This study addresses this gap by positioning ESG practices as strategic drivers of consumer engagement and pro-environmental behavior in leisure sport contexts, particularly within golf course operations.

From the perspective of the Natural-Resource-Based View (NRBV) of the firm (Hart, 1995), ESG-aligned practices are not merely operational choices but constitute key strategic resources that can create sustainable competitive advantage. According to NRBV, firms that develop capabilities for pollution prevention, product stewardship, and sustainable development can simultaneously achieve environmental and economic performance (Alkaraan et al., 2024). In the case of golf course operations, environmental capabilities such as efficient water management, ecosystem restoration, and biodiversity conservation enhance the organization’s legitimacy and public trust (Lee and Kwon, 2024)—critical assets in service-based leisure industries. These findings align with the recent empirical work by Han and Niu (2023), who applied NRBV in a sports sustainability context and confirmed that eco-friendly facility practices significantly influence revisit and recommendation intentions.

Eco-friendly management, situated within the broader paradigm of Environmental, Social, and Governance (ESG) practices, reflects an organization’s strategic approach to reducing its environmental impact while fostering social inclusion and transparent governance (Mishra, 2023). In the context of golf, this translates into operational practices such as pesticide-free turf maintenance, integrated pest management, installation of renewable energy facilities (e.g., solar panels for clubhouse power), and use of reclaimed or rainwater for irrigation. ESG management in the golf industry encompasses three primary domains: environmentally responsible operations (e.g., organic turf care, renewable energy use), inclusive service access (e.g., community equity in course participation), and institutional transparency (e.g., third-party certifications such as GEO Certified and ISO 14001) (Goodland and Daly, 1996; Maloni and Benton, 1997; Korea Sustainability Investing Forum, 2022).

Given the growing visibility of ESG-oriented operations in the golf industry, it is essential to understand how such practices are perceived by consumers and how they shape behavioral outcomes. This study adopts a Resource-Based Perspective and the ESG management framework to empirically investigate how eco-friendly practices implemented by golf courses elicit consumer responses, such as revisit intention, recommendation, and pro-environmental behavior.

The Neo-Environmental Paradigm (NEP) offers a conceptual lens through which consumers’ pro-environmental worldviews are understood (Dunlap and Van Liere, 1978). From this perspective, green image functions as an interpretive filter shaped by eco-management visibility, linking corporate environmental actions to cognition and emotion—for example, via consumer trust and emotional alignment. When golf courses engage in visible sustainability initiatives—such as attaining GEO Certification or publishing environmental performance reports—they reinforce trust and emotional alignment with ecological values (Chen, 2010).

Recent research in leisure and tourism supports this mechanism: in hospitality, Huyen et al. (2025) found green image enhances trust and goodwill, indirectly increasing revisit intention, while Lin et al. (2025) demonstrated that green image mediates relationships between sustainable service provision and customer loyalty in eco-resorts. Building on this framework, the current study posits that green image operates as a mediator—rather than a direct predictor—translating eco-management practices into behavioral outcomes such as return visits and brand advocacy, through a cognitive-affective pathway (Babiak and Trendafilova, 2011).

In the service sector, service quality is often understood as the outcome of objective or process-based assessments, such as reliability, responsiveness, and professionalism (Grönroos, 1984; Parasuraman et al., 1988), whereas perceived quality refers specifically to the subjective evaluation formed by consumers based on their personal experiences and expectations. In the context of golf, eco-friendly practices—such as pesticide-free turf maintenance and solar-powered facilities—not only enhance the experiential value but also signal high service standards. These practices foster consumer trust, reinforce perceptions of professionalism, and ultimately drive satisfaction, loyalty, and behavioral commitment. In sports settings, where hedonic and experiential dimensions are central, environmental attributes have become increasingly influential in shaping perceived service quality (Lee, 2022).

