Fans' perceptions of pro-environmental sustainability initiatives in sport and triple bottom line benefits

Ricardo Roseira Cayolla, Marco Escadas, Rui Biscaia, Timothy Kellison, Joana A. Quintela, Teresa Santos

Research output: Contribution to journalArticlepeer-review

8 Citations (SciVal)

Abstract

Purpose: The purpose of this research is to examine fans' perceptions of pro-environmental sustainability initiatives promoted by a professional sport club and the ensuing effects on a triple bottom line (TBL) approach (i.e. fans' socially, environmentally and economically favourable behaviours). 

Design/methodology/approach: Data were collected in two different steps using an online self-administered questionnaire (n1 = 1,043; n2 = 2,167) distributed to fees-paying members registered in the club's database. The analysis was carried out though structural equation modelling. 

Findings: The results indicate good psychometric properties of the scale used to measure fans' perceptions of a club's pro-environmental sustainability initiatives (perceptions of pro-environmental sustainability initiatives in sports; p-PESIS). Additionally, there is a positive effect of p-PESIS on fans' social behaviours as well as on their daily environmental actions. Furthermore, p-PESIS also shows a positive effect at improving fans' economic activities towards the club. 

Originality/value: Extending previous research, the authors tested a scale to measure fans' responses to pro-environmental sustainability initiatives in sport and examined their links to the TBL dimensions. Pro-environmental sustainability initiatives in sport benefit not only the club itself (by reinforcing fans' activities with the club) but also society as a whole, as it can promote fans' conscientiousness and likelihood to behave in environmentally and socially favourable ways.

Original languageEnglish
Pages (from-to)395-421
Number of pages27
JournalInternational Journal of Sports Marketing and Sponsorship
Volume24
Issue number2
Early online date24 Jan 2023
DOIs
Publication statusPublished - 3 Apr 2023

Keywords

  • Consumer behaviour
  • Corporate social responsibility
  • Football
  • Marketing
  • Sport ecology
  • Stakeholder theory

ASJC Scopus subject areas

  • Business and International Management
  • Finance
  • Marketing

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