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Article

The Role of ESG Activities in Strengthening Fan Trust and Loyalty: A Societal Perspective on Sustainable Sports Business

by
Dohun Kim
1 and
Yunduk Jeong
2,*
1
Department of Sport Welfare, Korea National University of Transportation, Chungju 27469, Republic of Korea
2
College of General Education, Kookmin University, Seoul 02707, Republic of Korea
*
Author to whom correspondence should be addressed.
Societies 2025, 15(5), 119; https://doi.org/10.3390/soc15050119
Submission received: 21 February 2025 / Revised: 25 April 2025 / Accepted: 25 April 2025 / Published: 27 April 2025
Browse Figures
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Abstract

:
This study aims to establish the impact of environmental, social, and governance (ESG) activities undertaken by South Korean professional sports clubs on fan trust and loyalty. Furthermore, it examines the moderating influence of fan citizenship among these connections. Data were gathered via surveys administered to 348 spectators at matches of two professional sports clubs in South Korea that are noted for their active ESG activities. Structural equation modeling (SEM) and moderation analysis using Jamovi software (version 2.4.8) were employed to analyze the data and test the proposed hypotheses. The findings reveal that environmental and social activities significantly impact fan trust and loyalty, whereas governance activities positively influence fan trust but do not significantly impact fan loyalty. Moreover, fan trust directly impacts fan loyalty. Regarding the moderating effects, fan citizenship strengthens the relationship between ESG activities and fan loyalty but does not affect the relationship between ESG activities and fan trust. This study contributes to this research by incorporating fan citizenship as a moderating variable in exploring how ESG practices can increase fan loyalty through fan citizenship. Moreover, these findings enhance our theoretical understanding by explaining how ESG strategies are related to relationship-building processes in the sports business, and they provide practical suggestions for teams on promoting sustainability and fan engagement by focusing on specific ESG activities.

1. Introduction

In the last few decades, environmental, social, and governance (ESG) activities have become an important concept in management, which has begun to prioritize the incorporation of sustainability and social responsibilities into business strategies [1]. Based on the concept of CSR, the acronym “ESG” was first used in the 2004 United Nations report “Who Cares Wins”, which emphasized the need to consider environmental and social issues in investment decisions [2]. By 2006, the United Nations had formalized this framework with the Principles for Responsible Investment (PRI), wherein it called on investors to integrate ESG elements into their investment decisions [3]. This increased focus on ESG highlights its significance as a performance measure and strategic management tool with which organizations can improve their environmental, social, and governance reporting [4]. Companies with good ESG performance report less information asymmetry and litigation risk and enjoy the trust of stakeholders [5]. Therefore, ESG has evolved beyond a way of measuring companies’ responsibility and has become a tool for sustainable value generation in the modern world.
In the context of professional sports, ESG management has become instrumental for businesses in ensuring the sustainability of development and complying with rising consumer and societal demands [6]. Sports organizations—and, more so, professional clubs—are now being asked to do more than just win games or generate income; they are expected to have social responsibility and be relevant to society [7]. For example, activities like reducing the use of single-use plastic cups at stadiums and using clothes made from recycled materials prove how clubs are working to provide solutions to environmental challenges [8]. Such activities not only help minimize environmental impacts but also raise the profile of the club as a socially conscious entity [9]. Research indicates that these attempts also help increase fan loyalty and enhance the company’s financial outcomes as the products and services provided by the company align with the consumers’ values [10]. Given the above points, this paper concludes that as the global sports industry expands, professional sports clubs should adopt ESG principles as a core component of their strategic operations, not only to enhance their qualitative growth and competitiveness but also to foster stronger trust and loyalty among fans.
Social exchange theory can provide essential insights for evaluating the impact of the ESG activities of professional sports clubs on fans’ trust and loyalty. This theory asserts that social exchanges are mutual and reciprocal processes in which individuals or groups provide and receive rewards in response to perceived gains [11]. Through ESG activities, clubs can provide value to their fans; for example, participating in environmental and social causes may create trust as a psychological response [12]. This trust can, in turn, lead to loyalty, which may be seen as increased fan club identification and commitment [13]. Establishing social exchange theory as the framework for this research enables a richer understanding of the relationship between ESG activities and relational outcomes to ultimately enhance the theoretical and practical knowledge in sports management.
This study differs from previous studies in that the moderating effect of fan citizenship is investigated in examining professional sports clubs’ ESG activities. Fan citizenship is a type of citizenship that is based on ethical, social, and environmental concerns, and it refers to the responsibility of fans to act in an ethical, social, and environmentally friendly manner [14]. In the context of ESG activities, fan citizenship is very important as the involvement and response of fans toward the ESG practices of a sports club can enhance the perceived importance of such activities [15]. By examining the moderating effect of fan citizenship, this study not only contributes to the theoretical development but also offers managerial recommendations by enhancing our understanding of fans’ behavior toward organizations’ sustainability performance and providing guidelines for sports clubs on how to synchronize their strategies with the values of the general society.
Therefore, the purpose of this study is to examine the impact of South Korean professional sports clubs’ ESG activities on fan trust and fan loyalty, as well as the effect of fan trust on fan loyalty, by applying social exchange theory. Furthermore, the present study explores the moderating role of fan citizenship in the relationships between ESG activities and fan trust and between ESG activities and fan loyalty. By addressing these relationships, this study seeks to provide a comprehensive understanding of the mechanisms through which ESG activities influence fan perceptions and behaviors while highlighting the significance of fan citizenship as a contextual factor.

