football fans’ interest in and willingness-to-pay for sustainable merchandise products (data archive)

Quantitative data were collected using an online survey of football fans and spectators of Arminia Bielefeld from April to June 2022. The link to the survey was provided on the club’s social media platforms, in newsletters, and on the website of the collaborating university. Since the survey was anonymous, it is not possible to report the channel through which respondents were recruited. Overall, 1,021 respondents completed the survey and 1,019 answers could be used for the empirical analysis. The collected respondents’ characteristics and structure were discussed with club officials of Arminia Bielefeld to ensure that the sample is comparable to the perceived fan base of the club.