TY - JOUR
T1 - Green event directed pro-environmental behavior
T2 - an application of goal systems theory
AU - Wong, Ip Kin Anthony
AU - Wan, Yim King Penny
AU - Huang, Guo Qiong Ivanka
AU - Qi, Shanshan
N1 - Funding Information:
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).
Publisher Copyright:
© 2020 Informa UK Limited, trading as Taylor & Francis Group.
PY - 2021/12
Y1 - 2021/12
N2 - 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.
AB - 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.
KW - goal setting
KW - goal systems theory
KW - Green event
KW - involvement
KW - pro-environment behavior
KW - transformative learning
UR - http://www.scopus.com/inward/record.url?scp=85086155436&partnerID=8YFLogxK
U2 - 10.1080/09669582.2020.1770770
DO - 10.1080/09669582.2020.1770770
M3 - Journal article
AN - SCOPUS:85086155436
SN - 0966-9582
VL - 29
SP - 1948
EP - 1969
JO - Journal of Sustainable Tourism
JF - Journal of Sustainable Tourism
IS - 11-12
ER -