IDEAS home Printed from https://ideas.repec.org/a/rnd/arimbr/v16y2024i3p107-113.html

The Impact of Eco-Friendly Perceptions on Festival Attendees’ Decision-Making

Author

Listed:
  • Nurakmal Ramli
  • Ayu Rohaidah Ghazali
  • Norhidayah Mohd Rashid
  • Azzura Nordin
  • Norol Hamiza Zamzuri

Abstract

People are becoming increasingly concerned with environment as the society becomes more environmentally conscious and this is on a global basis. Festivalgoers are now very much concerned about the environmental impact of the events they go to, a consumer behavior shift. As a result of that, festival organizers are taking this into account when developing their strategies for future festivals. This research examines the influence of eco-friendly perceptions on the decision-making process among festival visitors. The study used an extended version of the planned behavior model which takes into account attitudes, subjective norms, anticipated positive emotions, expected negative emotions, and perceived behavioral control concerning decision-making. This correlation study focuses on attitudes towards attending eco-friendly events in terms of behavioral intention, subjective norms, positive anticipated emotion, negative anticipated emotion, and perceived behavioral control. 197 data sets were collected through convenience sampling of event management students at UiTM Puncak Alam via different online platforms were used for the analysis. The SPSS was used for the analysis of results through reliability tests, correlations, and regressions. The result indicated that there was a significant relationship between all the variables involved in participating in eco-friendly events. Four independent variables show a significant beta coefficient for subjective norm, positive anticipated emotion, negative anticipated emotions, and perceived behavioral control. Meanwhile, another independent variable, attitude does not significantly influence behavioral intentions. The limitations, recommendations, and implications of the study were suggested for future research.

Suggested Citation

  • Nurakmal Ramli & Ayu Rohaidah Ghazali & Norhidayah Mohd Rashid & Azzura Nordin & Norol Hamiza Zamzuri, 2024. "The Impact of Eco-Friendly Perceptions on Festival Attendees’ Decision-Making," Information Management and Business Review, AMH International, vol. 16(3), pages 107-113.
    • Handle: RePEc:rnd:arimbr:v:16:y:2024:i:3:p:107-113
    DOI: 10.22610/imbr.v16i3(I).3932
    as

