Sport B corps and “change consumption”: navigating profit, purpose and privilege

Purpose The sport industry is being confronted by global social and environmental crises. While much is known about the Sport for Development and Peace (SDP) movement in addressing such issues, much less is known about sport B Corps (SBCs). Drawing on concepts of conscious consumption and green marketing, this study aims to critically investigate how SBCs pursue change through their commercial offerings. Design/methodology/approach The study uses an instrumental case study design. Publicly available qualitative data from a sample of 124 global SBCs was analyzed using a reflexive and iterative thematic analysis to identify their core strategies and narratives of change. Findings The results show that SBCs attempt to promote a model of “change consumption”, an activist approach where consumers participate in their socio-ecological mission, moving beyond passive conscious consumption. This is achieved through two key mechanisms: embedding circular economy principles (e.g. takeback programs, rentals) into their operations, and promoting “lifestyles of change” where sport products bridge to everyday sustainable habits. However, the analysis also reveals significant tensions, particularly regarding the accessibility and privilege associated with these premium products and lifestyles. Originality/value This study offers a novel framework of “change consumption” to forge a critical dialogue between for-profit businesses and the nonprofit SDP sector. This study illustrates the ethical tensions of accessibility and privilege in SBCs, offering a nuanced theory of market-driven social change through sport.