The path of corporate low-carbon behavioral change: The impact of digital transformation on corporate green sports brand loyalty.

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