Pro-Environmental Intentions among Food Festival Attendees: An Application of the Value-Belief-Norm Model
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...
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Published in | Sustainability Vol. 10; no. 11; p. 3894 |
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Main Authors | , |
Format | Journal Article |
Language | English |
Published |
Basel
MDPI AG
26.10.2018
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Subjects | |
Online Access | Get full text |
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Summary: | 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. |
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ISSN: | 2071-1050 2071-1050 |
DOI: | 10.3390/su10113894 |