GOING GREEN: THE IMPACT OF GREEN INITIATIVE EVENTS ON ENVIRONMENTAL PRACTICE INTENTIONS

Abstract

Green initiative events have gained popularity over the years due to rising concern on global warming and climate change issues. Many private companies, non-profit organisations and relevant government agencies have poured their time, money and effort in implementing various green events such as national birdwatching events, beach clean-up programs, exhibitions and recycling workshops. Yet the real question is whether these green initiative events (GIE) has been successful in positively altering the participants’ everyday behaviour? This study investigates pertinent factors that impact people’s environmental practice intention after attending GIE. A total of 376 questionnaires were collected using purposive sampling among Malaysians who have attended green initiative events recently. Using structural equation modelling, the findings revealed that environmental concern, media power, subjective norms and attitude have positive influence in people’s environmental practice intention after attending green initiative events whereas perceived behavioural control was insignificant. The findings gave insights to academics and industry professionals especially event planners and organisations to conduct effective green events that would possibly transform people’s behaviour in hope of a global green movement towards a sustainable future.