企业低碳行为改变路径:数字化转型对企业绿色运动品牌忠诚度的影响

IF 8 2区 环境科学与生态学 Q1 ENVIRONMENTAL SCIENCES Journal of Environmental Management Pub Date : 2025-02-01 Epub Date: 2025-01-20 DOI:10.1016/j.jenvman.2025.124057
Junyi Li, Zhengfan Xie, Yu Fu
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引用次数: 0

摘要

气候变化带来重大挑战,低碳发展成为全球必然趋势。在此背景下,打造绿色品牌已成为企业提高消费者忠诚度、保持竞争力的重要战略。本研究以2011年至2020年的沪深两市a股上市公司数据为研究对象,探讨了数字经济如何塑造体育品牌忠诚度。研究结果表明,数字经济可以显著提高体育品牌忠诚度。在这一过程中,企业的数字化转型起到了中介作用。这种效应在南方地区、非资源型城市和积极实施“宽带中国”战略的地区更为明显。这凸显了区域和政策因素在放大数字化影响方面的重要作用。该研究强调,数字化转型不仅提高了运营效率,而且迎合了消费者对创新和可持续实践的偏好,进一步巩固了品牌忠诚度。通过探索数字经济在体育商业中的具体作用,本研究为利用数字工具建立绿色和忠诚品牌提供了重要见解,为寻求将可持续性与数字战略相结合的公司提供了实用见解,并强调了适应区域方法的必要性。这项研究体现了数字经济在应对气候挑战、支持低碳发展和加强体育领域品牌忠诚度方面的变革潜力,有助于了解企业如何在快速环境变化的时代蓬勃发展。
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The path of corporate low-carbon behavioral change: The impact of digital transformation on corporate green sports brand loyalty.

Climate change poses significant challenges, making low-carbon development an essential global trend. In this context, building a green brand has become a critical strategy for companies to enhance consumer loyalty and maintain competitiveness. This study explores how the digital economy shapes sports brand loyalty, focusing on a dataset of Chinese A-share listed companies from Shanghai and Shenzhen, spanning 2011 to 2020. The findings suggest that the digital economy can significantly foster sports brand loyalty. In this process, the digital transformation of enterprises plays a mediating role. This effect is more pronounced in southern regions, non-resource cities and regions actively implementing the Broadband China strategy. This highlights the important role of regional and policy factors in amplifying the impact of digitalization. The study highlights that digital transformation not only improves operational efficiency, but also caters to consumers and their preference for innovative and sustainable practices, further cementing brand loyalty. By exploring the specific role of the digital economy for the business of sport, this study provides important insights into the use of digital tools to build green and loyal brands, offers practical insights for companies seeking to combine sustainability with digital strategies, and emphasizes the need to adapt approaches regionally. Embodying the transformative potential of the digital economy to address climate challenges, support low-carbon development and strengthen brand loyalty in the sports sector, this research contributes to the understanding of how businesses can thrive in an era of rapid environmental change.

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来源期刊
Journal of Environmental Management
Journal of Environmental Management 环境科学-环境科学
CiteScore
13.70
自引率
5.70%
发文量
2477
审稿时长
84 days
期刊介绍: The Journal of Environmental Management is a journal for the publication of peer reviewed, original research for all aspects of management and the managed use of the environment, both natural and man-made.Critical review articles are also welcome; submission of these is strongly encouraged.
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