Exploring Major League Baseball Fans’ Climate Change Risk Perceptions and Adaptation Willingness

Abstract

Major League Baseball (MLB) is particularly vulnerable to climate change due to its season duration, geographic footprint, and largely outdoor nature. Therefore, the purposes of this study were to investigate whether U.S.-based MLB fans’ climate change skepticism and experiential processing influenced their climate change risk perceptions and adaptation willingness, and to determine if those relationships were further influenced by fans’ sport identification with MLB. A cross-sectional survey design tested the study’s purposes using a sample (n = 540) of self-identified MLB fans. Data were analyzed using structural equation modeling on the Mplus 8 statistical package to test the hypothesized model. The results indicated consistencies across low and highly identified MLB fans on their climate change risk perceptions and willingness to adapt, but revealed group differences between the factors influencing fans’ risk perceptions of climate change. The findings provide early empirical evidence to support the United Nations’ (UN) Sport for Climate Action Framework, and managerial implications regarding the nexus of climate change and sport consumer behavior research.