Going green: the impact of green initiative events on environmental practice intentions

Siti Intan Nurdiana Wong Abdullah and Sriganeshvarun and Fong, Kean Tat and Thanam Subramaniam and Abdul Aziz Mohd Mustafa (2023) Going green: the impact of green initiative events on environmental practice intentions. Journal of Sustainability Science and Management (Malaysia), 18 (8). pp. 1-23. ISSN 2672-7226

Green Initiative Events have gained popularity over the years due to rising concerns on global warming and climate change issues. Many private companies, nonprofit organisations and relevant government agencies have poured their time, money and effort into 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) have 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 a positive influence on 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 the hope of a global green movement towards a sustainable future.

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Abstract

Green Initiative Events have gained popularity over the years due to rising concerns on global warming and climate change issues. Many private companies, nonprofit organisations and relevant government agencies have poured their time, money and effort into 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) have 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 a positive influence on 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 the hope of a global green movement towards a sustainable future.

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Item Type:	Article
AGROVOC Term:	resource conservation
AGROVOC Term:	events
AGROVOC Term:	awareness-raising
AGROVOC Term:	questionnaires
AGROVOC Term:	multivariate analysis
AGROVOC Term:	attitudes
AGROVOC Term:	human behaviour
AGROVOC Term:	advocacy
AGROVOC Term:	ecofriendly processes
AGROVOC Term:	sustainability
Geographical Term:	malay
Uncontrolled Keywords:	Attitude, environmental concern, green events, pro-environment, sustainability
Depositing User:	Nor Hasnita Abdul Samat
Date Deposited:	20 Mar 2025 04:15
Last Modified:	20 Mar 2025 04:15
URI:	http://webagris.upm.edu.my/id/eprint/1624

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