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The purpose of this study is to evaluate the environmental values, beliefs, norms and behaviors of students in higher education institutions across North America, more specifically, undergraduate and graduate students in sport management programs.

The research was framed around Stern et al.’s (1999) value-belief-norm theory, which provides an explanation of the causes of the broad predisposition toward pro-environmental behavior. Furthermore, it was an extension of the work conducted by Casper and Pfahl (2012). Data collection was based on an online survey, comprising questions related to the students’ values, beliefs, norms and behaviors in relation to the natural environment.

Results indicated strong agreeance with the biospheric environmental statements that reflect the individuals’ personal ecological values, illustrating a moderate agreement with the degree of responsibility and obligation felt by the student to take environmental action. Findings also suggested that students hold sport organizations to a higher level of environmentalism than their personal environmental sustainability practices. Both groups, undergraduate and graduate students, have values, beliefs and norms moderately connected to pro-environmental stances.

It would be beneficial for educators to use this information as baseline from which to build and re-design their classes.

It would be beneficial for educators to use this information as baseline from which to build and re-design their classes. This study provides valuable information for faculty to create and frame curricula to better prepare future professionals for a career in the sports industry.

The aim of this study was to investigate the themes related to the achievement of Sustainable Development Goal (SDG) 12 in relation to tourism, and specifically to explore how the emotional psyche affects tourists’ environmentally responsible behaviors.

Based on the value-belief-norm theory, a research framework was developed to examine the serial mediation effects of environmental emotions in predicting tourists’ environmentally responsible behaviors. A total of 741 responses was collected from an online survey. Data were analyzed by the partial least squares structural equation modeling.

Environmental concern does not directly predict tourists’ environmentally responsible behaviors. Instead, environmental awe and environmental worry serially mediate the relationship between environmental concern and tourists’ environmentally responsible behaviors.

This study extends the value-belief-norm theory by integrating environmental emotions and empirically tests the effect of multiple psyches on responsible consumption, contributing to the achievement of SDG 12 in UN Agenda 2030.

本研究的目的是探究与旅游相关的可持续发展目标12的实现, 特别是探讨环境情感如何影响旅游者的环境责任行为。

基于价值信念-规范理论, 构建了环境情感预测旅游者环境责任行为的链式中介模型。研究共收集741份有效样本, 并采用偏最小二乘结构方程模型进行分析。

环境关心并不能直接预测旅游者的环境责任行为。但是, 环境敬畏和环境忧虑在环境关心与环境责任行为之间起链式中介作用。

本研究将环境情感扩展到价值信念规范理论中, 并实证检验了环境敬畏和环境忧虑两种环境情感对旅游者的负责任消费行为的影响, 呼应了联合国2030年议程中的可持续发展目标12。

el objetivo de este estudio fue investigar los temas relacionados con el logro del Objetivo de Desarrollo Sostenible 12 en relación con el turismo, y específicamente explorar cómo la psique emocional afecta los comportamientos ambientalmente responsables de los turistas.

Basado en la teoría del valor-creencia-norma, se desarrolló un marco de investigación para examinar los efectos de mediación en serie de las emociones ambientales en la predicción de los comportamientos ambientalmente responsables de los turistas. Se recopiló un total de 741 respuestas de una encuesta en línea. Los datos se analizaron mediante el modelo de ecuaciones estructurales de mínimos cuadrados parciales.

la preocupación ambiental no predice directamente los comportamientos ambientalmente responsables de los turistas. En cambio, el temor ambiental y la preocupación ambiental median en serie la relación entre la preocupación ambiental y los comportamientos ambientalmente responsables de los turistas.

este estudio amplía la teoría del valor-creencia-norma al integrar las emociones ambientales y prueba empíricamente el efecto de múltiples psiques en el consumo responsable, contribuyendo al logro del ODS 12 en la Agenda 2030 de la ONU.

This study aims to investigate people pro-environmental behavior toward solar energy in Pakistan. Solar energy is perceived as environment friendly because it does not need any fossil fuel and is free of greenhouse gas emission. Hence current research used to employ value-belief-norm theory with regard to solar energy to recognize people's interest for solar energy. Further this study also makes an effort for extend of value-belief-norm framework via using social norm as being a predictor of pro-environmental behavior and personal norm.

