Influence of Environmental, Social and Economic Factors on Willingness to Participate in Green Events in Saudi Arabia

Abstract

This study investigates the impact of personal and sustainability credentials of events on the willingness to attend green events in Saudi Arabia, guided by the Theory of Planned Behaviour (TPB). It explores key variables including environmental awareness, peer behaviour, price, perceived value for money, and ease of access and how these variables influence the willingness of people to attend green events in Saudi Arabia. Using a positivist philosophy and deductive reasoning, the research employs a mono-method quantitative approach through online surveys, collecting responses from 80 participants using snowball sampling. The data was analysed using multiple regression, Pearson correlation, and independent sample t-tests to test the formulated hypotheses. Findings reveal that while environmental awareness alone does not significantly influence willingness to attend, peer behaviour, perceived value for money, and ease of access have positive and significant impacts. Gender-specific differences are noted, with women showing higher price sensitivity and valuing perceived benefits more than men. Practical recommendations include enhancing sustainable transportation options and clearly communicating the value proposition of green events to attract a diverse audience. The study underscores the importance of considering cultural and demographic factors in promoting sustainable practices.