An Analysis of Identity Conflict Among Health-Conscious Sport Fans

Scholars have begun to explore the interplay between the multiple identities within a sport fan’s salience hierarchy, noting fandom may compete with other central roles. Researchers have also recently emphasized well-being outcomes for fans, with increasing focus on physical health. Though sport consumer behavior and health consciousness have concurrently emerged, the social psychological connection between the two is unclear. Thus, we aim to clarify this relationship. We leverage an emerging quantitative approach: polynomial regression and response surface methodology. Our findings indicate individuals who value both fandom and health consciousness (i.e., demonstrate high fan identity and health consciousness congruence) experience identity conflict, with men reporting higher levels of identity conflict than women. Thus, we contribute to literature on the potential negative sides (or challenges) of fan identity. The food and sedentarism common to fan culture appear to prompt psychological turmoil for health-conscious individuals. Fan identity may naturally integrate with other social roles, yet our results indicate fandom and health consciousness are often viewed in conflict.