Pro-Environmental Intentions among Food Festival Attendees: An Application of the Value-Belief-Norm Model

Woo-Hyuk Kim and Kyung-Sook Kim
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Woo-Hyuk Kim: Department of Hospitality Management, Kansas State University, Manhattan, KS 66506, USA
Kyung-Sook Kim: Department of Tourism Management, Gangneung-Wonju National University, Gangneung 25457, Korea

Sustainability, 2018, vol. 10, issue 11, 1-13

Abstract: Although festival organizers have significantly increased their adoption of green practices, there has been relatively little research on the pro-environmental decision-making process in festival settings. Drawing from the value-belief-norm-theory, the purpose of this study is to investigate the pro-environmental decision-making processes of attendees of eco-friendly food festivals. A structural analysis of responses collected from 601 surveys revealed that affective triggers and personal norms played critical roles in the development of respondents’ pro-environmental intentions in festival settings. This study provides discussions and implications for research and practices related to green festivals.

Keywords: pro-environmental behavior; cognitive; affective; personal norm; festival (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:10:y:2018:i:11:p:3894-:d:178466

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