Exploring the evolution of suggested improvements to pro-environmental sustainability initiatives: empirical evidence from a professional sport team
Year: 2024
Type: article
Study design: Observational Study
Abstract: We examined fan feedback on a professional sport team’s (PST’s) pro-environmental sustainability initiatives, with particular attention to the extent to which these initiatives evolve. Two waves of data collection were conducted in a longitudinal perspective through an open-ended questionnaire to explore fans’ suggestions of pro-environmental sustainability initiatives that a professional sport club should promote. A total of 2,390 valid suggestions were obtained (n2020 = 1,019; n2021 = 1,371), and data were analyzed through multistep content analysis. Five broad themes emerged in the two waves of data collection: (a) sustainable venue design, (b) eco-friendly matchday operations, (c) green sponsorship activation, (d) pro-environmental communication, and (e) improving the overall matchday experience. Results suggest that it is crucial to know what sustainable initiatives PST fans consider more important and what suggestions they have to favor a more sustainable future. These results also highlight the importance of customizing PST communications and monitoring how initiatives evolve over time.
Source: Journal of Strategic Marketing
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W4405356386