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The Influence of Sustainable Marketing on Gen Z Users' Value Perception, Image, and Intention at Sports Events

Economic Education Analysis Journal · Vol. 13 No. 3 (2024) · hlm. 294–301

DOI
10.15294/6z93yj37
ISSN
2502-356X, 2252-6544
Terbit
2024-10-24
Penerbit
Universitas Negeri Semarang
Bahasa
eng

Abstrak

The recent upsurge in sporting events has instigated a positive shift in the habits of Generation Z, placing a strong emphasis on embracing a healthy lifestyle through sports while also prioritizing other aspects of life. This comprehensive study delves into the impact of sustainable marketing activities (SMA) on the perceived value and self-image associated with sporting events, as well as its influence on the intention of Gen Z individuals to actively participate in these events (Sports User Behavioral Intention/SUBI). Given the paramount importance of sustainability in organizing sporting events, this study aims to uncover effective strategies for marketing these events to appeal to a wider user base, both in digital and non-digital realms. Through comprehensive data collection via questionnaires and rigorous analysis using the PLS (Partial Least Squares) method, we anticipate elucidating the intricate relationship between SMA, sports event image, perceived value, and sports user intention. Additionally, we seek to explore the mediating role of perceived value and event description in this dynamic relationship. The results of this study hold the potential to revolutionize sustainable marketing for sports events and carry profound implications for event management and sustainability. By identifying limitations and opportunities for future research, this study paves the way for further advancements in this vital field.

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Sumber metadata: OAI-PMH (metadata jurnal) https://journal.unnes.ac.id/journals/eeaj/oai, pertama di-harvest 5 Nov 2026, terakhir terlihat 5 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en">The  Influence of Sustainable Marketing on Gen Z Users' Value Perception, Image, and Intention at Sports Events</dc:title>
	<dc:creator xml:lang="en">Baswara, Satsya Yoga</dc:creator>
	<dc:creator xml:lang="en">Widhiastuti, Ratieh</dc:creator>
	<dc:creator xml:lang="en">Rahayu, Tandiyo </dc:creator>
	<dc:creator xml:lang="en">Dewi, Eko Nurcahya </dc:creator>
	<dc:creator xml:lang="en">Saefullah, Muhamad Rekhan</dc:creator>
	<dc:creator xml:lang="en">Ni’am, Sufa’Ah Hurumun </dc:creator>
	<dc:subject xml:lang="en">Gen Z</dc:subject>
	<dc:subject xml:lang="en">Sport Event Sustainable Business Model</dc:subject>
	<dc:subject xml:lang="en">Sport Management Event</dc:subject>
	<dc:subject xml:lang="en">Sustainable Marketing Act</dc:subject>
	<dc:description xml:lang="en">The recent upsurge in sporting events has instigated a positive shift in the habits of Generation Z, placing a strong emphasis on embracing a healthy lifestyle through sports while also prioritizing other aspects of life. This comprehensive study delves into the impact of sustainable marketing activities (SMA) on the perceived value and self-image associated with sporting events, as well as its influence on the intention of Gen Z individuals to actively participate in these events (Sports User Behavioral Intention/SUBI). Given the paramount importance of sustainability in organizing sporting events, this study aims to uncover effective strategies for marketing these events to appeal to a wider user base, both in digital and non-digital realms. Through comprehensive data collection via questionnaires and rigorous analysis using the PLS (Partial Least Squares) method, we anticipate elucidating the intricate relationship between SMA, sports event image, perceived value, and sports user intention. Additionally, we seek to explore the mediating role of perceived value and event description in this dynamic relationship. The results of this study hold the potential to revolutionize sustainable marketing for sports events and carry profound implications for event management and sustainability. By identifying limitations and opportunities for future research, this study paves the way for further advancements in this vital field.</dc:description>
	<dc:publisher xml:lang="en">Universitas Negeri Semarang</dc:publisher>
	<dc:date>2024-10-24</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unnes.ac.id/journals/eeaj/article/view/8857</dc:identifier>
	<dc:identifier>10.15294/6z93yj37</dc:identifier>
	<dc:source xml:lang="en">Economic Education Analysis Journal; Vol. 13 No. 3 (2024): Economic Education Analysis Journal; 294-301</dc:source>
	<dc:source>2502-356X</dc:source>
	<dc:source>2252-6544</dc:source>
	<dc:source>10.15294/t03tdx10</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.unnes.ac.id/journals/eeaj/article/view/8857/1770</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2024 Economic Education Analysis Journal</dc:rights>
</oai_dc:dc>