of material sustainability not only as a marketing tool but also as a product development imperative. Given these insights, outdoor sport brands should strategically position ‘materials usage’ at the core of their sustainability communication and operational strategies. To do so, they must ensure transparency in sourcing practices, emphasize the use of third-party verified standards such as the GOTS (Global Organic Textile Standard), Bluesign^®, and the GRS (Global Recycled Standard), and communicate these efforts through product labeling, digital channels, and CSR reports. By anchoring their sustainability efforts in verifiable material practices, brands can enhance consumer trust, differentiate themselves in a competitive market, and reinforce their long-term commitment to environmental responsibility.

The second discussion point derived from the relative importance highlights a clear distinction in preference across consumer segments. Both the overall consumer group and those with low ecological consciousness identified ‘materials usage’ as the most critical attribute, followed by a preference for the ‘type of campaign’, particularly those designed to encourage consumer behavioral engagement. In contrast, consumers with high ecological consciousness exhibited a different prioritization pattern, recognizing ‘carbon footprint reduction’, specifically ‘Reducing carbon footprint by 50% by 2030’, as the second most significant attribute and level.

The varying preferences for eco-friendly practices based on consumers’ ecological consciousness level can be interpreted as follows. Consumers with lower ecological consciousness are expected to have relatively limited awareness of environmental issues, potentially leading them to prefer participatory behavioral campaigns that can be immediately implemented over long-term carbon reduction goals. These campaigns provide environmental protection effects through simple, intuitive methods and offer immediate rewards through easy individual participation. For example, activities such as plogging, campaigns encouraging eco-friendly product usage, and challenges to reduce disposable items allow consumers to directly experience visible changes and are more likely to lead to immediate behavioral modifications than long-term objectives like carbon reduction. Conversely, consumers with higher ecological consciousness, while recognizing the importance of immediate action, are anticipated to demonstrate greater interest in long-term environmental protection, potentially explaining their perception of carbon footprint reduction as a more critical implementation challenge than short-term eco-friendly campaigns. This interpretation aligns with Wicker’s research, which found that ecologically conscious consumers not only possess enhanced comprehension of complex environmental challenges such as carbon reduction but also exhibit a stronger commitment to active implementation. Research by Ertz et al. [48] further substantiates these findings by emphasizing that environmentally conscious consumers attribute higher value to long-term environmental protection strategies and place greater importance on substantive policy changes that realize sustainability.

These differences can also be theoretically explained through the Stage Model of Self-Regulated Behavioral Change, which posits that individuals progress through stages of behavioral change, ranging from precontemplation to maintenance. Consumers with lower ecological consciousness are likely situated in the earlier stages of change, such as precontemplation or contemplation. These individuals respond more readily to simple, intuitive actions that require minimal effort yet offer visible results and immediate gratification. Campaigns promoting plogging, reusable products, or challenges to reduce single-use plastics are perceived as accessible and rewarding, and they are thus more appealing to these consumers than abstract, long-term goals like carbon reduction.

Synthesizing these findings suggests that while participatory campaigns inducing immediate behavioral change prove effective for consumers with lower ecological consciousness, those with higher ecological awareness tend to identify more strongly with sustainability strategies fulfilling long-term environmental objectives. Consequently, outdoor sport brands should consider developing differentiated eco-friendly strategies according to consumers’ environmental consciousness levels—employing campaigns encouraging behavioral participation for low-involvement consumers while emphasizing long-term implementation measures such as carbon reduction for high-involvement consumers.

The third discussion in this study examines the optimal combination of eco-friendly practices that consumers perceive as most important for outdoor sport brands. The findings reveal that both the aggregate consumer group and consumers with low ecological consciousness identified the following combination as the optimal arrangement of eco-friendly practices: ‘using 100% organic materials, implementing consumer behavioral engagement campaigns, reducing the carbon footprint by 50%, and executing environmental donations’, in that order. However, consumers with high ecological consciousness prioritized carbon footprint reduction over consumer behavioral engagement campaigns, demonstrating a clear difference in priorities.

Furthermore, a comparison of the total utility values derived from each consumer segment’s optimal combination indicates that consumers with high ecological consciousness perceive greater utility from eco-friendly practices than other groups. This suggests that the perceived value of a brand’s sustainability efforts varies across consumer segments, with highly ecologically conscious consumers being more attuned to the comprehensive benefits of sustainability practices.

