プロスポーツクラブにおける環境の持続可能性が意図的ロイヤルティに与える影響

交差遅延効果モデルを用いた因果関係の検討

抄録

　The purpose of this study is to determine the causal effect of consumption attitudes toward environmental sustainability initiatives (ESI) implemented by professional sports clubs on behavioral intentions. Specifically, we will quantitatively examine the causal effect of perceived ESI on club support intentions and spectator intentions. To achieve our objective, we attempt to verify the results using three waves of panel data. Using Ventforet Kofu, a J2 soccer team, as a case study, we analyzed data from a panel survey of 749 respondents and were unable to confirm a direct causal relationship between perceived ESI and increased club support and game-watching intentions. However, although no direct causal relationship was found, the results suggest that perceived ESI may increase club support intentions and spectator intentions, albeit temporarily, especially among consumers who have never watched a game before.