Why Korean Sports Tourists Go Green: Testing the VBN model

Why Korean Sports Tourists Go Green: Testing the VBN model | Research Square window.SnipcartSettings = { analytics: { enabled: false } }; (function() { var accessVector = localStorage.getItem('access_vector') || ''; window.dataLayer = window.dataLayer || []; if (accessVector) { window.dataLayer.push({ user: { profile: { profileInfo: { snid: accessVector } } } }); } })(); (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src='https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);})(window,document,'script','dataLayer','GTM-K279D39R'); Browse Preprints In Review Journals COVID-19 Preprints AJE Video Bytes Research Tools Research Promotion AJE Professional Editing AJE Rubriq About Preprint Platform In Review Editorial Policies Our Team Advisory Board Help Center Sign In Submit a Preprint Cite Share Download PDF Article Why Korean Sports Tourists Go Green: Testing the VBN model Youngjae Kim, Chaerin Lee This is a preprint; it has not been peer reviewed by a journal. https://doi.org/ 10.21203/rs.3.rs-7646420/v1 This work is licensed under a CC BY 4.0 License Status: Under Revision Version 1 posted 13 You are reading this latest preprint version Abstract This study applies the Value–Belief–Norm (VBN) framework to explain pro-environmental tourism behavior among Korean adults engaged in sports tourism and to examine gender- and age-related differences. We conducted a cross-sectional online survey of adults who had participated in sports-related travel within the past three years, adapting established VBN measures to the sports-tourism context and validating the measurement model. Structural equation modeling confirmed the theorized sequence from values to beliefs, norms, and behaviors: altruistic and biospheric values fostered awareness of environmental consequences; this awareness strengthened ascribed responsibility, which in turn reinforced personal norms. Personal norms translated into actual pro-environmental behaviors and future intentions, but did not increase willingness to accept the costs or inconveniences of “sacrifice-involving” choices. Multi-group analyses revealed meaningful heterogeneity: men showed a stronger link from altruistic values to environmental awareness, whereas women responded more to egoistic considerations; participants aged forty and above exhibited a clearer progression from awareness to responsibility and norms and were more inclined to accept pro-environmental sacrifices than younger adults. These findings demonstrate the VBN model’s usefulness in a sports-tourism setting and suggest segment-specific strategies—community-responsibility framing for men, self-relevant quality-of-life framing for women, and incentive-aligned approaches to help younger adults convert norms into sacrifice-involving behaviors. Earth and environmental sciences/Environmental social sciences Biological sciences/Psychology Social science/Psychology Figures Figure 1 Introduction The concept of sustainable development has emerged as a pivotal focus within the global sports tourism industry. The organizers of the Paris 2024 Olympic Games positioned the event as “the most environmentally friendly Olympics in history” by implementing comprehensive sustainability measures (Iternational Olympic Committee, 2024). They committed to post-Games utilization of facilities, designed a mobility system centered on public transportation, and powered venue operations with renewable energy. These initiatives exemplify the industry’s commitment to environmental responsibility while also revealing the complex interplay between sustainability objectives and participant experience. Some scholars argue that stringent environmental regulations have, at times, diminished athletes’ performance and spectator enjoyment (Jung, 2024 ), thereby highlighting the delicate balance necessary when integrating green policies into sports tourism. Since successfully hosting the PyeongChang 2018 Winter Olympics, South Korea has established itself as a prominent global center for sports tourism. Notably, Korean adults demonstrate distinctive participation patterns in sports tourism. Examples include the away-game cheering culture prevalent in the K League, as well as professional baseball, golf and ski tourism concentrated in Jeju and Gangwon provinces. More recently, there has been an increase in overseas attendance at major sporting events. These trends raise important questions about the environmental values Korean adults hold when engaging in diverse sports tourism activities. They also emphasize the importance of examining the psychological mechanisms that influence their pro-environmental behaviors. Generational and gender differences in sports tourism participation further enrich this area of study. Adults in their twenties and thirties have popularized the “deung-lin-i” (beginner climber) culture, which originates in climbing gyms and extends to ascents of Mount Seorak. Adults in their forties and fifties primarily join weekend golf tours and attend professional baseball games as season ticket holders. In contrast, adults in their sixties and seventies prefer walking-based health tourism. Gender differences are also evident: men more often engage in spectating sports tourism, such as football and baseball, whereas women generally favor wellness-oriented sports tourism, including yoga retreats and Pilates camps. Within this context of diverse participation, investigating how Korean adults perceive environmental issues and how these perceptions influence pro-environmental behaviors becomes a highly pertinent research task. Sports tourism encompasses all forms of travel to observe or participate in sporting activities. The Korean adult sports tourism experiences analyzed in this study exhibit considerable diversity. This diversity prompts a fundamental inquiry: How do environmental attitudes differ between a Korean watching baseball while consuming fried chicken and beer, a Korean carrying a reusable tumbler during a hiking excursion, and a Korean driving an electric vehicle to a golf course? Previous research has largely focused on pro-environmental behavior in general tourism contexts. However, scholars have not sufficiently examined the interplay between Korea’s distinctive sports tourism culture and environmental consciousness. Although Kim ( 2018 ) and Park and Kim ( 2021 ) offer valuable perspectives, they do not fully explain adult behavioral patterns within Korea’s sports tourism framework. Korean sports tourism also exhibits distinctive sociocultural traits, including a collective participation tendency expressed in “cheering culture,” an experience-oriented approach embodied in “proof shots” and social media sharing, and a leisure orientation closely linked to “foodie tours.” Investigating how these characteristics affect pro-environmental behavior, as well as how personal values translate into actual behaviors, is of scholarly and practical importance for the sustainable development of Korea’s sports tourism sector. Motivated by this need, the present study employs the Value–Belief–Norm (VBN) model to predict pro-environmental tourism behavior among Korean adult sports tourism participants. The VBN model provides a systematic framework for tracing the psychological progression from personal values to environmental awareness, responsibility, and behavioral outcomes (Stern et al., 1999 ). This investigation is particularly pertinent in the Korean context, where collectivistic tendencies coexist with individualistic value orientations. This duality raises a compelling question: How do altruistic values (concern for others), biospheric values (protection of the natural environment), and egoistic values (pursuit of personal benefit) interact to influence pro-environmental behavior? Differences in gender and age among Korean adults provide additional insight into this topic. For instance, do women in their twenties and thirties—often reported to demonstrate a strong concern for environmental protection—exhibit similar patterns within sports tourism? Alternatively, does the distinctive nature of sports tourism produce different dynamics? How do men in their forties and fifties who engage in golf tourism, often backed by greater economic resources, define environmental consciousness? This study explores these questions. The primary objective of this study is to provide practical insights that promote the sustainable development of South Korea’s sports tourism industry. Rather than merely asserting that “environmental protection matters,” this research seeks to enhance the effectiveness of green policies and marketing strategies by examining the psychological motivations and behavioral patterns of Korean adults. This approach aims to transform South Korea’s sports tourism sector into a sustainable industry that maintains global competitiveness while fulfilling its environmental responsibilities. Literature Review and Hypotheses VBN model . The Value–Belief–Norm (VBN) model, a robust theoretical framework for predicting environmental behavior, integrates three distinct theoretical perspectives. Schwartz and Bilsky’s ( 1987 ) value theory explains how internal values fundamentally shape a wide array of attitudes and behaviors. Schwartz’s ( 1977 ) Norm Activation Model (NAM) delineates the psychological mechanisms through which individuals experience moral obligation in specific contexts, mediated by “awareness of consequences” (AC) and “ascription of responsibility” (AR). Dunlap and Van Liere’s ( 1978 ) New Environmental Paradigm (NEP) introduces an environmental worldview that challenges anthropocentrism and emphasizes harmony with nature. Building on these foundations, Stern ( 2000 ) articulated a clear causal sequence: Value → Belief → Norm → Environmental Action. The question arises: To what extent can researchers directly apply this Western-derived model to participants in Korean sports tourism? In Korea’s unique cultural context, where collectivist traditions coexist with individualist values, and sports tourism often centers on collective cheering, this model may manifest differently. Drawing on critical assessments of the VBN theory (Steg et al., 2011 ; Ghazali et al., 2019 ), this study develops a model tailored to the Korean sports tourism context. Given that the environmental worldview conceptually overlaps with other belief constructs and focuses narrowly on environmental issues, we design a more parsimonious framework in which values directly influence awareness of consequences. Values: A Multilayered Motivational Framework among Koreans. Values are enduring beliefs about what people consider important in life, functioning as fundamental motives and evaluative criteria for attitudes and behaviors (Schwartz & Bilsky, 1987 ). What value systems do participants in Korean sports tourism hold? How do the values of an individual cheering with fried chicken and beer at a baseball stadium differ from those of a person hiking with a reusable tumbler? Altruistic Values: Expanding the Culture of “Togetherness” to Encompass Environmental Concerns. Korea’s collectivist culture distinctly shapes sports tourism, evident in practices such as collective cheering at baseball stadiums, mutual assistance during hiking, and encouragement in marathons. Schwartz ( 1977 ) defines altruistic values as equality, world peace, social justice, and societal contribution. Korean sports tourism participants express these values through the shared joy of “being together” and an ethos of mutual consideration. This approach raises a central question: How do altruistic values translate into environmental consciousness among Korean sports tourism participants? Specifically, can the modest awareness that “the trash I leave behind may inconvenience others” evolve into more proactive environmental behaviors grounded in the collective belief that “we all should work for the environment”. Building on Kang et al. ( 2019 ), this study anticipates that altruistic values play a significant role in driving pro-environmental behavior in tourism. Therefore, our first hypothesis is: H1. Altruistic values positively influence awareness of consequences. Egoistic Values: The Conflict between Personal Gain and Environmental Considerations. Egoistic values shape Korean sports tourism in multifaceted ways. Examples include premium seating that enhances spectator comfort, participation in exclusive golf courses signals prestige, and luxury travel to international sports events showcases social status and economic capability. Stern et al. ( 1999 ) note that egoistic values, such as social power, wealth, and authority, can foster an egocentric perspective on environmental issues. This egocentric orientation raises the question: Do high-income sports tourists in Korea ignore environmental concerns, or do they adopt a pragmatic approach, recognizing that a clean environment also safeguards their health and safety? Choi and Kim ( 2015 ) suggest that individuals with strong egoistic values engage with environmental issues when those concerns align with personal interests. In contrast, Baek ( 2024 ) contends that egoistic motivations rarely lead to genuinely pro-environmental behaviors. Given the above, we posit: H2. Egoistic values negatively influence awareness of consequences. Biospheric Values: The Fundamental Role of Nature in Sports Tourism. In Korean sports tourism, nature functions as more than a backdrop. Summit attempts on Mount Seorak, treks along Jeju’s Olle Trail, winter sports at ski resorts in Gangwon, and surfing along the East Coast all involve direct engagement with the natural environment. Participants in these activities experience nature’s beauty and intrinsic value firsthand. Such experiences reinforce biospheric values, which emphasize coexistence with and the preservation of nature (Schwartz, 1977 ; Stern & Dietz, 1994 ). Gu and Park ( 2023 ) demonstrate that biospheric values motivate a moral obligation to foster a sustainable society. This influence may grow especially pronounced in sports tourism, where individuals interact closely with the natural environment (He et al., 2024 ). The sincere conviction—“I must protect the beautiful nature I enjoy”—often translates into tangible pro-environmental behaviors. As a result, we propose that: H3. Biospheric values positively affect awareness of consequences. Beliefs: From Recognition to Responsibility. How do participants in Korean sports tourism form environmental beliefs? Experiences such as marathon cancellations due to fine dust, shortened ski seasons driven by climate change, and polluted surf spots from marine debris create distinctive patterns of environmental awareness among sports tourism participants, setting them apart from general tourists. Awareness of Consequences: Concrete Environmental Cognition Through Lived Experience. Awareness of consequences refers to recognizing the negative outcomes that result from failing to engage in pro-environmental behaviors (Steg & De Groot, 2010 ). Korean sports tourism participants often express this recognition in concrete and practical terms; for example, “Trash left on a mountain will displease subsequent hikers,” and “Excessive water use at golf courses may result in local shortages”. Baek ( 2024 ) contends that clearly understanding how one’s actions harm nature and society strengthens motivation to adopt pro-environmental behavior. Similarly, Go ( 2019 ) confirms that awareness of consequences heightens consciousness of environmental issues. Therefore, we propose the following hypothesis: H4. Awareness of consequences positively influences the ascription of responsibility. Attribution of Responsibility. The ascription of responsibility extends beyond acknowledging a problem and directly addresses the question, “What is my responsibility regarding this issue?” (Schwartz, 1968 ). Within Korea’s collectivist culture, responsibility may manifest in distinctive ways, as individuals shift between thinking “My actions do not have a significant impact” and “I should lead by example.” De Groot and Steg ( 2008 ) emphasize that ascription of responsibility involves more than feelings of guilt; it represents a constructive internalization of one’s role in solving the problem. Yoo et al. ( 2015 ) further demonstrate in a tourism context that recognizing responsibility for climate change activates personal norms and fosters pro-environmental behavior. Given this discussion, our fifth hypothesis is: H5. The ascription of responsibility positively affects personal norms. Personal Norms: From Moral Duty to the Intention to Act. In Korea, the concept of “norms” holds particular significance at the confluence of Confucian traditions and contemporary individualism. Within sports tourism, the moral obligation encapsulated by the statement “I ought to act pro-environmentally” manifests in