"Collegiate football games in the U.S. are a growing sector of sport event tourism. While these sport events clearly generate positive social and economic benefits, the Environmental Protection Agency estimated that an average college football game produces 50-100 tons of waste and releases 188-376 metric tons of CO 2 . To minimize such negative environmental impacts, universities have implemented campaigns to motivate football fans to engage in pro-environmental behavior. However, it is challenging to mobilize individuals' environmental concerns and transform them into action while they are watching games and participating in tailgating. The discrepancy of pro-environmental behavior in daily life versus in a sport tourism context is poorly understood, as most researchers have focused their studies in one or the other context. By employing goal-framing theory (Lindenberg & Steg, 2007) and the Social Norm Approach (Perkins & Berkowitz, 1986), this study examined whether and how event attendees' pro-environmental behavior in daily life differed from their behavior in the sport event setting... -- Abstract.
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