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Macromarketing insights ninety minutes at a time: A season with Forest Green Rovers, the world's greenest football club

Samuel, Anthony ORCID: 2018. Macromarketing insights ninety minutes at a time: A season with Forest Green Rovers, the world's greenest football club. Presented at: Macromarketing Conference, Leipzig, 9-12 July 2018. Proceedings Macromarketing Conference 2018. Macromarketing Society Inc,

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Peterson (2016) in his first publication as the editor of the Journal of Macromarketing called for more research into marketing dynamics and practices functioning at a meso / place-based level. This paper responds to this call by embedding its research in the places and spaces of the World’s greenest football club, Forest Green Rovers (FGR). Through the application of visual ethnographical participatory research FGR is empirically explored as a place capable of educating, influencing and changing consumption choices to favour sustainability. The study offers a novel macromarketing perspective on the practices of a football club and demonstrates the potential of its ‘tangible symbols’ to stimulate sustainable consumption. It shows how specific ‘in place’ symbols of sustainability are perceived as normal and thus lack any real impact, while others such as vegan only food are more significant. It also indicates that the symbols of sustainability functioning at FGR play a role in reaffirming the authenticity and genuine commitment that the football club and its owner have to promote sustainability and veganism. Subsequently, the paper presents both empirical and theoretical contributions to macromarketing by demonstrating the workings of a meso level place to facilitate sustainable consumption and theorising a football club’s commitment to sustainability as a macromarketing phenomenon.

Item Type: Conference or Workshop Item (Paper)
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Additional Information: The Macromarketing Seminar and the University of Leipzig do not take copyright for papers appearing in the proceedings. The copyright of all papers included in this proceedings remains the authors’.
Publisher: Macromarketing Society Inc
ISBN: 9783000606236
Date of First Compliant Deposit: 20 September 2018
Last Modified: 24 Oct 2022 07:30

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