A large sustainability investment: perceptions of the club members of football club V.V. Veenendaal in the Netherlands
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2024-07-13
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en
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This thesis examined the perceptions of sustainability investments among members of Voetbal Vereniging Veenendaal in the Netherlands. The study focused on how club members and board members experience and respond to the club’s efforts to become carbon neutral. The research question is: How do members of football club VVV in Veenendaal experience the club’s large investment in sustainability? The relevance of this study lies in filling a gap in the literature on sustainability within local sports clubs, a topic that has received little scientific attention despite its potential impact on climate change.
A mixed-method approach was employed, integrating both qualitative and quantitative data collection. A survey was distributed to 46 club members, and additional interviews were conducted with three board members and one club member to provide a full picture of the perceptions and attitudes towards the club’s sustainability initiatives. The results show that financial considerations are a major motivator for supporting sustainability initiatives, both for club members and board members. While club members often view sustainability through the lens of practical economic benefits, board members also acknowledge the importance of cost savings but frame their commitment within a broader social responsibility context.
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Faculteit der Managementwetenschappen