specific behaviors. Schwartz ( 1977 ) defines personal norms as a felt obligation to perform particular actions in designated situations, and researchers have identified them as a direct antecedent of behavioral intention (Steg & De Groot, 2010 ). Kim ( 2018 ) further demonstrated that personal norms influence all domains of pro-environmental tourism activities. Thus, we propose the following hypotheses: H6. Personal norms positively affect pro-environmental behavior. H7. Personal norms positively affect intention to engage in pro-environmental behavior. H8. Personal norms positively affect willingness to make pro-environmental sacrifices. Pro-Environmental Tourism Behavior: Bridging the Gap from Awareness to Implementation. This study focuses on the pro-environmental behaviors exhibited by participants in Korean sports tourism. These behaviors range from passive commitments, such as refraining from harming the environment, to active practices, including proactively protecting and enhancing environmental quality. Within sports tourism, pro-environmental behavior manifests in multiple forms, including actual behaviors, intentions for future action, and willingness to incur sacrifices (e.g., financial costs or inconvenience). Each dimension reflects distinct motivations and barriers. For example, carrying out trash after a hike (actual behavior) differs fundamentally from purchasing costly eco-friendly hiking equipment (sacrifice intention). Previous research (Yoo et al., 2015 ; Kim, 2018 ) demonstrated that personal norms developed through the VBN framework effectively predict various forms of pro-environmental behavior. Building on these findings, the present study seeks to provide a comprehensive understanding specifically adapted to the unique context of Korean sports tourism. Individual Differences: Varied Narratives Influenced by Gender and Age. What individual differences shape pro-environmental behavior among participants in Korean sports tourism? Specifically, do environmental attitudes within the climbing culture, popular among women in their twenties and thirties, differ from those observed in golf culture, commonly associated with men in their forties and fifties? Additionally, how do pro-environmental behaviors vary between walking tourism favored by adults in their sixties and seventies and the extreme sports preferences typical of those in their twenties and thirties? Prior research (Autio & Heinonen, 2004 ; Dolnicar & Leisch, 2008 ; Ghazali et al., 2019 ) indicates that gender and age significantly influence pro-environmental behavior. However, scholars remain uncertain about whether these findings from Western contexts apply to Korea’s sports tourism sector. Distinctive patterns may emerge in Korea due to its collectivist culture, generational value differences, and the coexistence of traditional and modern perspectives on gender roles. Therefore, we posit: H9. Pathways within the Value–Belief–Norm model differ significantly by gender. H10. The pathways within the Value–Belief–Norm model differ significantly by age. Methodology This quantitative, cross-sectional survey study predicts pro-environmental tourism behavior among Korean adult participants in sports tourism. We collected data using a structured questionnaire based on the VBN model and analyzed it through path analysis and multi-group analysis using structural equation modeling (SEM). Participants . This study targets Korean adults aged 18 years or older who engaged in sports tourism between 2022 and 2024. Sports tourism refers to all forms of tourism primarily motivated by sports activities, requiring travel away from one’s residence for at least 24 hours, including at least one overnight stay. Following Hair et al. ( 2010 ), who recommend a minimum ratio of 10 observations per indicator in SEM, the study set a minimum sample size of 300 based on the number of observed variables in the measurement model. To enable multi-group analyses by gender and age, the researchers also planned for at least 100 cases per group. Data Collection and Period . We collected data over two months, from January 2 to March 10, 2025. To ensure efficient nationwide sampling under coronavirus disease 2019 (COVID-19) pandemic conditions, we employed an online survey methodology. A professional online panel company conducted random sampling, and participants received small incentives. Three experts in sports tourism and environmental behavior reviewed the questionnaire to ensure content validity. We then conducted a pilot test with 30 participants to improve the questionnaire’s clarity and comprehension. The Institutional Review Board (IRB) approved this study under protocol number 1041078-20240904-HR-252. All participants received information about the study’s objectives, procedures, and privacy policy. Participation was entirely voluntary, and respondents could withdraw at any time. Researchers used the collected data exclusively for research purposes. The survey produced 372 responses. After excluding 18 invalid responses due to duplicate phone numbers and incomplete answers, we retained 354 questionnaires for analysis. Respondents completed the survey in a self-administered format. Table 1 summarizes the demographic characteristics of the sample. Table 1 Demographic information of respondents. Category n % Gender Male 204 57.6 Female 150 42.4 Age 20s 152 42.9 30s 78 22.0 40s 79 22.3 50s 42 11.9 60+ 3 0.8 Marital status Married 139 39.3 Unmarried 215 60.7 Companions during sports tourism Family/Relatives 126 35.6 Friends/partner 144 40.7 Group/Club 64 18.1 Solo 20 5.6 Sports tourism participation frequency in past 3 years 1–4 times 192 54.2 5–9 times 68 19.2 10–14 times 30 8.5 15–19 times 3 0.8 20 + times 61 17.2 Main sports during sports tourism Ski 96 27.1 Snowboard 71 20.1 Golf 35 9.9 Volleyball 30 8.5 Swimming 17 4.8 Surfing 16 4.5 Football 13 3.7 Baseball 12 3.4 Hiking 11 3.1 Climbing 10 2.8 Other 43 12.1 Questionnaire Structure . To ensure cultural appropriateness and contextual relevance for Korean sports tourism participants, we adapted established VBN instruments using a translation–back-translation process conducted by bilingual experts in tourism and environmental behavior. A panel consisting of one professor with over 15 years of research experience in sports tourism and two PhD holders specializing in environmental behavior and VBN applications evaluated the finalized instrument. We assessed all constructs using five-point Likert scales ranging from 1 (“strongly disagree”) to 5 (“strongly agree”). The measurement model initially included nine latent constructs with 29 items. After confirmatory factor analysis (CFA), we refined the instrument to 26 items. Operational Definitions of Constructs Values. We measured values using validated scales from Stern et al. ( 1999 ), Stern ( 2000 ), and De Groot and Steg ( 2008 ). Altruistic values included three items representing concern for others’ welfare. Egoistic values initially included three items reflecting the pursuit of personal benefit and power, but we reduced this to two items after analysis. Biospheric values included three items capturing concern for protecting the natural environment and ecosystems. Beliefs. We assessed environmental beliefs by adapting the scales from Stern et al. ( 1993 ), Stern ( 2000 ), Van Riper and Kyle ( 2014 ), and Gupta and Sharma (2019) to the sports tourism context. We measured awareness of consequences (AC) with three items that reflected recognition of environmental outcomes associated with sports tourism activities. We measured ascription of responsibility (AR) with three items that indicated a sense of personal responsibility for environmental issues. Personal Norms. Following Stern’s ( 2000 ) framework, we measured personal norms as the moral obligation to engage in environmentally responsible ways within sports tourism. We began with three items but refined the construct to two items during analysis. Pro-Environmental Tourism Behavior. We adopted a multidimensional approach based on Stern et al. ( 1999 ), Hedlund ( 2011 ), Markowitz et al. ( 2012 ), Landon et al. ( 2018 ), and Sharma and Gupta ( 2020 ). The constructed included actual pro-environmental behavior (three items refined to two), intention to engage in pro-environmental behavior (four items), and willingness to make pro-environmental sacrifices (four items), for a total of 11 items. Reliability and Confirmatory Factor Analysis (CFA) . We used AMOS 30.0 to assess the measurement model’s validity through CFA. The initial model fit indices were χ² = 1,039.780 (p < .001), TLI = .872, CFI = .891, and RMSEA = .061, which fell short of recommended thresholds. To enhance the model fit, we removed items with low standardized regression weights: egoistic value item 2 (.412), personal norm item 2 (.438), and pro-environmental behavior item 3 (.421). After removing these items, the final model fit achieved acceptable fit indices: χ² = 645.506 (p < .001), TLI = .900, CFI = .919, and RMSEA = .065. All constructs exhibited satisfactory internal consistency, with Cronbach’s alpha values ranging from .726 to .884, all exceeding the recommended threshold of .70. Composite reliability (CR) values ranged from .73 and .89, also surpassing the .70 criterion. Average variance extracted (AVE) values ranged from .50 to .73, meeting the .50 minimum requirement and indicating convergent validity. In addition, Heterotrait–Monotrait (HTMT) ratios remained below .85, confirming discriminant validity. Table 2 presents the full reliability and validity results. Table 2 Reliability and Confirmatory Factor Analysis of the Measurement Instrument Latent Variable Indicator Validity λ C.R. AVE CR α Altruistic Values 1 0.608 0.529 0.874 0.749 2 0.825 10.534 *** 3 0.733 10.142 *** Egoistic Values 1 0.922 0.656 0.884 0.770 3 0.679 2.383 * Biospheric Values 1 0.861 0.762 0.991 0.901 2 0.937 22.91 *** 3 0.816 19.161 *** Awareness of Consequences 1 0.654 0.556 0.781 0.784 2 0.833 11.152 *** 3 0.740 10.886 *** Ascription of Responsibility 1 0.824 0.707 0.926 0.872 2 0.943 19.238 *** 3 0.743 15.682 *** Personal Norms 1 0.790 0.576 0.942 0.725 3 0.727 11.069 *** Pro-Environmental Behavior 1 0.815 0.620 0.974 0.762 2 0.759 9.615 *** Intention to Engage in Pro-Environmental Behavior 1 0.928 0.666 0.864 0.886 2 0.929 27.804 *** 3 0.671 15.219 *** 4 0.700 16.298 *** Willingness to Make Pro-Environmental Sacrifices 1 0.457 0.587 0.764 0.829 2 0.686 8.139 *** 3 0.942 8.978 *** 4 0.884 8.918 *** Discriminant Validity of the Measurement Instrument . We evaluated discriminant validity among the constructs using the Fornell–Larcker (1981) criterion, which requires that the square root of each construct’s AVE to exceed its correlations with other constructs. As presented in Table 3 , the square roots of the AVE values ranged from 0.727 to 0.873, whereas the inter-construct correlations varied between 0.000 and 0.539. For every construct, the square root of the AVE surpassed the corresponding inter-construct correlations, confirming satisfactory discriminant validity. These findings demonstrate that the instrument effectively measured distinct and independent constructs, fulfilling the essential prerequisites for SEM analysis. Table 3 presents the comprehensive results. Results Structural Model Path Analysis . We conducted SEM using AMOS 30.0 to evaluate the proposed VBN structural model. Figure 1 illustrates the hypothesis testing path diagram. The overall model fit indices were as follows: χ² = 978.275 (p < .001, df = 291), Tucker–Lewis Index (TLI) = 0.841, Comparative Fit Index (CFI) = 0.858, and Root Mean Square Error of Approximation (RMSEA) = 0.082. Hu and Bentler ( 1999 ) noted that an RMSEA value slightly above 0.08 remains acceptable for analysis. Although the CFI and TLI values fell slightly below the conventional 0.90 threshold, we considered the overall model fit acceptable because of the exploratory application of the VBN model in sports tourism and the statistical significance of individual path coefficients. Table 4 presents the path analysis results. Table 4 Hypotheses test path Estimate S.E. C.R. Decision Unstd Std Altruistic Values -> Awareness of Consequences 0.173 0.143 0.08 2.152* Supported Egoistic Values -> Awareness of Consequences − .059 − .098 0.063 − .936 Rejected Biospheric Values -> Awareness of Consequences 0.242 0.19 0.077 3.118** Supported Awareness of Consequences -> Ascription of Responsibility 0.56 0.492 0.078 7.199*** Supported Ascription of Responsibility -> Personal Norm 0.305 0.394 0.05 6.125*** Supported Personal Norm -> Pro-Environmental Behavior 0.451 0.509 0.069 6.567*** Supported Personal Norm -> Pro-Environmental Behavior Intention 0.613 0.43 0.093 6.594*** Supported Personal Norm -> Willingness to Make Pro-Environmental Sacrifices − .054 − .068 0.05 -1.07 Rejected Of the ten hypotheses tested, eight gained statistical support. Specifically, altruistic values (β = .143, CR = 2.152, p < .05) and biospheric values (β = .190, CR = 3.118, p .05) did not exhibit a statistically significant effect, leading us to reject H2. Awareness of consequences significantly and positively influenced the ascription of responsibility (β = .492, CR = 7.199, p < .001), supporting H4. Furthermore, the ascription of responsibility significantly and positively shaped personal norms (β = .394, CR = 6.125, p < .001), supporting H5. Personal norms significantly and positively influenced pro-environmental behavior (β = .509, CR = 6.567, p < .001) and the intention to engage in pro-environmental behavior (β = .430, CR = 6.594, p .05), leading us to reject H8. Multi-Group Analysis (1) Gender Multi-group analysis by gender revealed a significant difference in the path from altruistic values to awareness of consequences, with the effect stronger among men than women (Δχ² = 27.597, p < .01). Additionally, the path from egoistic values to awareness of consequences differed significantly (Δχ² = 21.336, p < .05), with women exhibiting a stronger negative association; that is, higher egoistic values among women more strongly related to lower awareness of consequences. Table 5 summarizes these results. Table 5 Path Coefficients by Gender Path Estimate Δχ² Result Male Female Difference Altruistic Values -> Awareness of Consequences 0.209 * 0.137 0.072 27.597 ** Male > Female Egoistic Values -> Awareness of Consequences − .038 − .111 0.073 21.336 * Male Awareness of Consequences 0.241 ** 0.152 0.089 16.613 Male = Female Awareness of Consequences -> Ascription of Responsibility 0.473 *** 0.420 *** 0.053 16.613 Male = Female Ascription of Responsibility -> Personal Norm 0.318 *** 0.479 *** − .161 12.937 Male = Female Personal Norm -> Pro-Environmental Behavior 0.419 *** 0.635 *** − .216 5.713 Male = Female Personal Norm -> Pro-Environmental Behavior Intention 0.415 *** 0.469 *** − .054 11.519 Male = Female Personal Norm -> Willingness to Make Pro-Environmental Sacrifices − .188 − .034 − .154 16.821 Male = Female (2) Age We compared two age groups: individuals in their twenties and thirties, and those aged 40 and above. The analysis revealed significant differences across several pathways, thereby supporting H10. Specifically, the path from biospheric values to awareness of consequences was stronger in the forties + group (Δχ² = 28.188, p < .05), indicating that middle-aged and older participants more effectively translated biospheric values into awareness of environmental consequences. The forties + group also showed a stronger path from awareness of consequences to ascription of responsibility (Δχ² = 20.890, p < .05) and from ascription of responsibility to personal norms (Δχ² = 28.757, p < .001). The most pronounced difference emerged in the path from personal norms to willingness to make pro-environmental sacrifices: the path was positive for the forties + group but negative for those in their twenties and thirties (Δχ² = 62.198, p Awareness of Consequences 0.182 * 0.215 − .033 5.215 20s ~ 30s = 40s+ Egoistic Values -> Awareness of Consequences − .073 − .143 0.07 10.041 20s ~ 30s = 40s+ Biospheric Values -> Awareness of Consequences 0.206 ** 0.310 ** − .104 28.188 * 20s ~ 30s Ascription of Responsibility 0.378 *** 0.691 *** − .313 20.890 * 20s ~ 30s Personal Norm 0.325 *** 0.592 *** − .267 28.757 *** 20s ~ 30s Pro-Environmental Behavior 0.443 *** 0.659 *** − .216 12.461 20s ~ 30s = 40s+ Personal Norm -> Pro-Environmental Behavior Intention 0.415 *** 0.511 *** − .096 4.801 20s ~ 30s = 40s+ Personal Norm -> Willingness to Make Pro-Environmental Sacrifices − .210* 0.058 − .268 62.198 *** 20s ~ 30s < 40s+ Discussion and Conclusion This study applied the Value–Belief–Norm (VBN) model to predict pro-environmental behavior in Korean sports tourism, identifying distinct patterns based on gender and age. Consistent with previous research in broader contexts, the findings confirm that individuals who express concern for others and