Paper Title
STRATEGIC ASPECTS OF SUSTAINABLE PURCHASING OF SPORTS FOOTWEAR: CONSUMERS’ PERSPECTIVE

Abstract
As sustainability becomes a central pillar of modern business strategy, understanding the consumer’s role in driving sustainable innovation is increasingly important. This paper explores how consumer preferences and behavior influence the development and positioning of sustainable sport footwear products. Drawing on consumer behavior theory and strategic management literature, this paper analyzes how environmental awareness, value-based decision-making, and lifestyle alignment influence market trends and brand strategies in the sports industry. By examining sustainability initiatives from both multinational corporations and emerging sports brands, the paper highlights strategic approaches to embedding eco-consciousness into product design and branding. The aim is to offer a theoretical foundation and practical insights into how businesses can align sustainability with competitive advantage, contributing to a more responsible and adaptive global market. Keywords - Consumer Behavior, Sports Footwear Industry, Strategic Marketing, Sustainability.