The purpose of this study was to explain the process of how a sport team could induce consumers to engage in proenvironmental behavior. Building on Kelman’s (1958, 1961, 2006) internalization perspective, this study demonstrated that positive environmental practices by a team increased consumer internalization of the team’s values. In turn, this increased internalization mediated the relationship between environmental practices and proenvironmental behavior measured by two behavioral intentions: intention to support the team’s environmental initiative and intention to engage in proenvironmental behavior in daily life. The results of this study contribute to the literature by highlighting the significant role of internalization. This research further provides a significant insight into the social impacts of sport organizations
This study makes the following contributions to the literature. First, this research seeks to demonstrate that the examination of internalization provides a comprehensive insight into the relationship between CSR and consumer adoption of the intended prosocial behavior, adding new knowledge to the broader management literature. Second, consistent with the growing importance of investigating the social impacts of sport organizations (Godfrey, 2009; Zeigler, 2007), the study intends to provide evidence that sport organizations could make a positive contribution to society by effectively promoting socially beneficial ideas and behavior.
The purpose of this study was to examine how a sport team could persuade consumers to behave in an environmentally responsible way. The results of this study show that a team’s positive environmental practices increase consumer internalization of the team’s values. Once internalization takes place, consumers are likely to show their intentions to support the team’s environmental initiative and formulate their intentions to perform daily proenvironmental behavior.