2. Theoretical Background and Research Hypotheses

2.1. Social Exchange Theory

Based on the works of Homans [16] and Blau [17], social exchange theory (SET) is one of the most well-known paradigms in the social sciences, which views social relationships as exchanges of resources between individuals. SET proposes that people form and maintain relationships as a series of interconnected acts wherein they perceive that they gain more than they lose [18,19]. Although SET was initially used to explain individual behavior, it has been expanded to explain exchanges between groups, organizations, and other entities as well as the processes and effects of such exchanges [20]. At the core of SET is the idea that trust and commitment are outcomes of this exchange process, which are developed through reliable and rewarding interactions [21]. Over time, the theory has been extended and applied to various domains, including workplace behavior, organizational justice, and, more recently, corporate social responsibility (CSR) [22,23]. For the purposes of this study, SET is particularly suitable for understanding how the ESG activities of professional sports clubs can affect fans’ trust and loyalty because, through its lens, ESG activities can be viewed as an exchange process through which clubs offer social and environmental value to elicit trust and loyalty from fans.

2.2. ESG

ESG activities serve as a benchmark for measuring the non-financial performance of companies as a part of the sustainable development concept [24]. While CSR focuses on companies’ social and ethical responsibilities, ESG goes a step further to capture environmental responsibilities, social responsibilities, and governance responsibilities. ESG activities are often discussed with the help of postulates such as stakeholder theory, according to which a firm must consider the needs of its stakeholders, including consumers, investors, and the environment, to be sustainable [25]. However, some drawbacks of ESG activities have been identified by stakeholders, although many evaluations remain favorable; thus, some argue that ESG activities enhance social legitimacy and future sustainability [26], but are costly and may not produce the desired financial outcomes while detracting from shareholder value [27]. Nevertheless, research suggests that ESG activities can generate intangible assets like trust, stakeholder satisfaction, and social capital, which enhance organizational performance and stability [28,29]. In the sphere of professional sports, ESG activities are especially important, as they give sports organizations an opportunity to demonstrate their commitment to society and the environment. These actions not only enhance the trust of fans but also align with the increasing global standard of ethical business practices; thus, they are an essential part of sports management today.

2.3. Club Trust

The concept of club trust can be defined as the level of trust that professional fans have toward a particular team or sports club. Trust has become a key concept in organizational behavior research and has been operationalized differently in different studies [30]. Chaudhuri and Holbrook [31] defined trust as firm confidence in an entity, while Mayer, Davis, and Schoorman [32] defined it as confidence in the motives/intentions of other partners and their actions and a willingness to depend on them. Moreover, Dirks and Ferrin [33] conceived of trust as the perception that the other party will act in ways that will benefit the relationship or at least will not harm it. Morgan and Hunt [34] defined trust as the willingness of the parties involved to enter exchange relationships characterized by trust and integrity, while Schurr and Ozanne [35] proposed that trust is the reliance on the promises or actions of the other party and trust in the relationship. In the context of professional sports, club trust includes fans’ trust in the team’s values and performance. It is shaped by the club’s performance, the club’s management’s relationship with the fans, and the interactions between the club and its fans. For example, fans of successful teams develop a sense of identification with the team’s successes, which, in turn, fosters pride and identification. To maintain and build trust, clubs must develop and articulate values that align with fans’ expectations and perform in a way that is consistent with these values and interactions.

