Cameron, Sarah2020-12-202020-12-200966-8411http://hdl.handle.net/1885/218880The London 2012 Olympic and Paralympic Games described their mission to “inspire behaviour change” as one of their “principal ambitions”, captured in the slogan “Inspire a Generation”. This ambition was twofold, seeking to inspire both participation in sport and pro-environmental behaviour. This article will focus on the latterapplication/pdfen-AUInspiring a generation? Pro-environmental behaviour change and the London 2012 Olympic and Paralympic Games20132020-12-20