Effect of Eco-friendly Management of Golf Clubs on Golfers’ Behavioral Intention to Return: Green Image, Perceived Quality as Meditator and Green Marketing as Moderator

Background This study aimed to analyze the impact of eco-friendly management practices at golf clubs on golfers’ intentions to return to the respective golf clubs (hereafter referred to as ‘behavioral intention’ for conciseness) through mediating variables of green image and perceived quality. It also examines the moderating effect of green marketing on this relationship. Ultimately, the study aimed to propose effective green marketing strategies that encourage environmentally friendly consumer behaviors among golfers. Further, it sought to provide an academic foundation for the sustainable development of the golf industry and offer practical, eco-friendly management solutions for golf club operators. Methods Data were collected from 252 South Korean golfers through multiple field surveys and analyzed using frequency analysis, confirmatory factor analysis, reliability analysis, descriptive statistics, correlation analysis, and regression analysis with Hayes’ PROCESS macro. Results The findings show that, first, a green image fully mediates the relationship between eco-friendly management and behavioral intention. Second, perceived quality also fully mediates this relationship. Third, green marketing has a moderating effect on this relationship. Conclusions This study shows that golf clubs should not stop at simply implementing eco-friendly management practices but rather provide experience factors that satisfy customers’ experiences by promoting such practices effectively. Furthermore, it is important to strengthen the trust of the customers and enhance the clubs’ eco-friendly image and customers’ brand loyalty through green marketing.