Despite its massive popularity, the ski industry has several negative environmental and social impacts. The environmental effects that come with skiing often include deforestation, alteration and loss of habitat, overuse of water, air and water pollution, littering, contributions of emissions that lead to global climate change, and visual impacts from development. Socially, the industry is only available to a narrow, privileged demographic and creates gentrification and racial and income inequality in ski towns. This study surveyed students at an elite liberal arts college located near the mountains as a case study to evaluate their awareness of and action in response to concerns about the ski industry's environmental and social impacts. The study found that students are generally aware that the ski industry has negative impacts, but most do not intend to stop skiing because they enjoy the sport, skiing is a big part of their lifestyle and sense of self, or they want to be able to spend time with friends and family who ski.