The Role of ESG Participation in Sports Sponsorship: Enhancing Consumer Purchase Intention Through Electronic Word of Mouth (eWOM)

This study explored how fans’ perceptions of sponsor participation in environmental, social, and governance (ESG) activities influence attitudes toward the sponsor, sponsor image, electronic word of mouth (eWOM), and purchase intentions. Limited research has focused on the interactions between sports sponsorship and ESG activities. This study filled this research gap by considering the case of the Rakuten Monkeys, a professional baseball team in Taiwan, and its sponsors. Grounded in the theory of planned behavior, this study investigated how fans’ perceptions of sponsor participation in ESG initiatives affect their purchase intentions through sponsor attitudes, sponsor image, and eWOM. A total of 800 Rakuten Monkeys fans were recruited for this study, and the study hypotheses were tested using structural equation modeling. The results indicate that all investigated paths were significant. That is, fans’ perceptions of sponsor participation in ESG activities significantly enhance their attitudes toward the sponsor and sponsor image, which in turn positively influence their eWOM and purchase intentions. This study has theoretical and practical implications for enhancing brand image and consumer purchase intentions through ESG activities. The study contributes valuable insights that can be used by sports sponsors for developing marketing strategies.