Green event directed pro-environmental behavior: an application of goal systems theory

Abstract

This research proposes the green event directed pro-environmental behavior model to articulate how green events could induce favorable eco-friendly behaviors beyond the event domain. Drawing on goal systems theory and other theoretical premises, this research showcases how personal involvement with green events and frequency of past behaviors in attending such events could possess boundary conditions that moderate the role of green event attitudes, subjective norms, and perceived behavioral control on pro-environmental behaviors through one’s valuation and patronage propensity of event greening. It also highlights a mechanism that inspires attendees to strive to attain their goals in pursuing a lifestyle that appreciates learning ways to better reduce pollution and energy usage, consuming green products, and managing waste; yet there is a weakening stimulus from event greening on the individual’s greening behaviors over time. This research opens an avenue to demonstrate a transformative mechanism, manifested through subsequent knowledge gain and then behavioral change impelled from attending green events, as a collective action that can ultimately benefit the entire world. This learning process renders a synthesis between short-term knowledge acquisition and long-term implications for life.

Keywords:

• Green event
• involvement
• goal setting
• goal systems theory
• pro-environment behavior
• transformative learning

Disclosure statement

No potential conflict of interest was reported by the author(s).

Correction Statement

This article has been republished with minor changes. These changes do not impact the academic content of the article.

Additional information

Funding

Our deepest appreciation goes to the Fundamental Research Funds for the Central Universities (Grant No. 19wkpy66) and Guangdong Provincial Department of Education (Grant No.2019GXJK052).

Notes on contributors

IpKin Anthony Wong

Prof. IpKin Anthony Wong (Sun Yat-Sen University, Tang Jia Wang, Xiangzhou, Zhuhai, China). <[email protected]> He has a wide range of teaching and research interests especially in tourist motivation and behaviors, consumer behaviors, social media usage, tourism and service marketing, and research methods. His articles appeared at Tourism Management and Journal of Travel Research. He is currently serving as a coordinating editor at the International Journal of Hospitality and Management and advisory board members in leading tourism and hospitality journals.

Yim King Penny Wan

Dr. Yim King Penny Wan (Institute for Tourism Studies, Colina de Mong-Ha, Macau, China). <[email protected]> Her research interests include tourism planning and development, casino management and hospitality services. Her articles appeared at Tourism Management and Journal of Travel Research.

GuoQiong Ivanka Huang

Dr. GuoQiong Ivanka Huang (Sun Yat-Sen University, Tang Jia Wang, Xiangzhou, Zhuhai, China). < [email protected]> She is a post-doctoral fellow at the School of Tourism Management, Sun Yat-Sen University. Her research interests are tourism and hospitality marketing, consumer behaviors, and social media usage in tourism. Her articles appeared at International Journal of Hospitality and Management and International Journal of Contemporary Hospitality and Management.

Shanshan Qi

Dr. Shanshan Qi (Institute for Tourism Studies, Colina de Mong-Ha, Macau, China). <[email protected]> Her research interests computer technology applications in tourism and tourism/hospitality website evaluations. Her articles appeared at Tourism Management and Journal of Travel & Tourism Marketing.