Impact of green stadium initiatives on donor intentions toward an intercollegiate athletic programme Online publication date: Sat, 21-Feb-2015
by Liyan Jin; Luke Lunhua Mao; James J. Zhang; Matthew B. Walker
International Journal of Sport Management and Marketing (IJSMM), Vol. 10, No. 1/2, 2011
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.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Sport Management and Marketing (IJSMM):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook