Green marketing has emerged as a significant area of interest, particularly among sports consumers who express concern regarding environmental issues and demonstrate a willingness to purchase eco-friendly products. Nonetheless, the actual sales of such green products remain below expectations. Consequently, this study aims to examine the influence of environmental factors—including attitude, concern, and sense of environmental responsibility—on the purchasing intentions of environmentally conscious sports consumers. The present survey study gathered data from 384 Iranian students through a seven-point Likert electronic questionnaire comprising 27 items. Participants were selected using a simple random sampling method. A total of 390 questionnaires were distributed, with 384 deemed valid for analysis. The data were analyzed using PLS software to assess the reliability and validity of the model, as well as to test the hypotheses of the structural model. Findings reveal that environmental attitude serves as a significant driver of consumers' green purchasing behavior. Furthermore, a statistically significant relationship was identified between environmental responsibility and green purchasing behavior. However, no statistically significant relationship was found between environmental concerns and green purchasing behavior. Additionally, the relationship between individual green values and environmental attitude, environmental concerns, environmental responsibility, and green purchasing behavior was statistically insignificant. To leverage these insights, companies should cultivate a positive image of environmental responsibility for their products through strategic branding initiatives. This approach could enhance consumer support among those who prioritize the purchase of environmentally friendly products.
