Encouraging pro-environmental behaviour: the role of sustainability-focused eventsJudith Mair, Jennifer H. Laing
- Journal of Sustainable Tourism, November 2013, Taylor & Francis
- DOI: 10.1080/09669582.2012.756494
How sustainability expos can promote sustainable behaviour
What is it about?
This paper looks at how events, and sustainability expos in particular, can be used to encourage pro-environmental behaviour. Although there is some criticism of these events as only 'preaching to the converted', this research suggests that sustainability expos are useful on a number of levels - raising awareness of sustainability in the first place, providing information for those wanting to change their behaviour and providing supoprt for those who have already gone green.
Why is it important?
This paper uses a model (the TTM) that hasn't been used the events context before, and also suggests that rather than preaching to the converted, sustainability expos can be seen as a vital way to support those already behaving in a sustainable way, as well as encouraging those thinking of going green.
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