Exploring the Effects of Utaut Model Factors on Trust in Green Claims of Sports Equipment and Purchase Intentions

Abstract

This study employs the Unified Theory of Acceptance and Use of Technology (UTAUT) to explore trust in green marketing within the sports equipment sector, focusing on urban Indian consumers. It examines the effects of performance expectancy, effort expectancy, social influence, and facilitating conditions on trust in green claims and the inclination to buy eco-friendly sports equipment. A quantitative cross-sectional survey involving 1,000 urban Indian consumers, who are active in sports and interested in sports equipment, was carried out using stratified random sampling to assess UTAUT constructs, trust in green marketing, and purchase intentions. The analysis, conducted using SmartPLS software, reveals that social influence, performance expectancy, and effort expectancy significantly boost both trust in green claims and the intention to purchase, whereas facilitating conditions show a smaller impact. The findings highlight the crucial roles of social perceptions, product effectiveness, and ease of accessing information in building trust in green marketing. Recommendations to enhance trust in environmental claims include utilizing social proof, highlighting product advantages, and enhancing the user experience, all aimed at fostering sustainable purchasing behaviors in the sports equipment industry.