Do Fans Have to Choose Between Formula One and Sustainability? A Case Study of Spectators Balancing Environmental Beliefs and Fandom

The environmental impact of sports has become a growing concern, with many organizations facing scrutiny over their sustainability practices and accusations of greenwashing. Formula 1 (F1), a global motorsport, is no exception. This exploratory case study examined F1 fans’ perceptions of the sport’s environmental impact and its initiatives to mitigate it. It particularly analyzes how F1 spectators navigate potentially conflicting social identities and any subsequent cognitive dissonance between their fandom and environmental beliefs. Using semistructured interviews with ten F1 fans who attended the 2022 U.S. F1Grand Prix, we explored their perspectives on the sport’s sustainability efforts and how cognitive dissonance influenced their attitudes, focusing on how they reconciled the tension between their environmental values and dedication to F1 fandom. Our interviews show that while F1 spectators prioritize their fandom over environmental concerns, issue salience is a crucial element in their cognitive dissonance. These results can guide sports toward more serious proactive efforts in getting involved in sustainability initiatives and communicating them well, thus moving away from potential greenwashing. By placing these findings in a broader sport context, this study also adds to the literature on the intersection between sport fandom, behavior, and environmental communication.