Abstract

Environmental sustainability has become a matter of primary concern in the event and
meeting industry; this paper, therefore, investigates whether prior knowledge and educational
experiences related to environmental sustainability are influential motivators in causing event
planners to commit to engaging in ecologically-friendly behavior. The regression analysis
showed that the intention to implement green event practices is positively influenced by both
knowledge of green practices and educational experience in green practices. Particularly,
educational experience was found to be a strong influential factor contributing to intention to
engage in green or sustainable practices for event planners. This study not only highlights
academic discussion on sustainability and green education, but also derives managerial
implications for the event and meeting industry based on the findings.