The Relationship Between Event Attendees’ Behavior and Intentions to Attend Sustainable Events
In Malaysia, the public has yet to embrace the sustainable event concept regardless of the countless efforts done to promote and educate on this new idea. Not many researchers have lodged into how consumers perceive the sustainable event concept in Malaysia. Despite the efforts by the government and the NGOs, questions have been raised regarding how knowledgeable are the consumers and how consumers perceive on sustainable which is still inconclusive. Thus, this paper is to identify the relationship between event attendees’ behavior and intention to attend sustainable events in Malaysia. The data were gathered through the distribution of questionnaires to the total of 250 respondents during one of the sports event organized by students from Bachelor of Event Management, Universiti Teknologi MARA, Malaysia located in the middle city of Selangor. For this study, the researchers used the correlational as well as multiple regression methods. The result recognized that there was a significant relationship between event attendees’ behavior and intention to attend sustainable events. The most influential factor to attend sustainable events was attitude followed by perceived behavioral control and normative beliefs. Nevertheless, there was no significant influence among behavioral beliefs, control beliefs and subjective norms with intention to attend sustainable events.
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Document Type: Research Article
Affiliations: 1: Faculty of Business and Management, Universiti Teknologi MARA, Malaysia 2: Institute of Business Excellence, Universiti Teknologi MARA, Malaysia
Publication date: November 1, 2017
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