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Team Social Responsibility Embedded in Correlates of Universalism Values, Sport Involvement, and Team Identification for Sustainable Management in Sporting Settings

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  • Li-Shiue Gau

    (Asia University, Taichung 41354, Taiwan
    China Medical University Hospital, China Medical University, Taichung 40402, Taiwan)

  • Jui-Chuan Huang

    (Asia University, Taichung 41354, Taiwan)

  • Meng-I Chen

    (Mingdao University, Changhua County 52345, Taiwan)

  • Michael Naylor

    (Auckland University of Technology, Auckland 1010, New Zealand)

Abstract

This study investigated the fans’ knowledge of team social responsibility (TSR) as well as the motivation and intentions associated with TSR. Other correlates included in the conceptual model are the fans’ value orientation of universalism, sport involvement, and team identification. A questionnaire was administered at three Chinese Professional Baseball League (CPBL) games in Taiwan (n = 520). It was found that perceptions of team social responsibility were linked to TSR-induced motivation to watch baseball. Universalism values, spectator sport involvement with CPBL, and team identification were found to be positively related to TSR knowledge, TSR-linked motivation, and TSR-linked intentions. The results provide useful insights that professional baseball teams can use to pursue a goal of sustainability and to ensure a uniquely engaged fan base.

Suggested Citation

  • Li-Shiue Gau & Jui-Chuan Huang & Meng-I Chen & Michael Naylor, 2019. "Team Social Responsibility Embedded in Correlates of Universalism Values, Sport Involvement, and Team Identification for Sustainable Management in Sporting Settings," Sustainability, MDPI, vol. 11(19), pages 1-13, September.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:19:p:5416-:d:272270
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    References listed on IDEAS

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    1. Hela Sheth & Kathy Babiak, 2010. "Beyond the Game: Perceptions and Practices of Corporate Social Responsibility in the Professional Sport Industry," Journal of Business Ethics, Springer, vol. 91(3), pages 433-450, February.
    2. Needham, Mark D. & Little, Christopher M., 2013. "Voluntary environmental programs at an alpine ski area: Visitor perceptions, attachment, value orientations, and specialization," Tourism Management, Elsevier, vol. 35(C), pages 70-81.
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    1. Stankevičiūtė Živilė & Wereda Wioletta, 2020. "Universalism values and organisational citizenship behaviour referring to employee perception of corporate social responsibility," Management & Marketing, Sciendo, vol. 15(2), pages 302-325, June.

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