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

• Main Authors: Woo-Hyuk Kim, Kyung-Sook Kim
• Format: Article
• Language: English
• Published: MDPI AG 2018-10-01
• Series: Sustainability
• Subjects: pro-environmental behavior; cognitive; affective; personal norm; festival
• Online Access: https://www.mdpi.com/2071-1050/10/11/3894

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.