Gau, LSHuang, JCChen, MINaylor, M2023-08-012023-08-012019-09-30Sustainability (Switzerland), ISSN: 2071-1050 (Print); 2071-1050 (Online), MDPI AG, 11(19), 5416-5416. doi: 10.3390/su111954162071-10502071-1050http://hdl.handle.net/10292/16486This study investigated the fans' knowledge of team social responsibility (TSR) as well as the motivation and intentions associated with TSR. Other correlates included in the conceptual model are the fans' value orientation of universalism, sport involvement, and team identification. A questionnaire was administered at three Chinese Professional Baseball League (CPBL) games in Taiwan (n = 520). It was found that perceptions of team social responsibility were linked to TSR-induced motivation to watch baseball. Universalism values, spectator sport involvement with CPBL, and team identification were found to be positively related to TSR knowledge, TSR-linked motivation, and TSR-linked intentions. The results provide useful insights that professional baseball teams can use to pursue a goal of sustainability and to ensure a uniquely engaged fan base.http://creativecommons.org/licenses/by/4.0/35 Commerce, Management, Tourism and Services3504 Commercial Services44 Human Society3507 Strategy, Management and Organisational Behaviour4410 SociologyBasic Behavioral and Social ScienceBehavioral and Social Science12 Built Environment and DesignJournal ArticleOpenAccess10.3390/su11195416