The impact of green marketing on collective behaviour: Experimental evidence from the sports industry

Gianluca Gionfriddo, Francesco Rizzi, Tiberio Daddi and Fabio Iraldo

Business Strategy and the Environment, 2023, vol. 32, issue 8, 5349-5367

Abstract: This paper aims to investigate how supporters perceive and react to environmental messages that call for reducing the environmental impact of sporting events. Based on prospect theory, we randomly provided 1423 supporters attending football events in Europe with (1) a negative (perceived loss for supporters), (2) a neutral (no perceived gain or loss) or a (3) a positive (perceived gain for supporters) environmental message and measured their attitudes towards the message, pro‐environmental behavioural intentions and perceived consumer effectiveness. Our results reveal that supporters show traits of collective behaviour during sports events that may lower the in‐stadium effectiveness of environmental messages. The environmental commitment of the favoured sports club increases the influence of green marketing on supporters with higher levels of environmental values and knowledge, but only when they depart from a collective identity. This paper contributes to green marketing literature revealing that modelling collective behaviours of members of groups exposed to highly emotional situations should be coordinated with information and awareness‐raising campaigns in everyday life. We also contribute to the prospect theory showing that loss aversion prevails in risk‐free conditions even though it does not directly shape supporters' behavioural intentions.

Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://doi.org/10.1002/bse.3420

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bla:bstrat:v:32:y:2023:i:8:p:5349-5367

Ordering information: This journal article can be ordered from
http://onlinelibrary ... 1002/(ISSN)1099-0836

Access Statistics for this article

Business Strategy and the Environment is currently edited by Richard Welford

More articles in Business Strategy and the Environment from Wiley Blackwell
Bibliographic data for series maintained by Wiley Content Delivery ().