"Green Marketing" Connection with the leisure services industry Hellenic Journal of Sport and Recreation Management

"Green Marketing" Connection with the leisure services industry Hellenic Journal of Sport and Recreation Management

Journal of Sport & Recreation Management
Volume 8, Issue 2
2011
Pages: 
34-46
issn: 
1791-6933
"Green Marketing" Connection with the leisure services industry Hellenic Journal of Sport and Recreation Management
Evaggelia Kontogianni & Charilaos Kouthouris

Πανε̟ιστήµιο Θεσσαλίας Τµήµα Ε̟ιστήµης Φυσικής Αγωγής & Αθλητισµού, Πανε̟ιστήµιο Θεσσαλίας

2011
Abstract: 

Gradually over the last decades the interest of people in developed countries for the environment and the negative consequences this has been due to human intervention has increased significantly (Amendah & Park, 2008). Climate change is one of the major problems encountered by unsustainable human consumption (Joshi, 2011). More and more organizations, be aware of consumer concern for the environment embody the concept of "environment" in many operations of trade agencies providing "green products and services» (Rivera-Camino, 2007). Many managers use already "green techniques" in terms of production of goods and respectively, the sales executives adopt green marketing strategies(Peattie & Crane, 2005). The mission of "green marketing" is complementary to classic marketing philosophy, meeting consumer needs for an additional important issue to improve the quality of the environment (Ottman, 2006). Recently "green marketing" has penetrated the leisure, sport and recreation industry. Except other things, it examines the influence of the environment from the spectators that participate in sport events or other recreational activities (Shank, 2002). The sports marketer does not stand indifferent in the face of negative effects on the environment from the recreational activities and the sports events, but instead try to implement similar strategies for "green marketing", providing more and more "green services" (Little & Needham, 2011). This article attempts to provide knowledge and information on what in nowadays used to called "green transition" and has caused the entry of "green marketing" in all sectors of the global market.

Keywords: 

green marketing, consumption, leisure – recreation and sport activities

Hellenic Scientific Association For Sport Management & Recreation - HSASMR a scientific non-profit organization and our purpose is the reflection and research on issues of management / marketing of sport.

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