Purpose
The project aims to shed light on how sport organizations can engage ethically and transparently in communication and marketing of environmental sustainability.
Project description
To operationalize the project’s aim and objectives, a synthesis of current literature on environmental sustainability communication in sport and beyond will first be conducted, to offer an overview of the current status of sport industry practices and claims relating to environmental sustainability signaling.
In-depth interviews with marketing and communications staff in international sport organizations will be conducted, to make sense of professionals’ current understanding of environmental sustainability signaling.
Finally, a framework to guide ethical environmental sustainability signaling will be developed, to best support organizations in their efforts to communicate environmental sustainability messages that are ethical and adhere to current organizational initiatives