Unpacking Eco-Conscious Footwear: How Brand Activism and Credibility Drive Advocacy and Usage Continuity

In the context of growing environmental concerns and the pressing need for sustainable solutions, the role of consumer behavior in driving sustainability has become increasingly critical. The fashion and sports apparel industries, known for their environmental impact, are at the forefront of this shift, with eco-friendly products gaining popularity, especially among younger consumers. This urgency is aligned with global initiatives like the Sustainable Development Goals (SDG 12), which emphasize the importance of responsible consumption and production. Younger generations, particularly Gen Z and millennials, are championing this change, increasingly demanding brand transparency, ethical practices, and environmental responsibility. As these consumers engage more with brands that reflect their values, their purchasing choices, such as opting for eco-friendly sports shoes, reflect a broader movement toward sustainable living that has far-reaching implications for businesses and the planet.

In recent years, younger generations, particularly Gen Z and Millennials, have demonstrated an increasing commitment to sustainability in their purchasing decisions. This shift is particularly evident in markets like Singapore and other parts of Asia, where studies indicate that Gen Z consumers are more likely to invest in products from companies that actively support environmental causes. For example, a 2021 study by Nielsen [1] found that 73% of global Gen Z consumers are willing to pay a premium for products that support sustainability and ethical practices. Similarly, a report from 2022 [2] highlighted that 65% of Singaporean Gen Z consumers would avoid purchasing from companies perceived as harming the environment, further emphasizing their preference for brands that align with their values. These trends demonstrate how Gen Z is influencing market dynamics by prioritizing sustainability, leading companies to reevaluate their environmental practices to cater to this influential consumer segment.

This study focuses on eco-friendly footwear since it is a relevant and important category due to the growing consumer demand for sustainable products and the urgent need for industries to reduce their environmental impact. The fashion and footwear industry significantly contributes to environmental degradation, with elevated levels of resource consumption, waste, and carbon emissions. As consumers, particularly younger generations, become more aware of the environmental footprint of their purchases, they increasingly prioritize products that align with their values of sustainability [3]. Eco-friendly shoes offer a practical solution by utilizing sustainable materials and production methods, thereby reducing environmental harm while meeting consumers' functional and aesthetic needs [4]. By focusing on this product category, this research addresses a pressing global challenge and taps into a rapidly growing market segment, making it highly relevant for brands aiming to differentiate themselves through sustainability initiatives.

The choice to focus on sports footwear in this study is driven by several factors that make this category particularly relevant for examining sustainable consumer behaviors. In the larger sports business, the sports footwear market is one of the biggest and most competitive. The global sports footwear market was estimated to be worth USD 95.4 billion in 2022, and it is projected to expand at a compound annual growth rate (CAGR) of 5.7% between 2023 and 2030 according to research [5]. A key product area in the sports sector, footwear is growing due to a mix of lifestyle changes, rising health consciousness, and advancements in sports shoe design.

Sports footwear offers a wide variety of specialized products, each designed for distinct functions, which is another reason it was selected as the focus of this study. For example, running shoes alone are subdivided into categories for sprinters, marathon runners, and even ultra-marathon runners, each requiring different performance attributes such as cushioning, stability, and support. Additionally, there are specific footwear options for activities like golf, basketball, and tennis, with each sport demanding specialized footwear for optimum performance. These variations in consumer needs create a dynamic market that offers brands numerous opportunities to cater to niche demands. However, it also introduces complexity in terms of consumer decision-making, which makes sustainability initiatives particularly valuable.

The footwear market is also less regulated compared to other sectors, such as apparel or food, which makes it an ideal category for examining the impact of sustainability on consumer behavior. As environmental concerns grow, more consumers are looking for brands that are transparent about their environmental impact, yet the lack of stringent industry regulations allows brands to position themselves more easily as eco-friendly. This creates both an opportunity and a challenge for consumers, who must navigate a marketplace that is often flooded with eco-friendly claims, many of which are not necessarily substantiated.