2.4. Fan Citizenship

Fan citizenship can be indirectly inferred from the broader concept of consumer citizenship, which encompasses traits such as autonomy, community consciousness, and participatory spirit [36,37]. These characteristics shape consumers’ perceptions of CSR activities and prompt them to act responsibly. While previous studies have focused on general consumer behavior, their principles can be applied to sports contexts where fans exhibit citizenship behaviors through active engagement and ethical considerations in their support of clubs. Fan citizenship is not only a measure of a fan’s loyalty but also a sign of the fan’s social consciousness when choosing to support clubs that are also committed to pro-social causes [15]. This framework also proposes that fans who possess strong citizenship traits have a positive appraisal and reaction to clubs’ CSR or ESG activities, which underscores the need for the clubs to foster strong relationships with their fans.

2.5. ESG and Sustainability in Sport Management Research

In recent years, sport management’s role in the implementation of ESG practice has attracted more academic attention, part of an overall trend toward more sport industry emphasis on sustainability. Researchers highlighted how sport organizations’ engagement in ESG contributes to consumer confidence as well as long-term business competitiveness in addition to brand value [38,39]. Bai et al. [38] demonstrated that brand equity, an intangible property, is a significant intervening factor mediating the relationship between performance on ESG and the listed sport companies’ value. Similarly, in their respective studies, Myung [40] and Chou et al. [41] explained how consumers as well as sport fans perceive initiatives in ESG as credibility as well as social responsibility markers, which, in turn, induce confidence, engagement, and purchase behavior. In developmental strategy, Gerke et al. [42] created a typology of circular sport business models to promote enduring value co-creation, providing actionable advice to various actors in sport ecosystems. Tettamanzi et al. [43] explained how, in the context of the pandemic, change processes in sports in the direction of larger-scale sustainability accelerated in the football sector with heightened emphasis upon governance, particularly in terms of online innovations. There is a focus upon how ESG is used to align sponsorship with socially responsible consumption, as well as how it affects managerial decision-making under fiscal and political pressure [39]. The literature depicts a growing recognition in sport studies that the sport sector practice of ESG is central to performance in corporations as much as to stakeholder relationships. Much work remains to be conducted despite heightened attention to this area, most notably, how, in practice, such outcomes of ESG affect fans’ loyalty and trust. Therefore, this study aims to fill this gap by exploring how the relational impact of ESG is viewed by professional sport fans.

