Based on a review of Major League baseball team websites, this study provides insight into team communication of sustainability principles and practices through an analysis of self-presented sustainability content. Websites for thirty-one (31) teams were examined for content. Elkington’s (1997) triple bottom line dimensions and Global Reporting Initiative (GRI) indicator codes and definitions were constructs for the model and aligned to social, environmental, and economic principles for categories of sustainability practices. Researchers found that while teams are including sustainability information to some extent, the majority highlight social issues on their home pages and subsequent pages; communication about environmental factors varies by league and tends to reflect league-wide initiatives, and economic issues are largely not communicated.
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Ciletti, Dorene; Lanasa, John; Ramos, Diane; Luchs, Ryan; and Lou, Junying, "Evidence of Sustainability Communication in Major League Baseball: A Website Analysis" (2010). Association of Marketing Theory and Practice Proceedings 2010. 13.