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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) · pp. 294–301

DOI
10.15294/6z93yj37
ISSN
2502-356X, 2252-6544
Published
2024-10-24
Publisher
Universitas Negeri Semarang
Language
eng

Abstract

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.

Keywords

Collaboration network of the authors

40 authors · 144 co-authorship links · showing the 40 most connected

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Universitas Negeri Surabaya
  • State University of Semarang
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Setya RahayuAffiliation unknown13
Donny Wira Yudha KusumaAffiliation unknown7
Heny SetyawatiAffiliation unknown7
Lukita PurnamayatiAffiliation unknown7
Sugiharto SugihartoAffiliation unknown5
Soegiyanto KSAffiliation unknown5
Mugiyo HartonoAffiliation unknown4
Soegiyanto SoegiyantoAffiliation unknown4
Tri Winarni AgustiniAffiliation unknown4
Hari SetijonoAffiliation unknown3
Agung WahyudiAffiliation unknown3
Mohammad Arif AliAffiliation unknown3
Mahalul AzamAffiliation unknown2
Yuni WijayantiAffiliation unknown2
Lukman FauziAffiliation unknown2
Ahmad NurkhinAffiliation unknown2
Billy CastyanaAffiliation unknown2
Soegiyanto -Affiliation unknown2
SulaimanAffiliation unknown2
SoedjatmikoAffiliation unknown2
Oktia Woro Kasmini HandayaniAffiliation unknown2
Fakhruddin FakhruddinAffiliation unknown2
Achmad Rifai RC.Affiliation unknown2
Eunike Raffy RustianaAffiliation unknown2
Taufiq HidayahAffiliation unknown2
Rumini RuminiAffiliation unknown2
Oktia Woro Kasmini HandayaniState University of Semarang2
Dina Nur Anggraini NingrumAffiliation unknown2
Gustiana Mega AnggitaAffiliation unknown2
Yuliani YulianiUniversitas Negeri Surabaya2
Putut Har RiyadiAffiliation unknown2
Eko SusantoAffiliation unknown2
Jati Setyo UtamiAffiliation unknown1
Khusnul QotimahAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://journal.unnes.ac.id/journals/eeaj/oai, first harvested 5 Nov 2026, last seen 8 Nov 2026.
Original metadata (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>