Consequently, this study highlights that the perceived utility, measured in terms of satisfaction and value gained from a brand’s eco-friendly practices, differs significantly depending on consumers’ level of ecological consciousness involvement. To maximize the effectiveness of their sustainability efforts, outdoor sport brands must adopt differentiated strategies tailored to varying levels of consumer ecological consciousness.

For consumers with lower ecological consciousness, brands should implement direct and immediate incentives, such as discounts on sustainable products or participation opportunities in accessible environmental activities, thereby fostering active engagement and enhancing short-term satisfaction. In contrast, consumers with higher ecological consciousness require communication strategies that emphasize long-term environmental objectives, measurable sustainability outcomes, and comprehensive ecological impact. To effectively engage these consumers, brands should consistently communicate their environmental commitment through multiple media channels, maintain ongoing environmental contributions, and engage in proactive corporate social responsibility initiatives.

By implementing these differentiated strategic approaches, outdoor sport brands can not only enhance consumer awareness and satisfaction but also strengthen their long-term competitive advantage in the sustainability-conscious market.

6. Conclusions

This study aimed to examine consumer preferences for eco-friendly practices implemented by outdoor sport brands by analyzing the relative importance of various attributes using conjoint analysis. Specifically, it assessed how the significance of eco-friendly practice attributes varies among different consumer segments, including the overall consumer group and subgroups differentiated by their level of ecological consciousness involvement (high vs. low). Based on these findings, this study identified optimal combinations of eco-friendly practices that outdoor sport brands can adopt to effectively appeal to each consumer segment.

From an academic perspective, the current research contributes to the literature by empirically demonstrating, through conjoint analysis, that consumer preferences for eco-friendly practices in outdoor sport brands are shaped by their ecological consciousness involvement. By moving beyond conventional, generalized consumer analyses, this research highlights the necessity of consumer segmentation based on the ecological consciousness level.

In practical terms, the findings provide actionable insights for outdoor sport brands, emphasizing the importance of adopting targeted marketing strategies and differentiated eco-friendly practices that align with consumers’ ecological consciousness. This tailored approach not only enhances resource allocation efficiency but also fosters stronger consumer engagement by effectively addressing varying sustainability preferences across different consumer groups.

While this study successfully achieved its research objectives, it has several limitations that should be addressed in future research. To generate more meaningful insights, the following recommendations are proposed.

First, this study categorized the primary eco-friendly practices of outdoor sport brands into four dimensions—‘Sustainable and Recycled materials’, ‘Eco-friendly campaign’, ‘Eco-friendly manufacturing’, and ‘Environmental conservation donation’—using a literature review. However, relying solely on the literature may not fully capture the diversity of eco-friendly practices currently implemented by outdoor brands, potentially omitting other relevant attributes and levels. Future research should incorporate in-depth interviews with industry practitioners and marketing experts alongside literature reviews to ensure a more comprehensive and practical classification of eco-friendly initiatives.

Second, one notable limitation of this study is the absence of formal verification of theoretical saturation during the process of attribute identification. Theoretical saturation refers to the point at which no new concepts emerge from additional data, suggesting that the classification is sufficiently comprehensive. However, the primary objective of this study was not to construct an exhaustive taxonomy of all eco-friendly practices employed by outdoor sport brands or to develop new theoretical models. Instead, it aimed to identify consumer preferences toward key sustainability attributes that are already widely recognized in the academic literature and industry practice. As such, this study adopted a quantitative approach using conjoint analysis to assess the relative importance of selected attributes and did not include repeated qualitative coding or saturation procedures.

Nevertheless, future research should consider integrating qualitative methodologies to strengthen the conceptual validity and completeness of attribute classifications. Techniques such as open coding, thematic analysis, or the Delphi method could be applied to ensure theoretical saturation is achieved, especially when developing or refining sustainability-related attribute sets. Incorporating such methods would enhance the credibility, reproducibility, and overall robustness of conjoint-based models in the context of sustainability marketing and consumer preference research.

Lastly, this study adopted a binary segmentation of ecological consciousness involvement, classifying consumers into high- and low-engagement groups. However, this approach may oversimplify the complexity of consumer ecological awareness and behavior. In reality, ecological consciousness exists on a continuum, encompassing multiple intermediate levels of engagement. Beyond a simple high–low classification, consumers may range from those with minimal interest to those entirely disengaged from sustainability concerns. Future research should adopt a more nuanced segmentation approach to better reflect this variability. Developing a multidimensional framework that captures the full spectrum of ecological consciousness would provide deeper insights into consumer preferences and sustainable behavior.