2.6. Research Hypotheses Development

Environmental activities have become a focal point in corporate sustainability strategies due to increasing global concerns about climate change, carbon emissions, and waste management. Companies that actively engage in environmentally responsible practices, such as reducing plastic usage and promoting recycling initiatives, often receive positive recognition from consumers [44]. These activities demonstrate a company’s commitment to broader societal values, strengthening consumers’ perceptions of its reliability and integrity [45]. Prior studies indicate that environmentally conscious actions are positively associated with consumer trust [46,47]. Moreover, when consumers view such practices as genuine, they are likely to form emotional bonds with the company, building stronger loyalty and intention to support it in the long term [48]. Based on this rationale, the following hypotheses are proposed:
H1-1. 
Environmental activities positively influence fan trust among South Korean professional sports fans.
H1-2. 
Environmental activities positively influence fan loyalty among South Korean professional sports fans.
Social activities, encompassing charitable contributions, community engagement, and ethical labor practices, play a pivotal role in reinforcing CSR. These initiatives are perceived as actions that address broader social issues while aligning with consumers’ ethical expectations [49]. Social responsibility efforts not only create positive associations with the organization but also foster trust through demonstrations of goodwill and accountability [50]. Empirical studies indicate that socially responsible actions improve organizational trust and identification by projecting authenticity and ethical values [51]. Furthermore, consistent engagement in social initiatives has been linked to higher levels of consumer loyalty, as it strengthens emotional connections and reinforces shared values [52]. Accordingly, the following hypotheses are formulated:
H2-1. 
Social activities positively influence fan trust among South Korean professional sports fans.
H2-2. 
Social activities positively influence fan loyalty among South Korean professional sports fans.
Governance activities focus on ensuring transparency, ethical management, and compliance with legal standards, reflecting an organization’s commitment to integrity and fairness. Effective governance builds credibility by promoting accountability and reducing perceived risks [51]. Consumers often evaluate governance practices, such as ethical leadership and financial transparency, as indicators of organizational trustworthiness [53]. Recent findings suggest that governance initiatives positively influence consumer trust, particularly when they emphasize ethics, legality, and fairness [52]. Furthermore, transparent governance fosters loyalty by reassuring consumers of the organization’s long-term stability and ethical foundations. Based on this analysis, the following hypotheses are proposed:
H3-1. 
Governance activities positively influence fan trust among South Korean professional sports fans.
H3-2. 
Governance activities positively influence fan loyalty among South Korean professional sports fans.
Recent studies have demonstrated a significant positive relationship between consumer trust and loyalty. For instance, Liang [54] found that brand trust substantially influences both attitudinal and behavioral loyalty, with a more pronounced effect on the former. Similarly, Breitsohl et al. [55] reported that trust in sellers and platforms positively affects customer loyalty toward customer-to-customer (C2C) platforms. These findings indicate that enhancing consumer trust can lead to increased loyalty, which suggests that trust-building strategies are crucial for fostering long-term customer relationships.
H4. 
Fan trust has a positive effect on fan loyalty among South Korean professional sports fans.
Fan citizenship, characterized by behaviors such as advocacy, helping, and participation, shapes how fans evaluate and respond to a club’s ESG activities. According to SET, fans are likely to reciprocate perceived value from ESG activities through trust and loyalty [20]. Fans with higher citizenship tendencies are more sensitive to ESG initiatives, viewing them as reflections of shared values and commitments; this strengthens the relationship between ESG activities and fan trust and loyalty [56,57]. Therefore, it is hypothesized that fan citizenship moderates the relationships between ESG activities and fan trust (H5-1) and between ESG activities and fan loyalty (H5-2), such that these relationships are stronger when fan citizenship is high.
H5-1. 
Fan citizenship positively moderates the relationship between a club’s ESG activities and fan trust to such a degree that the relationship is stronger when fan citizenship is high among South Korean professional sports fans.
H5-2. 
Fan citizenship positively moderates the relationship between a club’s ESG activities and fan loyalty to such a degree that the relationship is stronger when fan citizenship is high among South Korean professional sports fans.
After reviewing the available literature, the current study utilizes the conceptual framework depicted in Figure 1 and Figure 2.

3. Method

3.1. Sampling and Data Collection

We targeted spectators of Jeju United FC in the Korean professional soccer league and SSG Landers in the Korean professional baseball league, two professional sports teams in South Korea known for their active implementation of ESG management practices. Jeju United has supported several ESG projects, such as the creation of environmentally friendly recycled uniforms called “Jeju Forest”, to increase public awareness of sustainable development and environmental preservation. Similarly, SSG Landers launched “Sports ESG”, in which it set up clear PET bottle collecting bins at the stadium, created eco-friendly uniforms out of recycled materials, and promotes sustainability with marketing such as environmental quizzes and reusable tumbler promotions.
For the study procedure, outside the stadiums, surveys were administered at specific booths where two researchers and two assistant researchers thoroughly explained the study and received informed consent from the participants. A total of 370 questionnaires were distributed using a convenience sampling technique, and 348 valid replies were obtained after removing incomplete surveys. Even if convenience sampling does not guarantee the representativeness of the total population, the chosen teams were regarded as representative because of their excellent ESG practices. Regarding respondent demographic characteristics, the participants were 66.3% male and 33.7% female; most were in their 20s or 30s (32.2% in their 20s, 41.1% in their 30s, 18.4% in their 40s, and 8.3% aged 50 or older); most had graduated from university (52.1% university graduates, 29.6% with an associate degree, and 18.3% high school graduates); and household income varied (24.5% less than USD 30,000, 38.8% between USD 30,001 and USD 50,000, and 36.7% above USD 50,001).

3.2. Measure

This study included questions related to environmental activities, social activities, governance activities, fan trust, fan loyalty, and fan citizenship. All measurement scales used in this study were adapted from established academic literature and have been validated in previous research. Environmental, social, and governance activities were each measured with four items adapted from the studies of Jeon [15], Turker [58], Öberseder et al. [59], and Kang [60]. Fan trust was assessed using four items from Sirdeshmukh et al. [61] and Lin and Wang [62]. Fan loyalty was measured using items adapted from Jeon [15]. Fan citizenship was evaluated using three items from Yi and Gong [63] and Kim and Lee [64]. The survey items are provided in Table 1.

