The Impact of Social Responsibility on Athletes' Sustainable Engagement: The Moderating Role of Environmental Concern and Green Trust in Sports Facilities

Document Type : Research Paper

Authors

1 Ph.D. student in Sport Management, Tabriz University, Tabriz, Iran

2 Master of Sport Management, Allameh Tabataba’i University, Tehran, Iran

3 Associate Professor of Sport Management, Tabriz University, Tabriz, Iran

Abstract

The objective of this research was to examine the impact of social responsibility on athletes' sustainable engagement, with the moderating role of environmental concerns and green trust in sports facilities. This study falls under applied research and, in terms of data collection methods, is categorized as correlational research based on structural equation modeling. The statistical population included athletes from sports facilities in Yazd city. According to Cochran's formula, the sample size was 384 athletes. The data collection tool was a standardized questionnaire by Chua et al. (2020), with 49 items, confirmed through convergent validity and reliability with Cronbach's alpha coefficients greater than 0.7. To test the research hypotheses, structural equation modeling in Smart PLS3 software was used. The findings of the current research indicated that with 95% confidence, social responsibility impacts both personal reasons and brand-related reasons for participating in social responsibility groups. Additionally, personal reasons for participating in social responsibility groups have a positive and significant impact on brand-related reasons. Athletes' sustainable engagement is also influenced by personal reasons, brand-related reasons, and social responsibility, affecting athletes' loyalty as well. Among the moderating roles, only environmental concerns were accepted in the perceived impact of social responsibility on personal reasons for participating in social responsibility groups and sustainable engagement. It can be concluded that social responsibility and environmental concerns play a significant role in athletes' sustainable engagement, and aligning social responsibility programs with the brand image can increase athlete involvement and loyalty.

Keywords

References

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Journal of Sustainable Development in Sport Management
Volume 5, Issue 13
January 2025
Pages 177-210

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