What Do We Focus on? Investigating Chinese Public Preferences for CSR Initiatives in Professional Sports Clubs

Chenxu Wang (), Jiatong Song and Zhiwen Wang ()
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Chenxu Wang: College of P.E. and Sport, Beijing Normal University, Beijing 100080, China
Jiatong Song: College of P.E. and Sport, Beijing Normal University, Beijing 100080, China
Zhiwen Wang: College of P.E. and Sport, Beijing Normal University, Beijing 100080, China

Sustainability, 2025, vol. 17, issue 21, 1-18

Abstract: Purpose : This study examines the Chinese public’s preferences for corporate social responsibility (CSR) measures implemented by professional sports clubs, with a focus on identifying priority dimensions and heterogeneity across demographic groups. Approach : A choice-based conjoint analysis was conducted with 1043 residents across 22 Chinese cities hosting professional basketball or football clubs. Participants evaluated hypothetical CSR scenarios comprising six dimensions and 20 attribute levels. Cluster analysis was employed to analyze preference heterogeneity. Findings : Labor rights protection emerged as the most influential CSR dimension, ac-counting for 28.64% of the total importance. Subsequent dimensions, including Product/Service Quality (19.51%), Fair Sportsmanship (17.01%), Sports Development (14.07%), Economic Impact (12.73%), and Community Engagement (8.05%), also exerted substantial influence. Cluster analysis revealed five distinct preference segments: Labor Rights Prioritizers (24.5%), Performance-Driven Advocates (20.6%), Ethics-Focused Supporters (24.8%), Community-Embedded Participants (16.0%), and Economy-Boost Enthusiasts (15.1%). Notably, negative CSR practices (e.g., wage delays, match-fixing) significantly diminished public support, while proactive measures (e.g., employee development, community programs) enhanced preferences. Innovation : This study makes three incremental contributions compared with existing literature. First, it integrates both positive and negative CSR practices into a unified framework, whereas most prior studies examine only positive practices. Second, it expands CSR research beyond fan groups to include the broader public, thus enriching stakeholder theory applications in sports. Third, it adds empirical insights from developing countries to the academic community, thereby contextualizing CSR preferences within China’s unique institutional and cultural environment.

Keywords: corporate social responsibility; Professional Sports Clubs; public preferences; conjoint analysis; China; stakeholder expectations (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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