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绿色价值共同创造对消费者行为的影响:一个职业棒球球队的"可持续派对"活动
Chen-Yueh Chen1, Yi-Hsiu Lin2, Ming-Ti Shih3
1Doctoral Program for Transnational Sport Management and Innovation, National Taiwan Sport University, Taoyuan City 333325, Taiwan.
绿色价值共同创造增强了体育迷的绿色购买意图和团队识别. 虽然团队认同部分调解了这种联系,但主观的幸福感并没有缓解效果,为可持续的体育营销提供了洞察力.
科学领域:
- 环境心理学 环境心理学
- 运动营销运动营销
- 消费者行为 消费者行为
背景情况:
- 共同创造绿色价值对于促进可持续消费越来越重要.
- 了解球迷参与职业体育中的环境倡议至关重要.
研究的目的:
- 通过绿色价值共同创造,调查绿色活动对体育迷绿色购买意图,团队认同和主观幸福感的影响.
- 探索团队认同的调解作用和主观幸福的调节作用.
主要方法:
- 使用结构方程建模来测试假设.
- 使用复合可靠性和确认因素分析来确保仪器的有效性和可靠性.
主要成果:
- 绿色价值共同创造显著预测了绿色购买意向,团队认同和主观幸福感.
- 团队识别部分调解了绿色价值共同创造和绿色购买意图之间的关系.
- 主观幸福感并没有减轻绿色价值共同创造对绿色购买意向的影响.
结论:
- 共同创造绿色价值是提高体育爱好者环境参与和购买意向的关键驱动力.
- 球迷和球队之间的情感联系影响了绿色价值共同创造和随后的绿色购买行为.
- 研究结果为体育组织提供了促进可持续消费的实际策略.
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