3.3. Dana Analysis

Software programs SPSS 26.0 and AMOS 26.0 were used to analyze the survey data. Frequency, correlation, and reliability analyses were conducted using SPSS, while confirmatory factor analysis (CFA) and structural equation modeling (SEM) were conducted using AMOS. The data’s moderating effects were examined using Jamovi.

3.4. Validity and Reliability

In the present study, CFA with maximum likelihood estimation was performed in AMOS to validate the dimensional structure of the measurement model. The goodness-of-fit indices for the CFA (χ2/df = 2.785, normed fit index [NFI] = 0.925, incremental fit index [IFI] = 0.913, comparative fit index [CFI] = 0.921, root-mean-square error of approximation [RMSEA] = 0.075) all fell within the suggested thresholds as outlined by Hooper et al. [65].
To establish convergent validity, we computed factor loadings, construct reliability (CR), and average variance extracted (AVE) using the measurement model. As depicted in Table 2, all factor loadings (ranging from 0.686 to 0.952) were statistically significant (p < 0.001) and exceeded the threshold of 0.50. The CR values (ranging from 0.863 to 0.968) surpassed the minimum requirement of 0.7, and all AVE values (ranging from 0.612 to 0.882) exceeded the suggested threshold of 0.5 [66]. With all CR and AVE values meeting the specified thresholds, convergent validity was established.

4. Results

4.1. Model Fit and Structural Model

We employed structural equation modeling (SEM) to explore the proposed relationships. All indicators evaluating the model’s fit indicated its adequacy (χ2/df = 2.712, NFI = 0.928, IFI = 0.915, TLI = 0.911, CFI = 0.924, RMSEA = 0.076) [65]. This model formed the foundation for evaluating Hypotheses 1-1, 1-2, 2-1, 2-2, 3-1, 3-2, and 4. As illustrated in Figure 3, our study establishes a statistically significant relationship between environmental activities and fan trust (H1-1) with a coefficient of 0.397 (p < 0.001). H1-2 is also affirmed, as our results indicate a significant and positive relationship between environmental activities and fan loyalty with a coefficient of 0.318 (p < 0.001). Additionally, consistent with H2-1, we identified a significant relationship between social activities and fan trust, with a coefficient of 0.500 (p < 0.001). H2-2 is also confirmed, as social activities exhibit a significant and positive relationship with fan loyalty (coefficient of 0.292, p < 0.001). While a significant relationship is observed between governance activities and fan trust (0.268, p < 0.001), thereby supporting H3-1, governance activities were not found to have a significant positive impact on fan loyalty, so this finding rejects H3-2. Lastly, fan trust has a significant impact on fan loyalty (coefficient of 265, p < 0.001), which supports H4.

4.2. Tests of Moderating Effect

As predicted in H5-1, ESG activities (Z = 37.710, p < 0.001) have a significant impact on fan trust, while a significant influence of fan citizenship on fan trust was not observed. In addition, their interaction did not result in a significant influence on fan trust. Therefore, we can infer that fan citizenship does not play a moderating role in the relationship between ESG activities and fan trust. Consequently, Hypothesis 5-1 is not validated (see Table 3).
As predicted in H5-2, both ESG activities (Z = 21.05, p < 0.001) and fan citizenship (Z = 5.36, p < 0.001) were found to significantly impact fan loyalty. Their interaction (Z = 2.09, p < 0.05) also demonstrates a significant effect on fan loyalty, which supports H5-2 (see Table 3). The independent variable, the moderator variable, and their interaction all display positive signs, indicating the presence of an enhancing effect. Consequently, we conducted a simple slope analysis to examine the variations in the slope between the independent and dependent variables based on the moderating variable, categorizing it into three levels: low (mean −1SD), average, and high social support (mean +1SD). The results are presented in Table 3. The analysis revealed that within all three groups (average, low, and high social support), the fan citizenship variable significantly influenced fan loyalty (Z = 20.4, p < 0.001; Z = 10.5, p < 0.001; Z = 24.5, p < 0.001).
As shown in Figure 4, the slope progressively increases from the low- to high-support groups, demonstrating that the moderating variable (fan citizenship) enhances the influence of the independent variable (ESG activities) on fan loyalty.

