The influence of technology-led event sustainability consumption values (TESCVs) on event attendees’ perceptions of green event image, sustainable event loyalty, and behavioral outcomes

The purpose of this study was to examine the impact of technology-led event sustainability consumption values (TESCVs) on attendees’ perceptions of green event image, sustainable event loyalty, and subsequent behavioral outcomes. Results of the responses of 444 event participants indicated that technology-led co-creation value, technology-led green value, emotional and epistemic value, and social value positively impacted green event image. Further, the positive effect of sustainable event loyalty significantly predicted behavioral outcomes including word-of-mouth promotion, willingness to pay more, and revisit intention. The study also showed that while collectivism orientation had a minimal influence on these relations, environmental identity did not exhibit any moderation impact. These findings provide valuable insights and feasible strategies for event stakeholders aiming to enhance attendee engagement and long-term commitment.