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This study aims to explore the influence of environmental education on perceived eco-innovativeness and behavioral intention in the context of farm tourism that embraces the concept of sustainability. It conducts a series of on-site surveys in a farm which supplies a variety of recreational activities along with environmental educational programs. The survey lasted for two-and-a-half months and resulted in 620 useful responses. To achieve the study aim/purpose/objective a theoretical model entailing environmental education, perceived innovativeness and behavioral intention is first constructed. Then structural equation modeling is performed. The study found that environmental education has both direct and indirect impacts on revisit intention and environmental education strongly influences guests’ perception of eco-innovativeness. However, perceived eco-innovativeness does not affect the revisit intentions. Implications and suggestions for future study are provided as concluding remarks.

For decades, consumer identification and motivation, either alone or jointly, have been essential constructs for behavioral researchers. The resultant output is significant in terms of both quality and quantity. However, at a deeper level, a lack of conceptual clarity in the relationship between these constructs has led to theoretical and practical irregularities, which this study aims to address.

An online questionnaire was distributed to sport consumers aged over 18 participating in an online panel, prompted 293 completed responses. Structural equations modeling was used to examine the data.

Findings show that identification mediates the effects of intrinsic and extrinsic motivation on sport supporters’ loyalty and explain 90% of the variance in that construct. In addition, identification mediates the adverse effects of extrinsic motivation on loyalty and strengthens loyalty when levels of satisfaction decline.

This study extends previous work by providing a theoretical perspective that clarifies the relationship between motivation and consumer identification; deepens theory by empirically observing the relationship at different levels of consumer satisfaction; and presents a parsimonious, valid and reliable method that managers can leverage to strengthen sport supporters’ loyalty.