Understanding fans’ responses to sustainability: a segmentation of sport event goers’ pro-environmental intentions and behaviours

It is widely argued that sport can be a tool to market environmental sustainability both through and within it, yet there exists a notable gap between individuals' environmentally friendly interests and actions in and around sport. In this study, we centre on sport event goers in an attempt to better study and segment them, based on their pro-environmental intentions and behaviours, in order to better identify how future marketing communication campaigns on environmental sustainability could be better tailored and targeted to each segment. Quantitative data collected through an online survey during a football match (n = 578) are analysed for patterns to be identified, before a cluster analysis is conducted. Three distinct clusters are identified, each pointing to a different form of the value-action gap. The segmentation profiling obtained through this study illustrates the differences among individuals that need to be understood first, before environmental sustainability campaigns are...