This study follows positivism philosophy based on quantitative in nature. Proposed hypothesis was tested through deductive research approach. Data was collected through survey method. Further general public was selected as population and non-probability convenience sampling technique was used for data collection. A total 1,000 online questionnaire were sent through different mediums on Internet, out of which 624 responses were received. Further this study used Smart-Pls 3 software for the analysis of data.

The results show that all hypothesis were approved except one. Furthermore, social norm was discovered as a positive indicator of personal norm, and pro-environmental behavior. Also, personal norm was found as mediating the relation between social norm and people's pro-environment behavior toward solar energy.

This research also adds to the existing research in field of environmental sustainability. Furthermore, it would prove to be a rational document for policymakers and the government to develop strategies to overcome environment and energy related issues.

This study identifies the people's pro-environmental behavior toward solar energy by applying value-belief-norm theory in context of Pakistan, to overcome energy related environmental issues.

Aiming to find out how to incorporate green building into the architectural curriculum, this study aims to explore the psychological path for cultivating architectural students’ awareness and motivation to learn the green design concepts and related technologies.

Based on a global review of relevant architectural courses in universities, a set of green building learning behaviors was proposed and a survey was conducted in architectural schools in South China to verify the “value-belief-norm” theory through the lens of green building learning behaviors. The psychological path that affects students’ green building learning behaviors was analyzed using structural equation modeling.

The results showed that biospheric and altruistic values could directly affect students’ motivation to learn green building, while personal norms served as the mediating condition for personal values and beliefs, and ultimately improved motivation.

The study suggests that the cultivation of environmental awareness and a sense of the ecological crisis should be developed through foundation courses, by establishing an ecological architecture curriculum, to more effectively guide students to learn and practice green building.

This study, for the first time, applied the “value-belief-norm” theory, which was developed to explain the psychological path for pro-environmental behaviors, to green building learning behaviors of architectural students.

This paper aims to explore pro-environmental behavior (PEB) in Azerbaijan. Therefore, the authors used value-belief-norm (VBN) theory, extended by the construct of social norms (SN), as a basis.

Data were collected by establishing a link within various social media platforms. The final sample consisted of 407 respondents. The authors analyzed four dimensions of PEB using higher-order structural equations. The authors also examined both direct and (serial) indirect effects for cross-cultural validation of the extended VBN theory.

The authors were able to confirm the VBN theory in its entirety. However, SN, which are influential in collectivistic and Sunni-majority states, do not contribute significantly to explaining PEB in predominantly Shiite Azerbaijan.

The authors could not establish a direct effect of SN on PEB within this study. However, the authors observed an indirect “values-beliefs-norms-behavior” effect. The different (partly abbreviated) effect channels of the four tested value antecedents provide interesting insights for marketing research.

Based on the results, it seems crucial to make Muslim consumers aware of the negative outcomes of their consumption behavior and to emphasize individual responsibility. However, SN may not need to be addressed depending on cultural and/or religious values.

The authors examined PEB in Azerbaijan by testing the serial mediation effects in the VBN model. Further, the authors tested the influence of SN within the framework of the original VBN theory, contributing to a better understanding of the possibility of integrating components of the theory of planned behavior.

Knowledge of green consumer behavior is important for environmental and business reasons. The purpose of this study is to examine the determinants of green curtailment behaviors and consumer adoption of innovations marketed as green (eco‐innovations), and to analyze factors explaining these two types of green behaviors.

The results from a survey on adopters and non‐adopters (n=1,832) of alternative fuel vehicles (AFVs) are reported. Regression analysis on willingness to curtail car use and willingness to adopt a so‐called environmentally friendly car are used to identify significant determinants across the behavioral categories.

The results show that values, beliefs, norms, and habit strength determine willingness to curtail and willingness for eco‐innovation adoption. Personal norms have a strong positive influence on willingness for the behaviors and habit strength has a negative influence. The other determinants have varying influence depending on type of behavior.

A limitation of this study concerns the focus on only one eco‐innovation. However, since the adoption of AFVs is a high involvement behavior, the results carry implications for other high involvement products as well.

Attitudinal factors and habits in combination prove to be effective determinants for curtailment behaviors and willingness to adopt eco‐innovations. In addition, previous adoption is found to be a strong determinant of future willingness to adopt.

The contribution of the paper is the two‐sided approach on green consumer behavior and the result that values, beliefs and norms not only predict low involvement post‐purchase behaviors but also adoption of high involvement eco‐innovations.

This study aims to examine how higher education can mold pro-environmental actions among students with educational social-marketing leads; it probes into the direct influence of four value orientations toward pro-environmental beliefs, norms and behaviors.