the environment are more likely to engage in pro-environmental behaviors. The study highlights several key points. First, altruistic and biospheric values significantly influenced participants’ awareness of consequences in sports tourism. Compared to individuals primarily motivated by self-interest, those who care about the welfare of others and the natural environment demonstrate greater sensitivity to the environmental impacts of their tourism activities. In contrast, egoistic values did not significantly impact awareness of consequences. Although Dong et al. ( 2024 ) reported that egoistic values positively influence environmental concern in the context of green hotels, our findings differ. We attribute this discrepancy to cultural characteristics unique to Korea. Korea’s collectivist culture emphasizes how society evaluates individuals. Concepts such as “face” and “reading the room” arise from this relational framework. For instance, even when satisfied with a product, Korean consumers’ purchase intentions change significantly if others view the product negatively or consider it unfashionable. In this context of strong conformity, individuals tend to interpret environmental issues as collective or societal concerns rather than as matters rooted in self-interest. To promote pro-environmental behavior among sports tourism participants, it may be more effective to highlight that a significant number of individuals already engage in environmentally friendly practices, rather than issuing green appeals. For example, a message such as, “A majority of Korean sports tourists reuse towels during their stays” could encourage conformity with environmentally responsible practices. Second, awareness of consequences positively influenced the ascription of responsibility, which subsequently positively affected personal norms. This finding confirms that recognizing environmental issues in sports tourism fosters a heightened sense of responsibility, which then generates a moral obligation to act. Our findings align with Stern’s ( 2000 ) proposition that responsibility emerges when individuals concretely perceive environmental harm, thereby supporting the sequential logic of the VBN model in Korean sports tourism. Third, when participants felt a moral obligation to act, they often translated this into pro-environmental behaviors and intentions, but not necessarily into a willingness to accept personal sacrifices. Specifically, behaviors requiring personal costs (e.g., higher expenses, time, or effort) were less likely to arise solely from moral duty. Han ( 2015 ) similarly observed that in green hotels, recognizing responsibility did not always lead to behaviors demanding personal sacrifice. Compared to Western countries, Korean society emphasizes monetary and material values. Data from the 2017 World Values Survey indicate that Koreans are more likely to measure success by possessions (World Values Surevey, 2025). The concept of “Gaseongbi” (value for money) also underpins Korean consumer culture. In a society that prioritizes efficiency and financial worth, behaviors requiring considerable time and effort face significant resistance that duty alone cannot overcome. Therefore, appeals based only on responsibility or environmental duty have limited effectiveness in promoting pro-environmental tourism behaviors. Notably, Booking.com’s ( 2023 ) Sustainable Travel Report revealed that many respondents would travel more sustainably if they could earn miles or rewards for eco-friendly choices. Hawai‘i’s Mālama program exemplifies this approach. It offers complimentary nights to travelers who participate in eco-activities, such as beach cleanups or tree planting (Haugen, 2023 ). Our results suggest that participants are more willing to accept sacrifices for the environment when offered adequate rewards. Therefore, providing incentives or services can increase the adoption of pro-environmental behaviors in sports tourism. Fourth, our study identified gender differences in pro-environmental behavior. Previous research has often found that women hold stronger pro-sustainability attitudes (Dolnicar & Leisch, 2008 ; Skanavis & Sakellari, 2008 ; Šenková et al., 2021) and more frequently translate intentions into actions (Ghazali et al., 2019 ). However, our findings revealed that men engaged in sports tourism demonstrated greater recognition of environmental issues. Among women, stronger egoistic values correlated with lower awareness of environmental consequences. These findings indicate that culturally constructed role expectations, in addition to biological sex, influence gender differences in Korea. Men, traditionally socialized to prioritize community responsibilities, may view environmental issues as collective concerns. Conversely, women, who often manage household consumption, may emphasize efficiency and value for money; thus, women with strong egoistic values might discount environmental issues. Accordingly, policies and campaigns may benefit from tailoring their messages to frame responsibility and community care for men, and to link environmental protection to health, safety, and efficiency for women. Age-based multi-group analysis revealed that individuals aged 40 and above demonstrated stronger connections between environmental awareness, responsibility, and norms than those in their twenties and thirties. Although young adults often value sustainability and report high environmental awareness (Johnson et al., 2004 ; Autio & Heinonen, 2004 ), in the context of sports tourism, this awareness may remain transient or self-focused, without evolving into genuine responsibility. In contrast, middle-aged and older adults, who often travel with family and bear long-term responsibilities, are more likely to transform awareness into responsibility and internalized norms. Notably, among participants in their twenties and thirties, stronger personal norms correlated with lower willingness to make sacrifices, suggesting that emphasizing duty and responsibility may backfire for this group. By contrast, for those aged 40 and above, highlighting responsibility strengthened their willingness to accept sacrifices. In summary, promoting pro-environmental behavior in sports tourism requires segmentation strategies based on internal values, gender, and age, rather than adopting a one-size-fits-all approach. Where our findings diverge from previous research, they offer valuable insights for advancing sustainability in sports tourism and enhancing its positive environmental impact. Implications While this study uncovered gender- and age-specific patterns that diverge from previous research and highlights unique environmental behavior dynamics specific to the Korean context, it has several limitations, providing avenues for future research. First, although we examined various types of sports tourism, we did not analyze how sport-specific characteristics influence pro-environmental tourism behavior. Different sports entail different environmental exposures; for example, outdoor sports such as hiking, skiing, surfing, and golf versus indoor sports like basketball, volleyball, and swimming. These distinctions likely affect perceptions of environmental issues and moral responsibility. For instance, outdoor sports participants may more strongly perceive degradation, whereas indoor sports participants may focus on facility energy use or transport. Future research should segment participants by sport type or intensity of environmental exposure to develop targeted policies that are more effective. Second, this study applied a cross-sectional design, which captured relationships at a single point in time. While valuable for testing sequential VBN pathways, it cannot establish temporal causality. Given those values, beliefs, norms, and behaviors evolve, longitudinal studies are necessary to track how repeated experiences of sports tourism influence environmental consciousness and behaviors. Such research would guide strategies to sustain industry-wide environmental responsibility. Third, the Korean cultural characteristics emphasized in this study—collectivism, value for money, and gender role expectations—warrant testing for generalizability beyond Korea. Comparative analyses with other East Asian countries (such as Japan, China, and Taiwan) could clarify which influences are shared. Similarly, comparisons with Western contexts could deepen understanding of how individualism versus collectivism affects the VBN model’s functioning. Declarations Competing interests The authors declare no competing interests. Ethical statements This stusy was approved by the Institutional Review Board (IRB) of Chung-Ang University (Ethics approval number: 1041078-20240904-HR-252) on 4 September 2024. The research involved human participants and their anonymized survey data. All participants provided informes consent by ticking a box on the online survey before participating. They were fully informed about the research purpose, their right to withdraw at any time, and how their data would be used. The scope of approval covered the method, data collection, interview questions and consent process. The research was conducted in accordance with established ethical principles for research involving human participants, including the Declaration of Helsinki and the regulations of the Chung-Ang University IRB. Research funding This research did not receive funding. Author Contribution All authors wrote and reviewed the manuscript. Data Availability The datasets generated for this study can be requested from the corresponding author. References Autio M, Heinonen V (2004) To consume or not to consume? Young people’s environmentalism in the affluent Finnish society. Young, 12(2), 137–153. https://doi.org/10.1177/1103308804042101 Baek G (2024) Understanding eco-friendly decision-making processes of meal kit consumers based on the Value-Belief-Norm (VBN) model. 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Journal of Tourism Research, 32(6), 33–46. https://doi.org/10.21298/IJTHR Landon AC, Woosnam KM, Boley BB (2018) Modeling the psychological antecedents to tourists’ pro-sustainable behaviors: An application of the value-belief-norm model. Journal of Sustainable Tourism, 26(6), 957–972. https://doi.org/10.1080/09669582.2017.1410160 Markowitz EM, Goldberg LR, Ashton MC, Lee K (2012) Profiling the “pro-environmental individual”: A personality perspective. Journal of Personality, 80(1), 81–111. https://doi.org/10.1111/j.1467-6494.2011.00721.x Park J, Kim N (2021) The influence of eco-friendly norms of young tourists on pro-environmental behaviors at tourist destinations. Journal of Tourism Studies, 45(1), 83–108. Schwartz SH (1968) Words, deeds and the perception of consequences and responsibility in action situations. Journal of Personality and Social Psychology, 10(3), 232. Schwartz SH (1977) Normative influence on altruism. In L. Berkowitz (Ed.), Advances in experimental social psychology (pp. 221–279). New York: Academic Press. Schwartz SH, Bilsky W (1987) Toward a universal psychological structure of human values. Journal of Personality and Social Psychology, 53(3), 550–562. Senková A, Košíková M, Matušíková D, Šambronská K, Vozárová IK, Kotulič R (2021) Time series modeling analysis of the development and impact of the COVID-19 pandemic on spa tourism in Slovakia. Sustainability, 13(20), 11476. https://doi.org/10.3390/su132011476 Sharma R, Gupta A (2020) Pro-environmental behaviour among tourists visiting national parks: Application of value-belief-norm theory in an emerging economy context. Asia Pacific Journal of Tourism Research, 25(8), 829–840. https://doi.org/10.1080/10941665.2020.1787937 Skanavis C, Sakellari MM (2008) Gender and sustainable tourism: Women’s participation in the environmental decision-making process. European Journal of Tourism Research, 1(2), 78–93. Steg L, De Groot JI (2010) Explaining prosocial intentions: Testing causal relationships in the norm activation model. British Journal of Social Psychology, 49(4), 725–743. https://doi.org/10.1348/014466609X477745 Steg L, De Groot JI, Dreijerink L, Abrahamse W, Siero F (2011) General antecedents of personal norms, policy acceptability, and intentions: The role of values, worldviews, and environmental concern. Society and Natural Resources, 24(4), 349–367. Stern PC (2000) New environmental theories: Toward a coherent theory of environmentally significant behavior. Journal of Social Issues, 56(3), 407–424. https://doi.org/10.1111/0022-4537.00175 Stern PC, Dietz T, Kalof L (1993) Value orientations, gender, and environmental concern. Environment and behavior, 25(5), 322-348. Stern PC, Dietz T (1994) The value basis of environmental concern. Journal of social issues, 50(3), 65-84. Stern PC, Dietz T, Abel TD, Guagnano GA, Kalof L (1999) A value-belief-norm theory of support for social movements: The case of environmentalism. Human Ecology Review, 6(2), 81–97. Van Riper CJ, Kyle GT (2014) Understanding the internal processes of behavioral engagement in a national park: A latent variable path analysis of the value-belief-norm theory. Journal of Environmental Psychology, 38, 288–297. https://doi.org/10.1016/j.jenvp.2014.02.001 World Values Survey (2025) WVS Database. https://www.worldvaluessurvey.org Yoo G, Kim H, Kim N (2015) The impact of perceived responsibility for climate change on personal norms and eco-friendly behavior in tourism contexts. Journal of Tourism Sciences, 39(5), 87–100. Additional Declarations No competing interests reported. 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The organizers of the Paris 2024 Olympic Games positioned the event as “the most environmentally friendly Olympics in history” by implementing comprehensive sustainability measures (Iternational Olympic Committee, 2024). They committed to post-Games utilization of facilities, designed a mobility system centered on public transportation, and powered venue operations with renewable energy. These initiatives exemplify the industry’s commitment to environmental responsibility while also revealing the complex interplay between sustainability objectives and participant experience. Some scholars argue that stringent environmental regulations have, at times, diminished athletes’ performance and spectator enjoyment (Jung, \u003cspan class=\"CitationRef\"\u003e2024\u003c/span\u003e), thereby highlighting the delicate balance necessary when integrating green policies into sports tourism.\u003c/p\u003e\n \u003cp\u003eSince successfully hosting the PyeongChang 2018 Winter Olympics, South Korea has established itself as a prominent global center for sports tourism. Notably, Korean adults demonstrate distinctive participation patterns in sports tourism. Examples include the away-game cheering culture prevalent in the K League, as well as professional baseball, golf and ski tourism concentrated in Jeju and Gangwon provinces. More recently, there has been an increase in overseas attendance at major sporting events. These trends raise important questions about the environmental values Korean adults hold when engaging in diverse sports tourism activities. They also emphasize the importance of examining the psychological mechanisms that influence their pro-environmental behaviors.\u003c/p\u003e\n \u003cp\u003eGenerational and gender differences in sports tourism participation further enrich this area of study. Adults in their twenties and thirties have popularized the “deung-lin-i” (beginner climber) culture, which originates in climbing gyms and extends to ascents of Mount Seorak. Adults in their forties and fifties primarily join weekend golf tours and attend professional baseball games as season ticket holders. In contrast, adults in their sixties and seventies prefer walking-based health tourism. Gender differences are also evident: men more often engage in spectating sports tourism, such as football and baseball, whereas women generally favor wellness-oriented sports tourism, including yoga retreats and Pilates camps. Within this context of diverse participation, investigating how Korean adults perceive environmental issues and how these perceptions influence pro-environmental behaviors becomes a highly pertinent research task.\u003c/p\u003e\n \u003cp\u003eSports tourism encompasses all forms of travel to observe or participate in sporting activities. The Korean adult sports tourism experiences analyzed in this study exhibit considerable diversity. This diversity prompts a fundamental inquiry: How do environmental attitudes differ between a Korean watching baseball while consuming fried chicken and beer, a Korean carrying a reusable tumbler during a hiking excursion, and a Korean driving an electric vehicle to a golf course?