Author(s): WU, J., CHEN, J., Institution: SHANGHAI UNIVERSITY OF SPORT, Country: CHINA, Abstract-ID: 658

Introduction
Recent research has increasingly highlighted large-scale sports events, such as the Olympic Games, the FIFA World Cup, and Asian Games, as promising platforms for advancing subjective well-being (SWB) [1]. However, previous research overlooked the impact of large-scale sport events on improving subjective well-being among host residents. To address the gap, this study draws on Service-Dominant Logic [2,3] and examines how residents’ perceived authenticity of event green initiatives (AUTH) and resident-event green value congruence (GVC) influences SWB, with green value co-creation intention (VCC) serving as the mediating mechanism.
Methods
This study evaluated the hypothesized model within the context of 2023 Hangzhou Asian Games in China. Data were collected through a cross-sectional online survey administered through the Wenjuanxing platform to Hangzhou residents between September 23 and October 13, 2023. A total of 823 valid responses were obtained, yielding a response rate of 82.5%. The measurement items were adapted from scales established in previous studies [3,4]. The hypothesized model was tested using partial least squares structural equation modeling in SmartPLS.
Results
Results of the structural model show that AUTH was positive associated with VCC (β=0.30,t=3.96,p<0.01), and GVC was significantly related to VCC (β=0.46,t=5.33,p<0.01). The association between VCC and SWB was positive (β=0.41,t=5.43,p<0.01). the indirect effect of VCC was significant within the relationship between AUTH and SWB, as its 95% confidence interval (CI) excluded zero (β=0.08,t=4.50,p<0.01,95% CI=[0.05,0.12]). Similarly, the indirect effect of VCC on the association between GVC and SWB was significant (β=0.11,t=5.37,p<0.01,95% CI=[0.07,0.14]).
Discussion
This study extends Service-Dominant Logic application to passive residents, enriches sports event Social Leverage Theory, and provides actionable insights for organizers to design authentic, community-aligned green initiatives. Therefore, large-scale sports events as viable public health interventions can enhance sustainability and community well-being by fostering inclusive value co-creation.
Reference
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