ERIC Number: EJ1389949
Record Type: Journal
Publication Date: 2023
Pages: 21
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-0884-1241
EISSN: EISSN-1540-7144
Marketing and Communicating Sustainability through College Athletics: The Effects of Pro-Environmental Initiatives on the Belief-Attitude-Intention Hierarchy
Kim, Young Do; Nam, Changhyun; LaPlaca, Ashley M.
Journal of Marketing for Higher Education, v33 n1 p58-78 2023
This study examines the psychological mechanism of consumers' environmentally responsible behaviors in college sport. The research is guided by a belief-attitude-intention (B-A-I) hierarchy model. The results revealed that consumers who see benefits in a college athletic department's pro-environmental initiatives (PEIs) have positive attitudes toward the PEIs. These attitudes then drive the consumers' intentions to engage in environmentally responsible behaviors. The findings of this empirical study confirmed the causal flow of a B-A-I link in a college athletic department's PEIs. In the hierarchy-of-effects process, belief is a key precursor of action. Attitude appears to function as a mediator between belief and behavioral intention. Practical implications, in terms of communication strategies to strengthen consumers' beliefs about the benefits of PEIs, are presented. In short, the college athletic department is crucial in the fulfillment of an institutional priority.
Descriptors: Marketing, Sustainability, College Athletics, Attitudes, Beliefs, Intention, Conservation (Environment), Consumer Economics
Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site: http://www.tandf.co.uk/journals
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A