\u003c/p\u003e\n \u003cp\u003ePrevious research has largely focused on pro-environmental behavior in general tourism contexts. However, scholars have not sufficiently examined the interplay between Korea’s distinctive sports tourism culture and environmental consciousness. Although Kim (\u003cspan class=\"CitationRef\"\u003e2018\u003c/span\u003e) and Park and Kim (\u003cspan class=\"CitationRef\"\u003e2021\u003c/span\u003e) offer valuable perspectives, they do not fully explain adult behavioral patterns within Korea’s sports tourism framework.\u003c/p\u003e\n \u003cp\u003eKorean sports tourism also exhibits distinctive sociocultural traits, including a collective participation tendency expressed in “cheering culture,” an experience-oriented approach embodied in “proof shots” and social media sharing, and a leisure orientation closely linked to “foodie tours.” Investigating how these characteristics affect pro-environmental behavior, as well as how personal values translate into actual behaviors, is of scholarly and practical importance for the sustainable development of Korea’s sports tourism sector.\u003c/p\u003e\n \u003cp\u003eMotivated by this need, the present study employs the Value–Belief–Norm (VBN) model to predict pro-environmental tourism behavior among Korean adult sports tourism participants. The VBN model provides a systematic framework for tracing the psychological progression from personal values to environmental awareness, responsibility, and behavioral outcomes (Stern et al., \u003cspan class=\"CitationRef\"\u003e1999\u003c/span\u003e). This investigation is particularly pertinent in the Korean context, where collectivistic tendencies coexist with individualistic value orientations. This duality raises a compelling question: How do altruistic values (concern for others), biospheric values (protection of the natural environment), and egoistic values (pursuit of personal benefit) interact to influence pro-environmental behavior?\u003c/p\u003e\n \u003cp\u003eDifferences in gender and age among Korean adults provide additional insight into this topic. For instance, do women in their twenties and thirties—often reported to demonstrate a strong concern for environmental protection—exhibit similar patterns within sports tourism? Alternatively, does the distinctive nature of sports tourism produce different dynamics? How do men in their forties and fifties who engage in golf tourism, often backed by greater economic resources, define environmental consciousness? This study explores these questions.\u003c/p\u003e\n \u003cp\u003eThe primary objective of this study is to provide practical insights that promote the sustainable development of South Korea’s sports tourism industry. Rather than merely asserting that “environmental protection matters,” this research seeks to enhance the effectiveness of green policies and marketing strategies by examining the psychological motivations and behavioral patterns of Korean adults. This approach aims to transform South Korea’s sports tourism sector into a sustainable industry that maintains global competitiveness while fulfilling its environmental responsibilities.\u003c/p\u003e\n\u003c/div\u003e\n"},{"header":"Literature Review and Hypotheses","content":"\u003cp\u003e\u003cstrong\u003eVBN model\u003c/strong\u003e. The Value–Belief–Norm (VBN) model, a robust theoretical framework for predicting environmental behavior, integrates three distinct theoretical perspectives. Schwartz and Bilsky’s (\u003cspan class=\"CitationRef\"\u003e1987\u003c/span\u003e) value theory explains how internal values fundamentally shape a wide array of attitudes and behaviors. Schwartz’s (\u003cspan class=\"CitationRef\"\u003e1977\u003c/span\u003e) Norm Activation Model (NAM) delineates the psychological mechanisms through which individuals experience moral obligation in specific contexts, mediated by “awareness of consequences” (AC) and “ascription of responsibility” (AR). Dunlap and Van Liere’s (\u003cspan class=\"CitationRef\"\u003e1978\u003c/span\u003e) New Environmental Paradigm (NEP) introduces an environmental worldview that challenges anthropocentrism and emphasizes harmony with nature. Building on these foundations, Stern (\u003cspan class=\"CitationRef\"\u003e2000\u003c/span\u003e) articulated a clear causal sequence: Value → Belief → Norm → Environmental Action.\u003c/p\u003e\u003cp\u003eThe question arises: To what extent can researchers directly apply this Western-derived model to participants in Korean sports tourism? In Korea’s unique cultural context, where collectivist traditions coexist with individualist values, and sports tourism often centers on collective cheering, this model may manifest differently.\u003c/p\u003e\u003cp\u003eDrawing on critical assessments of the VBN theory (Steg et al., \u003cspan class=\"CitationRef\"\u003e2011\u003c/span\u003e; Ghazali et al., \u003cspan class=\"CitationRef\"\u003e2019\u003c/span\u003e), this study develops a model tailored to the Korean sports tourism context. Given that the environmental worldview conceptually overlaps with other belief constructs and focuses narrowly on environmental issues, we design a more parsimonious framework in which values directly influence awareness of consequences.\u003c/p\u003e\u003cp\u003e\u003cstrong\u003eValues: A Multilayered Motivational Framework among Koreans.\u003c/strong\u003e Values are enduring beliefs about what people consider important in life, functioning as fundamental motives and evaluative criteria for attitudes and behaviors (Schwartz \u0026amp; Bilsky, \u003cspan class=\"CitationRef\"\u003e1987\u003c/span\u003e). What value systems do participants in Korean sports tourism hold? How do the values of an individual cheering with fried chicken and beer at a baseball stadium differ from those of a person hiking with a reusable tumbler?\u003c/p\u003e\u003cp\u003e\u003cstrong\u003eAltruistic Values: Expanding the Culture of “Togetherness” to Encompass Environmental Concerns.\u003c/strong\u003e Korea’s collectivist culture distinctly shapes sports tourism, evident in practices such as collective cheering at baseball stadiums, mutual assistance during hiking, and encouragement in marathons. Schwartz (\u003cspan class=\"CitationRef\"\u003e1977\u003c/span\u003e) defines altruistic values as equality, world peace, social justice, and societal contribution. Korean sports tourism participants express these values through the shared joy of “being together” and an ethos of mutual consideration.\u003c/p\u003e\u003cp\u003eThis approach raises a central question: How do altruistic values translate into environmental consciousness among Korean sports tourism participants? Specifically, can the modest awareness that “the trash I leave behind may inconvenience others” evolve into more proactive environmental behaviors grounded in the collective belief that “we all should work for the environment”. Building on Kang et al. (\u003cspan class=\"CitationRef\"\u003e2019\u003c/span\u003e), this study anticipates that altruistic values play a significant role in driving pro-environmental behavior in tourism. Therefore, our first hypothesis is:\u003c/p\u003e\u003cp\u003eH1. Altruistic values positively influence awareness of consequences.\u003c/p\u003e\u003cp\u003e\u003cstrong\u003eEgoistic Values: The Conflict between Personal Gain and Environmental Considerations.\u003c/strong\u003e Egoistic values shape Korean sports tourism in multifaceted ways. Examples include premium seating that enhances spectator comfort, participation in exclusive golf courses signals prestige, and luxury travel to international sports events showcases social status and economic capability. Stern et al. (\u003cspan class=\"CitationRef\"\u003e1999\u003c/span\u003e) note that egoistic values, such as social power, wealth, and authority, can foster an egocentric perspective on environmental issues. This egocentric orientation raises the question: Do high-income sports tourists in Korea ignore environmental concerns, or do they adopt a pragmatic approach, recognizing that a clean environment also safeguards their health and safety?\u003c/p\u003e\u003cp\u003eChoi and Kim (\u003cspan class=\"CitationRef\"\u003e2015\u003c/span\u003e) suggest that individuals with strong egoistic values engage with environmental issues when those concerns align with personal interests. In contrast, Baek (\u003cspan class=\"CitationRef\"\u003e2024\u003c/span\u003e) contends that egoistic motivations rarely lead to genuinely pro-environmental behaviors. Given the above, we posit:\u003c/p\u003e\u003cp\u003eH2. Egoistic values negatively influence awareness of consequences.\u003c/p\u003e\u003cp\u003e\u003cstrong\u003eBiospheric Values: The Fundamental Role of Nature in Sports Tourism.\u003c/strong\u003e In Korean sports tourism, nature functions as more than a backdrop. Summit attempts on Mount Seorak, treks along Jeju’s Olle Trail, winter sports at ski resorts in Gangwon, and surfing along the East Coast all involve direct engagement with the natural environment. Participants in these activities experience nature’s beauty and intrinsic value firsthand. Such experiences reinforce biospheric values, which emphasize coexistence with and the preservation of nature (Schwartz, \u003cspan class=\"CitationRef\"\u003e1977\u003c/span\u003e; Stern \u0026amp; Dietz, \u003cspan class=\"CitationRef\"\u003e1994\u003c/span\u003e). Gu and Park (\u003cspan class=\"CitationRef\"\u003e2023\u003c/span\u003e) demonstrate that biospheric values motivate a moral obligation to foster a sustainable society.\u003c/p\u003e\u003cp\u003eThis influence may grow especially pronounced in sports tourism, where individuals interact closely with the natural environment (He et al., \u003cspan class=\"CitationRef\"\u003e2024\u003c/span\u003e). The sincere conviction—“I must protect the beautiful nature I enjoy”—often translates into tangible pro-environmental behaviors. As a result, we propose that:\u003c/p\u003e\u003cp\u003eH3. Biospheric values positively affect awareness of consequences.\u003c/p\u003e\u003cp\u003e\u003cstrong\u003eBeliefs: From Recognition to Responsibility.\u003c/strong\u003e How do participants in Korean sports tourism form environmental beliefs? Experiences such as marathon cancellations due to fine dust, shortened ski seasons driven by climate change, and polluted surf spots from marine debris create distinctive patterns of environmental awareness among sports tourism participants, setting them apart from general tourists.\u003c/p\u003e\u003cp\u003e\u003cstrong\u003eAwareness of Consequences: Concrete Environmental Cognition Through Lived Experience.\u003c/strong\u003e Awareness of consequences refers to recognizing the negative outcomes that result from failing to engage in pro-environmental behaviors (Steg \u0026amp; De Groot, \u003cspan class=\"CitationRef\"\u003e2010\u003c/span\u003e). Korean sports tourism participants often express this recognition in concrete and practical terms; for example, “Trash left on a mountain will displease subsequent hikers,” and “Excessive water use at golf courses may result in local shortages”. Baek (\u003cspan class=\"CitationRef\"\u003e2024\u003c/span\u003e) contends that clearly understanding how one’s actions harm nature and society strengthens motivation to adopt pro-environmental behavior. Similarly, Go (\u003cspan class=\"CitationRef\"\u003e2019\u003c/span\u003e) confirms that awareness of consequences heightens consciousness of environmental issues. Therefore, we propose the following hypothesis:\u003c/p\u003e\u003cp\u003eH4. Awareness of consequences positively influences the ascription of responsibility.\u003c/p\u003e\u003cp\u003e\u003cstrong\u003eAttribution of Responsibility.\u003c/strong\u003e The ascription of responsibility extends beyond acknowledging a problem and directly addresses the question, “What is my responsibility regarding this issue?” (Schwartz, \u003cspan class=\"CitationRef\"\u003e1968\u003c/span\u003e). Within Korea’s collectivist culture, responsibility may manifest in distinctive ways, as individuals shift between thinking “My actions do not have a significant impact” and “I should lead by example.” De Groot and Steg (\u003cspan class=\"CitationRef\"\u003e2008\u003c/span\u003e) emphasize that ascription of responsibility involves more than feelings of guilt; it represents a constructive internalization of one’s role in solving the problem. Yoo et al. (\u003cspan class=\"CitationRef\"\u003e2015\u003c/span\u003e) further demonstrate in a tourism context that recognizing responsibility for climate change activates personal norms and fosters pro-environmental behavior. Given this discussion, our fifth hypothesis is:\u003c/p\u003e\u003cp\u003eH5. The ascription of responsibility positively affects personal norms.\u003c/p\u003e\u003cp\u003e\u003cstrong\u003ePersonal Norms: From Moral Duty to the Intention to Act.\u003c/strong\u003e In Korea, the concept of “norms” holds particular significance at the confluence of Confucian traditions and contemporary individualism. Within sports tourism, the moral obligation encapsulated by the statement “I ought to act pro-environmentally” manifests in specific behaviors. Schwartz (\u003cspan class=\"CitationRef\"\u003e1977\u003c/span\u003e) defines personal norms as a felt obligation to perform particular actions in designated situations, and researchers have identified them as a direct antecedent of behavioral intention (Steg \u0026amp; De Groot, \u003cspan class=\"CitationRef\"\u003e2010\u003c/span\u003e). Kim (\u003cspan class=\"CitationRef\"\u003e2018\u003c/span\u003e) further demonstrated that personal norms influence all domains of pro-environmental tourism activities. Thus, we propose the following hypotheses:\u003c/p\u003e\u003cp\u003eH6. Personal norms positively affect pro-environmental behavior.\u003c/p\u003e\u003cp\u003eH7. Personal norms positively affect intention to engage in pro-environmental behavior.\u003c/p\u003e\u003cp\u003eH8. Personal norms positively affect willingness to make pro-environmental sacrifices.\u003c/p\u003e\u003cp\u003e\u003cstrong\u003ePro-Environmental Tourism Behavior: Bridging the Gap from Awareness to Implementation.\u003c/strong\u003e This study focuses on the pro-environmental behaviors exhibited by participants in Korean sports tourism. These behaviors range from passive commitments, such as refraining from harming the environment, to active practices, including proactively protecting and enhancing environmental quality. Within sports tourism, pro-environmental behavior manifests in multiple forms, including actual behaviors, intentions for future action, and willingness to incur sacrifices (e.g., financial costs or inconvenience).\u003c/p\u003e\u003cp\u003eEach dimension reflects distinct motivations and barriers. For example, carrying out trash after a hike (actual behavior) differs fundamentally from purchasing costly eco-friendly hiking equipment (sacrifice intention). Previous research (Yoo et al., \u003cspan class=\"CitationRef\"\u003e2015\u003c/span\u003e; Kim, \u003cspan class=\"CitationRef\"\u003e2018\u003c/span\u003e) demonstrated that personal norms developed through the VBN framework effectively predict various forms of pro-environmental behavior. Building on these findings, the present study seeks to provide a comprehensive understanding specifically adapted to the unique context of Korean sports tourism.\u003c/p\u003e\u003cp\u003e\u003cstrong\u003eIndividual Differences: Varied Narratives Influenced by Gender and Age.\u003c/strong\u003e What individual differences shape pro-environmental behavior among participants in Korean sports tourism? Specifically, do environmental attitudes within the climbing culture, popular among women in their twenties and thirties, differ from those observed in golf culture, commonly associated with men in their forties and fifties? Additionally, how do pro-environmental behaviors vary between walking tourism favored by adults in their sixties and seventies and the extreme sports preferences typical of those in their twenties and thirties?\u003c/p\u003e\u003cp\u003ePrior research (Autio \u0026amp; Heinonen, \u003cspan class=\"CitationRef\"\u003e2004\u003c/span\u003e; Dolnicar \u0026amp; Leisch, \u003cspan class=\"CitationRef\"\u003e2008\u003c/span\u003e; Ghazali et al., \u003cspan class=\"CitationRef\"\u003e2019\u003c/span\u003e) indicates that gender and age significantly influence pro-environmental behavior. However, scholars remain uncertain about whether these findings from Western contexts apply to Korea’s sports tourism sector. Distinctive patterns may emerge in Korea due to its collectivist culture, generational value differences, and the coexistence of traditional and modern perspectives on gender roles. Therefore, we posit:\u003c/p\u003e\u003cp\u003eH9. Pathways within the Value–Belief–Norm model differ significantly by gender.\u003c/p\u003e\u003cp\u003eH10. The pathways within the Value–Belief–Norm model differ significantly by age.