Sustainable sport events, Promoting pro- environmentalbehavior in the form of reduction of meat consumption at the FISE Montpellier

Abstract

Sports events concentrate many people in one place for reasons disconnected from environmental concern. Therefore they provide a great opportunity to spread a message to a large audience. This paper researches how pro- environmental behaviour in the form of lower meat consumption can be promoted at the extreme sport event FISE Montpellier. A framework by Dahlstrand and Biel (1997) is used to formulate six promoting factors into measures that can be taken at the FISE Montpellier. Further research should indicate the effects of those measures by implementing them at the FISE Montpellier and testing their effect.