Given these factors, sports footwear presents a promising category for studying how sustainability impacts consumer behavior. The market is large, competitive, and diverse, with a wide range of products and a growing segment of environmentally conscious consumers. By focusing on this category, this research aims to provide valuable insights for brands looking to leverage sustainability as a key differentiator while responding to increasing consumer demand for eco-friendly products.

Currently, the eco-friendly fashion and sports apparel sectors face significant challenges, including the overwhelming influence of fast fashion, which perpetuates a cycle of overconsumption and waste. This phenomenon contradicts the principles of sustainability and creates a disconnect for young consumers who aspire to engage in mindful consumption. The desire to purchase sustainably often clashes with the accessibility and allure of rapidly produced, inexpensive alternatives, leading to confusion and mixed messages regarding responsible choices [6]. Moreover, inadequate environmental education can result in limited awareness of the consequences of consumer behaviors, affecting individuals' ability to make informed decisions that align with their values [7].

To address these challenges, brands can adopt a mindfulness perspective by implementing educational campaigns that emphasize the importance of sustainable consumption. By providing resources and information about the environmental impacts of their products, brands can empower consumers to make informed choices. Research indicates that increasing environmental awareness can lead to more consistent mindful consumption behaviors and enhance brand loyalty [8]. Additionally, integrating practices such as transparent supply chains and sustainable production methods can foster a sense of authenticity and trust, encouraging consumers to become advocates for eco-friendly brands. Thus, fostering mindfulness aligns consumer behavior with sustainability and strengthens the bond between brands and their audiences.

In recent years, researchers have increasingly explored mindful consumption, highlighting its role in promoting sustainable behavior and encouraging ethical purchasing decisions. Studies have demonstrated that consumers who engage in mindful consumption tend to have a greater awareness of the environmental and social impacts of their choices, leading to more sustainable purchasing practices [9]. However, existing literature often overlooks the specific branding elements that can enhance mindful consumption behaviors. Most research has focused on general consumer attitudes or intentions without deeply examining how brand strategies can effectively foster mindfulness among consumers. This gap presents a critical opportunity to explore how specific branding concepts can influence and enhance mindful consumption practices.

The Theory of Planned Behavior (TPB) and Self-Determination Theory (SDT) can be synthesized to provide a robust theoretical foundation for understanding mindful consumption in the context of eco-friendly footwear. TPB explains the intention, and it is well-suited to model consumer decisions based on environmental concerns and social pressures to adopt sustainable products. However, TPB alone may not fully capture the intrinsic motivations that influence sustainable behavior. This is where SDT becomes relevant, as it emphasizes the role of intrinsic motivation, particularly the need for autonomy, competence, and relatedness, which can drive consumers to make eco-conscious choices not just due to external factors but because they align with their internal values [10]. Integrating SDT into the TPB framework allows a deeper understanding of how external influences (like brand competence) and intrinsic motivations (like environmental concern and environmental knowledge) shape mindful consumption behaviors, leading to more robust brand advocacy and loyalty. This approach creates a more comprehensive model for analyzing consumer behavior, particularly among young, environmentally conscious consumers.

To address this gap, the inclusion of brand activism [11] and brand self-congruence [12] as focal variables provide a more nuanced understanding of consumer behavior in the context of mindfulness consumption. Brand-induced political activism can challenge consumption, production, policy, and ideologies, promoting brand development and positioning [13]. In contrast, brand self-congruence reflects the alignment between a consumer's self-concept and the brand, consisting of personality, beliefs, interests, social roles, aspirations, and abilities [14]. By examining these two concepts, this research can shed light on how brands can authentically engage with consumers, fostering both mindful consumption and long-term loyalty. This dual focus deepens the understanding of consumer motivations and provides actionable insights for marketers aiming to build stronger relationships with their audience in an increasingly eco-conscious market.

