The role of CSR in sport consumption decision-making

Abstract

Purpose

The purpose of the present study was to examine the effect of corporate social responsibility (CSR) on sport spectator's decision-making using extended model of goal-directed behavior (EMGB).

Design/methodology/approach

An on-site survey was conducted for individuals (N = 408) who attended professional baseball games held in Taiwan.

Findings

Structural equation modeling indicated that the proposed EMGB offered a comprehensive perspective on the complicated decision-making process of sporting event spectators, which increased the explanatory power for predicting future game attending intentions. Specifically, positive anticipated emotion, subjective norm, past behavior, perceived behavioral control and attitude were important determinants of desire, which in turn influenced behavioral intention. The perception of CSR initiatives also played a role in the development of both desire and behavioral intention.

Originality/value

Based on the findings, sport managers should consider integrating CSR actions into management and marketing strategies to enhance individuals' desire and intention to attend games. To the best of our knowledge, this is the first attempt to use MGB to study sport spectating, hence extending theoretical development of MGB.

Citation

Yu, C.-L. (2021), "The role of CSR in sport consumption decision-making", Marketing Intelligence & Planning, Vol. 39 No. 1, pp. 17-32. https://doi.org/10.1108/MIP-02-2020-0060