Being an indispensable component of tourism industry, the event industry is growing rapidly over the past decades in terms of diversity, size, number and popularity. Meanwhile, the issue of greening industry is at the epicenter of international concern nowadays. Obviously, not merely event organizers need to adopt various green strategies to greening the events, but also every individual has the responsibility to perform eco-friendlier behaviors to make the event greener. Therefore, this paper begins by a background introduction of the urgent environmental problems nowadays, current greening development of event industry, and present relevant researches. Then the literature review of related concepts and an example are provided. In the following section, the Theory of Planned Behavior is utilized as a framework to analyze the significance of every individual’s environmentally friendly behavior in the greening of events process. And then some im plications are discussed. Finally, the paper concluded with the opinion that though the Theory of Planned Behavior i s not comprehensive enough to change people’s actual behavior, it should be considered when event organizers plan and operate the event, since the greening event needs support and help from every individual.
KeywordsIndividual BehaviorGreen EventThe Theory of Planned Behavior
Getz, D. (2008) Event Tourism: Definition, Evolution, and Research. Tourism Management, 29, 403-428. https://doi.org/10.1016/j.tourman.2007.07.017
Janiskee, R. (2006) Event Management & Event Tourism. Annals of Tourism Research, 33, 872-873. https://doi.org/10.1016/j.annals.2006.03.005
Lesjo, J.H. (2000) Lillehammer 1994: Planning, Figurations and the ‘Green’ Winter Games. International Review for the Sociology of Sport, 35, 282-293. https://doi.org/10.1177/101269000035003003
Getz, D. (2009) Policy for Sustainable and Responsible Festivals and Events: Institutionalization of a New Paradigm. Journal of Policy Research in Tourism, Leisure & Events, 1, 61-78. https://doi.org/10.1080/19407960802703524
Jenkinsa, C.L. (2010) Tourism Development and the Environment: Beyond Sustainability? Journal of Policy Research in Tourism, Leisure and Events, 2, 195-196. https://doi.org/10.1080/19407963.2010.482285
Laing, J. and Frost, W. (2010) How Green Was My Festival: Exploring Challenges and Opportunities Associated with Staging Green Events. International Journal of Hospitality Management, 29, 261-267. https://doi.org/10.1016/j.ijhm.2009.10.009
Merrilees, B. and Marles, K. (2011) Green Business Events: Profiling through a Case Study. Event Management, 15, 361-372. https://doi.org/10.3727/152599511X13175676722609
Mair, J. and Jago, L. (2010) The Development of a Conceptual Model of Greening in the Business Events Tourism Sector. Journal of Sustainable Tourism, 18, 77-94. https://doi.org/10.1080/09669580903291007
Murphy, L.A. (2010) The Greening of Venues. Expo Magazine, 22, 30-35.
Sander, G. and Lugaric, R. (2010) Green Strategy of Business Tourism. Tourism & Hospitality Management, 337-349.
Beyer, S. (2006) The Green Olympic Movement: Beijing 2008. Chinese Journal of International Law, 5, 423-440. https://doi.org/10.1093/chinesejil/jml018
Ernst, M., Sperlich, A., Zheng, X., Gan, Y., Hu, J., Zhao, X. and Wang, J. (2007) An Integrated Wastewater Treatment and Reuse Concept for the Olympic Park 2008, Beijing. Wastewater Reclamation and Reuse for Sustainability, 202, 293-301. https://doi.org/10.1016/j.desal.2005.12.067
Martins, C. (2006) Why Green Events Matter. Conference & Exhibition Fact Finder, 22, 28.
