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

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.

Explore the Intention of Medical Personnel to Participate in the Home-Based Reablement Services

“…Six items for construct of CSR were designed based on the works by and Sen, Bhattacharya and Korschun (2006), Cheng, Lee and Cheng (2014) and Hsieh, et al (2016). Fifteen items for construct of attitude were designed based on the works by Blackwell, Miniard and Engel (2001), Ajzen (2006), Sen, Bhattacharya andKorschun (2006) and Jin, et al (2011). Seven items for construct of subjective norm were designed based on the works by Ajzen (2006), Schiffman and Kanuk (2000), Jin, et al (2011) and .…”

“…Fifteen items for construct of attitude were designed based on the works by Blackwell, Miniard and Engel (2001), Ajzen (2006), Sen, Bhattacharya andKorschun (2006) and Jin, et al (2011). Seven items for construct of subjective norm were designed based on the works by Ajzen (2006), Schiffman and Kanuk (2000), Jin, et al (2011) and . Fourteen items for construct of perceived behavior control were developed on the basis of the works by Taylor and Todd (1995) as well as Ajzen (2006), Jin, et al (2011 and .…”

“…Seven items for construct of subjective norm were designed based on the works by Ajzen (2006), Schiffman and Kanuk (2000), Jin, et al (2011) and . Fourteen items for construct of perceived behavior control were developed on the basis of the works by Taylor and Todd (1995) as well as Ajzen (2006), Jin, et al (2011 and . Nine items for construct of intention were developed on the basis of the works by Zeithaml, Berry and Parasuraman (1996), Ajzen (2006), Sen, Bhattacharya andKorschun (2006)and Jin, et al (2011).…”

Crossing Boundaries

“…An athletics department is a high-profile member of many campus communities and is increasingly expected to join other campus units to address university environmental goals and objectives (Casper et al, 2012;Inoue & Kent, 2012;Jin, Mao, Zhang, & Walker, 2011). Athletics is also a platform for marketing and community goodwill efforts driving athletics department personnel toward addressing environmental efforts internally and through collaborative efforts (Casper et al, 2012;Pfahl & Ott, 2010).…”

“…The higher number of sustainability personnel interviewed, however, is a limitation to the study. Athletics department personnel are asked to participate in broader campus initiatives (e.g., through the ACUPCC mandates); therefore, it is not surprising that the sustainability office personnel are leading the way, but athletics department personnel are certainly involved and beginning to address this issue as well (Casper et al, 2012;Jin et al, 2011;NRDC, 2012;NCAA Schools Big On Environmental Initiatives, 2008). Subsequent studies can target athletics department and sustainability department personnel to a more nuanced view of the collaboration.…”