Title: Impact of green stadium initiatives on donor intentions toward an intercollegiate athletic programme

Authors: Liyan Jin; Luke Lunhua Mao; James J. Zhang; Matthew B. Walker

Addresses: Department of Tourism, Recreation, and Sport Management, University of Florida, P.O. Box 118208, Gainesville, FL, 32611-8208, USA. ' Department of Tourism, Recreation, and Sport Management, University of Florida, P.O. Box 118208, Gainesville, FL, 32611-8208, USA. ' Department of Kinesiology, University of Georgia, Athens, GA 30602, USA. ' Department of Tourism, Recreation, and Sport Management, University of Florida, P.O. Box 118208, Gainesville, FL, 32611-8208, USA

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.

Keywords: environmental protection; corporate social responsibility; CSR; theory of reasoned action; TRA; donor intentions; green stadiums; intercollegiate athletics; athletic donors; green initiatives; donor beliefs; donor attitudes; subjective norms; perceived control; behavioural control; university students; hierarchical regression analysis; behavioural beliefs; donation behaviour; educational programmes; promotional programmes; positive attitudes; USA; United States; sport management; sport marketing; stewardship; sustainability; sustainable development.

DOI: 10.1504/IJSMM.2011.043620

International Journal of Sport Management and Marketing, 2011 Vol.10 No.1/2, pp.121 - 141

Received: 03 Aug 2010
Accepted: 10 Aug 2011
Published online: 21 Feb 2015 *

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