Abstract
Mountain running events have increased, making efforts toward a more environmentally sustainable organized context. This case study examines the environmental orientation and the carbon offsetting behavioral intentions among participants of the Olympus Marathon, the annual mountain running event in Mount Olympus, Greece. The organizers of Olympus Marathon are interested in developing an environmentally friendlier approach to the event by implementing a new pro-environmental plan which targets the reduction of carbon dioxide emissions generated by their consumers’ (runners) travel behaviors. This case study provides students the opportunity to (a) analyze mountain runners’ environmental orientation to justify the implementation of pro-environmental practices in nature-based sport events, (b) investigate mountain runners’ voluntary carbon offsetting behavioral intentions, and (c) develop effective a voluntary carbon offsetting emission marketing plan to support pro-environmental actions in sport events.
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