Is Going Green Worth It? Assessing Fan Engagement and Perceptions of Athletic Department Environmental Efforts

TLDR

The study examined how environmentally themed activities within an intercollegiate sport context affect fan engagement. The authors surveyed 557 fans online on their connection to the athletic department, environmental values, expectations for environmental activities, event and at‑home behaviors, perceptions of profile enhancement, and recall of environmental sponsors and major initiatives, then performed cluster analysis to identify two groups based on pro‑environmental perceptions. Fans expected environmental action from the athletic department, which improved perceptions of the program and university and influenced event and home behaviors; a high pro‑environmental cluster was predominantly female, had lower program connection, but higher recall of sponsors and initiatives, highlighting the value of such efforts for fan engagement.

Abstract

The purpose of this study was to examine the extent to which environmentally themed activities within an intercollegiate sport context impact fan engagement. A total of 557 fans responded to an online survey measuring fan connection to the athletic department, environmental values, expectations for environmental activities, event and at home environmental behaviors, perceptions of profile enhancement, and recall of environmental sponsors and major initiatives. Results found that fans expected athletic department environmental action and they help with favorable perceptions about the athletic program and university and influenced at event and home behaviors. Cluster analysis identified two clusters based on high pro-environmental and low pro-environmental perceptions. The high proenvironmental cluster was skewed female, had lower connection to the athletic program, and had higher recall of official environmental sponsors and athletic initiatives. The results provide a fundamental and foundational understanding of how environmental activities impact fan engagement and the value of such efforts.