\u003c/p\u003e"},{"header":"Methodology","content":"\u003cp\u003eThis quantitative, cross-sectional survey study predicts pro-environmental tourism behavior among Korean adult participants in sports tourism. We collected data using a structured questionnaire based on the VBN model and analyzed it through path analysis and multi-group analysis using structural equation modeling (SEM).\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eParticipants\u003c/strong\u003e. This study targets Korean adults aged 18 years or older who engaged in sports tourism between 2022 and 2024. Sports tourism refers to all forms of tourism primarily motivated by sports activities, requiring travel away from one\u0026rsquo;s residence for at least 24 hours, including at least one overnight stay. Following Hair et al. (\u003cspan class=\"CitationRef\"\u003e2010\u003c/span\u003e), who recommend a minimum ratio of 10 observations per indicator in SEM, the study set a minimum sample size of 300 based on the number of observed variables in the measurement model. To enable multi-group analyses by gender and age, the researchers also planned for at least 100 cases per group.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eData Collection and Period\u003c/strong\u003e. We collected data over two months, from January 2 to March 10, 2025. To ensure efficient nationwide sampling under coronavirus disease 2019 (COVID-19) pandemic conditions, we employed an online survey methodology. A professional online panel company conducted random sampling, and participants received small incentives. Three experts in sports tourism and environmental behavior reviewed the questionnaire to ensure content validity. We then conducted a pilot test with 30 participants to improve the questionnaire\u0026rsquo;s clarity and comprehension.\u003c/p\u003e\n\u003cp\u003eThe Institutional Review Board (IRB) approved this study under protocol number 1041078-20240904-HR-252.\u003c/p\u003e\n\u003cp\u003eAll participants received information about the study\u0026rsquo;s objectives, procedures, and privacy policy. Participation was entirely voluntary, and respondents could withdraw at any time. Researchers used the collected data exclusively for research purposes.\u003c/p\u003e\n\u003cp\u003eThe survey produced 372 responses. After excluding 18 invalid responses due to duplicate phone numbers and incomplete answers, we retained 354 questionnaires for analysis. Respondents completed the survey in a self-administered format. Table\u0026nbsp;\u003cspan class=\"InternalRef\"\u003e1\u003c/span\u003e summarizes the demographic characteristics of the sample.\u003c/p\u003e\n\u003cdiv class=\"gridtable\"\u003e\n \u003ctable id=\"Tab1\" border=\"1\"\u003e\n \u003ccaption language=\"En\"\u003e\n \u003cdiv class=\"CaptionNumber\"\u003eTable 1\u003c/div\u003e\n \u003cdiv class=\"CaptionContent\"\u003e\n \u003cp\u003eDemographic information of respondents.\u003c/p\u003e\n \u003c/div\u003e\n \u003c/caption\u003e\n \u003cthead\u003e\n \u003ctr\u003e\n \u003cth align=\"left\"\u003e\n \u003cp\u003eCategory\u003c/p\u003e\n \u003c/th\u003e\n \u003cth align=\"left\"\u003e\u0026nbsp;\u003c/th\u003e\n \u003cth align=\"left\"\u003e\n \u003cp\u003en\u003c/p\u003e\n \u003c/th\u003e\n \u003cth align=\"left\"\u003e\n \u003cp\u003e%\u003c/p\u003e\n \u003c/th\u003e\n \u003c/tr\u003e\n \u003c/thead\u003e\n \u003ctbody\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\" rowspan=\"2\"\u003e\n \u003cp\u003e\u003cstrong\u003eGender\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eMale\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e204\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e57.6\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eFemale\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e150\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e42.4\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\" rowspan=\"5\"\u003e\n \u003cp\u003e\u003cstrong\u003eAge\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e20s\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e152\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e42.9\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e30s\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e78\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e22.0\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e40s\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e79\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e22.3\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e50s\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e42\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e11.9\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e60+\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e3\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e0.8\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\" rowspan=\"2\"\u003e\n \u003cp\u003e\u003cstrong\u003eMarital status\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eMarried\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e139\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e39.3\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eUnmarried\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e215\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e60.7\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\" rowspan=\"4\"\u003e\n \u003cp\u003e\u003cstrong\u003eCompanions during sports tourism\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eFamily/Relatives\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e126\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e35.6\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eFriends/partner\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e144\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e40.7\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eGroup/Club\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e64\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e18.1\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eSolo\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e20\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e5.6\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\" rowspan=\"5\"\u003e\n \u003cp\u003e\u003cstrong\u003eSports tourism participation frequency in past 3 years\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e1\u0026ndash;4 times\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e192\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e54.2\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e5\u0026ndash;9 times\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e68\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e19.2\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e10\u0026ndash;14 times\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e30\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e8.5\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e15\u0026ndash;19 times\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e3\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e0.8\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e20\u0026thinsp;+\u0026thinsp;times\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e61\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e17.2\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\" rowspan=\"11\"\u003e\n \u003cp\u003e\u003cstrong\u003eMain sports during sports tourism\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eSki\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e96\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e27.1\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eSnowboard\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e71\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e20.1\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eGolf\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e35\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e9.9\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eVolleyball\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e30\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e8.5\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eSwimming\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e17\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e4.8\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eSurfing\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e16\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e4.5\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eFootball\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e13\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e3.7\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eBaseball\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e12\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e3.4\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eHiking\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e11\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e3.1\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eClimbing\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e10\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e2.8\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eOther\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e43\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"char\"\u003e\n \u003cp\u003e12.1\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003c/tbody\u003e\n \u003c/table\u003e\n\u003c/div\u003e\n\u003cp\u003e\u003cstrong\u003eQuestionnaire Structure\u003c/strong\u003e. To ensure cultural appropriateness and contextual relevance for Korean sports tourism participants, we adapted established VBN instruments using a translation\u0026ndash;back-translation process conducted by bilingual experts in tourism and environmental behavior. A panel consisting of one professor with over 15 years of research experience in sports tourism and two PhD holders specializing in environmental behavior and VBN applications evaluated the finalized instrument. We assessed all constructs using five-point Likert scales ranging from 1 (\u0026ldquo;strongly disagree\u0026rdquo;) to 5 (\u0026ldquo;strongly agree\u0026rdquo;). The measurement model initially included nine latent constructs with 29 items. After confirmatory factor analysis (CFA), we refined the instrument to 26 items.\u003c/p\u003e\n\u003ch3\u003eOperational Definitions of Constructs\u003c/h3\u003e\n\u003cp\u003e\u003cstrong\u003eValues.\u003c/strong\u003e We measured values using validated scales from Stern et al. (\u003cspan class=\"CitationRef\"\u003e1999\u003c/span\u003e), Stern (\u003cspan class=\"CitationRef\"\u003e2000\u003c/span\u003e), and De Groot and Steg (\u003cspan class=\"CitationRef\"\u003e2008\u003c/span\u003e). Altruistic values included three items representing concern for others\u0026rsquo; welfare. Egoistic values initially included three items reflecting the pursuit of personal benefit and power, but we reduced this to two items after analysis. Biospheric values included three items capturing concern for protecting the natural environment and ecosystems.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eBeliefs.\u003c/strong\u003e We assessed environmental beliefs by adapting the scales from Stern et al. (\u003cspan class=\"CitationRef\"\u003e1993\u003c/span\u003e), Stern (\u003cspan class=\"CitationRef\"\u003e2000\u003c/span\u003e), Van Riper and Kyle (\u003cspan class=\"CitationRef\"\u003e2014\u003c/span\u003e), and Gupta and Sharma (2019) to the sports tourism context. We measured awareness of consequences (AC) with three items that reflected recognition of environmental outcomes associated with sports tourism activities. We measured ascription of responsibility (AR) with three items that indicated a sense of personal responsibility for environmental issues.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003ePersonal Norms.\u003c/strong\u003e Following Stern\u0026rsquo;s (\u003cspan class=\"CitationRef\"\u003e2000\u003c/span\u003e) framework, we measured personal norms as the moral obligation to engage in environmentally responsible ways within sports tourism. We began with three items but refined the construct to two items during analysis.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003ePro-Environmental Tourism Behavior.\u003c/strong\u003e We adopted a multidimensional approach based on Stern et al. (\u003cspan class=\"CitationRef\"\u003e1999\u003c/span\u003e), Hedlund (\u003cspan class=\"CitationRef\"\u003e2011\u003c/span\u003e), Markowitz et al. (\u003cspan class=\"CitationRef\"\u003e2012\u003c/span\u003e), Landon et al. (\u003cspan class=\"CitationRef\"\u003e2018\u003c/span\u003e), and Sharma and Gupta (\u003cspan class=\"CitationRef\"\u003e2020\u003c/span\u003e). The constructed included actual pro-environmental behavior (three items refined to two), intention to engage in pro-environmental behavior (four items), and willingness to make pro-environmental sacrifices (four items), for a total of 11 items.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eReliability and Confirmatory Factor Analysis (CFA)\u003c/strong\u003e. We used AMOS 30.0 to assess the measurement model\u0026rsquo;s validity through CFA. The initial model fit indices were \u0026chi;\u0026sup2; = 1,039.780 (p\u0026thinsp;\u0026lt;\u0026thinsp;.001), TLI\u0026thinsp;=\u0026thinsp;.872, CFI\u0026thinsp;=\u0026thinsp;.891, and RMSEA\u0026thinsp;=\u0026thinsp;.061, which fell short of recommended thresholds. To enhance the model fit, we removed items with low standardized regression weights: egoistic value item 2 (.412), personal norm item 2 (.438), and pro-environmental behavior item 3 (.421). After removing these items, the final model fit achieved acceptable fit indices: \u0026chi;\u0026sup2; = 645.506 (p\u0026thinsp;\u0026lt;\u0026thinsp;.001), TLI\u0026thinsp;=\u0026thinsp;.900, CFI\u0026thinsp;=\u0026thinsp;.919, and RMSEA\u0026thinsp;=\u0026thinsp;.065.\u003c/p\u003e\n\u003cp\u003eAll constructs exhibited satisfactory internal consistency, with Cronbach\u0026rsquo;s alpha values ranging from .726 to .884, all exceeding the recommended threshold of .70. Composite reliability (CR) values ranged from .73 and .89, also surpassing the .70 criterion. Average variance extracted (AVE) values ranged from .50 to .73, meeting the .50 minimum requirement and indicating convergent validity. In addition, Heterotrait\u0026ndash;Monotrait (HTMT) ratios remained below .85, confirming discriminant validity. Table\u0026nbsp;\u003cspan class=\"InternalRef\"\u003e2\u003c/span\u003e presents the full reliability and validity results.\u003c/p\u003e\n\u003cdiv class=\"gridtable\"\u003e\n \u003ctable id=\"Tab2\" border=\"1\"\u003e\n \u003ccaption language=\"En\"\u003e\n \u003cdiv class=\"CaptionNumber\"\u003eTable 2\u003c/div\u003e\n \u003cdiv class=\"CaptionContent\"\u003e\n \u003cp\u003eReliability and Confirmatory Factor Analysis of the Measurement Instrument\u003c/p\u003e\n \u003c/div\u003e\n \u003c/caption\u003e\n \u003ctbody\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\" rowspan=\"2\"\u003e\n \u003cp\u003eLatent Variable\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\" rowspan=\"2\"\u003e\n \u003cp\u003eIndicator\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\" colspan=\"5\"\u003e\n \u003cp\u003eValidity\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026lambda;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eC.R.