Driving Sustainable Development Through Persuasive Sport Event Communication: An Integrated Elaboration Likelihood and Norm Activation Approach

ABSTRACT This study proposes and tests an integrated Elaboration Likelihood Model (ELM)—Norm Activation Model (NAM) framework to examine how dual‐route persuasive stimuli—central‐route arguments and peripheral‐route cues—activate the normative chain of awareness of consequences, ascribed responsibility, and personal norm, and ultimately produce engagement in sustainable practices (ESP) among international sport event attendees. Using a multimethod analytical approach combining covariance‐based structural equation modeling (SEM), necessary condition analysis (NCA), and fuzzy‐set qualitative comparative analysis (fsQCA), the study generates layered and complementary findings. SEM results confirm the robustness of the sequential NAM chain, with near‐unity standardized coefficients from awareness of consequences through to behavioral adoption, and a strong direct effect of personal norm on ESP. Notably, neither ELM route produced a statistically significant net effect on awareness of consequences in isolation, reflecting the hedonic and low‐elaboration attentional environment characteristic of sport event settings. However, NCA's SUIN analysis revealed that central and peripheral routes are functionally substitutable as necessary conditions at the conjunction level, while fsQCA identified a single holistic sufficient configuration, indicating that high sustainable engagement is an emergent property of simultaneous activation across all conditions rather than any partial combination. These findings advance theory by establishing the ELM–NAM integration as a viable and empirically validated framework for sustainable development communication in sport event contexts. Practical implications are offered for event organizers, sustainability managers, and policymakers seeking to design communication architectures that effectively promote attendee‐level contributions to sustainable development at international sport events.