The purpose of this study was to explore the relationship sport fans have with their mascots when represented by a nonhuman animal who is a member of an endangered species group. Adopting a shared responsibility perspective, this study examined the level of knowledge sport fans possess about their endangered species mascot and how sport fan identity might impact one’s desire to learn more. Findings supported the hypothesis that highly identified fans would want to learn more about the endangered species, thus suggesting that sport organizations may be in an advantageous position to create change through organizational initiatives and practices involving partner organizations and in-house conservation efforts.
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