Antecedent of Event Management Intention Toward Sustainable Practices: A Theoretical Framework

The incidence of rising global temperature, extreme weather, depletion of finite resources, and other environmental impacts has shown as one of the most crucial issues to deal with. The situation to create low-carbon communities and sustainable systems through sustainable event management—that is, the switch from conventional event management concept to more environmentally friendly and socially responsible practices among the event company by engaging with various stakeholders. Recent studies suggested that evidence on sustainable intentions concerning events in Malaysia is still limited. Therefore, this study aims to explore the relationship between attitude, subjective norms, perceived behavioral control, environmental consciousness and economic benefit toward sustainable capabilities. This paper will contribute to future literature regarding understanding what drives the event management intention toward sustainability contributing to the existing green behavior and body of literature. It will increase stakeholder awareness and policymakers to be more innovative in reducing environmental impact. This paper is expected to better understand company behavior toward adopting ecologically ethical and socially accountable methods. More research needs to be done to validate and reinforce the proposed theoretical framework. Therefore, future research should concentrate on both qualitative and quantitative research designs by examining the relationship between the antecedents and intention. Ideally, insights from practitioners and academicians are highly encouraged in substantiating the proposed theoretical framework.