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.
The debate on the purpose of corporations has intensified over the past decade, compelling businesses to reassess their societal roles. To effectively integrate sustainability into corporate strategies, for-profit firms are increasingly encouraged to adopt a pro-social purpose (SP).However, adopting and integrating an SP is a substantial shift that necessitates an internal push from corporate actors. In particular, due to its function of strategic decision-making, the board of directors represents a pivotal player in promoting the adoption of an SP.This research delves into the impact of board characteristics on the likelihood of adopting an SP in for-profit firms. We examined 580 European firms employing propensity score matching and logistic regression methodologies. Our findings offer initial insights on the effect of the board composition on adopting an SP. In particular, we found that cultivating the directors’ network with employees, fostering gender and age diversity, and welcoming highly qualified directors on board are key factors in facilitating the adoption and implementation of an SP in EU for-profit firms.Our study represents the first attempt to quantitatively examine the relationship between the board and SP. By doing so, we contribute to the theoretical advancement of the complementarity of corporate governance and corporate purpose. Moreover, we encourage practitioners to accrue awareness of the board characteristics that facilitate the adoption of an SP within their firms.
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