Green events, value perceptions, and the role of consumer involvement in festival design and performance

This study explores the dimensionality of event attendees’ “green” involvement in festival settings. Given growing interest in environmental issues, it explores relationships between eco-friendly services, and visitor perceptions, intentions, or choices, using the theory of involvement, and involvement–value relationship studies. Special attention is given to comparative advantages attained by events having green policies and practices, and to assessing how much attendees will pay for those practices through event spending. A green involvement scale was developed, tested, validated and refined, before being used at the major Macau Food Festival, obtaining a 406 person data set, which was analyzed by factor analysis and structural equation modeling. Results had both theoretical and managerial implications. There is a strong linkage between green involvement and perceived value. To obtain maximum comparative advantage, however, marketing efforts must focus on promoting green initiatives. For example, attendees who take an interest in and feel connected to environmental issues in their life will spend significantly more. Green design and waste management were the most important drivers of perceived green value, followed by green food and green environment and activities. Our findings show that festival attendees will pay 28% more for green food if they perceive the event offers them green values.