KristianShiner
Member
- Joined
- 6 Dec 2022
- Messages
- 24
- Team supported
- Manchester City
Thank you for raising this point. You're right that the frequent release of kits and practices like players wearing shirts only once is the opposite of sustainability, and this mentality needs to change. However, the club will always prioritise economic sustainability (like maximising revenue through merchandise sales). My research aims to critically analyse how these actions align (or fail to align) with their publicly stated environmental goals and the role of strategic partnerships to help drive these goals. It's without doubt that the club will continue to push the sales of these kits, as it's such an economic incentive. However, PUMA shifting to using 100% recycled polyester is a start, as it prolongs its lifecycle. The purpose of this survey is to gauge whether fans' attitudes and behaviour towards buying kits would change if they were more eco-friendly. Here are my research objectives for further clarity:The clubs is releasing at least 8 kits this season, and the players never wear the same shirt twice.
Seems an odd topic, and the opposite of sustainable in the environmental sense, more sustainable in the economic sense.
Objective 1: Analyse MCFC’s CSR initiatives and strategic partnerships in achieving sustainability goals
Objective 2: Examine the strategies Manchester City FC and its partnerships employ to communicate its CSR initiatives and evaluate fan awareness and engagement with these efforts
Objective 3: Use the Theory of planned behaviour to assess factors influencing fan purchasing behaviours of eco-friendly kits.