Responsible behaviour in Mega Sports events under facial recognition technology surveillance

This study investigates how facial recognition technology (FRT) shapes socially responsible behavioural intentions at mega sport events. Integrating the Technology Acceptance Model and the Theory of Planned Behaviour, it examines how perceived usefulness, perceived surveillance, attitudes, subjective norms, and behavioural control influence ethical conduct. Survey data from Australian event attendees were analysed using structural equation modelling. Results show that perceived usefulness significantly predicts both favourable attitudes and responsible intentions. While perceived surveillance does not directly affect attitudes, it positively shapes subjective norms and behavioural control. These findings suggest that FRT can support pro-social behaviour when presented as beneficial and empowering. Organisers should prioritise not only system efficiency but also how surveillance is communicated and perceived. Normative messaging, staff modelling, and opt-in options can enhance agency and foster alignment with shared expectations. FRT should be positioned as part of a broader behavioural strategy, not solely as a security upgrade.