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The Effect of Values on the Perception of Sustainable Efforts Towards Event Greening

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Values are general guides to behaviour from the principles and fundamental convictions which are the standards by which particular good or desirable actions are judged. Every facet of human existence such as health, diet, leisure, quality of life, every day practices; production, consumption, education, research, politics, and societal values are touched by global environmental change. The flourishing of life on earth can be enjoyed when human goods—life, love, liberty, the freedom to pursue a meaningful existence is aligned with the environment around us. Efforts to save the planet remains to be seen from a societal paradigm shift that is taking place. However, it cannot be determined whether the transformation is comprehensive or fast enough. A socially shared cognitive-normative framework in values, norms, beliefs, and strategies typically entails new principles of social organization in the paradigm shift. A significant impact on everyday thinking and practices in substantial parts of the world is a result from sustainability ideas, norms, and values that permeate an ever-increasing part of modern life. This is occurring not only in developed countries but also in developing ones such as Malaysia. The emerging sustainability paradigm is being established by a process of multiple initiatives facilitated by collective learning of new values, ideas, and practices through associations, communities, business, and political networks. There are not only values and beliefs shifting, some reordering of priorities such as governance reforms and innovations, and changes in many daily practices as well. The higher values indicate greater image transfer on the state of the environment. As such, higher values indicate stronger intentions towards environmental issues. The aim of this study is the attendees’ perception on efforts from event organizers to implement sustainable practices in event management and to explore event attendees’ perception of sustainable efforts towards event greening. The focus of this research is to investigate the relationships between the proposed psychological components of values and the influences on perception of attendees on sustainable efforts towards event greening.
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Keywords: Event Greening; Event Management; Green Event; Perception; Values

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

Publication date: November 1, 2017

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