Drivers and barriers of event greening – an Asian perspective

ABSTRACT

The purpose of this study was to replicate and extend Mair and Jago (2010) model in investigating the drivers of and barriers to greening events from event planner’s perspective. This research adopted a mixed-methods approach. Six interviews were first conducted with event planners in executive or managerial positions in Macao. A questionnaire was then designed to empirically test the relationships between the drivers of and barriers to greening events and intention of greening events. Similarities and differences of the themes extracted from the interviews were compared with those reported by Mair and Jago. Quantitative results revealed that three drivers exerted significantly positive influences on intention of greening events, and two barrier themes negative ones. The study contributed to the literature by empirically testing and supplementing Mair and Jago’s model with event planners in an Asian context. Discussions and implications were provided to compare and contrast the drivers of and barriers to greening events between Western and Eastern contexts, namely Macao.

KEYWORDS:

• Green event
• drivers
• barriers
• event planner
• mixed methods
• Macao

Acknowledgement

The authors of the current study are grateful to the invaluable suggestions and insights offered by Dr Judith Mair and Prof. Leo Jago towards the initial draft.

Disclosure statement

No potential conflict of interest was reported by the authors.