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Pro-Environmental Intentions among Food Festival Attendees: An Application of the Value-Belief-Norm Model

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  • Woo-Hyuk Kim

    (Department of Hospitality Management, Kansas State University, Manhattan, KS 66506, USA)

  • Kyung-Sook Kim

    (Department of Tourism Management, Gangneung-Wonju National University, Gangneung 25457, Korea)

Abstract

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.

Suggested Citation

  • Woo-Hyuk Kim & Kyung-Sook Kim, 2018. "Pro-Environmental Intentions among Food Festival Attendees: An Application of the Value-Belief-Norm Model," Sustainability, MDPI, vol. 10(11), pages 1-13, October.
    • Handle: RePEc:gam:jsusta:v:10:y:2018:i:11:p:3894-:d:178466
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    References listed on IDEAS

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    Cited by:

    1. Xi Li & Runzhe Yu & Xinwei Su, 2021. "Environmental Beliefs and Pro-Environmental Behavioral Intention of an Environmentally Themed Exhibition Audience: The Mediation Role of Exhibition Attachment," SAGE Open, , vol. 11(2), pages 21582440211, June.
    2. Woo-Hyuk Kim & Chunghee Lee & Sungsoo Kim, 2020. "The Influence of Hallyu on Africans’ Perceptions of Korea: The Moderating Role of Service Quality," Sustainability, MDPI, vol. 12(8), pages 1-10, April.
    3. Heather Markham Kim & In-Hye Lee & Kyuhyeon Joo & JungHoon (Jay) Lee & Jinsoo Hwang, 2022. "Psychological Benefits of Purchasing Home Meal Replacement in the Context of Eco-Friendly TV Home Shopping Broadcast: The Moderating Role of Personal Norm," IJERPH, MDPI, vol. 19(13), pages 1-17, June.
    4. 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.
    5. Mohammad Tipu Sultan & Farzana Sharmin & Alina Badulescu & Elena Stiubea & Ke Xue, 2020. "Travelers’ Responsible Environmental Behavior towards Sustainable Coastal Tourism: An Empirical Investigation on Social Media User-Generated Content," Sustainability, MDPI, vol. 13(1), pages 1-19, December.

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