Perception of sustainable efforts towards event greening

Abstract

The issue of sustainability is a growing concern in the global society. Despite many green campaigns and seminars carried out, the green concept is still very new, especially in the Asian countries. There is only a little knowledge about the consumers’ perception towards the green concept and going green in Malaysia. Efforts have been taken by the government and NGOs to increase awareness on environmental issues. However, there is no precise indication whether Malaysian consumers know about the green concept and their perception towards going green, especially in the event management field of study. Therefore, there is lack of focus on this issue in Malaysia which warrants a study to understand the depth of event attendees’ perception on sustainable efforts towards event greening. The aim of this study is to explore event attendees’ perception of sustainable efforts towards event greening. In this research, the focus is on event management and the efforts from event organizers to implement sustainable practices. The researcher investigates from the perspective of event attendees. The research findings are critical for the researcher to evaluate the situation and recommend appropriate green event management guidelines for event organizers to remain competitive by implementing sustainable practices for long-term survival in the event industry. The research methodology is a quantitative method using survey. The survey data will be collected from event attendees of environmental themed carnivals. The data analysis is carried out using the application of structural equation modelling (SEM) design.