Impact of green stadium initiatives on donor intentions toward an intercollegiate athletic programme. (14th November 2011)

• Record Type: Journal Article
• Authors: Jin, Liyan; Mao, Luke Lunhua; Zhang, James J.; Walker, Matthew B.
• Is Part Of: International journal of sport management and marketing. Volume 10:Number 1/2(2011)
• Page Start: 121
• Page End: 141
• Publication Date: 2011-11-14
• Subjects: environmental protection -- corporate social responsibility -- CSR -- theory of reasoned action -- TRA -- donor intention -- green stadium -- intercollegiate athletics -- sport management and marketing; Sports administration -- Periodicals; Sports -- Marketing -- Periodicals; 796.069
• Languages: English
• ISSNs: 1475-8962

Abstract

The purpose of this study was to investigate the relationship among potential athletic donors' beliefs, attitudes, subjective norms, and perceived behavioural control on donor intentions toward green stadium initiatives (GSI). Research participants were university students (N = 186) who responded to a questionnaire designed to measure these related concepts. Hierarchical regression analyses revealed that attitude and subjective norm mediated the impacts of behavioural beliefs and normative beliefs on donor intentions toward GSI. These findings support the applicability of the theory of reasoned action (TRA) in nurturing donation behaviours in the collegiate athletic context. The discussion is focused on developing educational and promotional programmes to enhance beliefs, generate positive attitudes, and develop supportive norms. Implications for practitioners are further presented.