Why Korean sports tourists go green: testing the VBN model

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.