The Role of Organizational Values for Sustainable Development: The Case of Forest Green Rovers and the Promotion of Plant-based Diets

Marketing ZFP Pub Date : 1900-01-01 DOI:10.15358/0344-1369-2023-2-49

Lennart Pape, Ingo Höhn, Kyle S. Bunds, Joerg Koenigstorfer

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引用次数: 1

Abstract

The study aims to explore the role of a professional sport team’s organizational values to promote the consumption of plant-based diets among fans. The case study focuses on Forest Green Rovers, a football club with a strong mission to sustainable development. First, a document analysis (44 documents, 56,057 words in total) was conducted to explore the development of sustainable organizational values and how the sport organization markets their values towards fans. The findings reveal that Forest Green Rovers was able to overcome concerns regarding their sustainability approach and was successful in implementing sustainability in the value system of both the organization and the stakeholders, thereby stimulating behavioural change. Second, a survey of Forest Green Rovers fans (n = 107) reveals that the adoption of a plant-based diet by fans is positively associated with team value internalization, which relates positively with fans’ intention to eat plant-based foods in the future. Thus, internalization of organizational values may play a crucial role for promoting future sustainable actions among individual customers.

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组织价值观在可持续发展中的作用:以森林绿色漫游者和植物性饮食的推广为例

本研究旨在探讨专业运动队的组织价值观在促进球迷食用植物性饮食方面的作用。案例研究的重点是Forest Green Rovers，一个以可持续发展为使命的足球俱乐部。首先，通过文献分析(44篇文献，共56057字)来探讨可持续组织价值观的发展以及体育组织如何向球迷推销其价值观。研究结果表明，Forest Green Rovers能够克服对其可持续性方法的担忧，并成功地在组织和利益相关者的价值体系中实施可持续性，从而刺激行为改变。其次，对Forest Green Rovers球迷(n = 107)的调查显示，球迷采用植物性饮食与球队价值内化呈正相关，而球队价值内化与球迷未来食用植物性食物的意愿呈正相关。因此，组织价值的内部化可能对促进个体顾客未来的可持续行动起着至关重要的作用。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Marketing ZFP

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