Author(s)

Jing Wang

Department of Event Economy and Management, College of Economy and Trade, Zhongkai University of Agriculture and Engineering, Guangzhou, China.

Being an indispensable component of tourism industry, the event industry is growing rapidly over the past decades in terms of diversity, size, number and popularity. Meanwhile, the issue of greening industry is at the epicenter of international concern nowadays. Obviously, not merely event organizers need to adopt various green strategies to greening the events, but also every individual has the responsibility to perform eco-friendlier behaviors to make the event greener. Therefore, this paper begins by a background introduction of the urgent environmental problems nowadays, current greening development of event industry, and present relevant researches. Then the literature review of related concepts and an example are provided. In the following section, the Theory of Planned Behavior is utilized as a framework to analyze the significance of every individual’s environmentally friendly behavior in the greening of events process. And then some implications are discussed. Finally, the paper concluded with the opinion that though the Theory of Planned Behavior is not comprehensive enough to change people’s actual behavior, it should be considered when event organizers plan and operate the event, since the greening event needs support and help from every individual.

Individual Behavior, Green Event, The Theory of Planned Behavior

Wang, J. (2017) Perceptions of Individual Behavior in Green Event—From the Theory of Planned Behavior Perspective. American Journal of Industrial and Business Management, 7, 973-988. doi: 10.4236/ajibm.2017.78070.