Including environmental concern and environmental knowledge as independent variables, alongside brand competence is essential for understanding the multifaceted nature of mindful consumption in eco-friendly footwear. Environmental concern refers to the extent to which consumers are aware of and worried about environmental issues, which directly influences their desire to engage in sustainable behaviors [15]. Customers are more inclined to look for goods that reflect their values when they care about the environment, such as eco-friendly shoes [16]. Environmental knowledge, on the other hand, empowers consumers with the information needed to make informed decisions [17]. It enhances their ability to discern genuinely sustainable products and those that merely claim to be. When combined with brand competence, the perceived ability of the brand to deliver high-quality and environmentally responsible products. These variables form a comprehensive model that captures both the emotional and cognitive aspects of consumer decision-making.

The contribution of this research is particularly novel in the context of the Indonesian market, where environmental awareness is growing but still varies significantly across different consumer segments. By integrating environmental concern, environmental knowledge, and brand competence, this study provides a deeper understanding of how Indonesian consumers engage with eco-friendly brands, particularly in the sports footwear industry. Unlike Western markets, where environmental awareness may be more established, Indonesia presents unique challenges in terms of consumer education and market readiness for sustainable products. This research can offer insights into how Indonesian footwear brands can better communicate their environmental efforts and product quality, making it relevant for local and international players looking to penetrate or expand in this market.

In the context of eco-friendly sports footwear, this survey research attempts to explore how brand competency, environmental concern, and environmental understanding impact mindful consumption, which in turn propels brand advocacy and continuous usage intention. Specifically, this study proposes a modification model. It examines the combined effects of the variables in the model on consumer behavior, focusing on how young Indonesian consumers perceive and interact with sustainable brands. By doing so, the research seeks to provide actionable insights for marketers on effectively positioning eco-friendly products and fostering stronger consumer-brand relationships with Indonesian consumers. The study's result will help brands design more effective marketing strategies that resonate with Indonesian consumers' growing environmental consciousness while ensuring their products are perceived as competent and eco-friendly.

According to Sekaran and Bougie [48], this study employs a non-probability sampling technique, meaning that not every member of the population has an equal chance of being chosen for the sample. Since the study's goal is to measure perceptions and a generalizable concept model is the intended result, this approach is frequently employed in marketing research. However, obtaining a thorough sample frame is frequently challenging [49]. In this study, the purposive sampling strategy was used. The sampling technique known as "purposeful sampling" chooses members of a population according to a pre-established target group. This approach is taken under the presumption that the chosen sample will be able to supply pertinent and essential data to meet the goals of the study. The selection of the sample is based on whether the person satisfies specified predetermined criteria or possesses the necessary information [50]. The following criteria were applied in this purposive sampling: First, the respondents continue to participate in sports, particularly marathons and golf. Second, Millennials and Gen Z are the age groups that respondents are most interested in. Third, the Greater Jakarta Area is where the respondents call home.

The variables were measured using questionnaire items adapted from prior studies, utilizing a 1-5 Likert scale: environmental concern [51], environmental knowledge [52], brand competence [53], brand ambassador credibilit [54], brand activism [55], self-brand congruence [56], mindfulness consumption [57], brand advocacy [58], and continuous usage intention [59].

The sample size or number of samples used in this study was determined according to existing recommendations. According to references, in multivariate research with a new generation, namely partial least square - structural equation modeling (PLS-SEM), it is recommended to calculate the minimum sample using the power analysis method. The software used to calculate the number of samples is G* Power [49].

In the calculation to determine the number of samples needed, G * Power version 3.1 was used. In this calculation, the medium f2 was determined to be 0.15 with a power of 90%, alpha (α = 0.05) and with the number of predictors as many as 7 variables. From the results of calculations using power analysis using the G*Power software, the results obtained were the minimum sample size needed, which was 130 respondents. The results of the questionnaires that had been distributed in this study were 271 respondents who could be used as the total sample in this study.

A panel of three professionals with expertise in digital consumer behavior and marketing assessed the face validity of the questionnaire after all items were expertly translated from English to Indonesian. Before data collection, 71 respondents participated in a readability and clarity test of the questionnaire. After making the required changes in response to their input, the final version was made available online to qualified participants, who were guaranteed the anonymity of their answers. The information gathered was only utilized for scholarly studies.

