An AHP-Based Framework for Sustainable Market Innovation in Sports: Prioritizing Key Factors for Sports Market Sustainability
DOI:
https://doi.org/10.66635/5x71qh85Keywords:
Sustainable Market Innovation, Sustainability in Sport, Sustainable Sports Marketing, Green Consumer Behavior, Sports Market Sustainability, Analytic Hierarchy Process (AHP), Fan Engagement, Athlete Leadership, Corporate Social Responsibility (CSR)Abstract
Purpose: This study aims to prioritize the key factors that enable the integration of sustainability into sports culture. By applying the Analytic Hierarchy Process (AHP), the research systematically evaluates and ranks cultural, organizational, and structural drivers that influence how sustainability can be embedded within the sporting ecosystem. The study also contributes to sustainable market innovation in the sports sector by linking sustainability integration with green branding, consumer engagement, and market-oriented value creation.
Design/Methodology: The study employs the AHP methodology to assess the relative importance of sustainability integration factors. Experts provided pairwise comparisons of identified factors, and the resulting judgments were normalized to calculate their relative weights and overall ranking.
Findings: The analysis reveals that Athlete Advocacy and Leadership (AAL) and Fan Engagement and Education (FEE) are the most critical drivers of sustainability integration. These findings show that athlete advocacy and fan engagement can strengthen green consumer behavior, build trust, and improve market acceptance of sustainable sports products, services, and event practices. Sustainable Product Design (SPD), Corporate Social Responsibility (CSR), and Sustainable Infrastructure and Event Management (SI) rank moderately as supportive enablers.
Implications/Originality: The findings offer practical guidance for sports brands, event managers, sponsors, and policymakers seeking to promote sustainable market innovation through athlete-led campaigns, fan education, CSR initiatives, and responsible infrastructure.
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