\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eAVE\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eCR\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026alpha;\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\" rowspan=\"3\"\u003e\n \u003cp\u003eAltruistic Values\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e1\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.608\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\u0026nbsp;\u003c/td\u003e\n \u003ctd align=\"left\" rowspan=\"3\"\u003e\n \u003cp\u003e0.529\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\" rowspan=\"3\"\u003e\n \u003cp\u003e0.874\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\" rowspan=\"3\"\u003e\n \u003cp\u003e0.749\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e2\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.825\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e10.534 ***\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e3\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.733\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e10.142 ***\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\" rowspan=\"2\"\u003e\n \u003cp\u003eEgoistic Values\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e1\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.922\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\u0026nbsp;\u003c/td\u003e\n \u003ctd align=\"left\" rowspan=\"2\"\u003e\n \u003cp\u003e0.656\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\" rowspan=\"2\"\u003e\n \u003cp\u003e0.884\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\" rowspan=\"2\"\u003e\n \u003cp\u003e0.770\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e3\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.679\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e2.383 *\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\" rowspan=\"3\"\u003e\n \u003cp\u003eBiospheric Values\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e1\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.861\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\u0026nbsp;\u003c/td\u003e\n \u003ctd align=\"left\" rowspan=\"3\"\u003e\n \u003cp\u003e0.762\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\" rowspan=\"3\"\u003e\n \u003cp\u003e0.991\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\" rowspan=\"3\"\u003e\n \u003cp\u003e0.901\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e2\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.937\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e22.91 ***\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e3\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.816\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e19.161 ***\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\" rowspan=\"3\"\u003e\n \u003cp\u003eAwareness of Consequences\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e1\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.654\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\u0026nbsp;\u003c/td\u003e\n \u003ctd align=\"left\" rowspan=\"3\"\u003e\n \u003cp\u003e0.556\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\" rowspan=\"3\"\u003e\n \u003cp\u003e0.781\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\" rowspan=\"3\"\u003e\n \u003cp\u003e0.784\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e2\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.833\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e11.152 ***\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e3\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.740\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e10.886 ***\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\" rowspan=\"3\"\u003e\n \u003cp\u003eAscription of Responsibility\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e1\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.824\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\u0026nbsp;\u003c/td\u003e\n \u003ctd align=\"left\" rowspan=\"3\"\u003e\n \u003cp\u003e0.707\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\" rowspan=\"3\"\u003e\n \u003cp\u003e0.926\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\" rowspan=\"3\"\u003e\n \u003cp\u003e0.872\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e2\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.943\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e19.238 ***\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e3\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.743\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e15.682 ***\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\" rowspan=\"2\"\u003e\n \u003cp\u003ePersonal Norms\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e1\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.790\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\u0026nbsp;\u003c/td\u003e\n \u003ctd align=\"left\" rowspan=\"2\"\u003e\n \u003cp\u003e0.576\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\" rowspan=\"2\"\u003e\n \u003cp\u003e0.942\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\" rowspan=\"2\"\u003e\n \u003cp\u003e0.725\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e3\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.727\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e11.069 ***\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\" rowspan=\"2\"\u003e\n \u003cp\u003ePro-Environmental Behavior\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e1\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.815\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\u0026nbsp;\u003c/td\u003e\n \u003ctd align=\"left\" rowspan=\"2\"\u003e\n \u003cp\u003e0.620\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\" rowspan=\"2\"\u003e\n \u003cp\u003e0.974\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\" rowspan=\"2\"\u003e\n \u003cp\u003e0.762\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e2\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.759\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e9.615 ***\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\" rowspan=\"4\"\u003e\n \u003cp\u003eIntention to Engage in Pro-Environmental Behavior\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e1\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.928\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\u0026nbsp;\u003c/td\u003e\n \u003ctd align=\"left\" rowspan=\"4\"\u003e\n \u003cp\u003e0.666\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\" rowspan=\"4\"\u003e\n \u003cp\u003e0.864\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\" rowspan=\"4\"\u003e\n \u003cp\u003e0.886\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e2\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.929\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e27.804 ***\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e3\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.671\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e15.219 ***\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e4\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.700\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e16.298 ***\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\" rowspan=\"4\"\u003e\n \u003cp\u003eWillingness to Make Pro-Environmental Sacrifices\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e1\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.457\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\u0026nbsp;\u003c/td\u003e\n \u003ctd align=\"left\" rowspan=\"4\"\u003e\n \u003cp\u003e0.587\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\" rowspan=\"4\"\u003e\n \u003cp\u003e0.764\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\" rowspan=\"4\"\u003e\n \u003cp\u003e0.829\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e2\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.686\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e8.139 ***\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e3\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.942\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e8.978 ***\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e4\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.884\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e8.918 ***\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003c/tbody\u003e\n \u003c/table\u003e\n\u003c/div\u003e\n\u003cp\u003e\u003cstrong\u003eDiscriminant Validity of the Measurement Instrument\u003c/strong\u003e. We evaluated discriminant validity among the constructs using the Fornell\u0026ndash;Larcker (1981) criterion, which requires that the square root of each construct\u0026rsquo;s AVE to exceed its correlations with other constructs. As presented in Table\u0026nbsp;\u003cspan class=\"InternalRef\"\u003e3\u003c/span\u003e, the square roots of the AVE values ranged from 0.727 to 0.873, whereas the inter-construct correlations varied between 0.000 and 0.539. For every construct, the square root of the AVE surpassed the corresponding inter-construct correlations, confirming satisfactory discriminant validity. These findings demonstrate that the instrument effectively measured distinct and independent constructs, fulfilling the essential prerequisites for SEM analysis. Table\u0026nbsp;\u003cspan class=\"InternalRef\"\u003e3\u003c/span\u003e presents the comprehensive results.\u003c/p\u003e\n\u003cdiv class=\"gridtable\"\u003e\n \u003cdiv align=\"left\" class=\"colspec\"\u003e\u003cimg 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\"\u003e\u003c/div\u003e\n\u003c/div\u003e"},{"header":"Results","content":"\u003cp\u003e\u003cstrong\u003eStructural Model Path Analysis\u003c/strong\u003e. We conducted SEM using AMOS 30.0 to evaluate the proposed VBN structural model. Figure \u003cspan class=\"InternalRef\"\u003e1\u003c/span\u003e illustrates the hypothesis testing path diagram.\u003c/p\u003e\n\u003cp\u003eThe overall model fit indices were as follows: \u0026chi;\u0026sup2; = 978.275 (p\u0026thinsp;\u0026lt;\u0026thinsp;.001, df\u0026thinsp;=\u0026thinsp;291), Tucker\u0026ndash;Lewis Index (TLI)\u0026thinsp;=\u0026thinsp;0.841, Comparative Fit Index (CFI)\u0026thinsp;=\u0026thinsp;0.858, and Root Mean Square Error of Approximation (RMSEA)\u0026thinsp;=\u0026thinsp;0.082. Hu and Bentler (\u003cspan class=\"CitationRef\"\u003e1999\u003c/span\u003e) noted that an RMSEA value slightly above 0.08 remains acceptable for analysis. Although the CFI and TLI values fell slightly below the conventional 0.90 threshold, we considered the overall model fit acceptable because of the exploratory application of the VBN model in sports tourism and the statistical significance of individual path coefficients. Table \u003cspan class=\"InternalRef\"\u003e4\u003c/span\u003e presents the path analysis results.\u003c/p\u003e\n\u003cdiv class=\"gridtable\"\u003e\n \u003ctable id=\"Tab4\" border=\"1\"\u003e\n \u003ccaption language=\"En\"\u003e\n \u003cdiv class=\"CaptionNumber\"\u003eTable 4\u003c/div\u003e\n \u003cdiv class=\"CaptionContent\"\u003e\n \u003cp\u003eHypotheses test\u003c/p\u003e\n \u003c/div\u003e\n \u003c/caption\u003e\n \u003cthead\u003e\n \u003ctr\u003e\n \u003cth align=\"left\" colspan=\"3\" rowspan=\"2\"\u003e\n \u003cp\u003epath\u003c/p\u003e\n \u003c/th\u003e\n \u003cth align=\"left\" colspan=\"2\"\u003e\n \u003cp\u003eEstimate\u003c/p\u003e\n \u003c/th\u003e\n \u003cth align=\"left\" rowspan=\"2\"\u003e\n \u003cp\u003eS.E.\u003c/p\u003e\n \u003c/th\u003e\n \u003cth align=\"left\" rowspan=\"2\"\u003e\n \u003cp\u003eC.R.\u003c/p\u003e\n \u003c/th\u003e\n \u003cth align=\"left\" rowspan=\"2\"\u003e\n \u003cp\u003eDecision\u003c/p\u003e\n \u003c/th\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003cth align=\"left\"\u003e\n \u003cp\u003eUnstd\u003c/p\u003e\n \u003c/th\u003e\n \u003cth align=\"left\"\u003e\n \u003cp\u003eStd\u003c/p\u003e\n \u003c/th\u003e\n \u003c/tr\u003e\n \u003c/thead\u003e\n \u003ctbody\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eAltruistic Values\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e-\u0026gt;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eAwareness of Consequences\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.173\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.143\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.08\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e2.152*\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eSupported\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eEgoistic Values\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e-\u0026gt;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eAwareness of Consequences\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026minus;\u0026thinsp;.059\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026minus;\u0026thinsp;.098\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.063\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026minus;\u0026thinsp;.936\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eRejected\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eBiospheric Values\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e-\u0026gt;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eAwareness of Consequences\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.242\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.19\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.077\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e3.118**\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eSupported\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eAwareness of Consequences\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e-\u0026gt;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eAscription of Responsibility\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.56\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.492\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.078\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e7.199***\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eSupported\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eAscription of Responsibility\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e-\u0026gt;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003ePersonal Norm\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.305\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.394\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.05\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e6.125***\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eSupported\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003ePersonal Norm\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e-\u0026gt;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003ePro-Environmental Behavior\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.451\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.509\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.069\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e6.567***\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eSupported\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003ePersonal Norm\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e-\u0026gt;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003ePro-Environmental Behavior Intention\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.613\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.43\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.093\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e6.594***\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eSupported\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003ePersonal Norm\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e-\u0026gt;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eWillingness to Make Pro-Environmental Sacrifices\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026minus;\u0026thinsp;.054\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026minus;\u0026thinsp;.068\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.05\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e-1.07\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eRejected\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003c/tbody\u003e\n \u003c/table\u003e\n\u003c/div\u003e\n\u003cp\u003eOf the ten hypotheses tested, eight gained statistical support. Specifically, altruistic values (\u0026beta;\u0026thinsp;=\u0026thinsp;.143, CR\u0026thinsp;=\u0026thinsp;2.152, p\u0026thinsp;\u0026lt;\u0026thinsp;.05) and biospheric values (\u0026beta;\u0026thinsp;=\u0026thinsp;.190, CR\u0026thinsp;=\u0026thinsp;3.118, p\u0026thinsp;\u0026lt;\u0026thinsp;.01) significantly and positively influenced awareness of consequences, supporting H1 and H3. In contrast, egoistic values (\u0026beta; = \u0026minus;.098, CR\u0026thinsp;=\u0026thinsp;\u0026minus;\u0026thinsp;0.936, p\u0026thinsp;\u0026gt;\u0026thinsp;.05) did not exhibit a statistically significant effect, leading us to reject H2.\u003c/p\u003e\n\u003cp\u003eAwareness of consequences significantly and positively influenced the ascription of responsibility (\u0026beta;\u0026thinsp;=\u0026thinsp;.492, CR\u0026thinsp;=\u0026thinsp;7.199, p\u0026thinsp;\u0026lt;\u0026thinsp;.001), supporting H4. Furthermore, the ascription of responsibility significantly and positively shaped personal norms (\u0026beta;\u0026thinsp;=\u0026thinsp;.394, CR\u0026thinsp;=\u0026thinsp;6.125, p\u0026thinsp;\u0026lt;\u0026thinsp;.001), supporting H5.\u003c/p\u003e\n\u003cp\u003ePersonal norms significantly and positively influenced pro-environmental behavior (\u0026beta;\u0026thinsp;=\u0026thinsp;.509, CR\u0026thinsp;=\u0026thinsp;6.567, p\u0026thinsp;\u0026lt;\u0026thinsp;.001) and the intention to engage in pro-environmental behavior (\u0026beta;\u0026thinsp;=\u0026thinsp;.430, CR\u0026thinsp;=\u0026thinsp;6.594, p\u0026thinsp;\u0026lt;\u0026thinsp;.001), thereby supporting H6 and H7. Conversely, personal norms did not significantly affect the willingness to make pro-environmental sacrifices (\u0026beta; = \u0026minus;.068, CR\u0026thinsp;=\u0026thinsp;\u0026minus;\u0026thinsp;1.070, p\u0026thinsp;\u0026gt;\u0026thinsp;.05), leading us to reject H8.