Fun or Trap? An Exploratory Study of Sports Betting (Bets) among Brazilian College Students through the Lens of the Theory of Planned Behavior (TPB)

Abstract

The sports betting market in Brazil (Bets) has undergone significant transformations in the last five years, especially after the recent regulation that seeks to bring more security and transparency to the sector. The legalization of betting, sanctioned with Law 14.790 in December 2023, marks a new chapter, allowing companies to operate both online and in physical establishments. This change is crucial, as Brazil, with its passion for football and a population of over 214 million inhabitants, presents enormous potential for the growth of this market, which is already valued at over R$ 100 billion, especially in the younger population. This article analyzed the factors that affect behavioral intention and sports betting practices among young Brazilians, using the Theory of Planned Behavior (TCP) as a theoretical framework. In addition, the research investigated how the severity of problem gambling moderates the relationships between the components of the TCP, betting intention and sports betting behavior. Data were collected from 814 young university students from four different institutions in Brazil and were analyzed using partial least squares structural equation modeling (PLS-SEM) and multigroup analysis. The results showed that attitude toward gambling was the most influential factor in sports betting intentions, followed by subjective norms. Behavioral intention and perceived control were also significant predictors of betting behavior. The study revealed important moderating effects of problem gambling severity, with subjective norms being more impactful among young people with greater severity of problems related to Gambling Disorder (GD) and Problem Gambling (PGD), while attitude stood out as the main predictor among recreational gamblers. The article also discusses recommendations for prevention and treatment programs focused on sports betting and problem gambling, topics still neglected in Brazil.