Recent empirical studies support the mediating role of perceived service quality in sustainability contexts. For example, Zareh et al. (2023) found that eco-friendly initiatives in leisure resorts enhanced tourists’ perceived service quality, which in turn led to stronger revisit intention and satisfaction. Similarly, Kim (2021) demonstrated that sustainable facility management positively shaped perceived quality and behavioral responses among sports venue users.

Building on these insights, this study proposes that perceived quality functions as a mediating mechanism linking eco-friendly management to golfers’ behavioral intentions, by strengthening consumers’ evaluations of service excellence.

Green marketing facilitates consumer awareness of sustainability initiatives and shapes perceptions of brand authenticity (Huang and Guo, 2021; Rahman and Nguyen-Viet, 2023; Rana et al., 2025; Sujanska and Nadanyiova, 2024). It serves as a moderator that can either strengthen or weaken the impact of ESG practices on consumer intentions. As such, when green marketing is perceived as authentic and aligned with consumer values, its enhanced visibility and credibility amplify the effects of eco-friendly management by increasing the salience of these practices in consumers’ minds—therefore functioning as a moderator rather than a mediator (Kumar et al., 2021; Tan et al., 2025). When green marketing is perceived as authentic and consistent with consumer values, it heightens brand credibility, facilitates recognition of ESG efforts, and ultimately magnifies behavioral responses such as loyalty or purchase preference (Li and Kim, 2025; Ünal et al., 2024).

Recent studies support this moderating role across industries—for example, in the hospitality industry, Lee et al. (2019) found that green promotional practices strengthened the link between eco-certifications and guest satisfaction, and in retail, Kumar and Basu (2023) showed that eco-label visibility moderated the relationship between sustainable pricing and consumer purchase intention. Accordingly, this study hypothesizes that green marketing positively moderates the relationship between eco-friendly management and behavioral intentions by enhancing the perceived relevance and trustworthiness of corporate sustainability efforts.

Corporate Social Responsibility (CSR) has long been recognized as a key element of corporate sustainability. Sustainability, according to Goodland and Daly (1996), encompasses economic, social, and environmental dimensions, with the environmental aspect increasingly gaining traction due to global regulations and public demand (Usman et al., 2024). In the context of golf services, eco-friendly management manifests as visible efforts aligned with ESG values, directly influencing how consumers form behavioral intentions (Myung, 2024).

In the context of golf services, eco-friendly management—such as pesticide-free turf care, water reuse systems, and renewable energy integration—may positively shape consumers’ behavioral intentions by influencing individual psychological processes as described in the Natural-Resource-Based View (Hart, 1995). Specifically, these visible environmental practices may foster favorable attitudes (by increasing moral satisfaction), strengthen subjective norms (through social endorsement of green behavior), and enhance perceived behavioral control (by providing accessible green alternatives), thereby increasing the likelihood of revisits, recommendations, and loyalty (Terason et al., 2022; Wang and Butkouskaya, 2023).

While classical literature often addresses CSR’s impact on corporate performance (Maloni and Benton, 1997; Zhu and Sarkis, 2004), recent studies have begun to explore how environmentally responsible practices influence consumer behaviors. In the context of tourism and hospitality, research indicates that such practices foster positive attitudes and behavioral intentions, such as revisit likelihood and recommendation (Han et al., 2010; Li et al., 2022). For instance, Zarei et al. (2024) found that customers’ perceptions of eco-friendly practices in leisure settings positively influenced their pro-environmental behavioral intentions through emotional and normative engagement.

These insights are highly relevant to the golf sector, where natural surroundings and sustainability are core service attributes. Given that golf courses often operate in ecologically sensitive environments, visible efforts toward sustainability may enhance customer satisfaction, loyalty, and willingness to revisit, making eco-friendly management a vital factor in shaping golfer behavior.

Green image is defined as the extent to which consumers perceive an organization as environmentally responsible (Alam and Islam, 2021). According to Moffitt (1994), organizational image results from intentional positioning and public perception. Sharma and Bansal (2013) found that visible commitment to environmental responsibility enhances organizational appeal and trust. In this context, green image acts as a cognitive filter that enables consumers to interpret eco-friendly management as aligned with their personal values.

