Influence of game context on sport fan dietary choices: framing food attributes to promote healthier eating

Purpose

This study investigates the intersection between nutrition and sport management, focusing on how sport fans' dietary choices are influenced by the framing of food attributes in different game contexts.

Design/methodology/approach

Two experiments were conducted around American football events to examine these choices. Experiment 1 utilized a 2 (Perceptions of Rivalry Games: Rivalry vs. Non-Rivalry) × 3 (Perceived Food Attributes: Energy vs. Healthiness vs. Environmental-Friendliness) between-subjects design. Experiment 2 employed a 2 (Game Outcome: Victory vs. Loss) × 3 (Perceived Food Attributes: Energy vs. Healthiness vs. Environmental-Friendliness) between-subjects design.

Findings

The findings revealed that during rivalry games or after their favorite teams' losses, fans tend to prefer high-calorie, nutrient-poor foods framed as energy sources. Conversely, victories prompt fans to opt for healthier and more environmentally friendly food choices.

Originality/value

This research provides novel insights into how a performance-driven mindset influences dietary choices among sport spectators. The results offer practical implications for sport managers and marketers, emphasizing the importance of strategically framing food attributes at sporting events to encourage healthier eating behaviors among fans. By leveraging these insights, sport organizations can enhance fan experiences and promote overall well-being.