This quantitative research sought deductive reasoning. Data gathering took place in January 2023, following a cross-sectional framework. The researcher visited various private universities in Egypt, which used effort to change the practices among students toward sustainable developments, distributing digitally administrated questionnaires to students on campus. Through convenience nonprobability sampling, 581 questionnaires were collected and statistically analyzed, using SPSS.

This study shows that altruistic and biospheric value impact students’ personal beliefs toward pro-environmental behaviors; students’ personal beliefs significantly impact the norms that are present on campus; the norms found on campus impact significantly students to behave as green passengers, recyclers and utility-savers.

Higher education institutions play a significant role in promoting the manifestations of rationality and objectivity among students about environmental challenges and sustainable development. Eco-friendly behaviors are rooted in values; thus, understanding the initial values among students is critical in developing coping strategies and social marketing initiatives that inspire the needed conservational behaviors.

By aligning the value-belief-norm theory with two disciplines (higher education on sustainability and social marketing), this study builds upon the theory, identifying the underlying value-structures that inspire students’ necessary environmental and sustainable behaviors to improve societies for future generation rightness. This study provides more nuanced insights into a better educational intervention for shaping students’ manners toward environmentalism to improve communities worldwide.

This study aims to apply the value-belief-norm (VBN) model in the context of environmentally friendly drone food delivery services to understand ways to influence consumers’ behavior toward the services. The current study also attempted to deepen the VBN model using the moderating role of product involvement.

Data were collected from 428 respondents through an online survey in South Korea.

The results of the data analysis indicated that all proposed hypotheses have been statistically supported in the VBN model. Furthermore, product involvement played a moderating role in the relationship between the sense of obligation to take pro-environmental actions and intentions to use and a sense of obligation to take pro-environmental actions and willingness to pay more.

Although drone food delivery services have not yet been fully commercialized, many foodservice companies have conducted pilot tests and the services are likely to be commonly used in the near future. Thus, the findings of this study are expected to have important implications for companies preparing to roll out drone food delivery services.

This study aims to integrate the theory of planned behavior (TPB) and the value-belief-norm (VBN) theory into a meta-analytic framework to synthesize green consumption literature.

By integrating the findings from 173 studies, a meta-analysis was performed adopting several analytical methods: bivariate analysis, moderation analysis and path analysis.

VBN- and TPB-based psychological factors (adverse consequences, ascribed responsibility, personal norms, subjective norms, attitude and perceived behavioral control) mediate the effects of altruistic, biospheric and egoistic values on green purchase intention. Further, inconsistencies in the proposed relationships are due to cultural factors (i.e. individualism-collectivism, power distance, uncertainty avoidance, masculinity–femininity, short- vs long-term orientation and indulgence-restraint) and countries’ human development status.

The authors selected papers published in English; hence, other relevant papers in this domain published in other languages might have been missed.

The findings are useful to marketers of green offerings in designing strategies, i.e. specific messages, targeting different customers based on countries’ cultural score and human development index, to harvest positive customer responses.

This study is the pioneering attempt to synthesize the TPB- and VBN-based quantitative literature on green consumer behavior to resolve the reported inconsistent findings.

This study integrates the theory of planned behaviour (TPB) and value-belief-norm (VBN) theory to investigate tourists' intention and behaviour to visit green hotels in Malaysia.

A total of 160 valid questionnaire responses were collected via an online survey. The partial least square–structural equation modelling (PLS-SEM) technique was utilised to assess the study framework and the hypothesised relationship.

The study's results confirmed that tourists' intention to stay at a green hotel is directly influenced by their subjective norms and perceived behavioural control. Besides, the study confirms the insignificant relationship between green trust, personal norms and tourists' stay intention. On the other hand, perceived morals, responsibility, willingness to pay more and perceived consumer effectiveness were significant in explaining the customer's subjective norms, personal norms and perceived behaviour control.

The hotel industry may benefit from this empirical outcome to devise effective marketing strategies for retaining their customers, particularly in rejuvenating the impact of the COVID-19 pandemic on the industry.

This study provides valuable practical implications for green hotel operators to develop effective strategies to attract tourists to green hotel visits.

This study is the first to integrate the extended TPB and VBN theory to understand tourist intention to visit a green hotel. Notably, the extended TPB and VBN theory was practical and helpful in predicting tourist intention to visit a green hotel.