Joo and Lee (2024) demonstrated that ESG activities in sports contexts improve green image and customer retention. Particularly in the golf industry, where consumers often associate course aesthetics and maintenance with brand image, eco-friendly practices—such as chemical-free turf and energy-efficient facilities—could strengthen green image and indirectly increase behavioral intention. Recent international studies further support this mediating mechanism. For example, García et al. (2017) found that green image significantly mediated the relationship between sustainable practices and customer loyalty in the hospitality sector, emphasizing its role in translating environmental values into behavioral outcomes.

Similarly, Setiyarini et al. (2022) demonstrated in a tourism context that consumers’ perception of eco-friendly branding enhanced brand image, which in turn increased revisit intentions and emotional brand attachment. These findings suggest that in service environments where environmental cues are salient—such as golf courses—green image can serve as a powerful mediator that transforms operational sustainability into attitudinal and behavioral commitment.

Perceived quality refers to the customer’s judgment of the overall excellence of a product or service. Perceived quality is described as the result of comparing customer expectations with perceived performance (Grönroos, 1984). This concept is particularly salient in service-oriented sectors like golf, where consumer evaluations are shaped by both tangible (e.g., course conditions) and intangible (e.g., environmental values) elements.

In the sports industry, recent research supports the idea that eco-friendly management enhances perceived service quality by improving environmental integrity, facility hygiene, and service professionalism. For example, Cuesta-Valiño et al. (2021) found that sustainability initiatives in sports facilities positively influenced users’ evaluations of quality and safety, leading to greater satisfaction and loyalty. Similarly, Liu et al. (2024) demonstrated that spectators’ perception of environmental responsibility in events significantly enhanced their perceived event quality, which in turn increased their intention to revisit.

Eco-friendly management may enhance perceptions of cleanliness, professionalism, and credibility. These improved perceptions of quality can, in turn, reinforce golfers’ intentions to revisit or recommend the venue.

Green marketing refers to promotional efforts that highlight a company’s commitment to sustainability through product development, communication, and distribution strategies (Peattie and Crane, 2005). Effective green marketing informs consumers about the company’s environmental initiatives, enhancing the perceived value of those efforts and fostering deeper behavioral engagement (Kotler and Armstrong, 2003).

Critically, green marketing may act as a moderator by amplifying or attenuating the effect of eco-friendly management on behavioral intention. When a golf club actively communicates its green practices—through promotional campaigns, eco-certifications, or signage—customers are more likely to perceive those actions as credible and compelling (Jain and Kaur, 2004; Papadopoulos et al., 2010). Without such visibility, the behavioral impact of eco-friendly management may be diluted.

Recent international research supports this moderating role. For instance, Nosrati et al. (2024) demonstrated that eco-label visibility enhanced the relationship between environmental practices and customer engagement in green hospitality settings. These findings suggest that strategic green marketing communication can heighten the effectiveness of eco-friendly management in the context of recreational services such as golf.

Accordingly, the conceptual research model proposed in this study is presented in Figure 1.

This study was approved by Public Institutional Review Board designated by Ministry of Health and Welfare (No. P01-202409-01-007) on January 9, 2025. All methods performed in studies involving human participants were in accordance with the ethical standards of the Institutional Review Board of Public Institutional Review Board designated by Ministry of Health and Welfare and with the 1964 Helsinki declaration and its later amendments or comparable ethical standards. Informed consent was obtained from all individual participants included in the study during the period of January 10 to February 20, 2025.

