The use of Sports Related Emotions as a Sustainable Marketing Strategy

Abstract

Sportswear firms continuously expand even during recession. Unfortunately, economical growth is rarely equated with sustainability as it is suggested that it eventually leads to environmental degradation. Researchers argue that organizations can remain sustainable if they rely on appropriate marketing strategies. Logically, to increase their sustainability efforts, organizations need to try to minimize resource overuse by reaching consumers with one message instead of creating multiple messages to numerous small segments.