IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v10y2018i10p3731-d176224.html
   My bibliography  Save this article

Motivating Pro-Sustainable Behavior: The Potential of Green Events—A Case-Study from the Munich Streetlife Festival

Author

Listed:
  • Christina Tölkes

    (Department of Tourism, Munich University of Applied Sciences, 80636 München, Germany)

  • Elias Butzmann

    (Department of Tourism, Munich University of Applied Sciences, 80636 München, Germany)

Abstract

Green events are staged to encourage visitors to adopt more sustainable lifestyles. The Munich Streetlife Festival (SLF) has such a sustainability focus reflected in an education program that aims to reach out to both sustainability-minded visitors and broader audiences. Therefore, this study examined the learning effects of the SLF’s education program regarding different visitor segments. We employed the transtheoretical model (TTM) and the theory of planned behavior (TPB), to relate the learning outcomes to the visitors’ positioning in the stages of change model and visitor attitudes, subjective norms, and constraints. We conducted a visitor survey during the SLF in May 2015 and employed structural equation modelling to analyze the data. The motivational variable “learning about environmental protection” is positively correlated with pro-sustainable behaviors, whilst the variable “enjoying the event” shows a negative correlation. Our findings indicated that this event’s sustainability communication mainly appealed to sustainability-minded visitors in the action stage. Conscious visitors showed higher learning effects than visitors in the pre-contemplation stage, which was in line with the TTM’s propositions. This study enhanced our theoretical understanding of visitor behavioral change and supported green event managers in the development of target-group specific and more effective sustainability communications.

