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

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  • 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
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    References listed on IDEAS

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    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. 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).
    3. Philippe Odou & Marie Schill, 2020. "How anticipated emotions shape behavioral intentions to fight climate change," Post-Print hal-02929920, HAL.
    4. 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.
    5. 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.
    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.
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