The Mediating Effect of Personal Norms Towards the Relationship of Values and Perception of Event Greening Efforts

Abstract

There is growing interest among the consumers all over the world for protection of the environment. Green consumerism has increasingly received attention since the increased level of consumer awareness towards green products/services. However, studies to unveil the relationships between personal norms and values of green products/services and consumers’ perception are still relatively less in Malaysia. Personal norms are defined as feelings of personal obligation people experience that impel individuals to behave in ways supporting their values and beliefs. Malaysian consumers that are conscious about their health and the environment and going green will most likely have a positive attitude towards this issue. Some of the consumers are aware of the green concept and their perception towards the idea of going green. Consumers’ perception towards the green concept and initiatives of going green is important and will have an impact. The consumers’ green behaviour forces them to seek products/services that will contribute towards saving the environment. However, the consumers’ perception towards going green and the unforeseen advantage of going green needs to be determined to discover the extent to which Malaysian consumers are actually aware of the green concept. Products and green practices in Malaysia also influenced the consumers’ perception towards the green concept. The researchers wants to investigate from the perspective of event attendees. This research aims to explore the values, beliefs and norms theory on event attendees that influence on values and the effect that personal norms have that will influence their perception on sustainable practices at events. The result indicated that the effect of norms toward the relationship of value and perception can be categorized as partial mediating effect since the direct effect of value toward perception was significant.