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Is Going Green Worth It? Assessing Fan Engagement (2017)

An online survey was administered to 557 sport fans. Items measured fan connection to the organization, environmental values, expectations, behaviors (at the event, at home), and recall of environmental sponsors.

Fans want and expect sport organizations to engage in environmental action. Initiatives taken by sport organizations have a positive influence on fan behaviors at the event and these translate to favorable behaviors at home. Two distinct groups were identified: the high pro-environmental attitudes group exhibited low attachment to the organization, high perception of environmental initiatives, higher recall of environmental sponsors.

CITE: Casper, J., Pfahl, M.E., McCullough, B.P. (2017). Is Going Green Worth It? Assessing Fan Engagement and Perceptions of Athletic Department Environmental Efforts. Journal of Applied Sport Management, 9(1).


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