5. Discussion and Conclusions

5.1. Theoretical Implications

Consistent with H1-1, this study finds a positive and statistically significant connection between environmental efforts and fan trust. Similarly, the validation of H1-2 indicates that environmental actions have a significant impact on fan loyalty. These outcomes align with previous findings that environmentally responsible practices not only fulfill societal expectations but also enhance consumer perceptions of organizational integrity and reliability [40,41,42]. These findings, which are based on SET, suggest that supporters view environmental projects as mutually beneficial activities that provide social and ethical value, thereby strengthening their loyalty and trust. These results underline how including sustainable practices into South Korean sports organizations can theoretically and managerially enhance fan connections and promote long-term commitment. However, given that the sample is limited to South Korean fans and the relational effects are shaped by cultural values and fan behaviors unique to South Korea, these findings should be approached with caution in relation to other cultural or geographical settings. Similar patterns have been noted overseas where emotional attachment and brand trust drive fan loyalty and positive electronic word of mouth (eWOM) [67].
Furthermore, the results confirm H2-1 and H2-2 in that social activities are found to have a beneficial impact on fan trust and fan loyalty. These results are consistent with previous studies [43,44,45,46] and imply that by demonstrating a dedication to social responsibility, professional sports teams’ social initiatives, such as community involvement programs and charitable contributions, resonate with fans. These results are also consistent with the SET, which holds that reciprocal interactions improve relationships and produce advantages for both parties. From a theoretical standpoint, this study emphasizes how social activities help build emotional bonds with fans, which aligns with Lai et al. [68], who found that fan community membership and perceived trust significantly predict eWOM intentions in sport settings.
Moreover, the results indicate a significant impact of governance efforts on fan trust, which corroborates H3-1. This finding implies that fans’ trust and confidence are increased by open and moral governance practices such as accountability, equity, and adherence to rules. According to SET, governance operations are seen as satisfying implicit duties to stakeholders, which builds trust by fostering mutual expectations of moral conduct and honesty. However, the results do not support H3-2; that is, governance initiatives do not show a significant effect on fan loyalty. One plausible argument is that, despite being essential for establishing trust, governance procedures may not immediately arouse the emotional investment needed to maintain steadfast commitment. This finding might indicate cultural or contextual variations. For example, previous studies in Western sports settings have shown that governance openness affects both trust and loyalty, possibly due to larger fan sensitivity to ethical compliance and organizational integrity [69,70]. On the other hand, Korean supporters might give more obvious or emotionally relevant ESG activities, such as environmental campaigns or community outreach, top priority. Initiatives pertaining to governance typically function in the background and might not have the immediate emotional appeal required to sway loyalties, in contrast to environmental or social activities, which are more noticeable and emotionally impactful. Although supporters may value ethical governance, they may view it as a standard rather than a unique characteristic that encourages further advocacy or dedication. Accordingly, this study underlines the necessity for clubs to supplement governance procedures with more emotionally stimulating activities, reaffirming that while trust is a fundamental component, other motivators may be needed, such as shared ideals and deep connections, to become a source of loyalty.
Next, the results confirm H4 by demonstrating that fan trust strongly influences fan loyalty. This finding is consistent with earlier studies highlighting the critical role of trust in cultivating loyalty as a major result of ongoing relational interactions. When supporters of professional sports feel that the team consistently strives to live up to their ideals and expectations, they are more likely to form strong emotional ties and remain loyal. These results highlight the significance of trust-building tactics, indicating that trust acts as a mediation mechanism through which ESG initiatives affect fan loyalty. Practically speaking, sports teams can use this knowledge and increase fan loyalty by emphasizing open communication, moral leadership, and socially conscious actions that align with the beliefs and expectations of their supporters.
H5-1 examined the relationship between ESG activities and fan trust, in particular, whether fan citizenship moderates it. The findings indicate that while fan citizenship has no effect on fan trust and does not have a moderating effect on the interaction, ESG activities do have a significant and direct impact on fan trust. In other words, fan citizenship has little effect on the development of trust; however, ESG initiatives do have a significant effect on their own. The lack of a moderating factor suggests that fan behaviors pertaining to advocacy and engagement may not have as much of an impact on fan trust as the perceived consistency and legitimacy of ESG initiatives.
Lastly, regarding H5-2, the results reveal that fan citizenship significantly moderates the relationship between fan loyalty and ESG activities. Supporters who exhibit better citizenship—as seen by advocacy, involvement, and prosocial actions—are more likely to become even more devoted when teams conduct significant ESG projects. Because fan citizenship is a context-specific mediator in sports settings—an underexplored area in previous research—this result emphasizes this study’s original contribution. In contrast to earlier research that has focused on direct consequences, this study highlights how fans actively contribute to the impact of ESG initiatives, providing a fresh perspective on fan engagement tactics. In line with this, Ghorbanzadeh and Rahehagh [71] stress the role of online fan communities and brand attachment in shaping sport team equity. Crucially, these findings imply that encouraging fan citizenship practices can improve the efficacy of ESG campaigns in real-world applications by equipping teams with doable tactics to cultivate larger and more devoted fan bases.

