This research examined whether a university’s environmental management initiatives can also influence donor behaviors.
309 non-student attendees at a football game were surveyed. Consistent with previous research on this topic, the results confirm that donors' personal disposition towards the environment and attitude toward environmental initiatives predict donation intentions. The authors show that adopting, implementing, and marketing environmental initiatives can positively impact donors' perceptions and subsequent donation behaviors. Environmental initiatives are one mechanism for improving the overall public image of an athletics department and can positively influence donations.
CITE: Walker, M. (2013). Does green management matter for donation intentions? The influence of environmental consciousness and environmental importance. Management Decision, 51(8), 1716–1732.