Abstract
ABSTRACT This study investigates the influence of participation in mega events, like Dubai Expo 2020, on factors related to environmentally responsible behavior. Data from 361 UAE respondents were collected, examining environmental concern, social and personal norms, ethical obligations, and perceived behavioral control. Partial Least Squares Structural Equation Modeling and Multi-Group Analysis tested the hypotheses. The results showed that environmental concern, ethical ideologies, and perceived behavioral control had stronger impacts on the intention for responsible behavior in event attendees than in non-attendees. Attendees also demonstrated a stronger positive impact on sustainable consumer behavior. These findings offer valuable insights into environmental psychology, sustainability, consumer behavior, and event management, and can inform strategies for promoting sustainable behavior in industries such as travel, tourism, and hospitality.
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