The Structural Relationships among the ESG Activities of Professional Sports Teams and the Team Recognition, Team Preference, Self-determination, and Voluntary Action Intention of Sports Fans

PURPOSE This study aimed to empirically investigate the influence relationships between the ESG activities of professional sports teams and sports fans’ team recognition, team preference, self-determination, and voluntary action intention. METHODS From March 1, 2022, to May 31, 2022, a survey was conducted online and offline to secure 253 copies of the final valid study samples. Descriptive statistics, frequency analysis, correlation analysis, reliability analysis, confirmatory factor analysis, and structural equation model analysis were performed using SPSS 24.0 and AMOS 18.0. RESULTS First, it was found that ESG activities in professional sports teams had a positive effect on sports fans’ team recognition, team preference, self-determination, and voluntary action intention. Second, the team recognition and team preference of sports fans of a given professional sports team had a positive effect on their self-determination and voluntary action intention. CONCLUSIONS The study results showed that ESG activities must be enjoyed not only by a given club’s sports fans but also by its stakeholders. The results suggest that gaining empathy regarding sports fans increases awareness and preference, which can lead to long-term and deeply positive effects on self-determination and voluntary action intentionl.