German Marathon Runners’ Opinions on and Willingness to Pay for Environmental Sustainability

Abstract

Research on sustainability and/in sport and, specifically, on the ecological aspects of participatory sporting events is still very scarce despite the recognition these topics have received by actors like, for instance, the European Commission and the United Nations. Against this backdrop, this paper sheds light on a field that is virtually uncharted in academic research, which is the environmental attitudes and willingness to pay for environmental sustainability of participants in participatory sporting events in Europe. In collaboration with the organizer of the Frankfurt Marathon, a study was conducted with a specific focus on German (speaking) marathon runners. In total 1764 data sets were collected with a German (1455 respondents) and an English (309 respondents) online questionnaire. Very insightful descriptive analyses showed that the awareness for the issue of sustainability and sport is still low and that ecological initiatives only have a medium influence on the evaluation of a marathon event. Nevertheless, particularly the German-speaking respondents indicated a high willingness to pay for environmental sustainability in general and for specific measures that can enhance the environmental friendliness of a marathon event, in particular. As will be discussed in the paper, these insights have important managerial implications and are a valuable basis for further research in this evolving field.

Motivation and Eco-Attitudes among Night Runners during the COVID-19 Pandemic

“…However, these results are confirmed by Ren et al [61], which indicates that people most often run around urban spaces, albeit those with a typical topography or a good climate or air quality. In addition, Könecke et al [62] noted that runners are even showing a willingness to pay for environmental sustainability, which can increase the environmental friendliness of organised runs. Our results showed that most of the respondents rated their mental health as being good, which is in line with studies by Oswald and colleagues [8], although researchers also emphasise some associations with adverse mental health (such as exercise addiction).…”

Investigation of sports consumption behaviors of faculty of sports sciences students according to different variables

“…should be rewarded with higher prices (Hustvedt & Bernard, 2010). Könecke et al (2021) found that runners are willing to pay higher participation fees depending on whether an event is socially and environmentally sustainable. Activity consumption in sports refers to actively or passively benefiting from sporting activities.…”

Let's run green! Impact of runners' environmental consciousness on their green perceived quality and supportive intention at participatory sport events

“…However, despite the considerable progress made in understanding and addressing environmental impacts, critical knowledge gaps exist, which warrant further exploration. For example, related studies have primarily examined environmental sustainability in the context of mega sport events, such as the Olympic Games, with comparatively little research on participatory sport event (Chiu et al, 2016;Hahm et al, 2021;K€ onecke et al, 2021;Taks et al, 2015). Participatory sport events are unique in their scale, scope, and participants, often involving large numbers of individuals engaging in various sport activities, including running events, marathons, cycling races, and triathlons (Mascarenhas et al, 2021).…”

“…Moreover, few studies have focused on the perceptions and behaviors of event attendees and participants in terms of sustainable practices at participatory sport events (Han et al, 2015;Wicker and Thormann, 2022). In addition, limited empirical research has examined the factors that determine the willingness of event attendees and participants to support and engage in pro-environmental actions during participatory sport events (K€ onecke et al, 2021;Tobler et al, 2012). Event participants are key stakeholders in the success of sustainable practices at sport events, and understanding their perceptions and behaviors is essential for effective implementation.…”

“…, 2015; Wicker and Thormann, 2022). In addition, limited empirical research has examined the factors that determine the willingness of event attendees and participants to support and engage in pro-environmental actions during participatory sport events (Könecke et al. , 2021; Tobler et al.…”