The purpose of this study was to investigate athletic donors’ (behavioural, normative, control, recognition) beliefs, behavioural attitude, recognition attitude, subjective norm, perceived behavioural control, and behavioural intention toward financially supporting green stadium initiatives (GSI) in an intercollegiate sport setting, and the relationships among the variables. Research participants were athletic donors (N = 114) of a collegiate athletic program located in the southeastern U.S. An online survey was conducted to measure the specified variables. Hierarchical regression analyses revealed that donation intention toward GSI was influenced by donation attitude and social norm, while recognition attitude and perceived behaviour control were not relevant. The discussion is focused on establishing educational programs to elevate donor beliefs in GSI, foster positive attitude, and enhance supportive norms
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