Driving Forward Sustainable Behaviour Changes through Sport and Cultural Events

This project assesses the extent to which major sport events can be effective ‘agents’ of sustainable behaviour change.

About

Sport and cultural events can be effective agents of sustainability behaviour change.

A collaborative project with NTT DATA UK and The R&A generated new insights into:

spectator travel and associated carbon emissions
awareness, attitudes and behaviours towards reducing the environmental impact of golf tournaments
the use of digital media to encourage attitude and behaviour changes

This informed the development of sustainability initiatives and innovative digital communications for The 151st Open.

Key info

Start date: 01 October 2023
End date: 31 September 2025
Funding amount and funder: £23,878 ESRC IAA

Aims

Co-developing and applying a methodology to:

Assess spectators’ awareness and engagement with sustainability initiatives and corresponding digital communications at The 151st Open Men’s Golf Championship.
Measure spectator sustainable behaviour changes at and following the event.

This project also involves co-producing with our partners a toolkit to upscale our impact activities and support organisers of other sport and cultural events in staging more sustainable events and assessing spectator behaviour changes at and beyond these events.