In this study, we chose to use Partial Least Squares Structural Equation Modeling (PLS-SEM) over Covariance-Based SEM (CB-SEM) for several reasons. First, our research is causal-predictive, aiming to predict the consequences of independent variables on dependent variables. We focused on evaluating the predictive power of the model using metrics such as R², Q², and CVPAT, which are well-suited to PLS-SEM. Secondly, the model's complexity, involving three independent variables, four mediators, and two dependent variables, made PLS-SEM the more appropriate choice. This method can manage complex models with many relationships and is robust even with smaller sample sizes. Initially, we had not planned to use PLS-SEM, but upon analyzing the data, we discovered that the distribution was not normal. Given that CB-SEM assumes multivariate normality, this deviation from normality led us to shift to PLS-SEM, which does not have such strict assumptions and is better suited to managing the data characteristics of our study.

In structural modeling, the simultaneous analysis of higher-order constructs (HOC) and lower-order constructs (LOC) using a reflective-reflective measurement model is crucial for capturing the complexity of consumer behavior relationships. HOCs aggregate various LOCs into a unified conceptual framework, which enhances the understanding of underlying constructs [60]. This approach provides a more detailed exploration of the interaction between emotional and cognitive factors, offering more profound insights into the drivers of consumer engagement and brand love. Becker et al. [61] argue that the disjoint two-stage method for testing LOCs and HOCs in PLS-SEM is more effective than the repeated indicators approach, as it provides a more apparent distinction between constructs, resulting in more accurate relationship estimates and better model interpretability.

Environmental concern, environmental knowledge, brand competence, brand activism, brand ambassador credibility, self-brand congruence, and continuous usage intention are the correlations evaluated in this study. Continuous usage intention and self-brand congruence have substantial associations with Brand activism, indicating a strong link. Additionally, studies indicate that strong environmental orientation promotes Brand activism. This suggests that brand activism is discouraged by disregard for environmental understanding. Additionally, there is evidence that maintaining a brand's reputation as an activist brand benefits consumers' intentions to use it consistently.

The analysis also shows that brand competence (0.804) contributes significantly to brand ambassador credibility (0.819), which in turn affects self-brand congruence (0.891). This pathway highlights the importance of a brand’s perceived competence in establishing credible ambassadors who resonate with consumer identities. The positive relationship between brand activism and brand ambassador credibility underscores the role of brand values in shaping consumer perceptions of authenticity and relevance. Hypotheses related to the direct impacts of environmental concern and environmental knowledge on brand activism are supported, illustrating that environmentally conscious consumers are likelier to align with brands that demonstrate a commitment to social issues. These findings reinforce the significance of environmental awareness and brand activism in fostering consumer loyalty and advocacy.

The novelty of this research lies in brand antecedents of mindfulness. Furthermore, it demonstrates that mindful consumption simultaneously influences both brand advocacy and continuous usage intention in the context of eco-friendly sports shoes. This finding highlights a unique dual impact where young consumers, driven by sustainability values, continue using eco-friendly products and actively promote them to others. This study underlined that, unlike traditional consumption patterns, mindful consumption reflects a deeper engagement where consumers feel ethically responsible for their choices, aligning with Self-Determination Theory [62-64]. Young consumers today, especially Generation Millennial and Z, are increasingly concerned with how their purchasing behaviors impact the environment, leading them to advocate for and remain loyal to brands that align with their values [65].

The new contribution of this study arises from the shifting trend in consumer behavior among younger generations, who prioritize quality and sustainability in their purchase decisions. In this context, mindfulness consumption goes beyond mere use; this study confirms that it translates into active advocacy as these consumers feel motivated to influence their peers and communities toward eco-friendly products. This study is consistent with previous research that shows Gen Z and millennials are currently more likely to engage in advocacy behaviors for brands that reflect their values [16], and a sense of moral obligation and environmental awareness strengthens their continuous usage intention. This dual effect highlights elements of loyalty, where advocacy is as essential as repeated purchases in building a strong brand relationship.