The participants of this study were South Korean nationals aged 19 and older who had visited a golf club and engaged in golf activities in the past year. A convenience sampling method, a type of non-probability sampling, was employed. The survey was conducted for 2 months, by directly visiting six locations that had responded to an initial survey to determine which local facilities would be willing to participate: two golf clubs, three golf practice ranges, and one screen-golf facility in the metropolitan area of South Korea. Information sheets explaining the study were displayed, and individuals interested in participating were recruited. The survey was administered only to those who consented after we had explained the study to them. These self-administered surveys were collected immediately upon completion. Surveys with incomplete or poor-quality responses were excluded from the analysis.

Although the survey was conducted entirely in South Korea and the items were administered in Korean, we implemented a rigorous cultural adaptation process to enhance the measurement validity. All original measurement instruments were developed in English, and the Korean version was professionally translated by a bilingual expert with domain-specific knowledge. A separate bilingual translator, blinded to the original, independently back-translated the items into English. The research team reviewed and reconciled any discrepancies between the source and back-translated versions to ensure conceptual equivalence. Furthermore, the Korean items were examined for cultural relevance, including locally meaningful expressions, behavioral patterns, and perceptions of eco-friendly practices in the context of South Korean golf consumption.

While this study was geographically limited to South Korea, we identified several cultural and behavioral characteristics—such as heightened consumer sensitivity to ESG branding and eco-certified services—that are increasingly common in other developed markets. Therefore, the insights drawn from this research may offer implications for eco-friendly management strategies in global golf settings as well.

In this study, the sample size required for the analysis of mediating and moderating effects was assessed to ensure statistical adequacy. Following the method outlined by Lee (2016), the G*power 3.1.9.7 program was utilized to calculate the required sample size with an effect size of 0.15, a significance level of 0.05, a power of 0.95, and a total of 8 predictors (including control variables, independent variables, moderating variables, and interaction terms). The results indicated that the minimum required sample size was 160 participants. However, considering a 30% attrition rate, it was determined that a final sample size of at least 208 participants would be necessary. Therefore, the study collected a total of 260 completed surveys.

A total of eight such surveys were removed, resulting in a final sample size of 252 respondents. Table 1 presents the characteristics of the participants.

Before conducting the survey, examples of eco-friendly management practices at golf clubs were presented to the participants, as shown in Table 2.

Measured variables comprised eco-friendly management practices, behavioral intentions, golf club image, and green marketing. All items were structured on a 7-point Likert scale. Additionally, golfers’ demographic characteristics were assessed by gender, age, educational background, golfing experience, and number of visits.

The Eco-friendly Management Scale are evaluations of the environmental protection activities of golf clubs, efforts to establish protection plans and practice environmental protection, and operation of dedicated departments for environmental protection and strategies for environmental management involving investments and actions (Korea Corporate Governance Service, 2024; Lee, 2022; Park and Han, 2021). This was structured as a single-factor construct comprising six items. For this study, higher scores on the 7-point Likert scale indicate greater efforts by the golf club in their eco-friendly management.

The Behavioral Intentions Scale measures to determine the participants’ willingness to revisit a golf club that engages in eco-friendly management. Kerstetter et al. (2004), Thapa (2010), and Chiu et al. (2014) set a framework within the eco-friendly consumption section of behavioral intention that aligns with behaviors after visiting golf clubs. This was structured as a single-factor construct comprising four items. In this study, higher scores on the 7-point Likert scale indicate a greater willingness to revisit the golf club with eco-friendly management.

The Green Image Scale refers to the eco-friendly image of the golf clubs. It was refined with reference to the measurement scale used by Hou (2024) who confirmed the corporate image, and in line with the golf image used by Lee and Kang (2016), and Panthasupkul and Phromphithakkul (2021). This was structured as a single-factor construct comprising seven items. In this study, higher scores on the 7-point Likert scale indicate a more positive image of golf clubs.

The Perceived Quality Scale measures the level of satisfaction that golfers feel regarding the quality of their experiences at a golf club. We adapted the scale used in Lee and Hwang (2014), based on the studies of Chen and Chen (2010) and Otto and Ritchie (1996), to best fit golfers. This was structured as a single-factor construct comprising four items. In this study, higher scores on the 7-point Likert scale indicate a higher quality of golf clubs.

