The current study examines the impact of a professional sport team’s philanthropic initiative on its fans’ CSR participation intention. Furthermore, the study explores how building consumer trust would enhance CSR participation intention among fans with varying psychological connection levels to the team. A scenario-based experimental design was used to test the study hypotheses. The results indicate that CSR participation intention significantly differed based on sport fans’ perception toward their supporting teams’ CSR program. Additionally, fans’ trust mediates perceived CSR and CSR...Read more