\u003c/p\u003e\n\u003ch3\u003eMulti-Group Analysis\u003c/h3\u003e\n\u003cp\u003e(1) Gender\u003c/p\u003e\n\u003cp\u003eMulti-group analysis by gender revealed a significant difference in the path from altruistic values to awareness of consequences, with the effect stronger among men than women (\u0026Delta;\u0026chi;\u0026sup2; = 27.597, p\u0026thinsp;\u0026lt;\u0026thinsp;.01). Additionally, the path from egoistic values to awareness of consequences differed significantly (\u0026Delta;\u0026chi;\u0026sup2; = 21.336, p\u0026thinsp;\u0026lt;\u0026thinsp;.05), with women exhibiting a stronger negative association; that is, higher egoistic values among women more strongly related to lower awareness of consequences. Table \u003cspan class=\"InternalRef\"\u003e5\u003c/span\u003e summarizes these results.\u003c/p\u003e\n\u003cdiv class=\"gridtable\"\u003e\n \u003ctable id=\"Tab5\" border=\"1\"\u003e\n \u003ccaption language=\"En\"\u003e\n \u003cdiv class=\"CaptionNumber\"\u003eTable 5\u003c/div\u003e\n \u003cdiv class=\"CaptionContent\"\u003e\n \u003cp\u003ePath Coefficients by Gender\u003c/p\u003e\n \u003c/div\u003e\n \u003c/caption\u003e\n \u003cthead\u003e\n \u003ctr\u003e\n \u003cth align=\"left\" colspan=\"3\" rowspan=\"2\"\u003e\n \u003cp\u003ePath\u003c/p\u003e\n \u003c/th\u003e\n \u003cth align=\"left\" colspan=\"3\"\u003e\n \u003cp\u003eEstimate\u003c/p\u003e\n \u003c/th\u003e\n \u003cth align=\"left\" rowspan=\"2\"\u003e\n \u003cp\u003e\u0026Delta;\u0026chi;\u0026sup2;\u003c/p\u003e\n \u003c/th\u003e\n \u003cth align=\"left\" rowspan=\"2\"\u003e\n \u003cp\u003eResult\u003c/p\u003e\n \u003c/th\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003cth align=\"left\"\u003e\n \u003cp\u003eMale\u003c/p\u003e\n \u003c/th\u003e\n \u003cth align=\"left\"\u003e\n \u003cp\u003eFemale\u003c/p\u003e\n \u003c/th\u003e\n \u003cth align=\"left\"\u003e\n \u003cp\u003eDifference\u003c/p\u003e\n \u003c/th\u003e\n \u003c/tr\u003e\n \u003c/thead\u003e\n \u003ctbody\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eAltruistic Values\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e-\u0026gt;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eAwareness of Consequences\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.209\u003c/p\u003e\n \u003cp\u003e*\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.137\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.072\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e27.597\u003c/p\u003e\n \u003cp\u003e**\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eMale\u0026thinsp;\u0026gt;\u0026thinsp;Female\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eEgoistic Values\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e-\u0026gt;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eAwareness of Consequences\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026minus;\u0026thinsp;.038\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026minus;\u0026thinsp;.111\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.073\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e21.336\u003c/p\u003e\n \u003cp\u003e*\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eMale\u0026thinsp;\u0026lt;\u0026thinsp;Female\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eBiospheric Values\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e-\u0026gt;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eAwareness of Consequences\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.241\u003c/p\u003e\n \u003cp\u003e**\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.152\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.089\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e16.613\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eMale\u0026thinsp;=\u0026thinsp;Female\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eAwareness of Consequences\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e-\u0026gt;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eAscription of Responsibility\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.473\u003c/p\u003e\n \u003cp\u003e***\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.420\u003c/p\u003e\n \u003cp\u003e***\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.053\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e16.613\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eMale\u0026thinsp;=\u0026thinsp;Female\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eAscription of Responsibility\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e-\u0026gt;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003ePersonal Norm\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.318\u003c/p\u003e\n \u003cp\u003e***\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.479\u003c/p\u003e\n \u003cp\u003e***\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026minus;\u0026thinsp;.161\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e12.937\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eMale\u0026thinsp;=\u0026thinsp;Female\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003ePersonal Norm\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e-\u0026gt;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003ePro-Environmental Behavior\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.419\u003c/p\u003e\n \u003cp\u003e***\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.635\u003c/p\u003e\n \u003cp\u003e***\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026minus;\u0026thinsp;.216\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e5.713\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eMale\u0026thinsp;=\u0026thinsp;Female\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003ePersonal Norm\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e-\u0026gt;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003ePro-Environmental Behavior Intention\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.415\u003c/p\u003e\n \u003cp\u003e***\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.469\u003c/p\u003e\n \u003cp\u003e***\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026minus;\u0026thinsp;.054\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e11.519\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eMale\u0026thinsp;=\u0026thinsp;Female\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003ePersonal Norm\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e-\u0026gt;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eWillingness to Make Pro-Environmental Sacrifices\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026minus;\u0026thinsp;.188\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026minus;\u0026thinsp;.034\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026minus;\u0026thinsp;.154\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e16.821\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eMale\u0026thinsp;=\u0026thinsp;Female\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003c/tbody\u003e\n \u003c/table\u003e\n\u003c/div\u003e\n\u003cp\u003e(2) Age\u003c/p\u003e\n\u003cp\u003eWe compared two age groups: individuals in their twenties and thirties, and those aged 40 and above. The analysis revealed significant differences across several pathways, thereby supporting H10. Specifically, the path from biospheric values to awareness of consequences was stronger in the forties\u0026thinsp;+\u0026thinsp;group (\u0026Delta;\u0026chi;\u0026sup2; = 28.188, p\u0026thinsp;\u0026lt;\u0026thinsp;.05), indicating that middle-aged and older participants more effectively translated biospheric values into awareness of environmental consequences. The forties\u0026thinsp;+\u0026thinsp;group also showed a stronger path from awareness of consequences to ascription of responsibility (\u0026Delta;\u0026chi;\u0026sup2; = 20.890, p\u0026thinsp;\u0026lt;\u0026thinsp;.05) and from ascription of responsibility to personal norms (\u0026Delta;\u0026chi;\u0026sup2; = 28.757, p\u0026thinsp;\u0026lt;\u0026thinsp;.001). The most pronounced difference emerged in the path from personal norms to willingness to make pro-environmental sacrifices: the path was positive for the forties\u0026thinsp;+\u0026thinsp;group but negative for those in their twenties and thirties (\u0026Delta;\u0026chi;\u0026sup2; = 62.198, p\u0026thinsp;\u0026lt;\u0026thinsp;.001). Table \u003cspan class=\"InternalRef\"\u003e6\u003c/span\u003e presents the detailed results.\u003c/p\u003e\n\u003cdiv class=\"gridtable\"\u003e\n \u003cdiv align=\"left\" class=\"colspec\"\u003e\u003cbr\u003e\u003c/div\u003e\n \u003ctable id=\"Tab6\" border=\"1\"\u003e\n \u003ccaption language=\"En\"\u003e\n \u003cdiv class=\"CaptionNumber\"\u003eTable 6\u003c/div\u003e\n \u003cdiv class=\"CaptionContent\"\u003e\n \u003cp\u003ePath Coefficients by Age\u003c/p\u003e\n \u003c/div\u003e\n \u003c/caption\u003e\n \u003cthead\u003e\n \u003ctr\u003e\n \u003cth align=\"left\" colspan=\"3\" rowspan=\"2\"\u003e\n \u003cp\u003epath\u003c/p\u003e\n \u003c/th\u003e\n \u003cth align=\"left\" colspan=\"3\"\u003e\n \u003cp\u003eEstimate\u003c/p\u003e\n \u003c/th\u003e\n \u003cth align=\"left\" rowspan=\"2\"\u003e\n \u003cp\u003e\u0026Delta;\u0026chi;\u0026sup2;\u003c/p\u003e\n \u003c/th\u003e\n \u003cth align=\"left\" rowspan=\"2\"\u003e\n \u003cp\u003eResult\u003c/p\u003e\n \u003c/th\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003cth align=\"left\"\u003e\n \u003cp\u003e20s\u0026thinsp;~\u0026thinsp;30s\u003c/p\u003e\n \u003c/th\u003e\n \u003cth align=\"left\"\u003e\n \u003cp\u003e40s+\u003c/p\u003e\n \u003c/th\u003e\n \u003cth align=\"left\"\u003e\n \u003cp\u003eDifference\u003c/p\u003e\n \u003c/th\u003e\n \u003c/tr\u003e\n \u003c/thead\u003e\n \u003ctbody\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eAltruistic Values\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e-\u0026gt;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eAwareness of Consequences\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.182\u003c/p\u003e\n \u003cp\u003e*\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.215\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026minus;\u0026thinsp;.033\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e5.215\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e20s\u0026thinsp;~\u0026thinsp;30s\u0026thinsp;=\u0026thinsp;40s+\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eEgoistic Values\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e-\u0026gt;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eAwareness of Consequences\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026minus;\u0026thinsp;.073\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026minus;\u0026thinsp;.143\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.07\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e10.041\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e20s\u0026thinsp;~\u0026thinsp;30s\u0026thinsp;=\u0026thinsp;40s+\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eBiospheric Values\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e-\u0026gt;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eAwareness of Consequences\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.206\u003c/p\u003e\n \u003cp\u003e**\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.310\u003c/p\u003e\n \u003cp\u003e**\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026minus;\u0026thinsp;.104\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e28.188\u003c/p\u003e\n \u003cp\u003e*\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e20s\u0026thinsp;~\u0026thinsp;30s\u0026thinsp;\u0026lt;\u0026thinsp;40s+\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eAwareness of Consequences\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e-\u0026gt;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eAscription of Responsibility\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.378\u003c/p\u003e\n \u003cp\u003e***\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.691\u003c/p\u003e\n \u003cp\u003e***\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026minus;\u0026thinsp;.313\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e20.890\u003c/p\u003e\n \u003cp\u003e*\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e20s\u0026thinsp;~\u0026thinsp;30s\u0026thinsp;\u0026lt;\u0026thinsp;40s+\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eAscription of Responsibility\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e-\u0026gt;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003ePersonal Norm\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.325\u003c/p\u003e\n \u003cp\u003e***\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.592\u003c/p\u003e\n \u003cp\u003e***\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026minus;\u0026thinsp;.267\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e28.757\u003c/p\u003e\n \u003cp\u003e***\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e20s\u0026thinsp;~\u0026thinsp;30s\u0026thinsp;\u0026lt;\u0026thinsp;40s+\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003ePersonal Norm\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e-\u0026gt;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003ePro-Environmental Behavior\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.443\u003c/p\u003e\n \u003cp\u003e***\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.659\u003c/p\u003e\n \u003cp\u003e***\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026minus;\u0026thinsp;.216\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e12.461\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e20s\u0026thinsp;~\u0026thinsp;30s\u0026thinsp;=\u0026thinsp;40s+\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003ePersonal Norm\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e-\u0026gt;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003ePro-Environmental Behavior Intention\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.415\u003c/p\u003e\n \u003cp\u003e***\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.511\u003c/p\u003e\n \u003cp\u003e***\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026minus;\u0026thinsp;.096\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e4.801\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e20s\u0026thinsp;~\u0026thinsp;30s\u0026thinsp;=\u0026thinsp;40s+\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003ePersonal Norm\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e-\u0026gt;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eWillingness to Make Pro-Environmental Sacrifices\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026minus;\u0026thinsp;.210*\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e0.058\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026minus;\u0026thinsp;.268\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e62.198\u003c/p\u003e\n \u003cp\u003e***\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e20s\u0026thinsp;~\u0026thinsp;30s\u0026thinsp;\u0026lt;\u0026thinsp;40s+\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003c/tbody\u003e\n \u003c/table\u003e\n\u003c/div\u003e"},{"header":"Discussion and Conclusion","content":"\u003cp\u003eThis study applied the Value–Belief–Norm (VBN) model to predict pro-environmental behavior in Korean sports tourism, identifying distinct patterns based on gender and age. Consistent with previous research in broader contexts, the findings confirm that individuals who express concern for others and the environment are more likely to engage in pro-environmental behaviors. The study highlights several key points.\u003c/p\u003e\u003cp\u003eFirst, altruistic and biospheric values significantly influenced participants’ awareness of consequences in sports tourism. Compared to individuals primarily motivated by self-interest, those who care about the welfare of others and the natural environment demonstrate greater sensitivity to the environmental impacts of their tourism activities. In contrast, egoistic values did not significantly impact awareness of consequences. Although Dong et al. (\u003cspan citationid=\"CR7\" class=\"CitationRef\"\u003e2024\u003c/span\u003e) reported that egoistic values positively influence environmental concern in the context of green hotels, our findings differ. We attribute this discrepancy to cultural characteristics unique to Korea.\u003c/p\u003e\u003cp\u003eKorea’s collectivist culture emphasizes how society evaluates individuals. Concepts such as “face” and “reading the room” arise from this relational framework. For instance, even when satisfied with a product, Korean consumers’ purchase intentions change significantly if others view the product negatively or consider it unfashionable. In this context of strong conformity, individuals tend to interpret environmental issues as collective or societal concerns rather than as matters rooted in self-interest.