Does green management matter for donation intentions?

Abstract

Purpose – Several factors are known to influence donations to university athletic departments including previous donations and university affiliation. This research aims to build on prior work by examining whether a university's environmental management initiatives can also influence donor behavior. Design/methodology/approach – The paper employs a quantitative study on environmental responsibility (ER) and “green management” using donor and non-donor data in the context of a university athletic department to investigate additional (i.e. personal and dispositional) factors that drive donation intentions. Findings – Employing tenets of the theory of reasoned action (TRA), the hierarchical regression models confirm prior donor motives and indicate that personal disposition towards the environment and attitude toward environmental initiatives predict donor intentions. These results are set against a backdrop of managerial strategy that seemingly enabled the effects. Research limitations/implications – The study should be replicated to advance the decision-making literature. This study focused solely on the attitudinal component of the TRA and only anecdotally accounted for the social norms that might influence the results. Retesting the model where ER is not as well-known or has just been implemented would add credibility to the results. Finally, using a behavioral intention factor limits the explanatory power. Practical implications – In a modern giving climate where supply (i.e. donations) is not currently paralleling demand, university athletic departments are continually looking for innovative ways to bolster donor support. The results suggest that ER can be positive for the local community and society at large but also in reciprocal fashion for the organization. Originality/value – While results confirming the traditional predictors of donor intentions are not particularly novel, the contribution of this research lies in showing that environmental disposition and importance contribute to the giving dynamic.