Inter- and intra-team differences in professional sport fans’ environmental attitudes

Timothy Kellison, Brian P. McCullough, Beth A. Cianfrone, Jamee A. Pelcher
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Abstract

Purpose

Sport has emerged as a powerful platform for promoting environmental awareness and action. Major collegiate and professional teams have implemented sustainability strategies, although some have hesitated to promote them out of concern for political polarization and fan alienation. This study aimed to examine differences in environmental attitudes among fans of two professional sport organizations competing in the same venue but in different sports.

Design/methodology/approach

Survey data were collected from 2,652 season ticket holders of the two organizations. The survey included measures of environmental awareness, perceived behavioral control, ascriptions of responsibility, awareness of team initiatives and green team fandom. Participants’ environmentalist status (active, passive or non-environmentalist) was also assessed. Analysis of variance was used to examine differences in environmental attitudes based on sport affiliation and environmentalist status.

Findings

Significant but small differences in environmental awareness and awareness of team initiatives based on sport affiliation were found. However, environmentalist status had a significant effect on environmental awareness, perceived behavioral control, ascriptions of responsibility and green team fandom, with active environmentalists scoring highest, followed by passive environmentalists and non-environmentalists. Surprisingly, fans’ environmentalist status did not significantly impact their awareness of team sustainability initiatives. Non-environmentalists, a substantial portion of the sample, did not express particularly negative attitudes toward sustainability.

Originality/value

This study extends previous research by examining fan attitudes toward environmental sustainability. It challenges the assumption that promoting sustainability initiatives may alienate fans, particularly non-environmentalists, and highlights the potential for sport organizations to leverage their unifying power to promote environmental action among diverse fanbases.

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目的体育已成为促进环保意识和行动的有力平台。主要的大学和职业球队已经实施了可持续发展战略,尽管有些球队出于对政治两极分化和球迷疏远的担忧,在推广这些战略时犹豫不决。本研究旨在考察两个职业体育组织的球迷在环保态度上的差异,这两个组织在同一场地比赛,但从事不同的体育项目。调查内容包括环境意识、感知行为控制、责任描述、对球队倡议的认识以及对绿色球队的狂热。此外,还对参与者的环保主义者身份(主动、被动或非环保主义者)进行了评估。研究结果发现,根据运动隶属关系,参与者的环境意识和团队倡议意识存在显著但微小的差异。然而,环保主义者的身份对环境意识、感知行为控制、责任描述和绿色球队粉丝有显著影响,其中主动环保主义者得分最高,其次是被动环保主义者和非环保主义者。令人惊讶的是,球迷的环保主义者身份并没有对他们对球队可持续发展举措的认识产生重大影响。非环保主义者占样本的很大一部分,但他们对可持续发展并没有表达出特别消极的态度。 原创性/价值 本研究通过考察球迷对环境可持续发展的态度,扩展了以往的研究。它挑战了推广可持续发展倡议可能会疏远球迷(尤其是非环保人士)的假设,并强调了体育组织利用其团结力量在不同球迷群体中推广环保行动的潜力。
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