The Green Marketing Scale refers to the golfers’ direct experiences of green marketing by golf clubs. Green marketing variables from studies by Reddy et al. (2023), and Javed et al. (2024) were adapted to fit the context of golf clubs. This was structured as a single-factor construct comprising three items. In this study, higher scores on the 7-point Likert scale indicate a more positive response to green marketing by golf clubs.

Data were analyzed using IBM SPSS Statistics 27.0. First, frequency analysis was conducted to identify the demographic characteristics of the respondents. Second, convergent validity and discriminant validity were analyzed with confirmatory factor analysis (CFA) through unidimensionality verification to check the validity of the survey. Third, to assess the reliability of each factor, internal consistency was tested using Cronbach’s α. Fourth, following the suggestion by Dabholkar et al. (1996), mediation and moderation analyses were conducted using HAYES’ macro model to apply a partial distribution model, which divides the total sum of the constructs of each variable used in the study by their averages.

To verify the validity of the scale that measured multiple items, this study conducted confirmatory factor analysis (CFA). The input data for the model testing was based on the correlation matrix. The convergent validity and discriminant validity were verified before verifying the overall fit of the research model.

To test Hypothesis 1, a simple linear regression analysis was conducted by using the SPSS program. To verify H2 and H3, the mediating effect was analyzed with PROCESS macro model 4 by Hayes (2013). The bootstrapping method with 5,000 iterations was used to verify the mediating effect. In addition, to verify H4, the moderating effect was analyzed with PROCESS macro model 1. Following the suggestions of Aiken and West (1991), conditional effects were examined to explore the moderating effects in detail.

Future research should consider conducting comparative analyses across different types of golf facilities—such as full-scale golf clubs, practice ranges, and screen-golf venues—to explore how the nature of the service environment moderates perceptions of eco-friendly management. Such multi-group comparisons would offer deeper insights into the contextual sensitivity of green practices and may reveal distinct consumer response patterns that remain obscured in aggregate-level analyses.

As eco-friendly management and green marketing are broad concepts, future studies should define and distinguish the specific factors of eco-friendly management and green marketing. For instance, eco-friendly management factors can be distinguished as energy conservation, waste management, and ecosystem protection, and various green marketing strategies may be distinguished into customer-focused eco-friendly campaigns, sales of green products, and the provision of sustainable services. By doing so, each factor’s role and influence can be individually assessed, contributing to the enhancement of the paper’s empirical validity.

The moderating effect of green marketing may not be uniform across all consumer groups; rather, it is likely to vary depending on an individual’s level of environmental awareness. For instance, the effects of eco-friendly management and green marketing may differ between groups with high environmental awareness (High Environmental Awareness Group) and those with low environmental awareness (Low Environmental Awareness Group). Future research should consider conducting group-based analyses based on varying levels of environmental awareness.

The impact of eco-friendly management and green marketing on consumer behavior may also be influenced by cultural and regional factors. Therefore, future studies should explore cross-cultural comparisons (Cross-Cultural Study) or urban versus rural studies (Urban vs. Rural Study) to analyze how the effects of eco-friendly management differ based on environmental and cultural contexts.

Further studies may consider adopting a longitudinal research design to examine whether the moderating effects of green marketing continue over time. That is, it is important to analyze what long-term changes are brought about to consumers’ eco-friendly behaviors by the eco-friendly management of golf clubs and whether green marketing produces temporary effects or yields sustained influence. By doing so, whether green marketing drives positive behavioral intentions in the long run can be assessed.

Finally, it would be favorable to use diverse data collection methods, such as questionnaires, observational studies, in-depth interviews, and field investigations, to analyze in depth the mediating effects of golfers’ eco-friendly behavioral intentions and the green image of golf clubs. Employing a mixed methodology to collect both quantitative and qualitative data would enable a more comprehensive analysis of the research problem, further strengthening the reliability and robustness of findings.