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 h