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This paper reports the results of research that examines the interrelationships between efficacy of sustainability values (SV) and pro-sustainable behaviors of potential tourists. A partially mediated model is postulated and tested to help explain additional error variance in predicting consumers’ destination choice decisions in tourism, hence voiding a critical research gap. Coined as the “environmentally intellectualist behavior,” a new mediator variable is tested to explain additional error variance in human-value models.

The study is based on data collected from two representative samples of potential tourists from the USA and Canada. Data analyses include exploratory and confirmatory factor analyses that were used to examine the underlying domain structures of SV, followed by a predictive model using structural equation modeling.

The study findings suggest that values are salient factors that underlie pro-sustainable tourism and travel behavior. Moreover, the results confirm the existence of a higher-order sustainability construct. The study contributes original insights to the field by demonstrating that there are direct and indirect positive relationships between SV, environmental behaviors and decisions of consumers who take a pro-sustainable stance when traveling.

By modeling values as antecedents to attitudes and testing interrelationships between SV and the mediator variables coined as the environmentally intellectual behavior, the authors developed and tested a predictive model to explain destination- and product choice decisions. The model tested herein advances the value theory in two fundamental ways: first, this study demonstrates that SV can be modeled as higher-order factors. Second, values are antecedents to attitude and other variables, therefore must be included in consumer behavior models. Finally, the culture or origin of tourists matters when examining the impact of values on tourists’ choice decisions. Political actions and environmental attitudes can be modeled as mediators to explain additional error variance.

While cost savings and perceptual benefits have been discussed in the literature as catalysts for promoting environmental responsibility (ER) and green management among public assembly facilities (PAFs), researchers have yet to determine if and how ER in this particular sector differs by facility characteristics. The paper aims to discuss these issues.

A quantitative study on ER and green management, which utilized questionnaire data from a sample of PAF managers obtained from the International Association of Venue Managers.

Probit modeling results illustrate that implementation of green practices (e.g. general ER, green teams, and retrofitting) differ by ownership and management structure, market size where the facility is located, and facility type. These results are set against a backdrop of managerial strategy that seemingly enabled the effects.

PAFs are significant physical and social spaces in communities around the world and afford millions of patrons the opportunity to witness many forms of live entertainment. This level of usage, however, requires substantial resource investments in energy, water, waste removal, and other items necessary to maintain a functional, clean, and efficient facility. Given their visible and marquee status in both urban and rural regions, it is not surprising that facility management decisions have been underpinned by ER concerns. The results of this research provide useful information to PAF managers regarding how facility profiles are associated with ER adoption.

The contribution of this research lies in showing how memetic constraints have seemingly encumbered strategic decision making for ER initiatives, and suggestions for PAF managers are couched in the adoption of smart norms.