5.2. Practical Implications

The findings of this study offer several strategic implications for professional sports clubs seeking to enhance fan trust and loyalty through ESG activities. To begin with, clubs need to make very deliberate choices regarding which kinds of ESG initiatives to focus on. Since environmental and social projects enhance trust and loyalty, but governance affects trust only, then perhaps clubs could place more emphasis on outward-facing or affective activities like community involvement, green projects, or athlete participation in environmental causes that their supporters can directly see and relate to. Governance projects, such as auditing or internal conformity, on the other hand, may require supporting communication plans to transform their value into real trust-building stories.
Notably, clubs need to resist promoting ESG as an all-encompassing marketing campaign. Rather, segmentation based on different levels of fan citizenship can prove more beneficial. Our results suggest that fan citizenship can maximize the impact of ESG activities on loyalty. What this means is that fan citizenship behavior, such as advocacy, volunteering, and online engagement, can be used as a strategic lever. To this effect, there is a need to have organized programs that reinforce prosocial fan behavior, such as rewarding loyalty points for engaging in sustainability initiatives or recognition of fan-driven initiatives. Online platforms, especially social media, can be used to promote such schemes and build a collective identity in adopting ESG values.
Moreover, in addition to engaging in ESG for reputation, clubs need to incorporate such behavior in their long-term value creation. Social exchange theory posits that if fans see mutual rewards in their relationship with their club in terms of, for instance, values in common or social contribution, fans are more likely to be loyal. This mechanism might be especially important in South Korea where fan loyalty is mostly shaped by collective identity and community-oriented values. Applying these consequences to other areas calls for cultural sensitivity and local validation. Hence, clubs need to present their ESG initiatives not merely as being ethical in nature but as being part of a mutual relationship with their fans whereby emotional connections are enhanced, identification is enhanced, and, ultimately, long-term patronage is derived.
Ultimately, these outcomes highlight the need to promote ESG using more deliberate and evidence-based marketing. Clubs cannot just increase the frequency of ESG-related events; they also must think about which aspects are the most attractive to their fan base, plan accordingly, and include ESG as a vital component of relationship marketing and brand identity in the evolving sports sector.

5.3. Limitations and Future Research

Despite its contributions, this study has several limitations that warrant consideration. First, we used convenience sampling of fans of two South Korean professional sports teams, which would have limited the findings’ applicability to larger populations or global settings. To improve external validity, future research should include more diverse samples not only across sports leagues but also from different countries and fan cultures to increase generalizability and cross-cultural relevance. Second, cross-sectional data, which record associations at a certain moment in time, were used in this study. However, fan loyalty and trust are dynamic concepts that can change over time. To investigate the long-term impacts of ESG initiatives and monitor shifts in fan attitudes and behavior, future studies should employ longitudinal methods. Third, although the moderating role of fan citizenship was the focus of this study, the connections examined may also be influenced by other behavioral and psychological characteristics. Therefore, future research should consider these other psychological and relational factors, such as emotional attachment and team identification, as either mediating or moderating variables, to create a more thorough framework for understanding the effects of ESG initiatives in professional sports.

Author Contributions

Conceptualization, D.K. and Y.J.; Methodology, D.K.; Software, D.K.; Validation, D.K. and Y.J.; Formal analysis, D.K.; Investigation, D.K.; Resources, D.K.; Data curation, D.K.; Writing—original draft preparation, D.K.; Writing—review and editing, Y.J.; Visualization, D.K.; Supervision, Y.J.; Project administration, Y.J. All authors have read and agreed to the published version of the manuscript.

Funding

This research received no external funding.

Institutional Review Board Statement

This study was conducted in accordance with the Declaration of Helsinki, and approved by Institutional Review Board of Kookmin University (protocol code: KMU-202411-HR-441; date of approval: 7 October 2024).

Informed Consent Statement

Informed consent was obtained from all participants involved in the study.

Data Availability Statement

Data supporting the reported results can be made available by the corresponding author upon reasonable request.

Conflicts of Interest

The authors declare no conflicts of interest.