Jiang, K., Zhu, S. and Shrestha, R.M. (2007) Analysis of Policy Options for Promotion of Clean and Energy Efficient Technologies in the Transport Sector in Beijing. International Journal of Environment & Pollution, 30, 59-68. https://doi.org/10.1504/IJEP.2007.014502
Cheung, K.Y. (2010) Economic Analysis of the Beijing Green Olympics: Implications on Environmental Protection in China. International Journal of Economics and Finance, 2, 104-113. https://doi.org/10.5539/ijef.v2n3p104
Ajzen, I. (1991) The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50, 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
Webb, T.L. and Sheeran, P. (2006) Does Changing Behavioral Intentions Engender Behavior Change? A Meta-Analysis of the Experimental Evidence. Psychological Bulletin, 132, 249-268. https://doi.org/10.1037/0033-2909.132.2.249
Han, L.-T. and Sheu, C. (2010) Application of the Theory of Planned Behavior to Green Hotel Choice: Testing the Effect of Environmental Friendly Activities. Tourism Management, 31, 325-334. https://doi.org/10.1016/j.tourman.2009.03.013
Fielding, K.S., McDonald, R. and Louis, W.R. (2008) Theory of Planned Behaviour, Identity and Intentions to Engage in Environmental Activism. Journal of Environmental Psychology, 28, 318-326. https://doi.org/10.1016/j.jenvp.2008.03.003
Hirose, Y. and Ohtomo, S. (2007) The Dual-Process of Reactive and Intentional Decision-Making Involved in Eco-Friendly Behavior. Journal of Environmental Psychology, 27, 117-125. https://doi.org/10.1016/j.jenvp.2007.01.005
Ajzen, I. (2001) Nature and Operation of Attitude. Annual Review of Psychology, 52, 27-58. https://doi.org/10.1146/annurev.psych.52.1.27
Conner, M. and Armitage, C.J. (2001) Efficacy of the Theory of Planned Behavior: A Meta-Analytic Review. The British Journal of Social Psychology, 40, 471. https://doi.org/10.1348/014466601164939
Kim, Y. and Han, H. (2010) Intention to Pay Conventional-Hotel Prices at a Green Hotel—A Modification of the Theory of Planned Behavior. Journal of Sustainable Tourism, 18, 997-1014. https://doi.org/10.1080/09669582.2010.490300
Shoji, O. and Yukio, H. (2007) The Dual-Process of Reactive and Intentional Decision-Making Involved in Eco-Friendly Behavior. Journal of Environmental Psychology, 27, 117-125. https://doi.org/10.1016/j.jenvp.2007.01.005
De Groot, J. and Steg, L. (2007) General Beliefs and the Theory of Planned Behavior: The Role of Environmental Concerns in the TPB. Journal of Applied Social Psychology, 37, 1817-1836. https://doi.org/10.1111/j.1559-1816.2007.00239.x
Abdul-Muhmin, A.G. (2007) Explaining Consumers’ Willingness to Be Environmentally Friendly. International Journal of Consumer Studies, 31, 237-247. https://doi.org/10.1111/j.1470-6431.2006.00528.x
Dolnicar, S. and Grün, B. (2009) Environmentally Friendly Behavior: Can Heterogeneity among Individuals and Contexts Environments Be Harvested for Improved Sustainable Management? Environment & Behavior, 41, 693-714. https://doi.org/10.1177/0013916508319448
Trafimow, D. and Finlay, K.A. (1996) The Importance of Subjective Norms for a Minority of People: Between Subjects and Within-Subjects Analyses. Personality and Social Psychology Bulletin, 22, 820-828. https://doi.org/10.1177/0146167296228005
Baker, E.W., Al-Gahtani, S.S. and Hubona, G.S. (2007) The Effects of Gender and Age on New Technology Implementation in a Developing Country: Testing the Theory of Planned Behavior (TPB). Information Technology & People, 20, 352-375. https://doi.org/10.1108/09593840710839798
Gibbons, F.X., Gerrard, M., VandeLune, L.S., Wills, T.A., Brody, G. and Conger, R.D. (2004) Context and Cognitions: Environmental Risk, Social Influence, and Adolescent Substance Use. Personality and Social Psychology Bulletin, 30, 1048-1061. https://doi.org/10.1177/0146167204264788
Ohtomo (2004) Dual Decision Making Process of Environment Risk Behavior and the Influence of Prototype Perception of the Environmentally Non-Conscious Person. Environmental Education, 13, 25-34.
Trafimow, D. and Duran, A. (1998) Some Tests of the Distinction between Attitude and Perceived Behavioral Control. British Journal of Social Psychology, 37, 1-14. https://doi.org/10.1111/j.2044-8309.1998.tb01154.x
Sparks, P., Guthrie, C.A. and Shepherd, R. (1997) The Dimensional Structure of the ‘Perceived Behavioral Control’ Construct. Journal of Applied Psychology, 27, 418-438.
Tilley, F. (1999) The Gap between the Environmental Attitudes and the Environmental Behavior of Small Firms. Business Strategy and the Environment, 8, 238-248. https://doi.org/10.1002/(SICI)1099-0836(199907/08)8:4 3.0.CO;2-M
Cunningham, G.B. and Kwon, H. (2003) The Theory of Planned Behaviour and Intentions to Attend a Sport Event. Sport Management Review, 6, 127-145. https://doi.org/10.1016/S1441-3523(03)70056-4