Suggested Citation

  • Christina Tölkes & Elias Butzmann, 2018. "Motivating Pro-Sustainable Behavior: The Potential of Green Events—A Case-Study from the Munich Streetlife Festival," Sustainability, MDPI, vol. 10(10), pages 1-15, October.
    • Handle: RePEc:gam:jsusta:v:10:y:2018:i:10:p:3731-:d:176224
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/10/10/3731/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/10/10/3731/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    2. Holger Preuss, 2013. "The Contribution of the FIFA World Cup and the Olympic Games to Green Economy," Sustainability, MDPI, vol. 5(8), pages 1-20, August.
    3. Han, Heesup & Hsu, Li-Tzang (Jane) & Sheu, Chwen, 2010. "Application of the Theory of Planned Behavior to green hotel choice: Testing the effect of environmental friendly activities," Tourism Management, Elsevier, vol. 31(3), pages 325-334.
    4. James Swaim & Michael Maloni & Stuart Napshin & Amy Henley, 2014. "Influences on Student Intention and Behavior Toward Environmental Sustainability," Journal of Business Ethics, Springer, vol. 124(3), pages 465-484, October.
    5. Stefano Duglio & Riccardo Beltramo, 2017. "Estimating the Economic Impacts of a Small-Scale Sport Tourism Event: The Case of the Italo-Swiss Mountain Trail CollonTrek," Sustainability, MDPI, vol. 9(3), pages 1-17, February.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Moura, Francisco Tigre & Hattula, Cansu, 2024. "Sustainable consumption and hedonic event experiences: A conceptual framework and future research agenda," IU Discussion Papers - Marketing & Communication 2 (Juni 2024), IU International University of Applied Sciences.
    2. Dorota Janiszewska & Vilde Hannevik Lien & Dariusz Kloskowski & Luiza Ossowska & Christian Dragin-Jensen & Marianna Strzelecka & Grzegorz Kwiatkowski, 2021. "Effects of COVID-19 Infection Control Measures on the Festival and Event Sector in Poland and Norway," Sustainability, MDPI, vol. 13(23), pages 1-16, November.
    3. Yunhao Yao & Ruoquan Zheng & Merle Parmak, 2022. "Factors Influencing the Willingness to Pay in Yachting Tourism in the Context of COVID-19 Regular Prevention and Control: The Case of Dalian, China," Sustainability, MDPI, vol. 14(20), pages 1-17, October.
    4. Chaojun Li & Xinjia Huang, 2022. "How Does COVID-19 Risk Perception Affect Wellness Tourist Intention: Findings on Chinese Generation Z," Sustainability, MDPI, vol. 15(1), pages 1-20, December.
    5. Jovilė Barevičiūtė & Stanislav Dadelo & Vaida Asakavičiūtė, 2023. "The Skills of Critical Thinking, Creativity, and Communication as Tools for Overcoming Social Simulation in the Context of Sustainability: A Case Study of Students’ Self-Assessment of the Affective Do," Sustainability, MDPI, vol. 15(14), pages 1-13, July.
    6. Dorota Janiszewska & Luiza Ossowska, 2021. "Food Festival Exhibitors’ Business Motivation," Sustainability, MDPI, vol. 13(9), pages 1-13, April.
    7. Filippo Bazzanella, 2019. "Perceptions and Role of Tourist Destination Residents Compared to Other Event Stakeholders in a Small-Scale Sports Event. The Case of the FIS World Junior Alpine Ski Championships 2019 in Val di Fassa," Sustainability, MDPI, vol. 11(24), pages 1-28, December.
    8. Shamim Akhtar & José Moleiro Martins & Pedro Neves Mata & Hongyun Tian & Shumaila Naz & Maria Dâmaso & Ricardo Simões Santos, 2021. "Assessing the Relationship between Market Orientation and Green Product Innovation: The Intervening Role of Green Self-Efficacy and Moderating Role of Resource Bricolage," Sustainability, MDPI, vol. 13(20), pages 1-15, October.
    9. Nicole Meinusch & Susanne Kramer & Oliver Körner & Jürgen Wiese & Ingolf Seick & Anita Beblek & Regine Berges & Bernhard Illenberger & Marco Illenberger & Jennifer Uebbing & Maximilian Wolf & Gunter S, 2021. "Integrated Cycles for Urban Biomass as a Strategy to Promote a CO 2 -Neutral Society—A Feasibility Study," Sustainability, MDPI, vol. 13(17), pages 1-22, August.
    10. Adam P. Balcerzak & Radka MacGregor Pelikánová, 2020. "Projection of SDGs in Codes of Ethics—Case Study about Lost in Translation," Administrative Sciences, MDPI, vol. 10(4), pages 1-18, November.
    11. Diana Puspita Sari & Nur Aini Masruroh & Anna Maria Sri Asih, 2021. "Consumer Intention to Participate in E-Waste Collection Programs: A Study of Smartphone Waste in Indonesia," Sustainability, MDPI, vol. 13(5), pages 1-28, March.
    12. Aguilera-García, Álvaro & Gomez, Juan & Antoniou, Constantinos & Vassallo, José Manuel, 2022. "Behavioral factors impacting adoption and frequency of use of carsharing: A tale of two European cities," Transport Policy, Elsevier, vol. 123(C), pages 55-72.
    13. Frazen Tolentino-Zondervan & Enide Bogers & Luc van de Sande, 2021. "A Managerial and Behavioral Approach in Aligning Stakeholder Goals in Sustainable Last Mile Logistics: A Case Study in the Netherlands," Sustainability, MDPI, vol. 13(8), pages 1-17, April.
    14. Barbara Mazza, 2023. "A Theoretical Model of Strategic Communication for the Sustainable Development of Sport Tourism," Sustainability, MDPI, vol. 15(9), pages 1-19, April.
    15. Qi Wang & Yue’e Liao & Jun Gao, 2022. "Rural Residents’ Intention to Participate in Pro-Poor Tourism in Southern Xinjiang: A Theory of Planned Behavior Perspective," Sustainability, MDPI, vol. 14(14), pages 1-17, July.
    16. Xiubai Li & Jinok Susanna Kim & Timothy J. Lee, 2021. "Contribution of Supportive Local Communities to Sustainable Event Tourism," Sustainability, MDPI, vol. 13(14), pages 1-12, July.