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Societies 15 00119 g001
Figure 1. A proposed conceptual model.
Figure 1. A proposed conceptual model.
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Figure 2. The moderating role of fan citizenship.
Figure 2. The moderating role of fan citizenship.
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Figure 3. Structural model results. Note: *** p < 0.001.
Figure 3. Structural model results. Note: *** p < 0.001.
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Figure 4. A simple slope plot of the moderating variable for fan citizenship (H5-2).
Figure 4. A simple slope plot of the moderating variable for fan citizenship (H5-2).
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Table 1. Survey Items.
Table 1. Survey Items.
VariableItem
Environmental activities1This club develops and implements plans to protect the environment.
2This club uses renewable energy and eco-friendly facilities.
3This club actively recycles waste and promotes green products.
4This club organizes campaigns to raise environmental awareness.
Social activities1This club supports the local community through social contribution programs.
2This club organizes charity events and donations to support underprivileged groups.
3This club encourages employees and athletes to participate in volunteer activities to support the local community.
4This club donates funds and resources to support social and cultural development.
Governance activities1This club operates transparently by complying with laws and ethical standards.
2This club prevents corruption and misconduct through strict governance policies.
3This club ensures fairness and accountability in leadership and decision-making processes.
4This club actively discloses financial and managerial information to maintain transparency and trust.
Fan trust1I trust this club to act in the best interest of its fans.
2This club is honest and transparent in its operations.
3I believe this club keeps its promises to fans.
4This club is highly competent in managing its team and activities.
Fan loyalty1I intend to continue attending this club’s games as long as circumstances allow.
2I plan to maintain a long-term positive relationship with this club.
3I feel good about supporting this club, regardless of others’ opinions.
4I would recommend this club to others.
Fan citizenship1I believe this club has a responsibility to set a positive example in the community.
2I consider this club’s social and environmental impact when supporting it.
3I participate in campaigns and initiatives organized by this club.
4I promote this club’s socially responsible activities to others.
Table 2. Confirmatory factor analysis results.
Table 2. Confirmatory factor analysis results.
VariablesStandardized LoadingsCRAVECronbach’s α
Environmental
activities		10.9520.9680.8820.956
20.848
30.949
40.944
Social
activities		10.7860.8810.6490.866
20.820
30.732
40.826
Governance activities10.8740.9440.8080.908
20.879
30.876
40.732
Fan trust10.8050.8630.6120.711
20.738
30.705
40.686
Fan loyalty10.8810.9650.8720.948
20.901
30.902
40.953
Fan
citizenship		10.9110.9360.7850.922
20.899
30.902
40.914
Table 3. The moderating effect of fan citizenship.
Table 3. The moderating effect of fan citizenship.
Dependent VariableEstimation TypeEffectEstimateSEZp
Fan Trust
(H5-1)		ModerationESG activities0.822740.021837.710<0.001
Fan citizenship−0.012820.0172−0.7460.456
ESG activities × Fan citizenship0.008110.02150.3770.706
Fan Loyalty
(H5-2)		ModerationESG activities0.7120.033821.05<0.001
Fan citizenship0.1430.02675.36<0.001
ESG activities × Fan citizenship0.2000.03345.99<0.001
Simple slopeAverage0.7120.034920.4<0.001
Low (−1SD)0.5490.052210.5<0.001
High (+1SD)0.8750.035724.5<0.001
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Kim, D.; Jeong, Y. The Role of ESG Activities in Strengthening Fan Trust and Loyalty: A Societal Perspective on Sustainable Sports Business. Societies 2025, 15, 119. https://doi.org/10.3390/soc15050119

AMA Style

Kim D, Jeong Y. The Role of ESG Activities in Strengthening Fan Trust and Loyalty: A Societal Perspective on Sustainable Sports Business. Societies. 2025; 15(5):119. https://doi.org/10.3390/soc15050119

Chicago/Turabian Style

Kim, Dohun, and Yunduk Jeong. 2025. "The Role of ESG Activities in Strengthening Fan Trust and Loyalty: A Societal Perspective on Sustainable Sports Business" Societies 15, no. 5: 119. https://doi.org/10.3390/soc15050119

APA Style

Kim, D., & Jeong, Y. (2025). The Role of ESG Activities in Strengthening Fan Trust and Loyalty: A Societal Perspective on Sustainable Sports Business. Societies, 15(5), 119. https://doi.org/10.3390/soc15050119

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