    Download full text from publisher

    File URL: https://ojs.amhinternational.com/index.php/imbr/article/view/3932/2534
    Download Restriction: no
    File URL: https://ojs.amhinternational.com/index.php/imbr/article/view/3932
    Download Restriction: no
    File URL: https://libkey.io/10.22610/imbr.v16i3(I).3932?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Nayeon Kim & Kyungtag Lee, 2023. "Environmental Consciousness, Purchase Intention, and Actual Purchase Behavior of Eco-Friendly Products: The Moderating Impact of Situational Context," IJERPH, MDPI, vol. 20(7), pages 1-17, March.
    2. Philippe Odou & Marie Schill, 2020. "How anticipated emotions shape behavioral intentions to fight climate change," Post-Print hal-02929920, HAL.
    3. Anne M. Valkengoed & Wokje Abrahamse & Linda Steg, 2022. "To select effective interventions for pro-environmental behaviour change, we need to consider determinants of behaviour," Nature Human Behaviour, Nature, vol. 6(11), pages 1482-1492, November.
    4. Song, Hak Jun & Lee, Choong-Ki & Kang, Soo K. & Boo, Sug-jin, 2012. "The effect of environmentally friendly perceptions on festival visitors’ decision-making process using an extended model of goal-directed behavior," Tourism Management, Elsevier, vol. 33(6), pages 1417-1428.
    5. Maduku, Daniel K., 2024. "How environmental concerns influence consumers’ anticipated emotions towards sustainable consumption: The moderating role of regulatory focus," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    6. Odou, Philippe & Schill, Marie, 2020. "How anticipated emotions shape behavioral intentions to fight climate change," Journal of Business Research, Elsevier, vol. 121(C), pages 243-253.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Prisco, Anna & Ricciardi, Irene & Percuoco, Martina & Basile, Vincenzo, 2025. "Sustainability-driven fashion: Unpacking generation Z’s second-hand clothing purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 85(C).
    2. Lavoye, Virginie & Petit, Olivia & Tarkiainen, Anssi & Sipilä, Jenni, 2025. "Self-proximity in augmented reality enhances consumer’s responses to green products through anticipated warm glow," Journal of Business Research, Elsevier, vol. 196(C).
    3. Nadeem, Waqar & Ashraf, Abdul R. & Kumar, V., 2025. "Fostering consumer engagement with sustainability marketing using augmented reality (SMART): A climate change response," Journal of Business Research, Elsevier, vol. 192(C).
    4. Köcher, Sören & Alkire, Linda & Köcher, Sarah & Myrden, Susan & O’Connor, Genevieve E., 2025. "Consumers’ climate change engagement: Conceptualization, scale development, and assessment," Journal of Business Research, Elsevier, vol. 199(C).
    5. Song, Yan & Zhang, Lu & Zhang, Ming, 2022. "Research on the impact of public climate policy cognition on low-carbon travel based on SOR theory—Evidence from China," Energy, Elsevier, vol. 261(PA).
    6. Nascimento, Jorge & Maria Correia Loureiro, Sandra, 2024. "Understanding the desire for green consumption: Norms, emotions, and attitudes," Journal of Business Research, Elsevier, vol. 178(C).
    7. Maciej Skórski & Alina Landowska & Krzysztof Rajda, 2025. "Mapping technological futures: anticipatory discourse through text mining," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 12(1), pages 1-15, December.
    8. Sima, Herbert & Thaichon, Park & Luo, Na & Henderson, Katie & Chen, Jie, 2025. "Reimagining consumption for a greener planet: The role of online communities in tackling imperfect produce and food waste," Journal of Business Research, Elsevier, vol. 201(C).
    9. Homer, Pamela Miles, 2021. "When sadness and hope work to motivate charitable giving," Journal of Business Research, Elsevier, vol. 133(C), pages 420-431.
    10. Heesup Han & Chen Che & Sanghyeop Lee, 2021. "Facilitators and Reducers of Korean Travelers’ Avoidance/Hesitation Behaviors toward China in the Case of COVID-19," IJERPH, MDPI, vol. 18(23), pages 1-13, November.
    11. Schill, Marie & Fosse-Gomez, Marie-Hélène, 2025. "Consumer climate change engagement in fostering well-being and mitigation behaviors," Journal of Business Research, Elsevier, vol. 198(C).
    12. Fanghella, Valeria & Ibanez, Lisette & Thøgersen, John, 2025. "What you don't know, can't hurt you: Avoiding donation requests for environmental causes," Ecological Economics, Elsevier, vol. 233(C).
    13. Peng, Yue & Wang, Wei & Zhen, Shangsong & Liu, Yunqiang, 2024. "Does digitalization help green consumption? Empirical test based on the perspective of supply and demand of green products," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    14. Fayyaz, Muhammad Shahzeb & Abbasi, Amir Zaib & Kumar, Sanjeev & Qureshi, Ammar & Hussain, Khalil & Muhammad, Lakhi, 2025. "Integrating digital influencer persuasion model and theory of planned behavior: The mediating role of consumer involvement in endorsed brands," Journal of Retailing and Consumer Services, Elsevier, vol. 85(C).
    15. Francesca Di Cicco & Maike Loos & Isa Vos & Rebecca Gibson & Yuvesveri Naidoo & Susan Gifford & Monique A. M. Smeets, 2024. "The Smell of Sustainability: Understanding Consumers’ Acceptability of Recycled Plastic Packaging with an Off-Odor," Sustainability, MDPI, vol. 16(12), pages 1-26, June.
    16. Han, Heesup & Meng, Bo & Kim, Wansoo, 2017. "Bike-traveling as a growing phenomenon: Role of attributes, value, satisfaction, desire, and gender in developing loyalty," Tourism Management, Elsevier, vol. 59(C), pages 91-103.
    17. Amalia Cristina NEDELCUȚ & Răzvan Liviu NISTOR, 2021. "Evaluation Of The Satisfaction Level Of Two Digital Art Festivals: Elektro Arts And Clujotronic," Annales Universitatis Apulensis Series Oeconomica, Faculty of Sciences, "1 Decembrie 1918" University, Alba Iulia, vol. 1(23), pages 1-4.
    18. Lim, Sungmin & Choi, Syngjoo & Hong, Jong Ho & Kim, Booyuel & Lee, Heerae & Shin, Jinwook, 2025. "Promoting willingness to pay for environmental charges in electricity tariff: Evidence from a randomized survey experiment," Energy Economics, Elsevier, vol. 152(C).
    19. Liu, Jing & Hsu, Fu-Chieh & Bai, Yunkai & Mai, Huiwen, 2024. "A dual-benefit perspective of business travel," Annals of Tourism Research, Elsevier, vol. 109(C).
    20. Hoffmann, Christin & Thommes, Kirsten, 2024. "Can leaders motivate employees’ energy-efficient behavior with thoughtful communication?," Journal of Environmental Economics and Management, Elsevier, vol. 125(C).

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rnd:arimbr:v:16:y:2024:i:3:p:107-113. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Muhammad Tayyab (email available below). General contact details of provider: https://ojs.amhinternational.com/index.php/imbr .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.