\u003c/p\u003e\u003cp\u003eTo promote pro-environmental behavior among sports tourism participants, it may be more effective to highlight that a significant number of individuals already engage in environmentally friendly practices, rather than issuing green appeals. For example, a message such as, “A majority of Korean sports tourists reuse towels during their stays” could encourage conformity with environmentally responsible practices.\u003c/p\u003e\u003cp\u003eSecond, awareness of consequences positively influenced the ascription of responsibility, which subsequently positively affected personal norms. This finding confirms that recognizing environmental issues in sports tourism fosters a heightened sense of responsibility, which then generates a moral obligation to act. Our findings align with Stern’s (\u003cspan citationid=\"CR36\" class=\"CitationRef\"\u003e2000\u003c/span\u003e) proposition that responsibility emerges when individuals concretely perceive environmental harm, thereby supporting the sequential logic of the VBN model in Korean sports tourism.\u003c/p\u003e\u003cp\u003eThird, when participants felt a moral obligation to act, they often translated this into pro-environmental behaviors and intentions, but not necessarily into a willingness to accept personal sacrifices. Specifically, behaviors requiring personal costs (e.g., higher expenses, time, or effort) were less likely to arise solely from moral duty. Han (\u003cspan citationid=\"CR15\" class=\"CitationRef\"\u003e2015\u003c/span\u003e) similarly observed that in green hotels, recognizing responsibility did not always lead to behaviors demanding personal sacrifice.\u003c/p\u003e\u003cp\u003eCompared to Western countries, Korean society emphasizes monetary and material values. Data from the 2017 World Values Survey indicate that Koreans are more likely to measure success by possessions (World Values Surevey, 2025). The concept of “Gaseongbi” (value for money) also underpins Korean consumer culture. In a society that prioritizes efficiency and financial worth, behaviors requiring considerable time and effort face significant resistance that duty alone cannot overcome. Therefore, appeals based only on responsibility or environmental duty have limited effectiveness in promoting pro-environmental tourism behaviors.\u003c/p\u003e\u003cp\u003eNotably, Booking.com’s (\u003cspan citationid=\"CR3\" class=\"CitationRef\"\u003e2023\u003c/span\u003e) Sustainable Travel Report revealed that many respondents would travel more sustainably if they could earn miles or rewards for eco-friendly choices. Hawai‘i’s Mālama program exemplifies this approach. It offers complimentary nights to travelers who participate in eco-activities, such as beach cleanups or tree planting (Haugen, \u003cspan citationid=\"CR16\" class=\"CitationRef\"\u003e2023\u003c/span\u003e). Our results suggest that participants are more willing to accept sacrifices for the environment when offered adequate rewards. Therefore, providing incentives or services can increase the adoption of pro-environmental behaviors in sports tourism.\u003c/p\u003e\u003cp\u003eFourth, our study identified gender differences in pro-environmental behavior. Previous research has often found that women hold stronger pro-sustainability attitudes (Dolnicar \u0026amp; Leisch, \u003cspan citationid=\"CR6\" class=\"CitationRef\"\u003e2008\u003c/span\u003e; Skanavis \u0026amp; Sakellari, \u003cspan citationid=\"CR33\" class=\"CitationRef\"\u003e2008\u003c/span\u003e; Šenková et al., 2021) and more frequently translate intentions into actions (Ghazali et al., \u003cspan citationid=\"CR10\" class=\"CitationRef\"\u003e2019\u003c/span\u003e). However, our findings revealed that men engaged in sports tourism demonstrated greater recognition of environmental issues. Among women, stronger egoistic values correlated with lower awareness of environmental consequences.\u003c/p\u003e\u003cp\u003eThese findings indicate that culturally constructed role expectations, in addition to biological sex, influence gender differences in Korea. Men, traditionally socialized to prioritize community responsibilities, may view environmental issues as collective concerns. Conversely, women, who often manage household consumption, may emphasize efficiency and value for money; thus, women with strong egoistic values might discount environmental issues. Accordingly, policies and campaigns may benefit from tailoring their messages to frame responsibility and community care for men, and to link environmental protection to health, safety, and efficiency for women.\u003c/p\u003e\u003cp\u003eAge-based multi-group analysis revealed that individuals aged 40 and above demonstrated stronger connections between environmental awareness, responsibility, and norms than those in their twenties and thirties. Although young adults often value sustainability and report high environmental awareness (Johnson et al., \u003cspan citationid=\"CR21\" class=\"CitationRef\"\u003e2004\u003c/span\u003e; Autio \u0026amp; Heinonen, \u003cspan citationid=\"CR1\" class=\"CitationRef\"\u003e2004\u003c/span\u003e), in the context of sports tourism, this awareness may remain transient or self-focused, without evolving into genuine responsibility. In contrast, middle-aged and older adults, who often travel with family and bear long-term responsibilities, are more likely to transform awareness into responsibility and internalized norms. Notably, among participants in their twenties and thirties, stronger personal norms correlated with lower willingness to make sacrifices, suggesting that emphasizing duty and responsibility may backfire for this group. By contrast, for those aged 40 and above, highlighting responsibility strengthened their willingness to accept sacrifices.\u003c/p\u003e\u003cp\u003eIn summary, promoting pro-environmental behavior in sports tourism requires segmentation strategies based on internal values, gender, and age, rather than adopting a one-size-fits-all approach. Where our findings diverge from previous research, they offer valuable insights for advancing sustainability in sports tourism and enhancing its positive environmental impact.\u003c/p\u003e\u003ch3\u003eImplications\u003c/h3\u003e\u003cp\u003eWhile this study uncovered gender- and age-specific patterns that diverge from previous research and highlights unique environmental behavior dynamics specific to the Korean context, it has several limitations, providing avenues for future research.\u003c/p\u003e\u003cp\u003eFirst, although we examined various types of sports tourism, we did not analyze how sport-specific characteristics influence pro-environmental tourism behavior. Different sports entail different environmental exposures; for example, outdoor sports such as hiking, skiing, surfing, and golf versus indoor sports like basketball, volleyball, and swimming. These distinctions likely affect perceptions of environmental issues and moral responsibility. For instance, outdoor sports participants may more strongly perceive degradation, whereas indoor sports participants may focus on facility energy use or transport. Future research should segment participants by sport type or intensity of environmental exposure to develop targeted policies that are more effective.\u003c/p\u003e\u003cp\u003eSecond, this study applied a cross-sectional design, which captured relationships at a single point in time. While valuable for testing sequential VBN pathways, it cannot establish temporal causality. Given those values, beliefs, norms, and behaviors evolve, longitudinal studies are necessary to track how repeated experiences of sports tourism influence environmental consciousness and behaviors. Such research would guide strategies to sustain industry-wide environmental responsibility.\u003c/p\u003e\u003cp\u003eThird, the Korean cultural characteristics emphasized in this study—collectivism, value for money, and gender role expectations—warrant testing for generalizability beyond Korea. Comparative analyses with other East Asian countries (such as Japan, China, and Taiwan) could clarify which influences are shared. Similarly, comparisons with Western contexts could deepen understanding of how individualism versus collectivism affects the VBN model’s functioning.\u003c/p\u003e"},{"header":"Declarations","content":"\u003cp\u003e\u003ch2\u003eCompeting interests\u003c/h2\u003e\u003cp\u003eThe authors declare no competing interests.\u003c/p\u003e\u003c/p\u003e\u003cp\u003e\u003cstrong\u003eEthical statements\u003c/strong\u003e\u003cp\u003eThis stusy was approved by the Institutional Review Board (IRB) of Chung-Ang University (Ethics approval number: 1041078-20240904-HR-252) on 4 September 2024. The research involved human participants and their anonymized survey data. All participants provided informes consent by ticking a box on the online survey before participating. They were fully informed about the research purpose, their right to withdraw at any time, and how their data would be used. The scope of approval covered the method, data collection, interview questions and consent process. The research was conducted in accordance with established ethical principles for research involving human participants, including the Declaration of Helsinki and the regulations of the Chung-Ang University IRB.\u003c/p\u003e\u003c/p\u003e\u003cp\u003e\u003ch2\u003eResearch funding\u003c/h2\u003e\u003cp\u003eThis research did not receive funding.\u003c/p\u003e\u003c/p\u003e\u003ch2\u003eAuthor Contribution\u003c/h2\u003e\u003cp\u003eAll authors wrote and reviewed the manuscript.\u003c/p\u003e\u003ch2\u003eData Availability\u003c/h2\u003e\u003cp\u003eThe datasets generated for this study can be requested from the corresponding author.\u003c/p\u003e"},{"header":"References","content":"\u003col\u003e\n \u003cli\u003eAutio M, Heinonen V (2004) To consume or not to consume? Young people\u0026rsquo;s environmentalism in the affluent Finnish society. 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Human Ecology Review, 6(2), 81\u0026ndash;97.\u003c/li\u003e\n \u003cli\u003eVan Riper CJ, Kyle GT (2014) Understanding the internal processes of behavioral engagement in a national park: A latent variable path analysis of the value-belief-norm theory. Journal of Environmental Psychology, 38, 288\u0026ndash;297. https://doi.org/10.1016/j.jenvp.2014.02.001\u003c/li\u003e\n \u003cli\u003eWorld Values Survey (2025) WVS Database. https://www.worldvaluessurvey.org\u003c/li\u003e\n \u003cli\u003eYoo G, Kim H, Kim N (2015) The impact of perceived responsibility for climate change on personal norms and eco-friendly behavior in tourism contexts. Journal of Tourism Sciences, 39(5), 87\u0026ndash;100.\u003c/li\u003e\n\u003c/ol\u003e"}],"fulltextSource":"","fullText":"","funders":[],"hasAdminPriorityOnWorkflow":false,"hasManuscriptDocX":true,"hasOptedInToPreprint":true,"hasPassedJournalQc":"","hasAnyPriority":false,"hideJournal":false,"highlight":"","institution":"","isAcceptedByJournal":false,"isAuthorSuppliedPdf":false,"isDeskRejected":"","isHiddenFromSearch":false,"isInQc":false,"isInWorkflow":false,"isPdf":false,"isPdfUpToDate":true,"isWithdrawnOrRetracted":false,"journal":{"display":true,"email":"[email protected]","identity":"humanities-and-social-sciences-communications","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":false,"externalIdentity":"palcomms","sideBox":"Learn more about [Humanities \u0026 Social Sciences Communications](http://www.nature.com/palcomms/)","snPcode":"41599","submissionUrl":"https://submission.springernature.com/new-submission/41599/3","title":"Humanities and Social Sciences Communications","twitterHandle":"","acdcEnabled":true,"dfaEnabled":true,"editorialSystem":"stoa","reportingPortfolio":"Nature AJ","inReviewEnabled":true,"inReviewRevisionsEnabled":false},"keywords":"","lastPublishedDoi":"10.21203/rs.3.rs-7646420/v1","lastPublishedDoiUrl":"https://doi.org/10.21203/rs.3.rs-7646420/v1","license":{"name":"CC BY 4.0","url":"https://creativecommons.org/licenses/by/4.0/"},"manuscriptAbstract":"This study applies the Value–Belief–Norm (VBN) framework to explain pro-environmental tourism behavior among Korean adults engaged in sports tourism and to examine gender- and age-related differences. We conducted a cross-sectional online survey of adults who had participated in sports-related travel within the past three years, adapting established VBN measures to the sports-tourism context and validating the measurement model. Structural equation modeling confirmed the theorized sequence from values to beliefs, norms, and behaviors: altruistic and biospheric values fostered awareness of environmental consequences; this awareness strengthened ascribed responsibility, which in turn reinforced personal norms. Personal norms translated into actual pro-environmental behaviors and future intentions, but did not increase willingness to accept the costs or inconveniences of “sacrifice-involving” choices. Multi-group analyses revealed meaningful heterogeneity: men showed a stronger link from altruistic values to environmental awareness, whereas women responded more to egoistic considerations; participants aged forty and above exhibited a clearer progression from awareness to responsibility and norms and were more inclined to accept pro-environmental sacrifices than younger adults. These findings demonstrate the VBN model’s usefulness in a sports-tourism setting and suggest segment-specific strategies—community-responsibility framing for men, self-relevant quality-of-life framing for women, and incentive-aligned approaches to help younger adults convert norms into sacrifice-involving behaviors.","manuscriptTitle":"Why Korean Sports Tourists Go Green: Testing the VBN model","msid":"","msnumber":"","nonDraftVersions":[{"code":1,"date":"2025-11-04 10:26:52","doi":"10.21203/rs.3.rs-7646420/v1","editorialEvents":[{"type":"communityComments","content":0},{"type":"decision","content":"Revision requested","date":"2025-12-26T17:21:12+00:00","index":"","fulltext":""},{"type":"editorInvitedReview","content":"","date":"2025-11-24T11:45:22+00:00","index":"hide","fulltext":""},{"type":"editorInvitedReview","content":"","date":"2025-11-13T08:45:17+00:00","index":"hide","fulltext":""},{"type":"editorInvitedReview","content":"","date":"2025-11-04T00:35:13+00:00","index":"hide","fulltext":""},{"type":"reviewerAgreed","content":"297390236498002422487824863812753854615","date":"2025-10-27T10:35:34+00:00","index":"hide","fulltext":""},{"type":"reviewerAgreed","content":"83010553216256201471322047933351046722","date":"2025-10-27T02:42:56+00:00","index":"hide","fulltext":""},{"type":"reviewerAgreed","content":"140893773077069408393810184883674841577","date":"2025-10-25T07:39:36+00:00","index":"hide","fulltext":""},{"type":"reviewerAgreed","content":"315279009164143928760623385791695862026","date":"2025-10-25T07:39:18+00:00","index":"hide","fulltext":""},{"type":"reviewerAgreed","content":"65180199883359418050527420159705060012","date":"2025-10-23T08:31:45+00:00","index":"hide","fulltext":""},{"type":"reviewersInvited","content":"","date":"2025-10-23T07:36:22+00:00","index":"","fulltext":""},{"type":"editorAssigned","content":"","date":"2025-10-23T07:26:43+00:00","index":"","fulltext":""},{"type":"checksComplete","content":"","date":"2025-10-10T15:03:14+00:00","index":"","fulltext":""},{"type":"submitted","content":"Humanities and Social Sciences Communications","date":"2025-10-10T14:32:03+00:00","index":"","fulltext":""}],"status":"published","journal":{"display":true,"email":"[email protected]","identity":"humanities-and-social-sciences-communications","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":false,"externalIdentity":"palcomms","sideBox":"Learn more about [Humanities \u0026 Social Sciences Communications](http://www.nature.com/palcomms/)","snPcode":"41599","submissionUrl":"https://submission.springernature.com/new-submission/41599/3","title":"Humanities and Social Sciences Communications","twitterHandle":"","acdcEnabled":true,"dfaEnabled":true,"editorialSystem":"stoa","reportingPortfolio":"Nature AJ","inReviewEnabled":true,"inReviewRevisionsEnabled":false}}],"origin":"","ownerIdentity":"68893eb5-afe1-460f-bda5-2af51be7c6cf","owner":[],"postedDate":"November 4th, 2025","published":true,"recentEditorialEvents":[],"rejectedJournal":[],"revision":"","amendment":"","status":"in-revision","subjectAreas":[{"id":57404152,"name":"Earth and environmental sciences/Environmental social sciences"},{"id":57404153,"name":"Biological sciences/Psychology"},{"id":57404154,"name":"Social science/Psychology"}],"tags":[],"updatedAt":"2026-05-12T03:40:15+00:00","versionOfRecord":[],"versionCreatedAt":"2025-11-04 10:26:52","video":"","vorDoi":"","vorDoiUrl":"","workflowStages":[]},"version":"v1","identity":"rs-7646420","journalConfig":"researchsquare"},"__N_SSP":true},"page":"/article/[identity]/[[...version]]","query":{"redirect":"/article/rs-7646420","identity":"rs-7646420","version":["v1"]},"buildId":"XKTyCvWXoU3ODBz1xrDgd","isFallback":false,"isExperimentalCompile":false,"dynamicIds":[84888],"gssp":true,"scriptLoader":[]}