By Meike van Dijk, Master Student at the University of Kufstein (Austria)
As Formula 1 accelerates toward its Net Zero 2030 goal, it faces a complex “sustainability paradox”. On one hand, the sport is delivering substantive technical wins: the transition to 100% sustainable fuels, an 83% reduction in logistics emissions during the European leg via biofuel-powered trucks, and factories moving to renewable energy sources.
On the other hand, the sport faces intense scrutiny over its expanding global race calendar and the massive carbon footprint of its travel and logistical operations, which actually account for 73% of its total emissions.
The Multi-Dimensional “Authenticity Gap”
In my current Master’s research at FH Kufstein Tirol, I am exploring how these initiatives translate into consumer perception. Academic theory suggests that for “brown companies” (heavy polluters) like F1, establishing organisational authenticity, meaning the the truthful alignment between stated values and actual behaviour, is the only way to build long-term brand trust.
My study focuses on four key pillars that influence how you, the fan, judge the sport:
Consumer Awareness: Does knowing about technical goals like hybrid power units actually change your view of the brand?
Information Transparency: Does F1 objectively acknowledge its negative environmental consequences as much as its wins?
Perceived Impact: Do you see these initiatives as substantive changes or merely “superficial palliatives”?
The Greenwashing Risk: Is there a gap where “green talk” is decoupled from the reality of global racing?
How do you see it?
Whether you are a “Hardcore Fan” who follows every session or a “Casual Viewer” who tunes in for the highlights, your perspective is vital. I am investigating whether your specific knowledge of the sport’s operations creates a “Halo Effect” of trust, or if it instead leads to deeper scepticism regarding selective disclosure.
I need your voice to complete this picture.
To understand if F1 is truly achieving environmental legitimacy or just practicing strategic marketing, I am inviting the Green Racing News community to participate in a 5-minute survey. Your insights will help determine how the sports industry can move from symbolic gestures to substantive impact.
Link to the survey: https://survey.fh-kufstein.ac.at/index.php/251882?lang=en
All responses are 100% anonymous and will be used solely for academic purposes at FH Kufstein Tirol.
