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Examining the Perception of Attendees on Sustainable Efforts Towards Event Greening Using the Values, Beliefs and Norms Theory

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The elements of values, beliefs and norms will affect an individual’s perception on certain issues. Understanding the environmental issues based on values will contribute to the ecological view in general. Then, this comprehension will change beliefs and norms. Given the awareness on ecological worldview, changes in norms would encourage people to be more pro-environmental. Norms are those actions articulated from the values and beliefs assimilated from theories and practices which is later executed based on selected preferences by an individual. These norms will be emulated into action in an individual’s daily lives as a result of the combined and improved or adjusted values, beliefs and norms they have acquired from various sources. Ultimately, forming of a perception comes from the values, beliefs and norms of individuals. The combined elements of values, beliefs and norms will help the researcher to form a general perception on sustainable efforts towards event greening from the perspective of the event attendees. In this research, the focus is on event management and the efforts from event organizers to implement sustainable practices. The researchers wants to investigate from the perspective of event attendees. This research aims to explore the values, beliefs and norms theory on event attendees that influence their ecological worldview and pro-environmental personal norms and the effect that these dimensions have to uncover issues that will influence their perception on sustainable practices at events. The research findings are critical for the researcher to evaluate the situation and recommend appropriate green event management guidelines for event organizers to remain competitive by implementing sustainable practices for long-term survival in the event industry. The research methodology is a quantitative method using survey and the data is analyzed using the Multiple Linear Regression analysis This is the result from the pilot study of this research. The analysis indicated that, Values have a significant influence toward Perception, except for the Beliefs and Norms.
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Keywords: Event Greening; Event Management; Green Event; Perception; VBN Theory

Document Type: Research Article

Affiliations: 1: Faculty of Business and Management, Universiti Teknologi MARA, Puncak Alam 42300, Malaysia 2: Razak School of Engineering and Advanced Technology, University Technology Malaysia, 54100 Kuala Lumpur, Malaysia 3: Institute of Business Excellence, Universiti Teknologi MARA, Shah Alam 40000, Malaysia 4: Faculty of Computer and Mathematical Sciences, Universiti Teknologi MARA, Segamat, 85000, Malaysia 5: Faculty of Business and Management, Universiti Teknologi MARA, Shah Alam 40000, Malaysia

Publication date: November 1, 2017

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