Going green in road races: enhancing runners’ green brand loyalty – the roles of green brand positioning, attitude and identification

Purpose This study develops a theoretical framework to explore the influence of green brand positioning on green brand loyalty, examining the mediating effects of green brand attitude and identification. Design/methodology/approach Employing an empirical approach, the study administers a questionnaire survey to 546 runners at a road race conducted in New Taipei City, Taiwan. Structural equation modeling is employed to validate the research framework. Findings The empirical results demonstrate that green brand positioning directly enhances green brand attitude and identification. High green brand attitude and identification lead to favorable green brand loyalty. Thus, the relationship between green brand loyalty and positioning is mediated by green brand attitude and identification. Practical implications To foster green brand loyalty, road race organizations can undertake efforts to enhance the brand positioning of their events. Originality/value Few studies have assessed green branding from the perspective of sports participants. This study develops a research framework of green brand loyalty through the lens of runners to address this research gap. The findings show that effective market segmentation strategies are crucial for attracting participants in highly competitive event markets. The findings advance the research field by considering green brand positioning, attitude and identification as factors for improving green brand loyalty.