Marketing and communicating sustainability through college athletics: the effects of pro-environmental initiatives on the belief-attitude-intention hierarchy

Young Do Kim, Changhyun Nam and Ashley M. LaPlaca

Journal of Marketing for Higher Education, 2023, vol. 33, issue 1, 58-78

Abstract: 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.

Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/08841241.2021.1892897 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:jmkthe:v:33:y:2023:i:1:p:58-78

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/WMHE20

DOI: 10.1080/08841241.2021.1892897

Access Statistics for this article

Journal of Marketing for Higher Education is currently edited by Dr Jane Hemsley-Brown, Anthony Lowrie and Dr. Thomas Hayes

More articles in Journal of Marketing for Higher Education from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().