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How do CSR dimensions shape ethical perceptions and loyalty? Insights from recreational tennis

Georgia Lagoudaki,E. Tsitskari,Nikolaos Vernadakis,Katerina Paschalidou

Published 2026 in Retos

ABSTRACT

Introduction: Although the role of corporate social responsibility (CSR) in the development and sustainability of sports organizations has been proven time and again, there is no empirical data on how its distinct dimensions influence ethical evaluations and loyalty to participatory sports. Objective: This research aims to study the relationships between CSR dimensions, Consumer Perceived Ethicality (CPE) and member loyalty in a tennis club. Methodology: Data were collected from 250 tennis club members through validated questionnaires measuring perceptions of corporate social responsibility (CSR), consumer perceived ethicality and members’ loyalty. Structural equation modelling (SEM) was then employed to test the measurement and structural models. Results: The results revealed that the various dimensions of CSR have different effects on ethical evaluations. Environmental responsibility emerged as a strong positive predictor of perceived ethics, whereas social responsibility was found to have a significant negative impact. Economic responsibility was found to have no significant effect on perceived ethics. However, consumers' perceived ethics were found to be the main predictor of member loyalty, surpassing the direct effects of the individual CSR dimensions. Discussion: Τhe results of the research must be compared with those of other research found in the literature. Conclusions: These findings highlight that CSR initiatives do not always lead to the same ethical evaluations or customer loyalty. Rather, it is members' ethical evaluations that act as a key mechanism linking social responsibility to loyalty. By integrating CSR and CPE into a participatory sports context, the study offers important research insights and practical information for marketing managers of sports organizations seeking to design credible, ethically sound social responsibility strategies to promote long-term member loyalty.

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