Physical activity and sport motivation influencing runners’ transport and cultural behavior at the Tokyo Marathon

Introduction: Mega sporting events not only promote physical activity but also offer opportunities to encourage environmentally sustainable behaviors. The Tokyo Marathon, as one of the World Marathon Majors, provides a unique context to examine how runners’ environmental awareness and motivational drivers influence transport behavior and engagement in physical activity. Understanding these behavioral patterns is crucial for integrating sustainability with health promotion in large-scale sporting events. Methodology: Guided by the Theory of Planned Behavior, this study surveyed 300 runners of diverse ages, nationalities, and experience levels using an online questionnaire. Key constructs measured included Environmental Awareness (EA), Runner Attitude (RA), Perceived Behavioral Control (PBC), Subjective Norms (SN), Green Marathon Perceived Quality (PQ), and Physical Activity (PA). Followed by Structural Equation Modeling (SEM) to examine hypothesized relationships among variables. Discussion: Results indicate that EA significantly predicts PBC, RA, and PQ, highlighting the role of environmental knowledge in shaping attitudes and perceptions of event quality. Physical activity is significantly influenced by PBC and RA, while SN and PQ show no significant effect. These findings emphasize the importance of intrinsic motivation and perceived behavioral control over social influence or perceived event quality in promoting sustainable and active transport behaviors. Conclusions: Enhancing environmental awareness and fostering positive attitudes can effectively encourage eco-friendly and health-promoting behaviors in mega sporting events, offering actionable insights for event organizers, policymakers, and sport tourism planners aiming to combine sustainability with participant well-being.