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

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.<p> </p><p><strong> Article visualizations:</strong></p><p><img src="/-counters-/soc/0830/a.php" alt="Hit counter" /></p>