AMATEUR RUNNERS’ WILLINGNESS TO PAY FOR SUSTAINABLE ENVIRONMENTAL INITIATIVES IN GREECE

Authors

  • Yannis Georgiou Harokopio University of Athens, School of Environment, Geography & Applied Economics, Department of Applied Economics and Sustainable Development, Athens, Greece
  • Angeliki Fotiou University of Peloponnese, School of Human Movement and Quality of Life, Department of Sports Organization and Management, Sparti, Greece
  • Pinelopi-Agapi Georgiou Harokopio University of Athens, School of Environment, Geography & Applied Economics, Department of Applied Economics and Sustainable Development, Athens, Greece

DOI:

https://doi.org/10.46827/ejpe.v12i10.6378

Keywords:

willingness to pay, long-distance runners, marathon runners, environmental sustainability in sports, environmentally friendly initiatives

Abstract

This study investigates the willingness-to-pay (WTP) of amateur long-distance runners for the implementation of environmentally sustainable initiatives during competitive running events, beyond the standard registration fee. A sample of 327 amateur runners (226 males, 101 females) was recruited through snowball sampling and completed an online survey disseminated via Facebook over six weeks. The questionnaire encompassed demographic and socioeconomic variables, general WTP, participants’ perceptions of event attributes and specific environmental measures, alongside their environmental attitudes relating to the purchase of eco-friendly products. Respondents were also requested to quantify their additional monetary contribution beyond the participation cost. Findings reveal that the majority of participants exhibit a high WTP for eco-friendly interventions in race organization. Organizational and environmental event factors predominantly influenced specific environmental actions that were highly valued, yet overall positive engagement. Among the independent variables examined, only gender demonstrated a statistically significant effect, suggesting the need for further exploration. This research is pioneering within the Greek context, aligning with comparable international studies, and uniquely provides a quantitative assessment of WTP. The results offer critical insights for event organizers regarding the financial viability of integrating sustainable practices. Future research should expand on these findings with larger, more representative samples, incorporating motivational factors and perceived service quality as predictors of WTP.

 

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Author Biographies

  • Yannis Georgiou, Harokopio University of Athens, School of Environment, Geography & Applied Economics, Department of Applied Economics and Sustainable Development, Athens, Greece

    Yannis Georgiou is a PhD holder in Sport Sociology from the School of Physical Education and Sport Science (SPESS) of the National and Kapodistrian University of Athens in Greece (NKUA). After his studies in Sports Management, Exercise and Quality of Life, in Dietetics and Sport Nutrition, and in Sport Sociology, at the University of Peloponnese, Democritus University of Thrace, Harokopeio University of Athens, and the NKUA, from where he received four respective master's degrees. Yannis turned his research interest to the investigation of the running movement in Greece in correlation with various sociological variables, and from the perspective of the systemic theory as a separate and distinct social system. His scientific and research interests are in Sport Sociology and Sport Management. He has participated in several conferences as a speaker and published in a number of scientific journals and conference proceedings.

  • Angeliki Fotiou, University of Peloponnese, School of Human Movement and Quality of Life, Department of Sports Organization and Management, Sparti, Greece

    Angeliki Fotiou has a BA degree in Finance and Business Administration from the Hellenic Open University, a B.A. in Sport Management from the University of Peloponnese, and an MSc in Management through Information Systems from Harokopio University of Athens. Her research interests are connected with consumer behaviour, motivation of participation, and quality of products and services in sport participation. She has participated in several conferences and published in several scientific journals.

  • Pinelopi-Agapi Georgiou, Harokopio University of Athens, School of Environment, Geography & Applied Economics, Department of Applied Economics and Sustainable Development, Athens, Greece

    Pinelopi-Agapi Georgiou is a BA holder in Economics and Sustainable Development from Harokopio University. She is an MSc Candidate, and her research interests are connected with Economics and Sustainability.

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Published

2025-11-12

Issue

Vol. 12 No. 10 (2025)

Section

Articles

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