Since many young people place a high value on social cohesion and environmental preservation, brand activism initiatives—in this case, specifically those about the marketing of athletic footwear—help to promote conscious consumption because they align with the previously mentioned recommendations. These results support recent research that indicates brand activism is a sign of a company's willingness to engage in social issues like environmental conservation, which improves the company's relationship with customers who are more likely to act in an environmentally conscious manner. This connection, in turn, fosters a sense of shared accountability, encouraging customers to behave and think in a way that is purposeful and in line with their moral principles. However, while brand self-congruence—the alignment of the brand with the consumer's image—is significant, it could not inspire the same level of proactive activity in the direction of sustainability. According to the survey, young consumers are, therefore, more inclined to adopt mindful consumption when they perceive a company as actively supporting environmental preservation initiatives instead of using it to express who they are. This knowledge ought to help marketers see how their brand values might impact the attitudes and actions of their target audience.

This study suggests that rather than depending only on self-congruence tactics, firms hoping to promote eco-friendly behaviors—particularly in sportswear—should highlight their active position on environmental concerns. Young, environmentally conscious consumers are drawn to brands that demonstrate authenticity and a dedication to sustainability. According to the Theory of Planned Behavior, when customers' attitudes are influenced by outside norms and cues, such as brand activism, which increase their perceived behavioral control, they are more likely to conduct their plans. This change implies that activism-focused marketing tactics can more directly and significantly influence the promotion of conscious consumption, resulting in higher levels of brand loyalty and sustained engagement.

To enhance digital marketing through brand activism, companies can focus on user-generated content (UGC) by encouraging young consumers to share their sustainable practices using branded hashtags, fostering a sense of community and engagement. Partnering with eco-conscious influencers who align with the brand’s sustainability values can amplify authentic storytelling. Additionally, sustainability-focused ads highlighting the brand’s environmental efforts, such as sourcing eco-friendly materials and innovative eco-processes, can be distributed across platforms like TikTok and Instagram to match the targeted consumers.

An interesting finding of this study is that environmental knowledge has been shown to exert a more decisive influence on brand activism than mere stimulation provided by a brand ambassador because it taps directly into consumers' cognitive awareness and values. This result conforms to the theory of planned behavior [18]. Individuals well-informed about environmental issues are more likely to feel personally responsible and take actions aligned with their values, such as supporting brands that advocate for sustainability. This result is consistent with Previous Empirical research indicating that environmental knowledge heightens the internalization of eco-friendly values. Thus, consumers are more sensitive to the authenticity of a brand’s activism than they are to the external appeal of celebrity endorsements [66-67]. In contrast, while effective at attracting attention, brand ambassadors often serve as temporary stimuli that may not trigger lasting behavioral change, as they lack the depth of value alignment that environmental knowledge provides.

The implication of this finding is to understand and facilitate the critical role of consumer education in driving authentic brand activism. Companies should prioritize educational content in their digital marketing strategies, providing consumers with information on environmental issues and how their product choices contribute to sustainability. This can be done by shifting the focus from celebrity-driven campaigns to creating a knowledgeable consumer base that is more likely to engage in long-term activism and brand loyalty. By leveraging environmental knowledge, brands can build a deeper, more value-driven connection with their audience, enhancing mindful consumption and brand advocacy.

Finally, this study result indicates the positive but modest influence of brand competence through a brand ambassador on brand activism, and its subsequent impact on mindful consumption leading to loyalty reflects a pathway where consumers perceive a brand’s expertise as credible and trustworthy. Even if the direct effect of a brand ambassador is more minor, their role can still be enhanced by brand competence by personifying the brand’s values and activism efforts due to the product category related to durability. This finding aligns with a study by Xie et al. [68] that when consumers view a brand as competent and authentically engaged in activism, they are more likely to engage in mindful consumption because they trust that the brand aligns with their values. This trust fosters loyalty over time, as the brand’s activism resonates with the consumer’s ethical considerations. Thus, while brand ambassadors have a low effect on driving mindfulness, they enhance the perception of competence, which fuels activism-driven loyalty. Therefore, marketers need to be selective when choosing exemplary brand ambassadors.