The effectiveness of a college athletic department’s pro-environmental initiatives Examining the tri-component attitude model

Main Article Content

Young Do Kim
Ho Yeol Yu
Changhyun Nam
Shaina M. Dabbs


The current study seeks to determine whether sport consumers’ beliefs, feelings, and behavioural intentions differ when the consumers perceive and are presented with a college athletic department’s high pro-environmental performance compared to its ordinary PE performance. This study employed an online-based experiment and relied on data from 613 sport consumers in the U.S. Two PE performance scenarios were developed, and one of the scenarios was randomly assigned to a sample of the consumers. A multivariate analysis of covariance was performed to test the research hypotheses. The findings suggested that sport consumers who were exposed to a college athletic department’s high PE performance had significantly higher levels of feelings of gratitude and intentions to donate toward the PE initiatives than those who were presented with the ordinary PE performance. In contrast, there were no significantly differential impacts between high PE performance and ordinary PE performance on sport consumers’ beliefs and general feelings. Both high-quality and quantity PE initiatives can function as strong motivational and learning processes that formulate sport consumers’ perceptual and emotional engagement. This study contributes to the sport management literature by investigating the differential impacts of PE performance on the tri-component attitude model to fill the research gap.

Article Details

How to Cite
Kim, Y. D., Yu, H. Y., Nam, C., & Dabbs, S. M. (2023). The effectiveness of a college athletic department’s pro-environmental initiatives: Examining the tri-component attitude model. Sustainability and Sports Science Journal, 1(2), 53–72.
Sport management and sustainability
Author Biographies

Young Do Kim, Elon University

Department of Sport Management.

Ho Yeol Yu, Arkansas State University

Department of Health, Physical Education, and Sport Sciences.

Changhyun Nam, Florida State University

Jim Moran College of Entrepreneurship.

Shaina M. Dabbs, Elon University

Department of Sport Management.


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