Academic journal article Journal of Management Research

Environmentally Friendly Behavior in Greek Leisure Centers and Different Participants' Characteristics

Academic journal article Journal of Management Research

Environmentally Friendly Behavior in Greek Leisure Centers and Different Participants' Characteristics

Article excerpt

Abstract

The aim of the present study was to investigate the environmentally friendly behaviour of people that participate in leisure and recreational activities. In particular to investigate changes in environmental friendly attitudes due to i) different demographic characteristics and ii) different preferences for participation at leisure or recreational activities. Even, to test the predictive ability of the particular environmental variables towards participants' 'word of mouth communication' (WOM) for eco-friendly leisure centers. Three hundred and seventy seven individuals (scuba divers N=81, swimming pool users N=124 and beach swimmers N=172) completed the following scales: a) 'eco-friendly policy', b) 'disposition to eco-friendly behavior', c) 'centers compliance to eco-friendly services', and 'WOM for eco-friendly leisure centers'. The reliability of the scales were tested successfully (Cronbach's α= .78 < .89). Generally the results of the study supported that female, older in age and higher educated participants reported higher scores in all variables. Moreover statistical significant differences were revealed on 'eco-friendly policy' scale (p< .001), as scuba-diver and beach swimmer subgroups succeeded significantly higher scores than the swimming pool users. Relevant results appeared for the 'centers compliance to eco-friendly services' variable (p< .01), as scuba-diver subgroup scored significantly higher than the other subgroups. Finally all the three environmentally friendly scales (policy β=.20, compliance β=.26 and disposition β=.41) predicted statistically significant the 'WOM for eco-friendly leisure centers' (p<.001). The managerial and marketing implications of these results are extensively discussed.

Keywords: Eco-Friendly Behavior, Policy, Compliance, Disposition, WOM, Recreation Services.

1. Introduction

Environmental issues have very quickly become a major global phenomenon in the last decade due to the individuals' increasing concern for the environment and the ecological pressures from non-governmental organizations (Jain & Kaur, 2004).

Consumption has become synonymous with environmental degradation and a number of present environmental problems can be linked to consumer lifestyles (Ozkan, 2009). People realizing the negative impact of their consumer behaviour in the environment, change their daily habits and behavior (Samarasinghe, 2012), seek more environmentally friendly products and services and are willing to pay more for that kind of products and services (Sarigöllü, 2009; Getzner & Grabner-Krauter, 2004).

Recreation participation has increased over the past decades (Thapa, 2010). The environmental footprint of particular recreational and leisure activities is increasingly observed (Trendafilova & Waller, 2011). Over the same timeframe, the field of recreation ecology has developed, largely in response to land managers' needs to maintain natural resource conditions in the face of rising demand for recreation opportunities (Monz, Cole, Leung, & Marion, 2009). Much of the recreation ecology research has focused on studying the effect that recreation has on the environment (Trendafilova & Waller, 2011).

Given the increase in recreation participation, it is important to assess recreationists' environmental attitudes and behaviours to promote environmental stewardship, and to develop effective strategies in natural resource management and public policy (Thapa, 2010).

Recent research has focused on the relationship of recreation participation and environmentally friendly behaviour. Peterson, Hull, Mertig and Liu (2008) identified that recreation participation had a greater impact on environmental concern compared to previous studies. Overall, findings were mixed with respect to the positive association between recreation participation and environmentally friendly behaviour (Jackson, 1986; Payne, 2002).

2. Theoretical Background

The literature review will originally expand on concepts dealt with the central principles in the methodology of the present study. …

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