    17. Radka MacGregor Pelikánová, 2019. "Corporate Social Responsibility Information in Annual Reports in the EU—A Czech Case Study," Sustainability, MDPI, vol. 11(1), pages 1-21, January.
    18. Luiza Ossowska & Dorota Janiszewska & Gregory Kwiatkowski & Dariusz Kloskowski, 2023. "The Impact of Local Food Festivals on Rural Areas’ Development," Sustainability, MDPI, vol. 15(2), pages 1-17, January.
    19. Gege Zhang & Xiaoyuan Chen & Rob Law & Mu Zhang, 2020. "Sustainability of Heritage Tourism: A Structural Perspective from Cultural Identity and Consumption Intention," Sustainability, MDPI, vol. 12(21), pages 1-17, November.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sheng-Hsiung Chang & Ching-Hsien Chou, 2018. "Consumer Intention toward Bringing Your Own Shopping Bags in Taiwan: An Application of Ethics Perspective and Theory of Planned Behavior," Sustainability, MDPI, vol. 10(6), pages 1-14, May.
    2. Nketiah, Emmanuel & Song, Huaming & Cai, Xiang & Adjei, Mavis & Adu-Gyamfi, Gibbson & Obuobi, Bright, 2022. "Citizens’ intention to invest in municipal solid waste to energy projects in Ghana: The impact of direct and indirect effects," Energy, Elsevier, vol. 254(PC).
    3. Heesup Han & Myong Jae Lee & Wansoo Kim, 2018. "Antecedents of Green Loyalty in the Cruise Industry: Sustainable Development and Environmental Management," Business Strategy and the Environment, Wiley Blackwell, vol. 27(3), pages 323-335, March.
    4. Bo-Kyeong Kim & Kyoung-Ok Kim, 2020. "Relationship between Viewing Motivation, Presence, Viewing Satisfaction, and Attitude toward Tourism Destinations Based on TV Travel Reality Variety Programs," Sustainability, MDPI, vol. 12(11), pages 1-13, June.
    5. Chen, Shih-Chih & Hung, Chung-Wen, 2016. "Elucidating the factors influencing the acceptance of green products: An extension of theory of planned behavior," Technological Forecasting and Social Change, Elsevier, vol. 112(C), pages 155-163.
    6. Hsu, Chia-Lin & Chang, Chi-Ya & Yansritakul, Chutinart, 2017. "Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 145-152.
    7. Han, Heesup & Hyun, Sunghyup Sean, 2018. "What influences water conservation and towel reuse practices of hotel guests?," Tourism Management, Elsevier, vol. 64(C), pages 87-97.
    8. Muhammad Yaseen Bhutto & Yasir Ali Soomro & Hailan Yang, 2022. "Extending the Theory of Planned Behavior: Predicting Young Consumer Purchase Behavior of Energy-Efficient Appliances (Evidence From Developing Economy)," SAGE Open, , vol. 12(1), pages 21582440221, February.
    9. Winitra Leelapattana & Shih-Yun Hsu & Weerapon Thongma & Chun Chen & Fu-Mei Chiang, 2019. "Understanding the Impact of Environmental Education on Tourists’ Future Visit Intentions to Leisure Farms in Mountain Regions," Sustainability, MDPI, vol. 11(6), pages 1-13, March.
    10. Yu Hao & Yingting Wang & Qiuwei Wu & Shiwei Sun & Weilu Wang & Menglin Cui, 2020. "What affects residents' participation in the circular economy for sustainable development? Evidence from China," Sustainable Development, John Wiley & Sons, Ltd., vol. 28(5), pages 1251-1268, September.
    11. Bireswar Dutta & Hsin-Ginn Hwang, 2021. "Consumers Purchase Intentions of Green Electric Vehicles: The Influence of Consumers Technological and Environmental Considerations," Sustainability, MDPI, vol. 13(21), pages 1-23, October.
    12. Daniel Roos & Rüdiger Hahn, 2019. "Understanding Collaborative Consumption: An Extension of the Theory of Planned Behavior with Value-Based Personal Norms," Journal of Business Ethics, Springer, vol. 158(3), pages 679-697, September.
    13. Caitlin K. Kirby & Adam Zwickle, 2021. "Sustainability behaviors, attitudes, and knowledge: comparing university students and the general public," Journal of Environmental Studies and Sciences, Springer;Association of Environmental Studies and Sciences, vol. 11(4), pages 639-647, December.
    14. Abu Elnasr E. Sobaih & Ahmed Sh. Abdelaziz, 2022. "The Impact of Nutrition Labelling on Customer Buying Intention and Behaviours in Fast Food Operations: Some Implications for Public Health," IJERPH, MDPI, vol. 19(12), pages 1-15, June.
    15. Waris, Idrees & Hameed, Irfan, 2019. "Using Extended Model of Theory of Planned Behavior to Predict Purchase Intention of Energy Efficient Home Appliances in Pakistan," MPRA Paper 109612, University Library of Munich, Germany.
    16. Jun Hwan Kim & Hyun Cheol Lee, 2019. "Understanding the Repurchase Intention of Premium Economy Passengers Using an Extended Theory of Planned Behavior," Sustainability, MDPI, vol. 11(11), pages 1-19, June.
    17. Chung-Te Ting & Chi-Ming Hsieh & Hsiao-Ping Chang & Han-Shen Chen, 2019. "Environmental Consciousness and Green Customer Behavior: The Moderating Roles of Incentive Mechanisms," Sustainability, MDPI, vol. 11(3), pages 1-16, February.
    18. Dionysis Skarmeas & Constantinos N. Leonidou & Charalampos Saridakis & Giuseppe Musarra, 2020. "Pathways to Civic Engagement with Big Social Issues: An Integrated Approach," Journal of Business Ethics, Springer, vol. 164(2), pages 261-285, June.
    19. Jinsoo Hwang & Jinkyung-Jenny Kim, 2021. "Edible Insects: How to Increase the Sustainable Consumption Behavior among Restaurant Consumers," IJERPH, MDPI, vol. 18(12), pages 1-16, June.
    20. Tae-Im Han, 2018. "Determinants of Organic Cotton Apparel Purchase: A Comparison of Young Consumers in the U.S.A. and South Korea," Sustainability, MDPI, vol. 10(6), pages 1-13, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:10:y:2018:i:10:p:3731-:d:176224. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.